If you’ve ever been hit with a “Let me think about it,” or “It’s too expensive,” and found yourself scrambling for a response, then this framework is going to be your new best friend.
Selling is all about confidence, psychology, and strategy. Today, we’re breaking down a proven 5-step process that helps you handle any sales objection and close more deals without sounding pushy.
I learned this powerful framework through Ian Macklin and the Elliott Group while in training, and it has completely changed the way I handle objections.
Buckle up, because by the end of this post, you’ll be handling objections like a seasoned pro and closing deals left and right!
The 5-Step Sales Objection Handling Framework
This process works because it follows the natural way people make decisions. When done right, your prospect will feel understood, open to change, and ready to say YES.
Here’s the magic formula:
✅ Step 1: Acknowledge – Make them feel heard and respected.
✅ Step 2: Isolate – Identify the real reason holding them back.
✅ Step 3: Validate & Reframe – Change their perspective.
✅ Step 4: Overcome with Logic or Emotion – Give them the final push.
✅ Step 5: Close Immediately – Lead them to the next step.
Now, let’s break each one down and give you real-world examples to master this system.
Step 1: Acknowledge – Build Trust and Rapport
People don’t want to be argued with, they want to feel heard and understood. That’s why the first step to handling an objection is acknowledging it.
Instead of jumping straight into a counterpoint, start with agreement so the prospect doesn’t feel defensive.
Example Responses:
❌ Prospect: “Your software is too expensive.”
✅ You: “I totally get that, budget is always a major factor in making a decision like this.”
❌ Prospect: “We already have an inventory system.”
✅ You: “I understand, That makes sense. Many of our customers had a system in place before switching to SantiFlow.”
✅ Why this works: When people feel heard, they relax, and their resistance drops.
Step 2: Isolate – Identify the REAL Objection
Often, the first objection isn’t the real problem – it’s just a surface excuse. Your job is to dig deeper.
Ask a simple question to pinpoint the core issue so you don’t waste time on false objections.
Example Responses:
❌ Prospect: “It’s too expensive.”
✅ You: “I totally understand. Just to clarify, is it the upfront cost, or are you unsure about the long-term value?”
❌ Prospect: “We already have a system.”
✅ You: “Got it. If you found that SantiFlow could save you time and money compared to your current system, would you be open to a deeper look?”
✅ Why this works: You isolate the objection so you can address the real concern.
Step 3: Validate & Reframe – Shift Their Perspective
Once you’ve uncovered the true objection, you need to reframe it in a way that makes them rethink their stance.
Example Responses:
❌ Prospect: “It’s too expensive.”
✅ You: “That’s exactly why businesses choose SantiFlow, because it actually saves them more money by reducing errors and wasted time. Most clients see a return on investment in just a few months.”
❌ Prospect: “We’re a small business, we don’t need something like this.”
✅ You: “That makes sense! And actually, small businesses benefit even more because they don’t have extra staff to fix inventory mistakes. Wouldn’t it be great to eliminate those headaches?”
✅ Why this works: It makes them see the benefit instead of the problem.
Step 4: Overcome with Logic or Emotion
Now that they’re more open, it’s time to remove the final resistance.
📊 Use logic if they are numbers-driven. (ROI, cost savings, efficiency)
❤️ Use emotion if they need a feeling of confidence or security.
Example Responses:
🔹 Overcoming with Logic: “Most businesses using SantiFlow reduce inventory errors by 35% and save 10+ hours per week. Wouldn’t that justify the investment?”
🔹 Overcoming with Emotion: “Imagine if you never had to manually check inventory again. How much easier would your day be?”
✅ Why this works: Some people buy with logic, some buy with emotion, so give them both!
Step 5: Close Immediately – Assume the Sale
This is where most salespeople freeze, but not you!
Once you’ve handled the objection, don’t leave it open-ended!
Example Responses:
❌ Weak Close: “So… do you want to move forward?”
✅ Strong Close: “Let’s get you started, do mornings or afternoons work better for onboarding?”
🔹 Alternative Close: “Would you prefer to start with the standard plan or the advanced one?”
🔹 Urgency Close: “We have an offer running now, if you sign up today, you get an extra month free.”
🔹 Soft Close: “How about we do a 30-day trial so you can see the value firsthand?”
✅ Why this works: You’re leading them, not waiting for them to decide.
Final Thoughts – Master This Framework and Win More Sales!
This framework works because it follows human psychology-you’re not forcing them, you’re guiding them.
Now it’s your turn: Practice these responses, tweak them for your industry, and start closing more deals.
🔥 Which of these objection-handling techniques have you struggled with the most?
What Resources have you seen around that help you overcome Objections?
Drop a comment below! 🔥
