Episode #431: Nick Kane
Meet
Nick Kane
Brief Biography – Nick Kane is a founder and Managing Partner of Janek Performance Group, a leading sales performance organization providing sales training and sales consulting solutions. Nick has more than 25 years of experience in the sales, sales leadership and sales enablement space and has been a thought leader and authority, supporting hundreds of clients in optimizing their sales performance. Nick co-authored the book “Critical Selling: How Top Performers Accelerate the Sales Process and Close More Deals,” and has penned dozens of articles around sales performance, management, and leadership. A highly-requested keynote speaker, Nick has lead numerous presentations and panel discussions around the topic of sales transformation.
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When a prospect voices an objection, it’s easy to assume the issue lies on the surface—whether it’s price, timing, trust, or product fit. But according to Nick Kane, these aren’t always the real obstacles.
Often, the true cause remains hidden beneath what’s initially said. In this episode of Sales Reinvented, Nick emphasizes how understanding the root cause of an objection can turn pushback into a meaningful opportunity for growth.
Outline of This Episode
- [0:59] The most common types of objections
- [2:13] The biggest mistake salespeople make
- [3:44] How Nick responds to objections
- [5:10] The role of empathy in handling questions
- [6:17] How to handle objections confidently
- [8:18] Nick’s top 3 dos and don’ts
- [11:27] Overcoming the “timing” objection
How Nick responds to objections
Salespeople often jump too quickly to overcome objections without understanding the underlying cause. This rush can create defensiveness, escalating the tension between seller and buyer. Conversations become combative, leading to poor outcomes.
Instead, Nick suggests starting with empathy. Acknowledge the objection, even if you think you know what’s driving it. Use thoughtful questions to dig deeper into the prospect’s real concerns. The act of listening attentively signals to the customer that they’re being heard—laying the foundation for trust and a collaborative solution.
Using Empathy to Unlock the Real Issue
Empathy humanizes the conversation, shifting it from confrontation to connection. When the seller shows they understand the prospect’s concerns, it defuses emotional tension. This builds trust, encouraging the prospect to share more openly.
Nick stresses that empathy isn’t just about being polite—it’s a strategy. The more you lower tension early in the conversation, the more receptive the prospect becomes to follow-up questions. From there, the seller can reposition the offer as a solution aligned with the customer’s deeper needs.
How to handle objections confidently
Handling objections effectively requires preparation and practice. Nick emphasizes the importance of role-playing in a safe environment, where salespeople can refine their skills without pressure. A critical shift in mindset is also necessary—salespeople should view objections not as barriers, but as opportunities to strengthen relationships and add value.
A key part of this process is active listening. Don’t interrupt or overtalk; instead, ask thoughtful questions to uncover the root issue. This patient, deliberate approach fosters trust and prevents assumptions from derailing the conversation.
Listen to hear Nick’s top 3 dos and don’ts!
Overcoming the “Timing” Objection in Action
Nick shared a real-world example where a company hesitated to engage his training services, citing poor timing due to hiring needs. Rather than pushing back immediately, Nick validated their concern, which led to an honest discussion about how the training could impact their workforce.
It turned out that the customer misunderstood how future hires could be trained through the same program. Nick reframed the conversation, shifting the focus to the long-term return on investment and the opportunity cost of waiting. This clarity helped the customer see that delaying the training would cost them more in the long run—and they decided to move forward.
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What was a pivotal moment or experience in your career that fundamentally changed the way you handle objections, and how did it shift your approach?
A pivotal moment in my career was during a call with a customer who was really frustrated and kept shutting down every benefit I mentioned about the phone plans I was selling as part of my first sales job. I used to just push harder and use the scripted rebuttals I was given thinking that I had to keep convincing them, but this time I decided to pause, demonstrate empathy and listen more carefully. I asked about their specific needs and dug deeper to understand where the objections were coming from. Once they shared the root cause of their concerns (fear of change), I realized I was handling objections all wrong! This experience taught me to focus on understanding the customer first, instead of jumping straight into a sales pitch to try to overcome their concerns. I realized that handling objections by really empathizing, listening and tailoring my response to what matters to them was the key to overcoming client objections.
Can you share a specific technique or framework you’ve used to successfully overcome a tough objection? Please provide a brief example or case study where it worked effectively.
At Janek Performance Group, through extensive research and hundreds of client training engagements, we’ve distilled the process of overcoming objections into four core skills: Empathize, Understand, Address, and Confirm. This approach has not only helped me personally navigate and overcome sales objections but is also a key part of the proven methodology we teach to our clients. By following this strategy, sales teams can consistently address objections with confidence and precision, driving better outcomes and building stronger customer relationships.
Objections can sometimes feel like dead ends in conversations. Can you share a particularly challenging objection you faced and the steps you took to turn it into a win?
We were in negotiations to sell sales training to a building materials manufacturing company after their training department reached out to us. One of their sales directors who was part of their buying committee repeatedly hit me with the objection that their current team was full of industry veterans experienced enough that they didn’t need outside training. It felt like a dead end because he kept emphasizing their sales volume and impressive metrics. I recognized the successes he achieved with his team and shifted the conversation to ask about specific challenges his teams were facing. As it turned out, they were struggling with upselling new products and managing churn by competing against lower-priced imports. I was able to show them how our training could target those exact areas and improve their results, even for a seasoned team. Once they saw how tailored our approach could be to their unique needs, the objections faded, and they became more open to the value we could provide.
What are the top three tools, resources, or training programs you recommend for sales professionals who want to improve their objection-handling skills?
There are many excellent training programs and resources available today, and I firmly believe that Janek’s Critical Selling Skills methodology stands among the best. It equips sales and service professionals with the tools to effectively overcome objections, while being highly adaptable across industries and fully customizable to meet each client’s specific needs. Additionally, Janek’s thought leadership content is a free resource that I highly recommend. Available at Janek.com/insights, it offers a wealth of more than a thousand articles, videos, and white papers on sales best practices, including strategies for handling objections. Finally, I recommend learning platforms that emphasize role-playing and simulation tools that give immediate feedback and help salespeople sharpen their skills through repetition in a safe environment, making it easier to apply the right techniques in actual sales conversations. Janek’s training sustainment technology, Xpert, contains this capability, as an example.
With evolving buyer behaviors and advancements in AI and technology, how do you see objection handling changing in the coming years, and what advice would you give to salespeople to stay ahead?
As buyer behaviors continue to evolve and AI and technology play a bigger role in the sales process, objection handling will likely become more data-driven and personalized. AI will help salespeople predict objections before they arise, using customer data to anticipate concerns and tailor responses in real time. However, while technology will enhance efficiency, the human element—building trust and rapport—will remain crucial. My advice to salespeople is to embrace these advancements but focus on refining their emotional intelligence and active listening skills. Those who can blend technology with a genuine, customer-centered approach will be best positioned to succeed in the future.
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