Objection Handling

Understand the concern behind buyer objections, respond with confidence and keep commercial conversations moving without defaulting to discounts.

It takes confidence to start a conversation with someone who was not expecting your call. BDRs, SDRs and ADRs are asked to create pipeline while learning new markets, handling rejection and making every message relevant. We understand the difference between being busy and creating a meeting an AE can build on. Here, buyer curiosity comes before the pitch.

Enquire About This Lab Explore the course

Two sellers role-playing a customer conversation while a colleague observes — Explore. Practise. Perform.

Duration

Half day · 3.5 hours per half day

Group size

Maximum 8 delegates

Format

Online or face to face

Price — Face to face

From £1,150

+ VAT

Price — Online

From £900

+ VAT

where understanding becomes useful —

Why this course matters

Pushback is an invitation to understand the concern before deciding how to respond.

What you’ll explore in the Lab

Objections are a normal part of buying, but poorly handled pushback can stall conversations, weaken value and put deals or renewals at risk. This half-day course helps sellers at every level, account managers handling renewals and customer-facing teams facing price pushback understand why buyers object and uncover the real concern.

Delegates learn a clear framework — listen, clarify, respond, confirm — to address price, budget, timing, competitor and status quo objections, while anticipating common concerns before they arise. The focus is on responding calmly, handling price objections without discounting and maintaining momentum through a clearer understanding of what the buyer needs to move forward.

a real challenge. a purposeful response.

The challenges this addresses

Price conversations triggering immediate concessions before concerns are explored
Timing or competitor objections accepted without further buyer clarification
Renewal discussions stalling when account managers defend instead of listen
Teams repeating responses without capturing recurring buyer concerns

What this can change at work

Put understanding before the rebuttal. A clear listen, clarify, respond and confirm framework helps sellers and account managers handle objections without rushing to defend the offer or reduce the price. Managers can coach the concern beneath the words, supported by a shared objection bank. Across new business and renewals, that can protect value and create next steps grounded in what the customer actually needs.

Clarification before response

In sales and renewal conversations, sellers ask what sits behind an objection before choosing how to address the concern.

Value before concessions

When price becomes the focus, reps explore the buyer’s concern and discuss relevant value rather than immediately offering a discount.

A shared objection bank

Teams record recurring objections, useful clarification questions and considered responses, giving managers concrete material for coaching future customer conversations.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around why buyers object and a simple framework. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

Working in a small group of 6–8, delegates explore why buyers object and work through the four-step framework before applying it to their own customer conversations. Interactive breakouts, peer-to-peer learning and live practice build confidence in clarifying concerns, responding and confirming understanding. Delegates leave with a practical response framework and an objection bank to develop and share with their team.

Make Objection Handling relevant to your business

Tell us where you want to make progress with why buyers object. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

Why buyers object
A simple framework: listen, clarify, respond, confirm
Price and budget objections
Timing, competitor and 'status quo' objections
Pre-empting common objections
Peer-to-peer practice on your real objections

What’s included in your booking

Your booked time and format: Half day · Live online or face to face, agreed before booking · Maximum 8 delegates.
Included in every course: Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application: The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

Uncover the real concern behind an objection
Respond calmly with a clear framework
Handle price objections without discounting
Build an objection bank for your team

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Uncover the real concern behind an objection.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting Objection Handling into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

Explore Speaking & Events

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Outcomes — you'll be able to

Explain the buyer's commercial context before approaching them
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Demonstrate core skills and agree a focused development plan

Included in every course

Interactive, facilitator-led learning
Group discussions
Breakout exercises
Take-away materials

Face to face

Price on request+ VAT

Course details

BDR Mini Bootcamp

Five live online half-day sessions for new BDRs, with practical prospecting, buyer conversations and time to apply the learning between sessions.

5 half-day sessions · 3.5 hours per half dayMaximum 8 delegates

Course synopsis

Five connected online labs give new BDRs room to learn, practise and bring real experience back to the group. A connected online development programme for people starting in business development. Across five live half-day sessions, BDRs, SDRs and ADRs build commercial curiosity, research skills, relevant outreach, call confidence, qualification and AE handover habits. Small-group breakouts, role-play and feedback make each session a working lab. Between sessions, reps apply the learning to agreed prospecting tasks and bring their experience back for review.

Key focus areas

Buyer understanding and commercial drivers
Target-account research and responsible AI use
Phone, email and LinkedIn outreach
Pitching, questioning and active listening
Objections, qualification and AE handovers
CRM habits, weekly planning and skills sign-off

Outcomes — you'll be able to

Connect buyer priorities with relevant outreach
Practise confident prospect conversations
Qualify and hand over purposeful meetings
Apply learning between sessions and demonstrate core skills

Included in every course

Interactive, facilitator-led learning
Group discussions
Breakout exercises
Take-away materials

Live online

Price on request+ VAT

Course details

your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course