Opens in a new tab
13 min 25 sec
Available in:English

Objections: The Ultimate Guide for Mastering The Art and Science of Getting Past No

Shows salespeople how to get past no at every stage of a sale, from cold-call brush-offs to last-minute stalls, by preparing for objections, defusing them without arguing and asking clearly for each next step.

Table of Content

Every salesperson hears no, whatever they sell and wherever they sell it, and most respond by pushing harder, which is exactly what makes the no stick. In Objections, sales trainer Jeb Blount argues that arguing with a doubtful buyer backfires, because people defend a position more firmly the more you tell them it is wrong. His alternative is calmer and more deliberate. Expect the objections you will hear, meet them without a fight, and keep asking clearly for the next step, even when the answer is no again and again.

Blount walks through each stage of a sale: the cold call where someone claims to be too busy, the meeting knocked off course by a stray question about price, the follow-up that never gets booked and the buyer who wants to think it over at the very end. Each stage gets a short, usable method. Underneath them all sits the problem Blount ranks first among salespeople, and it has nothing to do with technique: they are afraid to ask.

A buyer who has said yes all along suddenly needs more time to think, and gives no reason. Blount explains why that vagueness is a defense, and why the usual response makes it stronger.

The weakest salespeople rarely lack clever lines. They lack something simpler, and one software seller who kept calling for five months shows what it takes to get past it.

Sales teams swear they hear endless reasons for a cold no. When they actually sort them, a surprising pattern appears, and it turns the most dreaded moment in selling into something you can rehearse.

One innocent question about price, asked before a software demo even began, sank the whole meeting. A four-step habit would have let the salesman keep control without dodging the buyer.

She sounded really interested and promised to call about next steps. To Blount, that hopeful report from a salesperson is a red flag, and fixing it takes one small, specific habit.

The contract is on the table and the buyer says he must check with his boss first. Blount’s five moves for that moment start somewhere most sellers would never think to begin.

A broke writer in a trailer and a man sleeping in his car while selling a chicken recipe both heard no far more often than most people could bear. What they did next is the lesson.

Blount’s book comes down to a change in posture. The salesperson who argues treats a no as a wall to break through, and the wall gets thicker with every push. The salesperson Blount trains treats a no as a normal, expected part of the work: something to prepare for, acknowledge, explore and, when needed, set aside, while still asking clearly for the next thing. That calm is what lets a buyer tell you what is really standing in the way.

The methods are small enough to start tomorrow. Gather the brush-offs you hear most and write an unexpected answer for each, so the first no on a cold call opens a conversation. When a buyer stalls at the end, relate before you respond, then ask what else is holding them back. And never close a conversation without a named action and a date, such as that tour next Wednesday at two.

Behind all of it is a willingness to be told no many times over. Somewhere in a run of seventy calls, or a thousand closed doors, is the meeting that ends in yes.

About this book

What is this book about?

Every salesperson, whatever they sell, spends much of the day hearing no. The common reflex is to push back and prove the buyer wrong. Jeb Blount argues that this reflex is the problem. Buyers who expect pressure hide behind vague excuses, and research on psychological reactance suggests that the harder you argue, the more firmly people defend their view. Blount offers a calmer method for each stage of the sale. On cold calls, he shows how most brush-offs reduce to a handful of core reasons that can be scripted in advance. In meetings, his PAIS technique keeps a stray question about price from wrecking a demo. Between conversations, small agreed next steps with fixed dates keep deals from drifting. At the close, a five-step process turns a stall into either a signed deal or a smaller commitment. Underneath the techniques sits the issue Blount ranks first: many salespeople are simply afraid to ask. Readers get concrete wording for tough moments and a realistic view of how much rejection a yes can take, from a seventy-call software sale to Stephen King and Colonel Sanders.

Book Information

Rating:

Genre:

Marketing & Sales

Topics:

Persuasion, Resilience, Sales

Publisher:

Wiley

Language:

English

Narrator:

Evelyn

First published:

June 13, 2018

Pages:

240

Length:

13 min 25 sec

Get the book:

Amazon

Who it's for

  • Reps thrown by objections

    Salespeople who freeze or argue when a buyer says no, at any stage of the deal.

  • New reps and founders

    Founders and new sellers who hint at meetings and wait for callbacks instead of asking directly.

  • Managers coaching sales teams

    Sales managers looking for simple scripts and steps to coach their teams through objections.

