Master the 7 Steps for Resolving Sales Objections


In this sales manual from Lance Tyson of Tyson Group, you'll learn how to quickly analyze and resolve any and all sales objections impeding your sales process, giving you the ability to move the sale forward faster and shorten your sales cycle.

Now, we know there’s a lot of advice out there about how to handle sales objections. You can do things like practice active listening, repeat back what you heard the prospect say (in our presentation training, we call this parroting), validate your buyers concerns, and ask follow up questions. There is no shortage of advice on how to handle sales objections.

But before you can adequately address a buyer’s objection, you have to know what that objection is. And getting that information can be complicated. Rarely will a buyer tell you what their primary and secondary concerns are. There may be a number of reasons for this, but one of the biggest reasons is trust. They have no reason to trust that you have their best interest at heart and every reason to think that you are there 'just to make a sale.'

More importantly, how do you cut through their preconceptions, convey your true intentions to your buyer, and gain their trust?

And then there’s the question of capability. You can have the best of intentions, but if you can’t deliver on your promises, then the outcome will be the same as if you were there just to make a sale. 

Which is why in our training and coaching sessions, we tell our clients that you don’t handle sales objections, you resolve them. You resolve sales objections and handle people. And a big part of this is being able to cut through the smoke screens and put-offs to identify what is really at the heart of your buyer’s hesitancy so you can address it directly, build credibility, and earn their trust.

You resolve sales objections and handle people.

This process isn't just for resolving the financial sales objection, the sales objection in the manufacturing sector or a sales objection for a technical sale. This is a human communication process designed to help you identify and resolve the real issues people have before committing to a mental or verbal contract with you.

This process works for sales people talking to buyers, sales managers talking to their sales team, or even a psychologist talking to their client. It works across the workforce spectrum because it leverages the fundamental way people communicate with each other.

When you download this guide, you'll discover: 

  • How to open the conversation with confidence
  • How to use specific communication techniques like the verbal cushion to assist in your discovery process
  • How to get your client or buyer to map out their hot-button issues
  • How to get your client or buyer to identify their main issues
  • How to determine the importance of each and every issue
  • How to direct the client towards commitment and closing the deal

Are you ready to use the power of this simple process to remove those sales roadblocks? Then download the guide, 7 Steps to Resolving Objections and start closing more deals.

And be sure to jump to the insights at the bottom of the page to review the 6 general classes of sales objections you are likely to encounter.

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Our proven process guides leaders and teams from initial assessment to training and long-term coaching, ensuring substantial and lasting benefits.



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BONUS INSIGHTS: Knowing These 6 Common Types of Sales Objections Can Boost Your Sales EFFECTIVENESS

In my experience as a sales trainer and coach, I find that most salespeople think that there’s never a good time to deal with a sales objection. They try to avoid them because from their perspective, it slows down the sales process. And there are just too many places where they can lose control of the process. 

The truth is that many salespeople have misconceptions about sales objections because they don’t have a repeatable process for identifying, qualifying, and resolving them. In fact, most salespeople mistakenly confuse put-offs for valid sales objections.

When the salesperson finally realizes that their prospect was never interested in their service but was politely trying to get rid of them, the salesperson has already spent too much time, resources, and personal capital trying to move the phantom deal forward.

In doing a quick search on the internet, I see that everybody has a special way to handle specific sales objections. And yes, there will be elements of your resolution that are specific to the industry, the product, and the environment you are working in. But from my experience, sales objections tend to fall under 6 general classifications that will govern how you resolve them. These classifications are:

  1. A genuine sales objection
  2. A stall or a put-off
  3. Misconceptions and misinformation
  4. Buyer biases, prejudices, and skepticism
  5. Sales objections that are unsolvable
  6. Trivial sales objections

Let’s look at two of these.

The Genuine Sales Objection

The genuine sales objection is a legitimate concern on the part of the buyer. Now if you can solve this problem, then the sale moves forward. And the nice thing about this is that the buyer wants you to succeed. Genuine sales objections reveal that the buyer has a real interest in your product or service.  These indicate that the buyer is mentally integrating your system into their environment, and they are finding the bumps that could produce hiccups.  You may have to get creative when addressing the specifics of these objections, but they are solvable. Read my post on how to respond to sales objections.

The stall or put-off

This classification is interesting. As I said before, most sales reps think they have an honest to goodness sales objection that needs addressing when they have a stall or a put-off.  They then spend a lot of time and energy trying to resolve an issue that their client has no interest in. In fact, the only thing the prospect wants is to get rid of the salesperson with as little friction as possible. So you’ll hear things like, “Your price is too high” or, “I don’t have time now” or, “it’s not in the budget.”

Stalls and put-offs are used to either slow down the sales process or to completely stop it. It’s a way the prospect uses to take control of the sales process away from you, the salesperson.

One of my favorite Dr. Seuss books is “Green Eggs and Ham.”  I read that book to my kids numerous times. But when you think about it, that book is all about the sales objection. When you go back and read the text, and it’s an easy read - it will take about 5 minutes, what is the first objection that the protagonist says?  It’s “That Sam I Am. That Sam I Am. I do not like that Sam I Am.” His objection has nothing to do with the product. He wants to dump the salesman. Even when the protagonist relents, he says, “Sam, if you let me be, I will try them. You will see.”  In other words, "Stop bothering me, pal. I'll sell myself."

So, the protagonist’s whole story line about hating green eggs and ham has nothing to do with green eggs and ham. It’s all on Sam I Am. And then, after he tries them, he says, “Hey! These things are pretty good.” Suddenly, Sam I Am has credibility, earned the protagonist's trust, and the two become best buddies.

Remember, the stall is all about the buyer exerting control over the sales process and the put-off is about putting off the sales rep. Neither has to do with your product or service. The 7 step process for resolving objections will help isolate and identify these objections and give you some direction in how to effectively address them.  But I can tell you right now that if you are experiencing a put-off, then you didn’t open your call correctly and you have little credibility. Read my posts on opening a sales call, and then go back and sell yourself first in such a way that you establish credibility, and you are seen as a valuable asset instead of a bothersome salesperson.

Read the full article on the the 6 common types of objections here for additional information.

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It's time to stop reacting and start responding!

download the 7 steps to resolving objections and take control of the sales PROCESS