Nicolas Cole says your client's first objection is almost never the real one. "It's just budget" usually masks something deeper. Ask clarifying questions until they reveal what actually blocks the deal.
I've taken thousands and thousands of sales calls. It's the same thing over and over again. When a client tells you, I don't think this will work for me, or I think that this is the way it is, and you start asking clarifying questions, you will watch them flip-flop very quickly. And you have to ask clarifying questions to dig through those different layers of objections, because the first one they tell you is not the real one. It's like when a client's like, it's just budget. It's almost never budget. Little secret for everyone. So what's beneath that? What's beneath that? What's beneath that? You They can't actually come up with the answer if you don't ask them questions.
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