22 min read 13th Aug 2019
Objection handling is tough. You prepare, you deliver – then someone pushes back and your confidence takes a hit.
At Body Talk, we’ve spent over 20 years helping people turn those moments around. I’ve faced them myself, and I know they don’t have to derail you. With the right mindset and tools, you can transform objections into opportunities to connect, build trust, and strengthen your message.
In this blog, I’ll share practical techniques to help you respond clearly and keep conversations moving forward – whether you’re dealing with a heckle, a colleague’s challenge, or a client’s concern.
Key takeaways
- Objections don’t have to derail you — they’re your chance to lean in, take control, and show real leadership in the moment.
- When you stay calm and listen first, you turn pressure into presence. That shift alone elevates your credibility instantly.
- The more prepared you are, the more confidently you can navigate tension, challenge assumptions, and guide the room forward.
- Empathy is your superpower. When people feel heard, resistance softens and meaningful dialogue becomes possible.
- Great communicators don’t rush to fix the problem — they slow down, ask powerful questions, and uncover what truly matters.
- Collaborative responses keep you in the driving seat without being forceful. “So if…” proposals move conversations toward partnership, not pushback.
- Every objection is an opening — an opening to connect, influence, and step into the strongest version of yourself as a communicator.
What is objection handling?
Objection handling is the process of responding when someone challenges your idea, interrupts your flow, or disagrees with what you’re saying. Rather than seeing it as a setback, the goal is to address objections in a way that shows empathy and confidence.
The difference between an objection and a heckle
While objections and heckles can sometimes feel like the same thing, there is an important difference.
Objections are essentially a disagreement with something in your content, whether that’s a strategy or plan, update or discussion. A heckle, on the other hand, does not necessarily have to be related to your content or communication. The aim of a heckle is to disrupt your flow and to throw you off your game.
However, both objections and heckles are often rooted in emotion.
Why is objection handling important?
With successful objection handling, you turn a challenge into proof that you’re listening. Instead of reacting defensively, you use the objection to show empathy, build trust, and strengthen your position as a trusted advisor.
In sales, this can be the turning point with a prospective buyer. By overcoming objections – whether about cost, timing, or your value proposition – you show that you understand their concerns and can work with them to find the right solution.
In public speaking, the same principle applies. When you welcome objections instead of fearing them, you demonstrate confidence and credibility. The audience sees that you’re not just delivering a message. You’re creating a dialogue.
Types of objections
So, what types of objections might you be dealing with in business?
- Content objections: These arise when someone disagrees with the facts, strategy, or details of your presentation or proposal.
- Emotional objections: Often driven by fear, frustration, or resistance to change, these can be harder to spot but carry the most weight.
- Sales-related objections: In a sales context, the most common are price objections, where a prospective buyer questions whether your product or service is worth the investment. Other common sales objections include timing or loyalty to another supplier.
Real-world examples of common objections
Objections often show up as real questions or comments in the moment. Here are a few you might face:
- Public speaking: “I don’t see how this data supports your conclusion.” An audience member challenges your evidence in the middle of your talk.
- Internal meeting: “We’ve tried this before and it didn’t work.” A colleague resists your idea by pointing to past failures.
- Customer objections: “I’m not convinced this approach will solve our specific issue.” A client questions whether your suggestion fits their needs.
- Prospect’s concerns: “We’re already tied into a contract with another supplier.” A common sticking point in the sale process.
Best practices for handling objections
We all know the logical way to handle an objection. You:
- Acknowledge the issue
- Verify the problem, and then
- Offer a response.
The challenge is that this emotionless way of responding to people won’t win over the person who objected. Instead, it will likely lead to a point-scoring battle.
After more than 20 years as a professional public speaker and coach, I’ve had my fair share of people object during a presentation. And I’ve found that instead of handling these situations robotically, I remember to treat the objector as a person.
For example, if a five-year-old comes to you with a dead hamster, you aren’t going to say, “I acknowledge the hamster is dead. My response is to get you a new hamster. Issue solved!” That’s going to reduce the child to tears.
What you’d actually do is listen with empathy and try to help the child through the situation.
