Objections kill deals when you're unprepared. But every objection follows predictable patterns. After handling thousands of objections, I've mapped the most common ones and created responses that actually work.
Here's the matrix that turns objections from deal-killers into deal-advancers.
The BRIDGE Method
Every objection response follows this structure:
B - Bridge (Acknowledge)
"I understand your concern about..."
R - Reflect (Clarify)
"When you say X, do you mean..."
I - Inform (Address)
"Here's how we typically handle that..."
D - Direct (Advance)
"What would you need to see to feel confident..."
G - Gain Commitment
"If I can show you that, shall we move forward?"
E - Evidence (Prove)
Provide proof, case studies, or demonstrations
The Big 5 Objections + Responses
1. "It's too expensive"
**Bridge:** "I understand price is a concern for you."
**Reflect:** "When you say expensive, are you comparing to other solutions, or is it about the absolute cost?"
**Inform:** "Most clients find the ROI justifies the investment within 3 months."
**Direct:** "What would the return need to be for this to make sense?"
**Evidence:** Show specific ROI calculations and case studies.
2. "We don't have budget"
**Bridge:** "Budget constraints are always challenging."
**Reflect:** "Is this a timing issue for this fiscal year, or are you saying there's no budget allocated for this type of solution?"
**Inform:** "Many clients start with a pilot program to prove value before full investment."
**Direct:** "If I could show you a way to start small and demonstrate ROI, would that change things?"
**Evidence:** Present phased implementation options.
3. "We need to think about it"
**Bridge:** "Of course, this is an important decision."
**Reflect:** "What specific aspects do you need to think through?"
**Inform:** "Most clients have similar concerns about implementation and results."
**Direct:** "What information would help you make a confident decision?"
**Evidence:** Provide decision-making framework and reference calls.
4. "We're already working with someone"
**Bridge:** "I respect your existing relationships."
**Reflect:** "Are you completely satisfied with your current solution, or are there areas you'd like to see improved?"
**Inform:** "Many of our best clients came from situations where they had good solutions but wanted great ones."
**Direct:** "Would you be open to a comparison so you can make an informed decision?"
**Evidence:** Show competitive advantages and switching benefits.
5. "This isn't a priority right now"
**Bridge:** "I understand you have many competing priorities."
**Reflect:** "What would need to happen for this to become a higher priority?"
**Inform:** "Often the cost of waiting exceeds the cost of acting."
**Direct:** "What if I could show you the cost of maintaining the status quo?"
**Evidence:** Present opportunity cost analysis.
Advanced Objection Techniques
The Feel, Felt, Found Method
"I understand how you feel. Others have felt the same way. Here's what they found..."
The Reframe Technique
Transform the objection into a buying reason:
"The fact that you're concerned about ROI tells me you're a smart buyer. Let me show you exactly how this pays for itself."
The Question Comeback
Answer objections with clarifying questions:
"That's a great point. Help me understand what you mean by 'too complicated'?"
"Objections are buying signals in disguise. They show the prospect is engaged and considering your solution."
Common Objection Mistakes
Arguing with the Objection
Never argue. Acknowledge, understand, then address.
Overwhelming with Information
Address the specific concern, don't dump more features.
Not Probing Deeper
Surface objections often hide deeper concerns. Keep asking questions.
Building Your Objection Matrix
Step 1: List all objections you've heard
Step 2: Group similar objections together
Step 3: Create BRIDGE responses for each group
Step 4: Practice and refine based on results
Remember: objections aren't roadblocks, they're opportunities to demonstrate value and build trust.