Listen to Preview

About the Author

Jeb Blount

Jeb Blount has spent decades selling hands-on and now works as a business coach and speaker. He leads Sales Gravy, a global training organization that trains and advises well-known companies, and its podcast has passed 60 million downloads. His books include Fanatical Prospecting, Objections and Sales EQ. Top Sales Magazine named him among its 50 most influential sales and marketing leaders, and Forbes listed him among 30 leading social selling influencers.

Ratings & Reviews

Ratings at a glance

4.4

Overall score based on 150 ratings.

What people think

Listeners find the material remarkably deep and straightforward to follow, describing it as an essential resource for those in sales roles. They value its thorough strategy for selling, with one listener remarking that it elevates the entire process to a new level. The content earns praise for being information-rich and effective, while one listener emphasizes its benefit for navigating objections throughout the whole sales cycle. Even though some listeners view the work as a high-value asset, others think it is a waste of money.

Top reviews

Vipawan

Finally got around to reading Blount’s take on objections and it is genuinely a game-changer for my daily outreach. Instead of providing those dusty, overused scripts that everyone ignores, he offers a comprehensive psychological framework that actually makes sense in the real world. Truth is, I used to view every "no" as a personal failure, but this book helped me realize that objections are just signs of engagement. I appreciate how he differentiates between a hard rejection and a prospect just needing more information to feel safe. My only minor gripe is that the tone can get a bit aggressive at times, almost like he’s shouting through the pages. Still, the actionable advice on asking for what you want without beating around the bush is worth the price alone. If you're struggling to keep prospects on the line, this is exactly what you need to level up.

Show more
Chatri

This book changed my entire perspective on how to handle the "not interested" crowd during cold calls. Jeb Blount manages to pack an incredible amount of knowledge into a format that remains surprisingly easy to understand. I specifically loved the distinction he makes between questions, negotiations, and actual objections—this alone cleared up so much confusion. Looking back, I realize I was treating every hesitation like a brick wall instead of an open door for collaboration. He teaches you to be assertive and assumptive, which definitely feels more professional than the passive "just checking in" approach. Even though some of the concepts take a while to fully sink in, the results are immediate once you apply them. It’s a high-value resource that I’ll be keeping on my desk for a very long time.

Show more
Chai

The chapter on disruptive emotions was the absolute highlight of this entire experience for me. Most sales books focus on what to say, but Blount focuses on how to feel, which is arguably more important when you're getting rejected. Frankly, controlling that internal sting of "no" is the hardest part of the job, and his advice on staying calm is brilliant. I started using the "takeaway" technique where I just shut up and let the pause linger, and it works wonders. It’s amazing how much power you gain when you stop trying to argue prospects into submission and start leading the conversation. This isn't just a collection of magic words; it's a deep dive into the mindset of a high-performer. I’ve already recommended it to three people in my office because the results are undeniable.

Show more
Chee

Jeb Blount delivers a masterclass in human psychology that just happens to be disguised as a sales manual. Look, most of us are terrified of rejection, and this book stares that fear right in the face until it blinks. I loved the advice on asking for exactly what you want instead of beating around the bush like a coward. When you show up with the confidence to ask, "Are you ready to do this?", people tend to respond with equal clarity. The sections on how to handle the "I'm just checking in" habit were particularly convicting for me. I realized I was being passive to avoid being pushy, but I was actually just being ineffective. This book gives you the permission to be a professional who knows their value. It is truly an insightful read for any veteran.

Show more
Chanpen

Wow. I wish I had read this five years ago before I wasted thousands of hours on "safe" prospecting that led nowhere. The core takeaway for me was that objections are actually signs of confusion or risk aversion, not personal attacks on my character. Blount’s framework for responding to objections in the real world is the most authentic approach I’ve encountered yet. I specifically appreciated the shift from "Are you the decision maker?" to asking about internal buying policies and approval processes. It sounds so much more professional and actually gets you the information you need to close. Not gonna lie, some of the advice on being assertive felt uncomfortable at first, but the results speak for themselves. This is a must-read for anyone taking their sales career to a new level.

Show more
Divya

As someone who has taught sales courses for years, it takes a lot for a sales book to actually engage me. Jeb Blount’s "Objections" managed to do it by focusing on the ethos of the salesperson rather than just robotic rebuttals. To be fair, he doesn’t even get to the actual "objection procedure" until halfway through the book, which might frustrate some readers looking for quick fixes. However, the buildup regarding psychological risk aversion and fear of change is necessary context for the later strategies. I liked the emphasis on minimizing concerns and getting small commitments at every stage of the funnel. My only real criticism is that it feels very geared toward long-cycle B2B sales, which might not translate perfectly for everyone. It’s still a top-tier addition to any professional library.

