---
tags: Week 9, H3, M13
---
# Anticipating objections

Now that you know the keys to successfully closing a sale, let's see how to handle objections. In this section we will have a look at:

1. How to anticipate objections and make them irrelevant
2. How to deal with the two most common objections

Let's go!

## Objections are natural

**Objections are a natural part of the sales process. They will happen. Always.**

Usually, the reason why a deal falls through is not due to the objection itself, they fall through because of how you handled it!

By definition, a sales objection is an "explicit expression by a buyer that a barrier exists between the current situation and what needs to be satisfied before buying from you."

**The good news: it also shows that the buyer is engaged.**

:::info
**Treat objections as requests for further information.**
:::

Now, in sales there is a lot of talk about how to overcome objections. Once they are articulated, it's obviously true that you need to overcome them and we will teach you how to do that.

But the best way to deal with objections is to prevent them from coming up in the first place.
 
## How do you anticipate objections?

You might be thinking - how on earth do I do that?

- Most objections are actually the prospect doubting the value you provide.
- By quantifying the size of the problem (in €€€) early on in the process you get the prospect to articulate the value you can provide early on (ideally in the discovery call).

Ask them things like:
- What is this problem costing you directly?
- What is the opportunity cost of not pursuing this?

This defines the value your solution can offer.

More importantly, it gives you a figure you can circle back to when an objection is raised regarding the value you can offer.

Let's hear it from Mark 👇

{%youtube KP510Z7Gcu4 %}

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