Appendix C2 — Objection Handling Library
Purpose of This Appendix
This appendix standardizes how objections are understood and handled inside SalesOps.
Objections are not resistance.
They are signals.
SalesOps treats objections as indicators of:
- missing clarity
- unresolved risk
- misaligned expectations
- incomplete discovery
Handling objections well is not about clever responses — it is about diagnosing the real issue.
Objections Are System Feedback
SalesOps assumes:
Objections appear where the system failed to clarify earlier.
This appendix exists to:
- prevent reactive responses
- eliminate emotional defense
- create consistent diagnosis
- preserve deal integrity
If the same objection appears repeatedly, SalesOps fixes the system — not the wording.
The Five Objection Categories (Universal)
SalesOps classifies nearly all objections into five categories:
Correct classification matters more than the response itself.
How Objections Should Be Handled
SalesOps requires that every objection be handled in this order:
- Acknowledge — show understanding
- Diagnose — identify the real concern
- Clarify — reconnect to discovery
- Resolve or Exit — move forward or close the loop
Jumping straight to persuasion creates resistance.
Price Objections
What It Sounds Like:
- “It’s too expensive”
- “We need something cheaper”
- “Your competitor is less”
What It Usually Means:
- Value is unclear
- Impact was not quantified
- Risk outweighs reward
SalesOps Response Frame:
- Re-anchor to impact
- Clarify trade-offs
- Confirm decision criteria
SalesOps does not:
- justify price defensively
- discount immediately
- compete on cost alone
Timing Objections
What It Sounds Like:
- “Not right now”
- “Let’s revisit later”
- “This isn’t a priority”
What It Usually Means:
- Urgency is unclear
- Consequences are abstract
- Other priorities dominate
SalesOps Response Frame:
- Clarify consequences of delay
- Confirm timing ownership
- Agree on pause or exit explicitly
SalesOps rejects indefinite “check back later” states.
Authority Objections
What It Sounds Like:
- “I need to run this by someone”
- “My partner/boss decides”
- “We’ll need approval”
What It Usually Means:
- Stakeholder mapping is incomplete
- Decision process is unclear
- Risk is being deferred
SalesOps Response Frame:
- Clarify the decision path
- Invite stakeholder inclusion
- Align next steps explicitly
Late authority objections signal upstream discovery failure.
Trust Objections
What It Sounds Like:
- “We’ve been burned before”
- “I’m not convinced yet”
- “How do I know this will work?”
What It Usually Means:
- Proof is insufficient
- Risk feels personal
- Expectations are unclear
SalesOps Response Frame:
- Acknowledge risk
- Provide relevant proof
- Clarify expectations and boundaries
Trust objections are resolved through clarity, not pressure.
Fit Objections
What It Sounds Like:
- “I’m not sure this is right for us”
- “This may not work in our situation”
What It Usually Means:
- Misalignment exists
- Scope was misunderstood
- Buyer is unsure of success
SalesOps Response Frame:
- Revisit fit honestly
- Clarify scope and limits
- Disqualify if necessary
SalesOps treats disqualification as a success outcome.
When to Exit Instead of Handle
SalesOps requires clean exits when:
- objections repeat without progress
- decision ownership is absent
- timing remains undefined
- buyer engagement drops
Forcing resolution damages trust and pipelines.
B2B vs B2C Objection Emphasis
In B2B:
- objections are analytical
- risk and proof dominate
- authority matters more
In B2C:
- objections are emotional
- reassurance and simplicity matter
- speed matters more
Same categories. Different weighting.
What This Appendix Enables
With a standardized objection library:
- reps stay calm
- messaging stays consistent
- deals resolve faster
- exits happen cleanly
Without it:
- objections feel personal
- discounts escalate
- trust erodes