After reviewing hundreds of sales calls…
I’ve noticed one common pattern: The objections you’re surprised by at the end of the call showed up in the first 10 minutes. Most people think objections are random. They’re not. Every objection is just a symptom of something you missed earlier in the call. - “I need to think about it” → You didn’t uncover their real decision-making process. - “I don’t have the money” → You didn’t tie the problem tightly enough to the cost of staying stuck. - “I need to talk to my partner” → You didn’t establish who else mattered up front. Objections don’t show up at the end. They were sitting in the call the whole time, waiting for you to either expose them or ignore them. And here’s the kicker: The best closers aren’t great at handling objections… They’re great at making sure they never come up. Run tighter discovery. Ask the uncomfortable questions early. And you’ll find there’s nothing left to “handle” at the end — just a clear yes or no.