Handle Sales Objections Before They Arise

In this session, Chris Do reveals a counterintuitive approach to sales objections: surface them yourself before the prospect does. Drawing on a memorable sales call he experienced firsthand, Chris shows how naming a buyer's fears out loud instantly builds trust and signals expertise. He then walks through a real coaching scenario where a designer kept losing work to a cheaper competitor, and explains the exact script he gave her to reframe the conversation, pre-empt the price comparison, and let the prospect self-qualify. The session closes with a clear principle: confident silence and restraint beat lengthy justification every time.

Learning objectives

• Identify the most common objections prospects raise in your niche before a sales call begins
• Use a pre-emptive objection script to demonstrate expertise and build immediate rapport
• Teach prospects the right questions to ask competitors so they self-select toward your higher value
• State your price without explanation or justification and hold that position under pressure
• Recognise when to deploy proof or evidence — only when directly asked, not as a default defence

Key takeaways

• Naming objections before the prospect does signals experience and builds trust faster than any pitch
• Telling a prospect they may not need you is a powerful qualifying move that filters out poor-fit clients
• Coaching buyers to ask competitors for evidence of results positions you as the authoritative expert
• Justifying your price with costs, team size, or overheads undermines perceived value — avoid it
• Silence and a simple 'that's what it costs' response is more persuasive than a detailed explanation
• Objection handling is a repeatable skill: test the script, tolerate short-term losses, and refine over time