Episode #433: Melissa Madian

In this episode of Sales Reinvented, Melissa Madian dives into the psychology behind objections in sales conversations—specifically how most objections aren’t really about the surface-level concerns expressed by buyers. Instead, they stem from a fear of change and disruption to the status quo. Statements like:

• “That feels expensive…”
• “That seems hard…”
• “I don’t have time to do that…”

…aren’t about price, complexity, or time. These objections reflect a deeper emotional resistance. So how can sales professionals address these concerns effectively? Melissa shares actionable strategies to help you navigate these hidden fears with empathy and confidence.

Outline of This Episode

• [1:07] The common type of objections salespeople face
• [2:30] The biggest mistake salespeople make with objections
• [4:50] How Melissa responds to objections
• [7:06] The role of empathy in objection handling
• [8:50] How to handle objections with confidence
• [12:00] Melissa’s top objection-handling dos and don’ts

The biggest mistake salespeople make with objections

The knee-jerk reaction to objections is to immediately respond and offer a solution. But this is where most sales reps go wrong. When you jump in too quickly, you risk dismissing the buyer’s underlying emotions. The real goal isn’t just answering the objection—it’s uncovering the root cause behind it.

Melissa emphasizes the importance of pausing and acknowledging the buyer’s feelings. A simple phrase like, “I hear what you’re saying…” opens the door to deeper understanding. By taking a moment to listen and reflect, you can get to the heart of the concern. It’s not just about solving a problem—it’s about showing the buyer that you genuinely care.

Melissa’s Framework for Responding to Objections

1. Acknowledge: “What I hear you saying is…”
2. Explore: Ask follow-up questions to uncover the real reason behind the objection.
3. Address: Once the true concern is clear, respond with empathy and tailored solutions.

Melissa’s approach is direct but empathetic. Sometimes, objections like “That feels expensive” aren’t about numbers at all. Maybe the buyer had a bad experience with another vendor. Or perhaps they’re simply anchoring the price based on a competitor’s offer. The key is to understand why they feel the way they do.

By letting the buyer explain their perspective, you not only gain insight but also build trust. This turns the objection from a hurdle into an opportunity to connect and provide value.

Handling Objections with Confidence

Melissa coaches salespeople to view objections as a healthy part of the conversation. When buyers raise concerns, it means they’re engaged and curious—they want more clarity before making a decision. The discomfort of an objection is natural, and sales reps should embrace it rather than shy away from it.

Instead of fearing objections, see them as a chance to debate and collaborate. Approach the conversation as a trusted partner who’s helping the buyer make the best decision, not just closing a sale. When you genuinely believe your solution fits their needs, the buyer will sense your confidence.

Melissa’s top objection-handling dos and don’ts

Melissa drops some great advice:

• Don’t just answer the question out of the gate
• Don’t be afraid or shy away from the objection
• Don’t make the buyer feel bad about raising the objection
• Be genuinely curious about why the objection is being raised
• Probe into the reason why the objection was brought up—ask questions.
• Sympathize with the buyer and show genuine care about why the buyer is raising the objection

Embrace the objection. See the objection as something that’s a challenge to overcome. When you approach the objection positively and have the buyer say “That makes sense, I appreciate you addressing my concern,” it’s completely satisfying.

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Learn More About Melissa Madian

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? Early in my career I had a sales leader that suggested I step back ask “why?” at least 3 times before answering an objection. That forced me to really stop and think about the objection from the perspective of the buyer, instead of thinking about myself.

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. First confirm the objection and be empathetic to the buyer; this lets them know you heard them. Then delve deeper into the objection; ask questions to unpack why they are raising the objection so you can uncover the root cause behind it. Then address the root cause truthfully and empathetically. 

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? Objections should be viewed more like a healthy debate; if a buyer is raising objections, then they are interested. You just need to figure out where the objection is coming from. Once you uncover that, you can turn any objection into a win!

What are the top three tools, resources, or training programs you recommend for sales professionals who want to improve their objection-handling skills? Both ASLAN Sales Training and Corporate Visions have excellent training programs and materials around effectively managing objections.

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 long as humans are making purchasing decisions, there will always be objections. Approach each objection as a symptom of a larger problem that needs to be solved, and you are there to act as the trusted advisor to the buyer to solve it.