Christian PolkYour Friendly Neighborhood Sales Trainer

NEVER EVER let a prospect say "BUT"

9 Feb 2026 · 1 min

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1:09

In this sales coaching monologue, the speaker emphasizes a specific objection‑handling method: never allow a prospect to say “but.” He explains that once a prospect introduces a “but,” it signals an excuse that can undermine the sales narrative. The coach advises cutting off the “but” immediately and redirecting the conversation by repeatedly asking “why?” to surface the prospect’s true motivation. By focusing the prospect on the underlying reason for buying, the perceived objection shrinks while the genuine desire expands, leading to a more favorable outcome. The speaker contrasts this approach with the common mistake of letting prospects elaborate on objections, which only reinforces their resistance.

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You actually invest in yourself so you can get that stable income or you continue to do what you're doing now. Yeah, like the second one. Why? But it's like why is it that now if you noticed, I asked him, hey, this or this? And he said, well, the second one. But cut them off. Why? Because anything after that but you know, is going to be an excuse. Anytime you say like you say something but you're about to negate exactly what you just said. I'm in amazing shape, but I eat a lot of donuts. Oh, it's riskier, but it's a lot of money. That's probably what he's going to say or a variation of that. So I'm not going to allow him to get to the but I'm going to ask why. The reason why. I'm going to ask why again. If I direct what he talks about, people think by talking, I'm going to direct what he actually thinks about. So that why there is very crucial, and this is very, very crucial in objection handling. I'm not allowing him to go to the but I need him to focus on the why and the actual reality of the thing. And if I get him to focus more on the why, then his why will become much bigger in his mind than his objection. But what most people do is they allow people to talk about the objection and give a bunch of excuses and what that does, that's what they're focusing on. So their objection becomes much heavier than their actual Y. So you need to do the opposite.