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Have you ever seen the movie Yes Sir! with Jim Carrey? During the film, no one needed a matrix of objections to convince the Carl Allen character of anything.

But those who work in sales know that reality is quite different and, therefore, studying the lead is always something necessary to achieve good results.

Even if you’re not used to getting some no’s, you can look for another career because sales aren’t for you!

How Boxing Can Help Your Sellers

Boxing is a sport decided to the smallest detail. Whether it’s a movement or a greater dedication to training, what sets high-level athletes apart from others is few aspects.

For this reason, before a fight, it is common for a fighter to study all the opponent’s strengths and weaknesses to plan some strategies.

Weak points are explored. As for the strengths, it is important to know them to prevent the opponent’s greatest qualities.

Making a simple analogy, we can say that in the objection matrix all the objection strengths that may arise during the negotiation with leads are mapped.

The salesperson can predict some lead moves to avoid or fight them. Otherwise, at the end of the month, when the goal should be met, everyone will be knocked out!

avoid more, fight less

Every successful salesperson knows that it’s never good to run into an objection.

The ideal is, whenever possible, to present an opportunity or generate urgency through fear, avoiding lengthening the conversation on negative points.

Going head-to-head with the lead is something that gets in the way of rapport generation and, in the end, even if the objection is overcome, the salesperson can end up showing a bad image of stubbornness.

So, before building your objection matrix, you should remember that the mapped points are those that, when they come up in the conversation, should be avoided rather than fiercely fought against.

What are the types of objections?

Not every objection is alike. As I talked about in the topic above, there are some types of objections that are different. Are they:

  • Misconception;
  • Skepticism;
  • Real problem;
  • Actual complaint;
  • Deal-breaker.

Wrong conception

This type of objection highlights a serious error in the lead education process. He usually doesn’t understand what his solution is about and confuses the delivery.

In this case, it is the seller’s obligation to set up the education and qualification process so that the lead understands exactly what he is hiring.

If the lead closes with you with the wrong expectations about what you offer, you can be sure that it will soon turn into a big headache or even a churn.


This type of objection occurs when the lead is still unsure about the benefits of your solution.

In this case, it is very common that, during the negotiation, the lead asks for information about your company’s cases or tries to justify that the time is not yet right.

It’s to avoid this kind of objection that we always insist on positioning the solution according to the lead’s context so that he knows exactly how it will fit into his scenario.

Real problem

This is a slightly more complex objection to overcome, and usually, it presents a consistent argument that can weigh heavily against the services your company is offering.

If the lead is negotiating with a competitor in parallel, it may contest the value of your proposal or demand features that your product does not have, but the competitor does.

Sellers must be prepared for this type of objection, they must know what are the pros and cons of their product before the market.

With these arguments in hand, they are able to present the competitive advantages of their product, putting it ahead of competitors through real data.

Actual claim

It may happen that a lead or a customer has had a bad experience with your product or with your company.

You should always be concerned about creating a good reputation, but some ailments are very difficult to avoid.

When the lead appears with some negative reference about you, it is necessary to show the other side of the coin, explain why that experience was bad and guarantee that it will not happen again.


This objection usually ends the negotiation because these are scenarios that are very difficult to reverse, such as budget limit or wrong timing.

Identifying this type of objection is very important to know when is the right time to let go, stop investing time in a lead that will not evolve, and move on to another negotiation.

Just be careful to provide the best experience possible so the lead doesn’t forget about you when the time is right for them to buy.

How to structure your matrix?

Once you know what the types of objections are and how to handle each of them, it’s time to structure your objection matrix and map them out, isn’t it?

So that procrastination doesn’t knock at the door, we provide an objection matrix template for you to start using with your sales team from now on.

I will show you the importance of each column you will find in our matrix so that there is no doubt when using it. Come on?

Object Description

Understanding the main objections encountered by your sales team is the first step in filling out the matrix.

All other steps depend on this start, ok? So, talk a lot with the team and understand what are the most common negative leads that are worth mapping.


In order to direct your sales team’s speech, it is essential that you know at what point the objection is usually appearing.

That way, you make your team’s life easier same as the managers of Taj Residencia did!

That’s because each salesperson can focus on the step that is their responsibility in the sales process, such as pre-qualification, qualification, or closing. ????

Objection Type

Knowing which is the most frequent type of objection and which speech each type is related to helps you understand what changes in your process and approach.

If a lot of people understand that their solution is delivered differently than it actually happens, the misconception is a frequent objection.

It’s worth reviewing how your solution is described on the site, how it’s being advertised, or your lead education process.


Solution Speech

The idea here is for sellers to have a basis for bypassing objections with greater propriety. Remember that the logic is not to have a speech ready, a script that your salesperson will repeat without knowing why.

The ideal is that everyone knows the fundamentals of those objections and knows the solution and scenario of the lead in-depth to always have a good argument on the tip of their tongue.

It is noteworthy that the matrix is ​​also important in the process of training new members of the commercial team.

With it, your team will find it easier to get around common arguments from leads and a complete place to look for information and ask questions about objections.

Have you downloaded the objection matrix?

There’s no excuse now, is there?

The process is very simple and the only things you need to get started is to download the matrix, talk to your team and take a little time to fill it out.

You can be sure that this time will be rewarded! Ultimately, the objection matrix has two important functions:

  • Guide your team to avoid and deal with common objections;
  • Coach the speech of new members of your team.

Having a well-populated and complete objection matrix is ​​a must-have for every team that wants to achieve positive and scalable results.

Want to make your process easier and sell more? Want to optimize your salespeople’s speech? Just click down here and download our objection matrix. 😉

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