How to Overcome Sales Objections (without being sleazy or shame-y)

Dealing with objections or rejections in business is such a real fear that a lot of times it actually holds us back from putting ourselves out there.

We don't want to hear people say no, or even the hint of a possible no. It’s something that every entrepreneur struggles with at one time or another.

Here are some practical tips and important mindset reframes to help you process and approach objections in your sales conversations. I don’t want the fear of hearing “No” to hold you back from showing up bigger and putting yourself out there more.

Stop thinking “They hate me” → Really, they’re just not the right fit

We can think that when people say no it’s because they hate us and what we’re selling. That's like our default: “They hate me; I suck; I really should just quit; I'm gonna be a total failure; I'm a fraud, etc etc.” We tell ourselves horrible stories.

And yes, there are some people out there who are pitching in a really terrible way and they slide into your DMS and it's just really awkward--and you’re like “Oh I hate that. I'm not going to spend money with you now or ever. I don't want the thing you have.”

But usually, that is not the case.

Network marketing has really done a disservice to selling in a lot of ways, but one of them is that they teach their people that the products they're selling are for everyone so therefore you should be pitching to everyone.

And the bottom line is that no matter what you sell, whether it's a product or service, there are going to be people who are your ideal clients AND people who just aren't.

I recognize this in my own business. I have people who are following me, who are in my Facebook group or Instagram, or who listen to the podcast, and might not ever be the type of person who's actually going to pay me for my expertise.

I’m not gonna lose sleep over it! I’m not gonna get mad! 

It just is what it is. And that’s because I also have ideal clients who are perfect, who do invest in me and in themselves.

We are always going to have people who are more ideal for us, and then also people who are less ideal for us. And that is okay. 

Somebody might be rejecting your product or service solely based on the fact that it doesn’t make sense for them. 

Most of the people in my life are not entrepreneurs. They might emotionally support me but they aren’t going to be customers. And that's okay, right? 

So there was just this line of, we have to get comfortable with the fact that what we have is just not for everyone, and it's not personal. 

Here’s an example: snowmobiles. I live in a colder climate so I know folks with these. But I don't ever see a point in my life where they will be for me. Now, I don't care that other people want to spend their money on that. I don't care that those things are sold. It's just that if I were to meet someone and they were a salesperson for those items, I'd be like, “That's cool. Not my jam.” And even if I wanted to try it out, I would rent one or borrow a friend’s to test out a new experience.

It can be the same with what you sell. 

Make sure to head off “How’s it going to help me?” by communicating the true value

Someone might object because they're not really certain how it's going to help them. 

Which is also another reason why it's okay to niche. It's okay to be specific, it's okay for you to attract-the-best-repel-the-rest. You want it to be pretty clear who you are for and who you're not for. 

So let’s look at snowmobiles again. 

If I were selling snowmobiles, I want to be speaking to people who love outdoor activities, live in a cold climate, and have the space to store a snowmobile. That is the type of person with the desires that match what I offer as a snowmobile salesperson. 

And then I explain what owning the toy does for them: owning lets them take it out whenever they want; renting or borrowing isn’t an issue; they have complete freedom and autonomy over this adventure, etc. 

Then people will understand the intrinsic value that they're getting.

So as another example, if somebody is a conversion copywriter, they want to be conveying the fact that it's not just that “Oh, you can hire me and I'll write some stuff for your website”. That’s not the real value. As a conversion copywriter, they are going to be writing stuff that is going to be bringing more money back into the client’s business. The client will pay some money upfront, but in the long run, that ROI is going to be there. So not only does the client not have to spend time writing, they also don’t have to do the research, figure out the structure, test it, etc.  Because the copywriter is the expert and they're going to bring the value: more money into the business.

If that information isn’t there, someone might not be sure if it’s worth them to make the investment. 

Make sure that you are conveying all of that pretty clearly upfront.

Leave the Door Open for Questions

Then also make sure that you allow for questions.

For example, if you're having a discovery call with somebody, make sure that you let them know it's okay to ask questions, and that there's no such thing as a stupid question. 

Also, let people know how they can follow up with you later if they are confused or feeling dubious.

If they feel empowered with the necessary info, and they know that they can reach out to ask other things of you, then that is going to help them feel clear and more confident that they're making a wise financial decision.

“Not now” does not mean “not ever”

I have had plenty of discovery calls with people where I was trying to see if I was going to hire them. 

And I think that they're awesome people and I know they're experts at what they do. They kick ass and all of that!

But then I realize I'm just not in a position where I need to hire them for that service right at this time.

Enter: the art of the follow up.

Someone on a discovery call, thinking about hiring me, might be like “Oh yeah, Erica is super great! I know she can help me launch my course but I'm still building it and I don't think I want to launch it this quarter.”

If I concluded, “Well, that's it. She hates me. She's totally not impressed. She thinks I'm an idiot. She doesn't want to pay me ever, so I'll just forget about her and try to find new clients”, that’s not based in reality!

Instead, I want to put that person on a follow up plan! What I know right now is that right now is not the right time for her. Four months from now, she will be ready! 

So remember: “Not now” does not mean “not ever”

Follow up!

Also, there might be something better that you can offer right now that's a better fit for them that might feel like an easier yes for them. Maybe you have a course or a different program. It doesn't even necessarily have to be that it's cheaper, because money is not always the issue. Maybe it just better fits their current situation.

Always remember: Shaming is Shameful

Here’s a story I saw unfold in a group I’m in. 

A woman wanted to go to this retreat with some coach. And she was like, “Yes, I'm ready, I just need to make sure the dates line up well with this other life event.” 

And the coach shamed her for not just jumping on it and booking it right then. And the woman was very clearly stating that, “No, I’m not trying to sell myself short. I'm not trying to make excuses. I really have this other life event and I just need to see if it makes sense for my life.”

The coach could have been friendly and supportive and warm and welcoming -- but she wasn’t. Instead, because that coach pressured her about it, it left a really bad taste in her mouth.

It wasn’t okay.

The coach’s answer should have been, “I really hope you can make it. And if not this time then in the future. Can you give me an answer by x date?”

I feel like this is why people say that I am good at what I do: I don’t repel people on my follow up list, because I don't shame them.

And for some people, they might have different check-ins they need to do. “I have to check with my spouse” kind of a thing.

I know that there are people who hear that and say, “No, I need an answer right now.” And sure, maybe it’s a BS excuse because they are uncomfortable giving a direct no. 

But most of the time, people just need to sit with a decision for a minute. 

This literally just happened to me -- someone said they needed to check with their spouse and I said, “Absolutely. It’s an investment. If I haven’t heard from you by next week, I’ll follow up.” And we’re working together now! 

But what if I had been like, “No. Decide now”? It’s just so disrespectful.

So don’t shame anyone. And if you make them feel like crap about saying no, they're not gonna want to work with you in the future.

Let people go with grace. Follow up. Be polite, open, and welcoming.

And ultimately: don't take it personally when you get rejected in sales.

Handling sales objections or hearing “No” can be really hard, emotionally speaking. It can trigger a lot of fears for us and hold us back from putting ourselves and our businesses out there.

But I hope this post helps you feel more confident in your sales conversations and how to handle objections with ease and grace (and in a way that doesn’t repel people from working with you in the future!)

For more help with having sleaze-free sales conversations, check out my free guide to my No-Sleaze Sales Method!