The Psychology Behind Closing More Sales
Most people are more motivated by fear of loss than by the hope of gain. This principle, as outlined in The Full Fee Agent by Steve Schull and Chris Voss, is one of the most powerful insights you can use in sales.
Instead of focusing on what your prospect stands to gain, shift the conversation to what they could lose by not moving forward.
But let’s get real—most people don’t like being questioned, doubted, or challenged. And for many salespeople, objections feel like a slap in the face.
You hear:
- ❌ “It’s too expensive.”
- ❌ “I need to think about it.”
- ❌ “I’m already working with someone else.”
And suddenly, the deal feels lost.
But what if I told you that objections aren’t roadblocks—they’re stepping stones?
The best closers aren’t great because they never hear ‘no’—they’re great because they know exactly what to do when they hear it.
Objections Are Buying Signals
Most objections stem from one of three things:
- ✔️ Fear – The buyer is afraid of making the wrong decision.
- ✔️ Uncertainty – They’re unsure if your solution is the best fit.
- ✔️ Lack of Trust – They don’t know you well enough yet to feel confident.
Here’s the mindset shift: Objections aren’t a “no.” They’re a request for more information.
The moment you start seeing them as signs of interest instead of rejection, your entire sales game will change.
Emotional vs. Logical Resistance
Not all objections are created equal. There are two types:
1. Emotional Resistance
- 🔹 “I just don’t feel right about this.”
- 🔹 “Something seems off.”
💡 Your response: Don’t hit them with logic. Instead, ask:
👉 “What do you think needs to happen for you to feel comfortable moving forward?”
2. Logical Resistance
- 🔹 “I don’t think this will work for me because…”
- 🔹 “It’s too expensive.”
💡 Your response: Reframe the conversation to focus on value, return on investment, and the cost of doing nothing.
Handling the Most Common Objections Like a Pro
Let’s break down the most frequent objections and how to turn them into sales wins.
1. “It’s too expensive.”
❌ Don’t argue about price.
✅ Reframe the conversation.
👉 “I hear you. So let me ask—what’s more important to you: the price, or getting exactly the right solution?”
Shift their focus from cost to value.
Remind them of the ROI, long-term benefits, and the cost of inaction.
2. “I need to think about it.”
💡 Your move: 👉 “What specifically are you considering?”
📌 It forces them to verbalize their hesitation.
📌 You can’t overcome an objection you don’t hear.
3. “I need to talk to my spouse/partner/boss.”
✅ Ask upfront: 👉 “Will all decision-makers be at the presentation?”
Final Thoughts: Objections Are Invitations, Not Rejections
Every time someone objects, they’re giving you a chance to build trust, educate, and refine your pitch.
👎 Bad salespeople avoid objections.
👍 Great salespeople master them.
🔥 Your Challenge: Pick one objection you struggle with the most. Practice handling it every single day for the next week.
🚀 Take Action & Keep Mastering Your Craft
If you found this valuable, share Time Tested Mastery with a friend and subscribe for next week’s episode—where we’ll dive deeper into sales psychology and the art of follow-up.