Sales objections are an inevitable part of the sales process. But for skilled sales professionals, they’re actually opportunities; chances to learn more about the prospect’s needs, build trust, and demonstrate the true value of what you’re offering.

As a tech founder, one of the first suggestions you’ll hear is to hire a Sales Development Representative (SDR). But here’s the reality: hiring an SDR too early can be risky, costly, and less effective than taking on the sales role yourself.

For many technical founders, building an exceptional product is the easy part. The real challenge begins when it’s time to sell. The harsh reality sets in: a great product doesn’t sell itself—effective sales are crucial for growth.

Every salesperson faces objections, those moments when a prospect says “no” or hesitates to move forward. While objections can be frustrating, they are rarely random.

Objections are a natural part of the sales process and can often feel like barriers to closing a deal. But more often than not, they’re opportunities to dig deeper, understand your prospect’s true needs, and build trust.

The difference between a stalled sale and a renewed opportunity often comes down to asking the right questions. Here’s how to turn those “no’s” into “yes’s” by mastering the art of inquiry.

Sales is not about forcing a prospect into a yes at all costs. It’s about building trust, understanding, and genuine connections that can lead to long-term

Handling objections isn’t about steamrolling prospects into submission; it’s about listening, engaging, and building trust.