Zero to Traction
Zero to Traction
Overcoming sales objections
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Overcoming sales objections

If you’re still trying to overcome sales objections before proving your value, you’re not selling — you’re busking with a feature list.

Think your early sales rejections are just “objections to overcome”? Yikes!

This week, JDM and Cam tackle the most seductive lies founders tell themselves when prospective customers say things like “circle back in six months” or “we already have a tool.”

Spoiler: these aren’t sales objections — they’re data points from a universe that doesn’t care about your pitch deck.

Instead of smoothing over hesitation with discounts and delusion, the guys explore how to interpret these signals through the lens of discovery — not desperation — and why trying to “close” before you’ve validated anything is the fastest way to build a startup nobody wants.

In This Episode

  • Why objection-handling is often premature — and sometimes lethal

  • The difference between marketing tactics and go-to-market strategy (hint: one is helpful, one is hallucinated)

  • What “we don’t have budget” really means

  • How the phrase “if you build these three features…” should set off sirens, not sprints

  • The painful truth about polite maybes in early-stage pipelines

Sales Objections Rated (on a scale from “polite lie” to “real objection”)

  1. “This looks interesting, circle back in six months.”

    Reality Rating: 1

    Diagnosis: Polite startup euthanasia.

  2. “We already have a tool for this.”

    Reality Rating: 5

    Diagnosis: Maybe you’re not solving a painful problem — or you missed your positioning shot.

  3. “If you build these three features, I’d consider using it.”

    Reality Rating: 3

    Diagnosis: Consider = code for “no,” so go build something real.

  4. “We don’t have budget for this right now.”

    Reality Rating: 2

    Diagnosis: Translation: “This is not a priority.” Please do not respond with a discount.

Frivolous Thoughts

  • Cam shares a marketing case study from Burger King, FIFA, and the power of scrappy strategy via third-tier football clubs

  • JDM takes us into banana co-fermented coffee (yes, that’s a thing) and makes a strong case for mixing up your morning routine with something weird and wonderful

Discussion about this episode