steli efti speaker hustler elasticthis is a guest post by Steli Efti, CEO Elastic Inc. and the creator of the salesforce automation app (aka an option to  he’s an insightful guy who shares here a great and simple way to put some thought and process around objections, without getting stuck in complexity!  in fact, i should do this myself for my consulting practice 🙂 …

Most people are coming up with answers to objections on the fly.

That’s a huge mistake.

What you need is to develop an objection management document.

I’ll share with you how to do that in a few simple steps.

But first let’s look at all the reasons why ”computing” an answer to an objection in real time is a bad idea:

  1. It’s going to take focus/attention away from the customer while you’re trying to formulate your response
  2. It’s going to probably be a much longer answer than you want to because you’re just communicating in a stream of consciousness
  3. You’re not going to seem very confident
  4. The quality of your answer will heavily depend on your state at the present moment

So how do you create a great objection management doc?

Here are the 5 simple steps:

  1. Write down the top 25 objections you’re facing in your market
  2. Write down the best answers to each objection
  3. Limit the answers to a max. of 3 sentences
  4. Have at least 10 people review the answers with you and give feedback
  5. Train your team/ yourself to know these answer by heart

What are the benefits of doing this?

There are many benefits in doing this exercise and creating a objection management doc but by far the biggest one is the boost in confidence it will give you & your team when delivering the answers.

Here are a few common objections to get you going:

  • I don’t have time
  • I don’t have money
  • Your product/service is too expensive
  • Please just send me more information
  • We don’t need this
  • {add more industry/market/product specific objections}…

[Aaron] Speak them out loud.  also practice role-playing and speaking this stuff out loud.  i find when people just write stuff down it first sounds canned / fake / jargony, and by speaking it out loud it helps you easily spot awkwardness.   

Hope this helps 🙂

Happy Selling!


[Aaron] you can find out more about Steli on Quora and at’s website.  he writes great stuff.

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