Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

The Golden Words To Overcome Any Sales Objection

8 Apr 2026 · 0 min

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0:22

In this brief segment of his YouTube video, Nicolas Cole introduces a simple yet powerful sales communication tactic he calls the “golden phrase.” By prefacing any question with “Just so I understand,” a salesperson can steer a prospect who raises objections into articulating the answer themselves. This self‑admission creates alignment, as the salesperson can then affirm shared understanding (“that’s all we’re trying to do,” “we’re on the same page”). Cole argues that rather than countering objections directly, asking reflective questions that lead the prospect to confirm the point themselves is the most effective way to overcome resistance.

Just so I understand. It's a golden phrase. You can ask whatever question you want if you preface it with the words, just so I understand. When someone starts giving you objections, the best thing that you can do is not try to give them answers. It's to ask them questions where they admit the answer themselves, because the moment they admit the answer themselves, then all you have to do is go, that's all we're trying to do. We're on the same page. I agree with you.