An Objection May Be a Buying Signal

The final presentation in RAB’s Seven Steps of Selling series focused on closing and objection handling—helping sellers navigate those critical moments when a prospect hesitates, pushes back or simply isn’t ready to say yes. Jeff Schmidt, RAB’s senior vice president of professional development, shared practical strategies for approaching objections with greater confidence and moving conversations forward.

In this clip, Schmidt challenges sellers to rethink the way they hear an objection. Rather than viewing it as rejection, he explains why an objection can actually be a buying signal—an indication that the prospect is interested but still has a hurdle to overcome. Watch the full presentation on demand to learn how to better understand objections, respond effectively and turn more opportunities into closed business.