Addressing Objections Upfront - A vital skill for effective pitching and presenting
Next time you find yourself in a high-stakes situation where you need to win someone over, do this.
If you like reading my articles, feel free to click the ❤️ or 🔄 button on this post so more people can discover it on Substack 🙏
If you’re an entrepreneur or business leader, you are going to find yourself in high-stakes situations where you need to win someone over. You’ll need to convey the value of your idea in a consolidated period of time and get them to say yes.
One of the simplest and most effective strategies for doing this is addressing objections upfront.
Whether you’re pitching a product or service, or sharing an idea from the stage, people often come into those scenarios with skepticism. They’re already holding on to reasons why what you’re offering is too expensive, won’t work, or isn’t relevant to them.
Masterful speakers and sellers know this, and they don’t wait for those objections to bubble up. They name them early. They start by voicing the very concerns that their audience is likely holding.
Why? Because when people feel you’ve thought about their needs and concerns, they relax. They stop looking through the lens of resistance and start actually listening to you.
This came alive for me recently on a call with a potential speaking client for a very cool conference. I was sharing my Social Flow opener, a session that helps participants create meaningful conversations and real connection.
As I spoke, I noticed one of the organizers. His energy was reserved, his posture pulling back. My assumption was that he wasn’t getting it.
So rather than pushing harder, I paused. I named what I saw.
I said, “I have an assumption that you’re not really seeing the value of this for your audience. Is that right?”
That opened the door. He shared a couple of objections directly. Instead of brushing past them, I thanked him. I asked him to tell me about the most successful sessions they’d ever had at past conferences. He lit up and shared one of his favorites.
With that information, I was able to tailor my explanation in real time. I could connect the dots between what he valued most and how my session would deliver that precise outcome for his audience.
The next day, on a follow-up call with the broader team, one of his colleagues commented on how much he appreciated my attunement in the moment.
That’s the point. Objections are not barriers. They’re invitations to deeper connection, if we’re willing to meet them head-on.
Here’s a practice you can try the next time you’re preparing for a pitch or presentation:
Ask yourself, What objections or resistance might people have to my product, idea, or service?
Write those objections down in the words your audience might actually be using in their heads.
Then, when you open your pitch, voice them. Say something like, “I imagine some of you might be thinking this will take too much time, or that it won’t work in your specific environment, or that it’s too expensive.”
From there, speak directly to those concerns and show how your idea, product, or service addresses them.
Doing this accomplishes two things. It shows your audience that you’re not giving a one-size-fits-all pitch. And it demonstrates that you’ve truly thought about them as individuals, which immediately builds rapport.
Next time you’re getting ready for an important pitch or talk, don’t shy away from objections. Embrace them right up front.
They’re not something to be feared, they’re one of the fastest paths to building trust.
—
For the facilitators out there…
On my retreats, I take this a step further. In our first meeting, I say this to attendees...
“if you have any objections to any of the techniques or frames I share here, I encourage you to call bullshit. Give me a chance to speak directly to your resistance. If I don’t have a good response, maybe you shouldn’t be listening to me!
I truly believe that you challenging me and these tools is one of the most effective ways for our group to learn together. Your objections are a gift that will make these teachings even more valuable and applicable.”
Saying this shows my group that I'm not trying to do this as some sage on the stage. We are engaged in a real conversation where their thoughts are welcome.