So, as frustrated as you may feel when people object, interrupt or say something negative, I encourage you to pause. Aim to connect with them and hear more of their voice and less of yours.
The 6 steps to handling objections
As stressful as objections can be, having a powerful strategy to deal with them will equip you with the skills to manage the situation in a cool and composed manner.
Let’s take a look at some essential tips to help you navigate these challenging moments as a professional speaker.
1. Ensure you are prepared
Some topics or presentations will be more contentious than others, but sometimes even the most neutral of topics can elicit an unexpectedly emotional objection.
When you’re preparing your speech or presentation, think carefully about your audience’s profile and what their likely pain points might be.
Which parts of your message could raise questions or concerns? Make sure you have supporting data or information ready, even if you don’t plan to include it in your main delivery. The more prepared you are, the calmer and more in control you’ll feel when objections arise.
In sales, this might mean taking the time to anticipate sales objections. Think ahead to the common issues a prospect may raise, from budget constraints to previous experiences, and prepare how you’ll respond in a way that builds trust rather than defensiveness.
If you’re delivering news that’s bound to spark strong emotions, like redundancies or budget cuts, lead with genuine empathy to show you understand the human impact.
2. Don’t take it personally
One of the biggest challenges about objections and heckles, and the reason they can often end badly, is that we take it personally when people object to our content.
If you do get heckled, avoid losing your temper or snapping back: this will damage your reputation even if you have been unfairly treated. Instead, enter into a friendly discussion with the heckler or objector.
Stay calm, keep your words slow and measured and invite the other person to tell you more, discouraging personal comments and keeping the discussion on topic.
If the objector is determined to discuss something else, then put it to the rest of the room. Is this something that everyone would like to talk about right now? If so, be prepared to push your agenda to one side. If not, ask the objector if they would be prepared to discuss it afterwards, so that everyone else’s time is respected.
3. Empathise with the objector
You may be thinking, “Great, empathy, yes, I can do that. I’m a decent person. I empathise all the time.”
But when you pitch an idea you care about and people start objecting, empathy suddenly feels harder. The instinct is to argue your case and prove them wrong. The trouble is, that’s the opposite of effective objection handling. Empathy is about showing genuine concern for the other person’s perspective, even if you don’t agree.
Some people say they don’t have time to nurture objectors through their interruption, because when there are only twenty minutes to talk, they have to finish their content. This is fool’s gold.
You can email your content, but you can’t handle objections by email. You need to respond immediately while you’re in the room because that’s the best way to show you understand. Once your audience feels heard and understood, you’re far more likely to gain their commitment.
So, empathise like you mean it. See the world through your objector’s eyes. Let them talk while you aim to understand where their pain comes from.
How to show empathy
- Switch your mindset from one of talking to one of listening. Encourage the other person to speak and make sure you listen with the intent to understand.
- Soften your body language: take a step back with one leg, tilt your head slightly. Show the person you’re giving them the opportunity to speak with a palms up gesture.
- Don’t offer your solution straight away: give the other person time and space so that they feel heard.
4. Clarify the issue
Imagine walking into a doctor’s office with a pain in your leg. After the doctor empathises for a few moments, they say, “Okay let’s chop it off then!”.
Do you think they truly listened to you?
People do this in business all the time.
They pretend to empathise, but they never listen long enough to find out what the real problem is. Instead, they jump into solution mode. You have to try to resist this urge to fix things quickly.
Don’t shy away from asking more questions to find out what your objector really needs, even when you’re speaking to a large group. If you don’t clarify the issue before announcing your solution, the person who asked the question just feels dismayed. Your solution doesn’t help them achieve a desired better future, because you didn’t find out what your objector really needed.
Think of it this way: most objections are like the tip of the iceberg. You need to go deeper to find the extent of the problem.
Ways to respond calmly to a heckler/objector:
- Ask TED questions to encourage the other person to talk: ‘Tell me more about that…’, ‘Explain what that’s like for you…’, ‘Describe a typical day in the office at the moment…’. This will give you valuable insight that will help you understand their motives.
