EntreLeadership - Common Sales Objections and How to Overcome Them

Episode Date: June 1, 2026

Most business owners aren’t afraid of sales—they’re afraid of rejection.  In this episode, you’ll learn how to stop taking rejection personally, handle objections with confidence, and turn every “no” into feedback that makes you better at selling. Next Steps: ·      🎯 Figure out your business’s next steps in a free consult call with an EntreLeadership team member: https://ter.li/cjk4u0 ·      📞 Have a question for the show? Call 844-944-1070 or send us a message: https://ter.li/ask-us ·      📚 Learn about the EntreLeadership System™: https://ter.li/system-p ·      💻 Get EntreLeadership Elite™ for your business: https://ter.li/elite-p ·      ✉️ Sign up to receive tactical tools, advice and resources in your inbox every week: https://ter.li/enl ·      🏢 Attend EntreLeadership Summit: https://ter.li/summit-leadership ·      🎤 Attend EntreLeadership Master Series: https://ter.li/masterseries-conference ·      📖 Order Dave’s book Build a Business You Love: https://ter.li/b4kru2   Connect With Our Sponsors: ·      Go to Belay Solutions or text ENTRE to 55123 for their free resource! ·       Go to Christian Healthcare Ministries and use code ENTRE for a 50% credit toward your first month of membership. ·      Visit NetSuite today to learn more.   Listen to More From Ramsey Network: 🪑 Front Row Seat with Ken Coleman 🎙️ The Ramsey Show 💸 The Ramsey Show Highlights 🧠 The Dr. John Delony Show 🍸 Smart Money Happy Hour 💰 George Kamel   Ramsey Solutions Privacy Policy Learn more about your ad choices. Visit megaphone.fm/adchoices

Let's talk about the word no. When you're just starting out in business, that word can mess with your head. You put your heart into something, you believe in what you're offering, and then someone shuts you down, says no, not interested, too expensive. A lot of business owners will hear that and take it personally. They get discouraged. They pull back. Some even start discounting their prices just to avoid hearing no again. But here's the deal. If you're afraid of rejection, you'll never get good at selling. And if you aren't good at selling, your business is going to stall out, period. You've got to stop letting fear run the show. In this episode, Autre Leadership's head coach John Falcons, sits with senior vice president, Chris Campbell to talk about how to get over the fear of rejection, hone your sales skills, and handle customer objections with confidence. Let's get to it.

Chris, thanks for being here today. Absolutely. We talked a lot of times about sales, and you've been in sales pretty much since your first day here, right? Absolutely. How long ago was that? Heading towards 18 years. My gosh, how old are you?

Man, I'm in my 20s. You started here in the fifth grade? Yeah, that's exactly right. I love that. So, you know, the folks that watch our show, the Entry Leadership Show, they're business owners. And there's a lot of them that got into their business, got into doing what they're doing,

not to be in sales. They got into it to be into whatever it was they were good at, right? You and I know sales have to happen. Absolutely. But there's a lot of fear around sales. People are afraid of it. And I'd love for you as a veteran world-class sales guy. Talk about why that is.

Why is it so scary for people? And what do you do about that? Yeah, absolutely. Well, let's just say that's normal. Okay, it's normal. if you feel that, you're what's known as human. Okay, that's good to know. You said something as you were setting that up,

hey, these are people who became really good at something. And there's something behind that. What do you mean you got really good at something? If I was coaching somebody or helping somebody, or even if I was trying to sell to a client, they usually have some sort of problem or something spurred this on for them. And whatever that is, that joy, that excitement,

whatever that is, you can bring that into a sales conversation. conversation. Because obviously if you're good at something and you have a business going, you're getting somebody results. So you have the ability to talk about those results to somebody and how it solves problems for folks. So, you know, confidence is the result of doing something. It isn't a requirement to start doing something. And so that fear that somebody would have where they're like, oh my gosh, I don't know if I'm any good at this. It's like, hey, dude, you have results. You're making money. You're doing something like that. What is that? What is driving you on

So I would encourage you from a mental side to think like that. Now, from a process side, what we've got to be able to do is we've got to make sure we're making it about the other person. And this is the simplest thing. When you're saying, I don't like sales or I'm afraid of sales, guess who you're making it all about? You. You. That's right. It's one of those things where, again, make it back about your client.

