Episode #432: Melinda Emerson

Handling sales objections is a delicate art—one that requires empathy, persistence, and creative problem-solving. Melinda Emerson, a seasoned sales expert, shares her strategies for overcoming objections, shifting conversations from price to value, and building trust with clients. 

Her insights offer valuable lessons for sales professionals navigating challenging negotiations, especially with small business owners. In this episode, she explores practical ways to handle objections with empathy and confidence, whether the pushback is about price, decision-making authority, or timing.

Outline of This Episode

• [1:19] Common types of sales objections
• [2:33] The biggest mistake salespeople make
• [6:10] How Melinda responds to objections
• [8:52] The role of empathy in handling objections
• [12:08] How to handle objections with confidence 
• [13:39] Melinda’s top 3 objection-handling dos and don’ts
• [15:50] Melinda’s six-year sale

The biggest mistake salespeople make

The biggest mistake in sales is a lack of empathy. Simply acknowledging that something is expensive isn’t enough—you must pivot the conversation toward your value. 

For example, saying, “I understand this is a big investment, but we are the last vendor you’ll ever need,” keeps the focus on the problem your solution solves. Discounting your price can backfire, as clients may perceive your offering as less valuable.

Buyers often withhold their true budget, preferring to negotiate on their terms. If a client shares a budget and you believe it’s genuine, do your best to meet them halfway. However, effective selling depends not only on price but also on how well you’ve built trust with your customers. Strong relationships yield better insights—clients are more likely to be transparent when they trust you.

Finally, understanding payment terms is critical. Receiving $50,000 within 30 days may be far more valuable than waiting 90 days. If you’re offering flexible financing, such as a no-interest loan, make sure your terms reflect the real value you’re providing.

How Melinda responds to objections

If someone says, “We just don’t have the budget right now,” Melinda shifts the conversation from price to value. If she reduces her costs, it will reduce the quality of the service her customers will get.

Instead, she’ll shift their focus toward exploring flexible payment options or outside financing. Implementing the solution sooner could save them money down the line. She’ll find creative ways to help them with price-based objections. 

If they have to “run it by their manager,” you have to be receptive to that. Offer to present the services to their team or superior. Ask to provide a summary or schedule a joint meeting. The larger the company, the more complex the sales process. Be willing to do what it takes to help them look good.

How to handle objections with empathy and confidence

Objections aren’t just about what’s said—they’re about what’s unsaid. If a prospect is visibly stressed, adding pressure will only push them away. Sometimes, the best way forward is to pause the pitch and have a conversation unrelated to the sale. 

Practicing empathy and active listening can open doors—clients might feel comfortable enough to share their real concerns, giving you valuable insight. Success often comes from knowing when not to pitch. Reading the room and timing your approach is just as critical as having the perfect sales script. Being willing to engage as a person, not just a salesperson, builds trust.

Melinda emphasizes this, especially for those working with small business owners. These clients are often time-starved and focused on results—they need to know your solution will save them time or make them money. Don’t waste time asking questions you could have easily answered with research. When you request 10 minutes of their time, stick to it. This respect for their schedule builds credibility.

Most importantly, small business owners value time freedom even more than financial freedom. If you can show how your product or service will give them back time, you’ll grab their attention. Make it clear that your solution isn’t just about dollars—it’s about reclaiming their most valuable resource: time.

Listen to hear Melinda’s top 3 objection-handling dos and don’ts!

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Learn More About Melinda Emerson

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? One pivotal moment in my career came when I was pitching a potential sponsor early on, and they flat-out told me, “We just don’t see how this fits with our strategy.” At first, it felt like a brick wall, but then I realized: objections are not rejections, they are just questions. Instead of being defensive, I started using objections as an opportunity to listen more closely, dig deeper, and understand what the client really needed. This shift made me more empathetic, and I became better at uncovering their pain points and connecting my solutions to their needs.

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. One technique I use to overcome tough objections is reframing. For example, when someone tells me, “Your price is too high,” instead of trying to justify the cost, I reframe the conversation to focus on the value and ROI. I might say, “I hear you, but what is costing you not to fix this problem? Let me show you how this investment will lead to a 10x return based on what others in your industry have achieved.” One time, a client pushed back on my consulting services, and I shared how one client increased their revenue from small business customers by 35% within 6 months of working with my firm. Once they saw the potential ROI, the price objection disappeared.

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? I once faced a challenging objection from a potential client who said, “I don’t have the time to commit to your program right now.” That could have easily ended the conversation, but I knew time was their biggest pain point. So, I flipped it by explaining how my program would help them get back more time in their schedule by streamlining operations and improving productivity. I showed them a case study of a past client who went from working 80-sales people to 50-person sales staff and doubled their income. By addressing the objection with a solution to their problem, they signed on.

What are the top three tools, resources, or training programs you recommend for sales professionals who want to improve their objection-handling skills?

For sales professionals looking to improve their objection-handling skills, I highly recommend:

• SPIN Selling by Neil Rackham – It’s a great resource for learning how to ask the right questions and guide the conversation.
• Gong.io – A sales enablement tool that helps you analyze real sales conversations and track what’s working in handling objections.
• The Challenger Sale – This book helps shift your mindset from being reactive to being proactive in educating clients and leading them to new insights that overcome objections before they even arise.

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? With advancements in AI, sales conversations are changing rapidly. AI tools are helping salespeople analyze objections in real-time and craft better responses based on data. I believe objection handling will become more personalized and precise, with AI identifying patterns across industries. However, empathy will never go out of style. My advice is to continue honing your active listening and problem-solving skills. No matter how advanced technology gets, the human touch in overcoming objections will always be key. Salespeople who can balance tech and empathy will stay ahead.