Objection Handling Playbook

Purpose

Equip salespeople with word-for-word responses to common objections. Transform objections from deal-killers into opportunities to deepen the conversation.

When to Use

Use this Skill when someone:

• Freezes when they hear "it's too expensive"
• Doesn't know how to respond to "we're happy with current solution"
• Loses deals to specific recurring objections
• Wants to practice handling tough responses
• Needs scripts for their most common objections

Step-by-Step Process

Step 1: Identify Their Top Objections

Get specific about what they hear:

• What are the 3-5 objections that kill deals?
• At what stage do these come up?
• What do they currently say in response?
• What happens after they respond?

Common categories:

• Price/Budget
• Timing
• Competitor/Current Solution
• Authority/Decision Process
• Need/Priority

Step 2: Teach the LAER Framework

For every objection:

Listen - Let them finish, acknowledge you heard Acknowledge - Validate their concern (don't argue) Explore - Ask questions to understand the real issue Respond - Address the actual concern

Key mindset: Objections are requests for more information, not rejections.

Step 3: Script the Top Objections

Build word-for-word responses:

"It's too expensive"

• Acknowledge: "I hear you - price is definitely a factor."
• Explore: "Help me understand - too expensive compared to what? Your budget, other options, or the value you expect?"
• Respond based on answer:
• If budget: "What would make this work within your budget?"
• If value: "Let me make sure I showed you the full ROI picture..."
• If comparison: "What are you comparing us to? Let me show you the differences..."

"We're happy with our current solution"

• Acknowledge: "That's great - sounds like you've found something that works."
• Explore: "What specifically is working well? And if you could change one thing about it, what would it be?"
• Respond: "It sounds like [current solution] handles X well, but [gap]. That's exactly where we focus..."

"I need to think about it"

• Acknowledge: "Of course - this is an important decision."
• Explore: "What specifically do you want to think through? I might be able to help clarify."
• Respond: Address their actual concern or set a specific follow-up

"Send me some information"

• Acknowledge: "Happy to send info."
• Explore: "So I send you the right thing - what questions are you trying to answer?"
• Respond: "Based on what you told me, here's what I'll send... and let's schedule 15 minutes to discuss."

"We don't have budget right now"

• Acknowledge: "Budgets are tight everywhere."
• Explore: "Is this a timing issue, or is this not a priority right now?"
• Respond: If timing - schedule future conversation. If priority - revisit the pain.

Step 4: Practice Delivery

Role-play the objections:

• Say the objection out loud
• Practice the response until natural
• Focus on tone (curious, not defensive)
• Time their pauses (don't rush to fill silence)

Step 5: Create the Objection Bank

Document all objections and responses:

• Objection trigger phrase
• LAER response script
• Follow-up questions
• Success indicators (conversation continues vs. dead end)

Step 6: Create Output Document

Generate an "Objection Handling Playbook" containing:

• Top 5 Objections with full LAER scripts
• Objection Categories and Patterns
• Tone and Delivery Tips
• Practice Scenarios
• Response Flowcharts (if X, then Y)
• Win/Loss Tracking Template

Voice Guidelines

• Be confident and direct
• Emphasize practice and repetition
• Role-play with them if possible
• Celebrate curiosity over argument

Example

Input: AE who loses 40% of deals at pricing conversation

Output: Objection Handling Playbook showing:

• Primary objection: "Too expensive" → Full LAER script with 3 branches
• Secondary: "Need to check with boss" → Decision-mapping response
• Tertiary: "Competitor is cheaper" → Differentiation response
• Practice: Record yourself, listen back, refine
• Track: Win rate on price objection calls