What's their problem? What are they dealing with? What have they tried and what has helped them stuck in their life? The minute that you start focusing other people, sales becomes a lot easier. When you're thinking about you, your fear, your ego, your paycheck, you should feel that way. That just makes things worse.

Of course. When you list those things off, your ego, your fear, your paycheck, when you really boil it down, what are people afraid of? I would say rejection is A1. No one likes that. I can take you all the way back to middle school when you're first, hey, will you go to a Valentine's Day? No.

You know, oh my gosh, everything in life is like this, right? I don't ever want to feel rejection. No one likes rejection. So I really think that's it because, man, that hits you right in your soul. Yeah. When something doesn't go your way. Now, you say that, but I think I have heard a story about you where you led your sales team to go get as much rejection as they possibly could.

Does that true story? Absolutely. Tell me that story. And why did you do that? Yeah, man. I watched this incredible TED Talk when TED Talks were cool, and this thing called Rejection Therapy. And this guy named Gia Jang did this 100 days of nose, or he tried to get 100 knows, where he was failing in business. He had stopped working and started his own business. He and his wife agreed in six months that he was going to go launch a business.

Three months into him doing that, he was like, I'm so tired of rejection. I just want to go back to work. And she's like, no, no, no, like a good wife, grabbing him by the helmet. No, no, no, you're going. You're going to finish this thing. And he said, you know, it's like exposure therapy. You know what I'm going to do? I'm going to go just see if I can get knows. So I don't advise this, but he went and dressed up like a soccer player with a soccer ball, knocked on the door and said, can I play soccer in your backyard? And I need to get a no today. The guy was like, yeah, go, yeah, go ahead. Let him through the gate. He's like, what? Okay, he went up to a cop car. don't do this one either.

Can I drive your car? Yeah. Went up to a little municipal airport. Hey, can I fly your plane? Yeah, you can get to a plane with me? You can fly this? He started noticing that as he's hunting these nose down, basically saying, hey, hit me, hit me.

Let me get some rejection in my life. Like, I ain't got enough. People started saying yes, because he lost the fear of a no. And so I brought that into my team, and I said, hey, guys, first one to get to 100 nos by the end the month, I'm going to give you $500. And you would have thought like I'd walked in and lit my head on fire. And they'd be like, what are you doing?

He goes, and then like three days into it, they go, this is a trick because I'm asking people. And they keep saying, yeah, I'll never win that $500. I'm like, what do you think your commission check will be at the end of the month? Oh, you lost, didn't you, buddy? You know, and it became one of those things. I got to ask you, did anybody ever get the 500? No one got it.

No, I'm $500 Richard, John, because of that. And it's one of those things where it was a reverse psychology. It's like, hey, I'm going to go hunt these things. down. And a lot of times, what it became is they started asking for the order. They started asking the questions they needed to ask because they knew they needed to get to a point to be able to say, so you want to do it? And they were like, they had this little grin on their face waiting for the no and then it didn't come. And it was like, but that's what you do for a living. What do you do? You know, like it took the fear away of it. So, you know, my advice, what worked for me. It may not

work for you, but it's what worked for me. When you lose the fear of rejection and no one likes it, but when you lose the fear of it, you understand you ain't going to die, and you actually put a little goal towards it, it starts building the little grooves in your brain to go, let's go hunt them down, let's ask the questions, and then we're all shocked when it doesn't play out that way. What happens if you do get to 100 nose and 100 rejections? Guess what? You're learning something about your product or about yourself. I need to say it differently. My tone's wrong. My So you should be learning inside of that as well. That feedback loop, that's real fast.

