Most objections fall into five families. Recognise the family and you already know where to take the conversation.
- Price — "It's too expensive." Re-anchor on value and ask what they are comparing against.
- Timing — "Not now." Find out what changes later, and what waiting costs them.
- Trust — "We don't know you." Use proof: references, case studies, a small first step.
- Authority — "I need to check with my boss." Ask what the boss will want to know, and equip your champion.
- Need — "We're fine as we are." Help them see the gap between today and what is possible.
Prepare one strong response for each family and practise it until it feels natural.