- Ask what their ideal solution to the problem would be.
- Listen with the intent of gaining an understanding, and be aware that the real objection may be different to the actual words someone is saying.
5. Respond to the objection with a proposal
Imagine you want to surprise your partner with an engagement ring. Would you do the following?
You might perhaps book a fancy dinner in a romantic location, order champagne, get down on bended knee and say, “You will marry me!”
Nope. Not gonna work.
All the champagne and nice food in the world won’t help you pull that one off. Even a person who was feeling ready and willing to be your partner forever would feel annoyed if you said that.
The same is true in business.
Remember that it’s not your job to fix everything, create a big solution, and answer every problem. You just need to collaborate. Rather than telling someone else what to do next, try proposing.
“Will you marry me?” works so well because it implies free will. The person has a choice. In business, you can achieve the same thing by saying, “So if…”
For example, you might say, “So if you had delivery by Christmas, would that work for you?” If your idea meets resistance, you haven’t lost anything. You haven’t put this suggestion forward as your one and only solution. You’re still investigating options.
You may need to empathise and clarify some more, but you’re still part of the discussion that will enable you to reach a solution that works. If they like your suggestion, though, you’re almost done.
6. Check that everyone is satisfied before moving on
When you’ve handled a specific objection, don’t rush ahead. Always check in before you move forward. The last thing you want is a question left hanging or other concerns left unspoken – these can fester and resurface later, undermining your credibility.
A short but effective way of making sure you’ve addressed the objection fully is to ask quick, open-ended questions such as:
- Does that answer your question?
- Does that give you everything you need?
- Was that helpful for you?
If the answer is “no”, don’t panic. Use it as a chance to dive deeper. Ask follow-up questions, clarify, and work with the person to uncover exactly what they need. Whether you’re facing a room full of colleagues or handling a prospect’s objections, this extra step shows respect and a genuine commitment to resolution.
Coaching courses for objection handling
When someone pushes back, it’s easy to freeze. With the right tools, you don’t have to.
Body Talk’s Objection Handling Training for Managers and Teams gives you the empathy, mindset, and questioning tools to stay calm, clear, and in control.
You’ll gain:
- Active listening skills that uncover what people really mean, so you can respond with confidence.
- Practical objection handling tips to defuse challenges and keep every discussion on track.
- Proven strategies trusted by leaders, teams, and sales professionals worldwide.
Empower your team to step into every conversation with confidence.
Find Your Objection Handling Training Course
Frequently asked questions
What is the golden rule of objection handling?
The golden rule of objection handling is simple: listen first, talk second. In any successful sales effort or presentation, you need to slow down and make the prospect feel heard. That means resisting the urge to jump straight into a defence of your product or idea. Instead, ask questions to completely understand their concern.
Handled this way, an objection doesn’t stall the customer journey – it becomes part of it. By showing empathy and clarity, you maintain momentum and guide the conversation towards a solution that works for everyone.
What are the most challenging objections in sales?
Some objections test your confidence more than others. For many sales leaders and sales reps, the toughest challenges come when a prospect questions the foundation of your idea or solution. Common difficult scenarios include:
- A decision-maker saying they’re satisfied with their current solution.
- A prospect challenging the value of your proposal compared to an alternative solution.
- Pushback during a sales pitch when timing, budget, or resources are in conflict.
- Questions that derail the buying process or slow down the sales cycle.
For sales teams, these moments can feel daunting. But the key is to view even the hardest objection as a chance to explore the concern more deeply, uncover what really matters, and rebuild trust.
What is the number one way to prevent objections?
The truth is, you can’t always prevent objections. But you can reduce them, and sometimes even address them before they’re raised. The key is to anticipate potential objections and weave reassurance into your conversation early.
Here’s how:
- Use success stories to show how you’ve solved the same concern for others.
- Share social proof and customer references that demonstrate credibility and trust.
- Talk openly about challenges in the decision-making process so people feel you’re guiding them rather than just trying to convince them.
By surfacing and addressing doubts in advance, you lower the chance of further objections later. Instead of being caught off guard, you’re leading the conversation with confidence.
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