So that's what we did, that's how it worked. Maybe it worked for you, you know, give it a shot. A little rejection therapy in your life. Like you said, like I need more of that in my life. Yeah, that's all right. All right, so you get a lot of exposure to nos, right? You get comfortable with that. Yeah.

But you don't always get a no or a yes when you're in conversation with somebody about sales, right? Like it's not exactly clear. Yeah. How do you help people drive towards clarity when you're in a sales conversation? It doesn't seem like you're getting it. Yeah, absolutely. Usually if I'm not getting that, if I'm not getting a yes or no,

I've got to go back and revisit the problem that we started with. I used to have people all the time in programs that I'd run and stuff like that. You know, they'd say, you know, like, how do I know that this is right for me? Stop for a second. what did you reach out to me for? Well, man, I was so interested in this. And you just sat back. What are they doing?

They're selling themselves. I don't have to sell them anything. By the way, again, I'm not convincing them to do something against their will. They reached out to me. They're interested in something. And then they go, I've been interested in this for a while. I've been interested in solving this problem for so long

or whatever it may be. And then we start asking questions again. How much does that cost in you to not solve that? How much longer can you live like that? How much more can you put into this and not experience the breakthrough that you're looking for right now? Or whatever that is for them. And most of the time that right there gets them back to clarity to go, you know what, I just don't want to do it. You know what?

You're right. Let's get started. And so I bring it always back to their problem or why they're reaching out to me. I don't go back into solution mode and feature and benefit mode. I see a lot of sales teams, a lot of sales leaders. They do that. Man, somebody will come in and they'll say, here's everything. that we got. And here's the problem with that, John, because price is an objection a lot of times

for folks. They'll say, well, that one thing, but these other 10, and it's like, well, it's all one package, but what if I just want that? All the cart right here. I want that. I want the cassidia. I don't want all the other stuff in there. How much is that? We don't do it that way. Now you have to, now you're overcoming price for everything else. Instead of saying, hey, what do you need? Oh, yeah, we can do that. See it right here. Got it right there in my program. I got it right here in my offer. I can do it right here with your HVAC. I can do it right here with whatever service you provide. And so many times, we're either over-explaining or we're not focused on their problem enough. And that's where a customer stays unclear

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What would you say is the number one way people kill their sales conversations, their sales calls without even knowing it? Uh, they talk too much. Very simple. They talk too much. One of the biggest misconceptions is, man, that guy can talk to anybody. Man, that guy can sell ice to an Eskimo. Man, that guy, he's got the gift of gab. That's usually the worst salesperson. I'm not going to lie. Because you know why? I've been that guy. I've talked too much and talked my way out of deals. Most people will tell you when you get a yes, shut up. Put the pen down, close the book, leave. More deals are lost after the fact, have I told you about? And whatever that is, you know what? Now we're reopening the thing. Let's bring it back out.

You know what? I don't want to do this. I've seen that happen to myself, to other people. but also again inside of the sales conversation again they're trying to cover everything they talk way too much lawyers know this everyone knows this in the legal system he who asked the questions holds it all and if you want to be in control of a sales call not controlling but in control ask questions if somebody says something answer it back with a question jesus in the bible was asked 183 questions only three times that he respond back with a direct answer. Why is that? What's going on with him?

Oh, it's cultural. That we don't do that here. Yeah, you do. How much is this? How much were you thinking it was going to be? It's stuff like that. You know, you'd be like, man, people, are they going to think that's rude?

No, they're going to say, well, I thought it would be this. More information. He who holds gets the most information. Also, is probably going to win the deal. Quit talking so much. Ask really good questions. And when you get the yes, shut up.

Quit talking. Move on right there. The deal is over. Why does the salesperson do that? What's under that? Why do they, and I'm going to add a little bit from my experience, right? They're over explaining. They're going to, you know, features.

