How to Turn Objections Into Opportunities: A Simple 3-Step Process for Sales Professionals

If you’ve been in sales, advisory, or financial services for any length of time, you’ll have heard them all:

“I want to think about it.”
“Can you email me the information?”
“I don’t have the money.”

For many people, objections feel like rejection.
I see them very differently.

An objection isn’t a no — it’s a signal that something isn’t clear yet. And if you learn how to handle that moment properly, objections can become one of the most powerful opportunities you have in a client conversation.

Why Most People Get Objections Wrong

Most of us were trained to challenge objections head-on.

If someone says, “I want to think about it,” the automatic response is often:

“What do you want to think about?”

In my experience, that’s a fundamental mistake.

An objection is usually a negative thought combined with a lack of information. When you push back, you only create resistance. You put up another roadblock instead of removing the one that’s already there.

I’ve heard people say that objections are buying signals. I’m not sure I agree with that. But I am sure of this: an objection means the client needs something more, not more pressure.

The 3-Step Process I Use to Handle Objections

Over the years, I’ve refined a simple three-step approach that works consistently, particularly in financial services and consultative sales.

It takes practice, but once you master it, it completely changes how objections feel — for you and for the client.

1. I Always Welcome the Objection

The first thing I do is welcome the objection.

That doesn’t mean I agree with it. It means I acknowledge it.

Depending on the situation, I might say:

• “I’m really glad you mentioned that.”

• “Thank you for being so honest.”

When you do this, the client relaxes. They feel heard rather than challenged, and that immediately lowers the emotional temperature of the conversation.

2. I Lead With Empathy

Empathy is the foundation of all human interaction.

So the second step is always to show that I understand how they feel. I’ll often say something like:

“If I were in your position, I’d probably be thinking the same way.”

That one sentence creates a connection. It tells the client I’m not trying to win an argument — I’m trying to understand them.

Only once that empathy is established does the conversation move forward productively.

3. I Ask a Logical Question — Not an Emotional One

This is the step where most people go wrong.

If you ask an emotional question, you lose control of the answer.
If you ask a logical question, the answer will almost always be yes.

For example, if someone says, “I don’t have the money,” I might respond with:

“If I could show you how I work with other clients to create money they didn’t have before they met me, would that be of value?”

Notice what I didn’t say.

I didn’t ask if it would be of value to them. That turns it into an emotional question. I simply asked whether it would be of value.

All I’m really doing is asking for permission to continue the conversation — nothing more.

Why This Approach Works So Well

There are a few important principles at play here.

One of the most powerful is consensus. People want to know what others in a similar situation have done. When you reference how you work with other clients, it feels safer and more familiar.

Combined with empathy and logical questioning, this approach:

• Reduces resistance

• Builds trust

• Keeps the conversation moving forward naturally

I’ve created suggested scripts for several common objections, and I’ve seen this process work time and time again when it’s applied properly.

My Final Thought on Objections

Objections aren’t the enemy.

They’re simply a sign that the client needs clarity, reassurance, or perspective. When you stop pushing back and start guiding the conversation, objections stop feeling like barriers and start becoming opportunities.

Handled correctly, they can be the moment where trust is built — and where progress really begins.