Don’t Memorize, Internalize. Embrace, Anticipate, Practice!

At a recent sales training event I encouraged attendees; don’t memorize, internalize. These were salespeople and we were talking about how to deal with objections whenever they arise. The key with objections is to embrace them. After all, if you’re in sales then objections are part of the game just like running is part of soccer or jumping is essential in basketball. Nobody would start playing soccer and complain about all the running. Likewise, no one would take up basketball if they didn’t like jumping. Now apply that thought process to sales and dealing with objections.

No surprises here

If you’ve been selling for any length of time you face the same objections over and over. Sure, there are rare case something new is tossed at you but the vast majority of the time there’s no surprise when an objection is lobbed your way.

I recall when I was learning hapkido (Korean version of aikido, think Steven Segal) every offensive attack move I attempted, the black belt I was working with had a counter move that would break my wrist, elbow or arm. No punch I threw at him caught him off guard.

You’re in control

With objections the ball is in your court so to speak because when you know what to expect you’re actually in control. Consider this; if you were playing a competitive sport and had an answer for every move you opponent might make there’s no way you’d lose!

Back to hapkido; because I could not surprise my black belt opponent he was always calm in control. That allowed him to stay focused on what needed to be done to protect himself and subdue me.

You have answers

You can’t control other people but you can control yourself. Not only do you know what’s coming, which allows you to stay in control, you should know exactly how you’re going to respond.

As noted previously, the black belt I was working with had a counter to every move I made. His counters, if fully executed, would have quickly ended the confrontation and because of the damage he could do it was scary stuff.

Practice you moves

There’s nothing worse than dealing with a salesperson or customer service rep who gives pat answers that sound like a bad telemarketer who mindlessly memorized a script. Even worse might be the person who obviously doesn’t care because “they’ve heard it a thousand times before.”

My black belt friend needed more than knowledge of what I would do and how he would respond. He needed to be really good at his response in order to protect himself and end the confrontation. That meant countless hours of practice on his moves.


You may not be in sales but you’re sure to run into objections in your career. Those objections may be to a project you’re proposing, training you believe is needed, budget approval or any number of other initiatives. Knowing this you need to be embrace the reality of objections, anticipate them and practice your responses. The better you get at this the more likely you are to get the approval you need.

To Do This Week

Take time to write down the five most common objections you face. Next, think about how you might incorporate the principles of influence into your responses to make it easier to hear yes. Then begin to practice your responses out loud.

Two principles that are excellent when it comes to dealing with objections are social proof and authority.

  1. The more you are viewed as an expert or invoke expertise (principle of authority) the easier it will be to get beyond the objection.
  2. Tapping into social proof, what many or similar others are doing, is often an indicator that the person or group you’re trying to influence might want to consider doing the same.

Remember, just like my black belt friend, anticipate, practice and respond. Don’t memorize, internalize so your responses become and authentic part of who you are.

Brian Ahearn, CMCT®, is the Chief Influence Officer at Influence PEOPLE, LLC. An author, international trainer, coach and consultant, he’s one of only 20 people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the planet on the science of ethical influence and persuasion.

Brian’s book, Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical, was a top 10 selling Amazon book in several insurance categories and top 50 in sales & selling. His LinkedIn Learning courses on sales and coaching have been viewed by almost 90,000 people around the world!

PS That’s a picture of me with our daughter Abigail at Taekwondo.

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