And they're talking too much. Why does that happen in sales? Well, number one, they're not following a process. They're doing what feels good. Don't ever do that. Don't ever just do that. That's a good life lesson. You know what?

That covers a lot of things, doesn't it? More than just sales. It's one of those things. where, you know, they feel like, hey, number one, they want to feel smart. I want to earn my keep here on this phone call, right? They're panicking. They're not following a process. So it's like a shotgun versus a sniper rifle.

It's just, I don't know what's going to stick. I'm going to shoot it all. Let's see what happens. And they're not saying it that way because they think they're actually serving somebody because they're thinking, well, if you knew everything about everything, you'd probably buy almost all things. And that's so far from the truth. because again, if I'm in a process and I start with a problem, that's what I'm anchored to the entire time all the way through.

And then I don't have to tell you about everything in my offering. I need to talk to you about what's going to solve your biggest problem. It's almost like going to a ER, right? You're going with a big old gash on your head or big open wound or whatever. And then doctor looks down and like, man, like, you know, like, yeah, but you see my toe too? He's like, yeah, you might want to cover that first, right? You may be 50 other things a person needs help with. Get the number one thing knocked out.

you earn the right to get to other things. And so again, following the process, that will stop that. And again, you don't need to be the smart person. You don't need to prove who you are. Serve them. That will keep you out of that fear of rejection, that overcoming mindset that everybody deals with that, you know, man, I just, you know, I don't want to be salesy.

Then don't be. Be consultive in your approach, you know. When people are working through the fear, you know, let's say they're out there getting the nose. Maybe they're not dressing up like a soccer player, like you were saying. Maybe that's not advisable. They're working through. Like, they're at least exercising the courage to get the nose.

Sure. Do you advise people to actually write their process down on a piece of paper when they're on the phone? Are you telling them, you know, they need to remember all of this? it down and what do they write down? Man, we are horrible at remembering things on the fly, right? And it is not make you less of a human or less of a salesperson. Some of the best salespeople I go by. It looks like a yard cell on each side of their monitor. And they have reminders, do this, reminder to say this. Say it this way. Don't say it that way. Why? Because they're that good. It's their craft. They're looking at ways to think about it. They go back and review game tape. They want to see what they're doing wrong.

if you're following a process, you can start figuring out where the leak in the bucket is. Man, I'm breaking down right here. Every time I lose somebody, I can hear the tone of the call shift. I can see the customer's body language shift. Whatever it is, right there, lean in. It's like having metrics on your business. That's writing it down for me with a sales process. So I'm following it.

I'm checking that off. And if I get all the way through and then someone says, yes, I'm, oh, wow, okay. That's not luck. You're prepared, right? and when you see where it's starting to break down, it teaches you where actually to coach your sales team or if you're listening to a call and you're listening to your sales team doing it

and you go, man, they're missing right there. That's the difference from them staying on your team and becoming a possible rock star for you. Why would you not want them to know that problem? And why would you not want to show that to them? It's a visible reminder of what's going on because if we leave it up to their feelings or their memory, man, listen, your P&L's, you're going to have a problem, brother.

You're going to have a problem and you probably ain't going to have a person very soon. I promise you. That's the way that works. Love it. Thanks, Chris. Yeah, absolutely. Selling is a skill just like leadership or communication or any other part of running a business. And the only way to get better is by doing it over and over.

You've got to get your reps in because rejection isn't failure. It's feedback. It's how you refine your message, sharpen your offer, and serve people better. So don't let no hold you back. Get out there, make the sale, learn as you go. And if sales still feel heavy or confusing, we want to help. You can book a free 30-minute consultation call with one of our Entree leadership coaches. No pressure, just a real conversation to help you identify what's blocking you and build a plan to move forward. Click the link in the description to schedule your call. And if you've enjoyed today's episode, be sure to like, share, and subscribe for more great leadership content. I'm your host Dave Ramsey, and this is Entree Leadership.