Episode #226: Handling Client Objections When Online

Why do clients hesitate or object in remote sales conversations?

Client hesitation or objections are usually signals that something earlier in our sales process didn’t land. In other words, the pushback isn’t “random”—it’s feedback. Typical root causes include:

• We didn’t fully understand the client’s real needs.

• We didn’t connect our solution to those needs clearly.

• We didn’t prove enough value to justify change.

• We didn’t create urgency to act now—especially in remote settings.

Remote selling makes all of this harder because cues are weaker and misunderstandings are easier. So objections are not a surprise—they’re a diagnostic.

Mini-summary: Objections usually mean the value-need-urgency link wasn’t strong enough, and remote calls magnify that gap.

Use a simple, repeatable 4-step approach that slows us down, clarifies what’s really happening, and then responds with precision:

1. Listen

2. Use a cushion

3. Question

4. Respond

This sequence prevents emotional reacting and replaces it with structured problem-solving.

Mini-summary: A consistent four-step flow keeps you calm, curious, and accurate under pressure.

Start by checking your ego at the door. Even if you think you know the objection, don’t jump in early.

• Stay silent until they finish.

• Assume something important may have been missed earlier.

• Focus on the real problem, not the one you expect.

A common mistake is interrupting because we “already know where they’re going.” That usually leads to answering the wrong objection.
Mini-summary: Deep listening surfaces the real objection—and gives you the right target to solve.

Step 2: What is a cushion, and why does it matter?

A cushion is a neutral phrase that buys you a few seconds to think—and helps the client feel heard without you agreeing or disagreeing.

Example cushions:

• “I understand this decision is important for your company.”

• “It makes sense you want to be careful here.”

That short pause shifts your brain from emotional reaction to objection-handling mode.
Mini-summary: Cushioning slows the moment down, protects rapport, and gives you thinking space.

Step 3: How do we question without creating defensiveness—especially in Japan?

After cushioning, don’t respond yet. Ask a “why-under-the-why” question to uncover the real constraint.

However, in Japan, a direct “why?” can sound confrontational. So ask with gentle curiosity and humility.

Suggested phrasing:

“Thank you for explaining the issue. I realize I should understand your business more deeply. To help me find the best way forward for you, would you mind sharing a little more about why this point is creating difficulty for your firm?”

Keep digging delicately for hidden issues. There is often more than one concern, and the first one stated might not be the deal-breaker.
Mini-summary: Careful questioning—especially in 日本 (Japan)—reveals the real decision barriers.

Step 4: How do we respond once we understand the real objection?

When you finally respond, choose the right strategy based on what you learned. You have five practical response modes:

Deny

Correct factual errors or misinformation immediately, with proof.
Use when: the objection is based on an inaccurate assumption.

Admit

Acknowledge real past or present weaknesses honestly. Explain what changed.
Use when: the concern is valid and verifiable.

Reverse

Turn the objection into a reason to buy.
Example:

• Objection: “Your delivery is too slow.”

• Reverse: “That extra care reduces errors and prevents downstream issues.”
  Use when: the “weakness” is actually a hidden strength.

Explain

Re-present your solution using evidence, examples, and credibility. Offer references if relevant.
Use when: value wasn’t made concrete enough.

Evaluate

Confirm the objection is resolved and test readiness to move forward. Online calls require more check-ins than face-to-face.
Use when: you need commitment clarity.

Mini-summary: Respond only after clarity; then choose deny, admit, reverse, explain, and always evaluate closure.

The fundamentals of sales don’t change online—but your assumptions must.

• Assume less.

• Clarify more.

• Expect communication gaps.

• Check understanding repeatedly.

Remote selling rewards patience, structure, and curiosity.
Mini-summary: The basics stay the same, but online selling requires extra clarity and confirmation.

• Objections signal gaps in understanding, value matching, or urgency—not “difficult clients.”

• A 4-step framework (Listen → Cushion → Question → Respond) prevents reactive selling.

• In 日本 (Japan), soften “why” questions with humility and curiosity.

• Always evaluate: confirm the concern is solved and the client is ready to move forward.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.