GM to the Top 1% 👋
Day 6. We've covered how to get meetings, run discovery, and revive dead deals.
Now let's talk about what happens when you're in the room and they push back. Objections.
🎯 TODAY'S INSIGHT: The ACE Framework
"Your price is too high." "We're already working with [competitor]." "I need to think about it." "We don't have budget right now."
Most reps hear these and either:
Fold immediately ("What if we offered a discount?")
Argue ("But our value is...")
Freeze ("Oh... um... okay, well, let me know")
None of these work. Here's what does.
The Psychology of Objections:
First, a reframe: An objection is not a no. It's a request for more information.
When someone says "your price is too high," they're really saying:
"I don't understand the value yet"
"I need help justifying this internally"
"I'm comparing you to something cheaper and don't see the difference"
"I'm testing to see if you'll fold"
Your job isn't to overcome the objection. It's to understand what's behind it.
The ACE Framework:
Here's my 3-step approach to any objection:
A — Acknowledge
Don't dismiss. Don't argue. Validate that their concern is legitimate.
"That's a fair concern." "I hear you." "Totally makes sense to think about that."
Why it works: Lowers defenses. Shows you're listening, not just selling.
C — Curiosity
Ask a question to understand what's really going on.
Don't assume you know. You probably don't.
"When you say the price is too high, help me understand — are you comparing it to something else, or is it more about budget constraints?"
Why it works: Gets to the real objection. Often, the stated objection isn't the real one.
E — Explore
Once you understand the real concern, address it directly.
If it's value: "Let me make sure I've been clear on [specific benefit]. Based on what you shared about [their pain], the ROI would look like..."
If it's budget: "I understand budget is tight. Would it help if we [structured payments differently / started with a smaller scope]?"
If it's comparison: "Fair to compare. The difference is [specific differentiator]. For your situation specifically, that matters because..."
The Top 4 Objections (And ACE Responses):
1. "Your price is too high."
Acknowledge: "Price is definitely a factor. I want to make sure this makes sense for you."
Curiosity: "When you say too high — is that compared to another option you're considering, or is it more about where budget sits right now?"
Explore: [Based on their answer]
2. "We're already using [competitor]."
Acknowledge: "[Competitor] is solid. A lot of our customers came from there."
Curiosity: "What's working well for you? And is there anything you wish it did better?"
Explore: "Where we typically help companies like yours is [specific gap competitor doesn't fill]. Would that be valuable enough to explore?"
3. "I need to think about it."
Acknowledge: "Of course. This is an important decision."
Curiosity: "When you say think about it — what specifically are you weighing? Is it the fit, the timing, the investment... something else?"
Explore: "Would it help if I [sent a comparison doc / set up a follow-up in a week / connected you with a customer in a similar situation]?"
4. "We don't have budget."
Acknowledge: "Budget constraints are real. I don't want to push something that doesn't work right now."
Curiosity: "Is this a 'not now' or a 'not this year'? And what would need to change for budget to open up?"
Explore: "If budget frees up in [Q2/next quarter], can I follow up then?"
🛠️ TOOL OF THE DAY: Claude for Objection Prep
Prompt:
"I'm selling [product/service] to [Name], [Title] at [Company].
Our price is [X]. Competitors charge [Y]. Their situation: [What you know] Likely concerns: [Best guesses based on industry/role]
Generate:
The 3 most likely objections they'll raise
For each objection: an ACE response (Acknowledge, Curiosity question, Explore response)
2 proof points or customer examples I could reference"
📊 QUICK STAT
Only 13% of buyers believe sales reps understand their needs.
Source: Salesforce State of Sales 2024
That's your competition. 87% of reps aren't listening well enough to understand the real objection.
If you use ACE and actually uncover what's behind the pushback, you're already in the top 13%.
💬 QUESTION OF THE DAY
What's the objection you struggle with most? Hit reply — I'll help you craft an ACE response.
See you tomorrow, Edward
Founder, Morning Sales
P.S. Share this on LinkedIn with your take, screenshot it, and reply to this email. I'll send you my 'Warm Intro Request Template' that converts at 58%