Apply to sell
Updated 24 Jul 2026
School · Lesson 03

The six objections, and what to say instead of arguing

An objection is information, not rejection. Argue with it and the call is over; answer the thing underneath it and it usually is not.

Wahid Musawi · Co-founder · Telesales15+ years in telesales · Updated 24 Jul 2026
Levelintermediate
Length9 min
Ends onA live campaign you can practise today

The technique

Nearly every objection you hear is one of six: no time, no money, already have it, do not trust you, need to ask someone, or not interested. Each has a real question hiding inside it. “I already have broadband” means “why would I change?”; “I need to ask my partner” usually means “I am not convinced enough to defend this to someone else”. Answer the hidden question in one sentence and return to the beat you were on. Never repeat the offer louder.

Worked example · “I need to ask my wife”

“Of course; what will she want to know that I have not covered? … Right, so it is the contract length. It is 18 months and you can cancel in the first 14 days for any reason. Is there anything else she would ask?”

The objection is treated as a real question, answered specifically, and handed back. No pressure, no second pitch.

Auto-capture notes record the objection against the outcome, so the tally builds itself.
Common mistakes

What goes wrong here

01Answering “not interested” with more features. They have not heard enough to be uninterested.
02Saying “I understand, but…”, the “but” tells them you did not.
03Handling an objection you were not given, because you expected it.
04Accepting “send me an email”. That is the end of the call, not a next step.
Practice drill

Tally which of the six you actually get

Keep a tally for twenty calls. You will find one objection accounts for over half, write a single sentence for that one and use it verbatim for a week.
Try it on a live campaignThe lesson only sticks once you have used it on a real call.
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