Turn Objections into Opportunities with Reiteration

Imagine you finally get a meeting with the hardest buyer on your list. You deliver a killer pitch about your service, nail every benefit—and then hear it: “Let me think about it.” Panic rushes in because you’ve hit an objection wall. Until you recognize that this is your second chance.

Objections are like forks in the road. Most reps see them as barriers, so they stumble, argue or retreat—losing momentum. But those who master reiteration treat each objection as a “restart point.” You don’t whack the objection; you pivot. First, you acknowledge—“I understand”—then you zero in on which pillar needs reinforcement: product, you, or your company.

Last year I coached a rep, Jason, who always folded at “Let me think.” I taught him the simple two-step response: he says “I understand—does this make sense to you? Do you like it?” If the answer isn’t an enthusiastic yes, he quietly reiterates the single strongest advantage or trustbuilder and asks again. It was like flipping a switch: his prospects went from “Maybe” to “Yes” three times faster.

Instead of letting an objection kill your deal, embrace it. Each “Let me think” or “I need to check” signals you haven’t quite hit ten on all your Tens. Use the objection to return to your best proof—be it a statistic, a customer story or a rapid demo—and ask again. You’ll be amazed how quickly even the toughest prospects move across the finish line.

Next time a prospect drops an objection, pause and say “I understand” in a calm tone. Then ask “Does this make sense? Do you like it?”—pinpointing exactly what they need. If they hesitate, launch a short, powerful reminder of your strongest benefit or credibility proof. Finally, ask again. You’ll see how what felt like a dead end becomes a fresh start toward a “yes.”