Closing with Confidence: How to Master Objections and Win Every Deal

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You know that feeling.

You’re in the middle of a conversation with a prospect. You’ve done your research, asked the right questions, and presented a solution you know could make a real difference for their patients and their practice. Then, just as you think you’re gaining traction—they push back.

"This is too expensive." "We’re happy with what we have." "I don’t see the need to change right now."

Your stomach sinks. You feel the momentum slipping away.

You’ve been here before. Every medical sales rep has. And if you don’t handle it well, the conversation ends, the door closes, and the opportunity disappears.

But objections aren’t rejections. In fact, they’re a sign the prospect is engaged—they’re thinking critically, weighing their options. The best reps don’t see objections as barriers; they see them as openings—a chance to dig deeper, provide value, and stand out from the competition. That’s how you build a competitive advantage in medical sales.

Here are four frameworks to help you overcome objections and close more deals 

 1. The Feel, Felt, Found Framework

Objections often come from fear—fear of wasting money, fear of change, fear of making the wrong decision. The worst thing you can do is immediately push back with facts and figures. The best thing you can do? Make them feel understood.

How It Works:

✅ Feel – Show empathy and validate their concern.

✅ Felt – Explain that others have shared the same hesitation.

✅ Found – Reframe the objection by showing the value they gained after moving forward.

Example Conversation:

Prospect: “The price is too high.”

You: “I completely understand how you feel. Many of my clients had the same concern when they first looked at the investment. They felt that it would be hard to justify the investment upfront, especially when they already had a system in place. They found that by switching, they were able to increase patient retention by 30% in the first quarter, which more than covered the initial investment. Would it help if I walked you through some numbers?”

Why It Works:

✔️ It validates their emotions, making them feel heard.

✔️ It reassures them that they’re not alone in their hesitation.

✔️ It shifts the focus from cost to value and results.

2. The LAER Framework

When a prospect pushes back, it’s tempting to jump in and start defending your product. Don’t. The more you talk, the less they feel heard. The LAER framework forces you to slow down, listen, and tailor your response.

Listen – Let them fully express their hesitation.

Acknowledge – Show them you understand their concern.

Explore – Ask questions to uncover the real issue.

Respond – Address their concern in a way that speaks to their priorities.

Example Conversation:

Prospect: “We already have something similar, and it’s working fine.”

You: 

(Listen—pause, nod, maintain eye contact.) “I hear you, and I appreciate your honesty.”

(Acknowledge) “That makes total sense. A lot of my practices initially felt the same way—they were comfortable with what they had and didn’t see an immediate reason to switch.”

(Explore) “When you say it’s working fine, do you mean you’re completely satisfied with the patient results and treatment efficiency, or are there areas where you’d like to see better outcomes?”

(Respond) “Many of my practices thought the same at first. But once they realized their current device was limiting their patient volume and treatment consistency, they saw how much additional revenue they were missing. Would it be helpful if I walked you through how others have improved both their results and profitability by upgrading?”

👉 Why It Works:

✔️ It prevents knee-jerk reactions that feel defensive.

✔️ It helps uncover the real hesitation behind their words.

✔️ It makes the conversation collaborative, not confrontational.

3. Social Proof: Stories Sell 

People trust the success stories of their peers. No matter how compelling your data is, a prospect will always relate more to a real experience of one of their peers than a sales pitch. This is where social proof becomes your best weapon.

Example Conversation:

Prospect: “I just don’t think we can justify the cost.”

You: “I completely get that. One of my practices felt the same way. They were hesitant because they weren’t sure they’d see a return. After integrating the new treatment offering, they saw a 20% increase in revenue within 6 months. In fact, they later told me her only regret was not making the move sooner. Would it help if I shared how she achieved that?”

👉 Why It Works:

✔️ It builds trust by showing that others have taken the same leap.

✔️ It reduces perceived risk.

✔️ It shifts the prospect’s mindset from "Should I do this?" to "If it worked for them, maybe it’ll work for me too."

4. What Matters Most: Shifting Focus from Cost to Value

Some prospects get stuck on price. They fixate on the number without considering what they might be giving up by choosing the cheapest option. This framework forces them to prioritize what truly matters.

