What is an objection, anyway?
Here's a friendly reminder of the definition of an objection. It's a sign of interest; a request for more information or a prospect's concern or fear that needs to be satisfied in order to continue guiding the buyer through your sales process and to its natural conclusion.
Source: Sales coach/speaker Keith Rosen
If you stop and think about it, with the top objections you hear, is the person actually saying, "No?" The prospect is not saying "No, I don't want to and never will use your product or service or buy from you." What they are really saying is, "I'm saying 'No' or a form of 'No' because you haven't given me enough of a compelling reason to buy from you or have satisfied all of my concerns and priorities."
In other words, instead of fearing objections, embrace them. Every objection provides you with a new opportunity to share the right information with a prospect that can move them to the next stage in your sales process.