As an advisor, you’ve likely been told that objections are barriers you need to overcome to close the sale. It sounds logical, doesn’t it? If a prospect raises a concern, you address it, overcome it, and move forward.
But here’s the truth: that approach is outdated, and it’s costing you trust.
When you hear an objection, it’s not a signal to push harder or prove your point.
It’s a signal to pause, step back, and understand what’s really going on beneath the surface.
Most objections aren’t about the words being spoken.
They’re about something deeper, like uncertainty, fear of making a mistake, or even a sense that they’re being sold to.
If you jump in and try to “overcome” the objection, you’re missing the point entirely.
You’re treating the symptom, not the cause, and worse, you’re reinforcing the resistance you’re trying to diffuse.
So, what should you do instead?
You need to reframe how you see objections.
They’re not barriers to overcome, they’re opportunities to build trust.
When a prospect raises an objection, they’re giving you a glimpse into their world, sharing a concern, hesitation, or question that matters to them.
Your job isn’t to bulldoze through it, it’s to lean into it, explore it, and uncover the truth behind it.
Here’s how you do that.
First, acknowledge the objection without resistance or defensiveness.
For example, if a prospect says, “This seems expensive,” don’t jump in with a justification or explanation.
Instead, say something like, “I understand, let’s take a closer look at that together.”
This simple shift diffuses tension and shows you’re not there to argue or push.
Next, ask a question that uncovers the real concern behind their words.
You might say, “When you say it seems expensive, can you share more about what you’re comparing it to?” or “What’s your biggest concern about making this investment?”
These questions aren’t about defending your position, they’re about understanding theirs.
Once you’ve uncovered the real concern, take a moment to reflect it back to them.
For example, “If you could share with me specifically what your concerns are related to the fee and what’s provided to you, that would be helpful”.
This step is crucial because it shows you’re listening and creates a sense of safety and understanding.
Only after you’ve fully understood their concern should you address it, and even then, your goal isn’t to “overcome” it.
Your goal is to have an honest, trust-based conversation about whether your solution is the right fit for them.
Sometimes, that means walking away, and that’s okay.
Because trust-based selling isn’t about closing every deal, it’s about building relationships that last.
When you stop trying to overcome objections and start exploring them, something amazing happens.
Your prospects stop seeing you as a salesperson and start seeing you as a trusted authority who genuinely cares about their needs.
And that changes everything.
So, the next time you hear an objection, resist the urge to push through it.
Pause, lean in, and get to the truth behind their words.
Because the truth is where trust begins, and trust is what leads to real, lasting success.
Related: Are You Creating Enough Trust in Your Sales Process?
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.