Let’s be honest—most objection handling feels like arm wrestling.

It’s all about pressure, control, and trying to “win” the conversation. And when that happens, nobody wins.

I coach a different way. One that actually works. One that doesn’t feel gross—for the rep or the buyer.

Objections Aren’t Barriers. They’re Buying Signals.

When a prospect objects, they’re not saying no. They’re saying:

“I’m not convinced yet.”

That’s where real coaching begins.

The 3 A’s of Objection Handling

1. Agree – You disarm the tension. You make them feel heard.
→ “I totally understand why you’d say that.”

2. Answer – You respond with truth and clarity—without defensiveness.
→ “What we’ve found is…”

3. Ask – You open the door to keep the conversation going.
→ “How important is that to your decision?”

This sequence does one critical thing: it lowers resistance.

When people feel heard, they let their guard down. When they feel safe, they start telling you what they really need.

Don’t Train Rebuttals. Train Listening.

When I run roleplays with sales teams, we don’t “crush” objections.

We slow down.
We listen.
We teach reps to spot the real issue behind the objection—and coach through it.

You don’t need a clever comeback.
You need presence and structure.

Drills That Make This Stick

• Partner buzz sessions: reps buzz each other every time they jump to rebuttal before agreeing

• Repeat objections until the rep nails all 3 A’s naturally

• Embed it in your coaching rhythm: weekly huddles, side-by-sides, and 1:1s

When teams get this right, sales feels less like pushing and more like guiding.

The conversation shifts from friction to flow.
Prospects start leaning in.
Deals move forward faster.

Next Up

We’ll explore the Need-Help-Benefit Table and how to use it to equip your team with language that connects.

Don Vanpool is a business coach, private equity operator, and former Fortune 500 executive who helps companies build repeatable systems that drive results. With deep experience in sales leadership, operational excellence, and Co-Active coaching, he equips business owners and sales teams with the tools—and mindset—they need to win consistently.