Let’s Talk - Addressing Concerns.

Up to the moment a concern surfaces, most customer conversations are puppy dogs and roses, they’ve got a need, you’re asking good questions, and you’re making a solid recommendation. All good.

Then it gets real.

You quote a price or propose a next step, and they counter with:

“That’s too expensive.”

 “Your lead times are too long.”

 “I want to think about it."

That’s when tension creeps in. Even if everyone stays friendly, the conversation shifts—just enough to throw you off your rhythm.

And that’s when most salespeople react too quickly. They start selling value, solving, or defending their position:

“We’re the biggest." 

"We're the best.”

"We have the biggest warehouse, and the fastest shipping."

 “Let me see if I can sharpen my pencil.”

 “Our technical support is the best in the industry."

Here’s the problem: 66% of the time, the first concern a customer shares isn’t the real one. It’s the first thing that came to mind. A reflex.

If you rush to overcome it—you might be answering the wrong concern.

Instead, try this: get curious.

If they say, “That’s too expensive,” ask:

“Talk to me about that—help me understand that." 

“Could you expand on that?”

“Walk me through your thought process.”

Then restate what you heard, to prove you’re listening:

“So what you’re saying is, compared to what you’ve seen elsewhere, our price feels high. Totally makes sense.”

Empathize before you respond:

“I totally get it. If I were you, I’d think the same thing.”

 Then—ask the question most reps skip:

“In addition to that, what else is holding you back?”

If the prospect gives you another concern, repeat the process - clarify, restate, empathize. 

This is where the real magic happens.

 By asking this one question, you often uncover the real concern—the one that actually needs solving.

Once you have it all, ask:

“I will answer both, but which one is the most important?”

Now you know what matters. Now you’re in a real conversation.

Don’t waste energy trying to overcome objections that are just smokescreens.

Use this process to uncover the real concern—and focus on solving that. Let me know if this works for you or what process you use to address concerns. Want your team to practice this process, let's chat.

Good luc