Show more
Orawan

Ever wonder why prospects start running the second you try to close a deal? This book explains that phenomenon perfectly by highlighting how our own insecurity makes us come off as pushy or weak. Personally, I found the "not sure if we're a good fit" opening to be a bit risky, but it definitely shifts the power dynamic in the room. The truth is, people want what they can’t have, and Blount teaches you how to use that human nature to your advantage. I appreciated the specific examples of confident language, like replacing "I'm wondering if" with direct, assertive questions about their buying process. While some of the sections felt a little repetitive, the core message about staying engaged is vital. It’s a solid 4-star read that offers a new level of sophistication for modern sellers.

Show more
Piyanart

After hearing so many colleagues rave about this, I finally picked up a copy to see if it lived up to the noise. It’s definitely knowledge-packed, especially when it comes to the nitty-gritty of cold outreach calls where objections are most frequent. I liked how he breaks down the "staying in the game" mindset, emphasizing that an objection is usually a sign that the prospect is still thinking. One thing to note is that the writing style is very punchy and direct, which keeps you moving but can feel a bit intense. I did find the middle section a bit slow, as if he was trying to hit a certain page count. Regardless, the strategy of relating, clarifying, and then minimizing is a framework I’ll be using from now on. It’s a very practical guide that avoids cheesy scripts.

Show more
Sakura

In my experience, sales books are either revolutionary or just a collection of common sense, and this one falls somewhere in the middle. The content on overcoming the fear of rejection is excellent, but the actual "how-to" on objections feels like it takes forever to arrive. I was hoping for more variety in the scenarios provided, as a lot of it focuses heavily on the initial cold call. That being said, the advice on letting the prospect chase you is a clever psychological trick that I've seen work in practice. It’s a decent read, but I found myself skimming the later chapters because the message started to feel redundant. If you are new to sales, this is a 5-star book, but for seasoned professionals, it might just be a refresher.

Show more
Thitiwan

Not what I expected based on the hype, to be frank. This book felt very David Goggins if he were a high-pressure salesman, and that "hustle until you bleed" energy just didn't resonate with me. The first few chapters did what they needed to do, but I was completely over it and crawling by the end. It feels like it could have been a long blog post rather than a full-length book because the core ideas are repeated constantly. While there is some decent advice on managing your own emotions, the aggressive tone felt a bit dated for modern, relationship-based selling. I found myself disagreeing with the idea of "tricking" prospects into chasing you by saying you aren't a good fit. It felt like a waste of money for someone who prefers a more empathetic approach to business.

Show more
Show all reviews

Questions about this book

Blount argues that arguing with a doubtful buyer backfires, because psychological reactance makes people defend their view harder the more they are told they are wrong. Instead, salespeople should prepare for predictable objections, defuse them calmly at each stage of the sale and keep asking clearly for the next step. He sees fear of rejection, and the failure to ask that follows from it, as the biggest problem holding salespeople back.

PAIS stands for pause, acknowledge, ignore and save. It handles red herring objections, such as an early question about price that pulls a meeting off course. You pause before answering, acknowledge the concern and note it, then politely move on, perhaps with an unrelated question. If the issue truly matters, you save it for later, once the buyer has seen the value of what you offer.

Blount uses five steps. Relate first, by agreeing that everyone involved should be on board. Clarify by asking whether anything else is holding them back, since the real concern is often different. Minimize that concern by pointing to the pain of waiting, such as a deadline at risk. Ask for the deal again. If the objection will not move, fall back to a smaller commitment like a trial.

A micro-commitment is a small, specific next step both sides agree to before a conversation ends, such as a tour of the buyer’s facilities. Blount insists on an action for each side and a fixed date, because buyers forget conversations quickly. If the buyer declines, explain what the step is worth to them, then ask again for a precise day and time.

It suits anyone who sells and hears no: people making cold calls, sellers running demos and account managers trying to close. It is especially useful for those who tend to argue with buyers or who hint at meetings rather than asking for them. Sales managers can use its scripts, the PAIS technique and the five-step closing process to coach a team.

AUDIO SUMMARY AVAILABLE

Listen to Objections in 15 minutes

Get the key ideas from Objections by Jeb Blount, plus 5,000+ more nonfiction titles.

  • 5,000+ titles
  • Listen as much as you want
  • 7-day free trial
  • Cancel anytime

Objections

Preview · Full summary 13 min 25 sec
Home

Discover

Open app

Log in