How to Use It:

You: “Doctor, in my over 10 years working with aesthetic practices like yours, I’ve found that purchasing decisions usually come down to three things:

1️ The best technology for superior patient outcomes

2️ Ongoing service and marketing support to maximize results

3️ The lowest price

But here’s the reality—no company can offer all three at the highest level.

So for your long-term success, which of these would you be most willing to give up?”

How to Handle Responses:

If they prioritize patient outcomes: You: “That makes sense! At the end of the day, your reputation depends on quality. Investing in the best ensures better results and long-term profitability.”

If they prioritize service & support: You: “Absolutely. A great product is only as good as the team behind it. Having expert guidance ensures you get the most from your investment.”

If they prioritize price: You: “I completely understand. Among the practices that focused only on price found that they paid more in the long run—either through outdated technology, unreliable service, or lost revenue from inefficiencies. Have you ever had an experience like that before?”

👉 Why It Works:

✔️ It forces them to think beyond just cost.

✔️ It puts them in the decision-making seat.

✔️ It helps them realize that the lowest price isn’t always the best deal.

Early in my career, I saw objections as roadblocks. I’d tense up when a prospect pushed back, scrambling to justify price or prove why my product was better. But once I mastered these frameworks—Feel, Felt, Found, LAER, Social Proof, and What Matters Most—everything changed.

These strategies helped me close more deals, boost my sales, and earn President’s Club four years in a row. These techniques evolved into the cornerstone of my approach, empowering me to handle difficult conversations with confidence instead of hesitation and desperation.

More importantly, when I coached my team to implement these same strategies, we became the #1 sales team in the nation. We stopped selling and started solving. We turned objections into opportunities. And we dominated the leaderboard because of it.

If you want a competitive advantage in medical sales, this is it. The reps who handle objections better win more business, earn bigger commissions, and achieve elite status in their company.

Now, ask yourself: Are objections stopping you, or are they setting you up for your next big win?

Learn more about Danielle's consulting services: Click Here

Meet 🌟 Danielle Cobo, CVP

Danielle doesn't just talk about sales; that's how she made a living. As a Fortune 500 Senior Medical Sales Manager, Danielle led a historically poor-performing team to #1 despite downsizing, restructuring, and acquisitions. Her commendable leadership earned her the prestigious title of Region Manager of the Year. Her resiliency motivated her to earn four consecutive national Sales Excellence Awards for top performance in a male-dominated industry.

With over 15 years of corporate experience in the medical tech and bio-pharmaceutical industry, she knows how to build high-performing teams that increase sales, productivity, and employee retention. Her expertise includes sales, leadership, and career planning. Through keynote speeches, sales boot camps, and one-on-one coaching, she has taught thousands of people how to achieve their goals with unstoppable grit.

Danielle is the best-selling author of Unstoppable Grit: Break Through the 7 Roadblocks Standing Between You and Achieving Your Goals and hosts the globally top-rated podcast, Unstoppable Grit Podcast with Danielle Cobo.

Danielle has a Bachelor’s in Communication with a minor in Psychology from the California State University of Fullerton. She is certified in the Precise Selling Model, DiSC Behavior Model, and Inclusive and Ethical Leadership from the University of South Florida Muma College of Business.

She has completed training in Situational Leadership, Emotional Intelligence 2.0, Crucial Conversations, PowerPerformance Coaching, Boston Breakthrough Leadership, Insight Colors, Outward Mindset, Time Management for Effective Leaders, Emerging Leadership Development Program, and Challenger Sales Model.

Danielle is a member of the National Speaker Association, a former Training Advisor for the Military Spouse Economic Empowerment Zone Committee, and a Career Transition Advisor for the Dallas Professional Women.

When her husband, a Blackhawk pilot in the Army, was deployed in Iraq for a year, Danielle learned to balance a demanding job while keeping up with her dynamic duo of 1.5-year-old twin boys, who possess more energy than a squirrel after a triple espresso.

Today, she channels her expertise into her passionate mission: igniting transformation in others and helping them develop the grit and resilience to succeed professionally and personally.

From a 7-year-old entrepreneur to a two-time 3-day 60-mile walker—Danielle Cobo defines relentless ambition.

Learn more about Danielle's sales and leadership programs and individual coaching: Click Here