In this episode of Sales with ASLAN, Tom and Tab revisit one of the most critical and often overlooked part of sales: overcoming barriers.
From treating objections like debates (mistake!) to skipping proper discovery (another mistake!), they break down where most sellers go wrong, and introduce a simple, powerful framework: Isolate. Validate. Communicate.
Watch the 40 minute episode below:
Why Sellers Struggle with Objections
Objections can feel like roadblocks, but more often than not, they’re indicators of missed steps earlier in the process. In the episode, Tom and Tab unpacked three common mistakes and shared personal stories of how they have made them too.
1. Poor Discovery
Most objections stem from a lack of true understanding. If you’re not uncovering real needs or navigating new stakeholders entering the conversation, you’re likely to hear objections you weren’t prepared for.
2. Treating Objections Like Debates
When sellers slip into defense mode, it becomes an argument. “When debate begins, influence ends,” Tom says. Objections should be handled as collaborative discussions, not battles to win.
3. Failing to Connect Recommendations to Value
If the customer doesn’t understand how your solution benefits them, they’ll naturally push back. Reps need to be crystal clear about the why behind what they’re recommending.
A Simpler Way: The IVC Framework
To navigate objections with empathy and influence, ASLAN introduced a straightforward framework: Isolate, Validate, Communicate.
Isolate
Clarify what the objection really means. For instance, if a customer says, “We don’t like PowerPoint,” dig deeper: “What specifically about PowerPoint is a concern for your team?”
Validate
Acknowledge their concern without agreeing or trying to fix it right away. Showing you understand earns trust and keeps the conversation open.
Communicate
Explain why your recommendation is still in their best interest, not by defending, but by aligning your response with what matters most to them.
And through all of it? Drop the rope, a core ASLAN concept that means eliminating pressure and giving the customer freedom to choose. That’s when influence is strongest.
Proactively Addressing Concerns
Objections don’t always need to be reactive. One of the most valuable takeaways from the podcast is this: Check your six. In other words, pause and ask: “Is there anything about this recommendation that concerns you?”
Creating space for concerns prevents them from festering. And when they do surface, you’ve already built the trust needed to work through them collaboratively.
The episode ends with a powerful story about a rep handling a pricing objection. Instead of pushing back, the rep validated the concern, then asked a simple question that reframed the value. The client said yes, not because they were sold, but because they felt understood.
How ASLAN Can Help
Objection handling is a skill, and like any skill, it takes practice. ASLAN’s Other-Centered® Selling workshops, on-demand training, and coaching programs help teams master:
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Leading collaborative sales conversations
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Gaining access to key decision-makers
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Reframing objections as opportunities
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Using influence without pressure
Whether you're a seasoned seller or new to the game, the IVC framework is a tool worth adding to your arsenal.
Want to go deeper?
Tune into the full episode of Sales with ASLAN or explore our training programs at aslantraining.com.
And if you’re a parent navigating teenage resistance at home? Give ASLAN at Home a listen (EP 224), because influence is just as necessary around the dinner table as it is in the boardroom.
