Protest Too Much

Picture this, you’ve been on the phone with a potential customer. Everything is going just as planned. You’re about to close when you hear “Your product is too expensive”… and the line goes cold. This happens all the time in sales, customers protest too much.

They gripe about the price, terms, and anything at all. But, it doesn’t have to mean the end of a sale. 

You can still close, even when faced with a reaction… Here’s how you do it. 

Complaints Vs. Objections

Here’s something about objections that not a lot of people consider…

The real difference between complaints and objections is that complaints are reactionary.


Let’s take a look at the most common objections I hear from clients:

  • Your product is too expensive 
  • The terms are awful
  • The payment plans are bad
  • I have to talk to my wife

All of these are just ways that the customer is complaining about what they already know. These protests too often stop a sale because you don’t know if it’s a real issue that needs to be addressed.

So what if they’re complaints? If you want to finally close this sale, what you’re going to do is simpler than you think.

Power of Certainty

I’ve worked with some of the biggest names in sales and what always bothered me is that so many people will say that sales is ONLY an attitude game. You just need a good attitude and you’ll close. Here’s the truth…


Being confident with your customer is what is going to take this sale from being impossible…

To be in your control. 

So, when you get hit with a complaint, you’re going to do the following:

  • Listen to the complaint
  • Acknowledge the complaint
  • Close the sale

When you respond like this, you build trust and certainty between you and the customer. If you’re certain within yourself, you know that 


Even if you listen, acknowledge, and close, the customer might still want to negotiate. When they protest too much, you might be tempted to change things in the deal. 

Whatever it is, you need to ALWAYS AVOID this bad habit that I see so many salespeople deal with.

What NOT to do

I know that you’re ready to close the deal. You might even start to believe the customer’s complaints. 

You need to remember that you have the right solution for this customer.  

So, the one thing you’ll NEVER do is lower the price of your product. 

Lowering the price will only cost you money, cost your family money. It’ll destroy the trust you’ve built with your customer. If anything, you may need to revisit the product presentation to build value.

When you undersell yourself, it tells your customers that what you offered them wasn’t worth it. 

What you need to do is understand real problems for the customer vs. complaints. When you keep confident and address the complaints, you’ll close.

Simple as that.

Look, you’re going to face a lot of customers who protest too much. That’s a fact of sales. But you have control here. The moment you forget that, the sale is as good as gone

If you want to take your skills to the next level, you can book a call with my world-class sales team. They can help you pinpoint exactly how you can improve and how close every call…

Even with complaining clientele. 

Be Great,

Grant Cardone 

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Star of Discovery Channel’s “Undercover Billionaire,” Grant Cardone owns and operates seven privately held companies and a private equity real estate firm, Cardone Capital, with a multifamily portfolio of assets under management valued at over $4 billion. He is the Top Crowdfunder in the world, raising over $900 million in equity via social media. Known internationally as the leading expert on sales, marketing, and scaling businesses, Cardone is a New York Times bestselling author of 11 business books, including “The 10X Rule,” which led to Cardone establishing the 10X Global Movement and the 10X Growth Conference, now the largest business and entrepreneur conference in the world. The online business and sales educational platform he created, Cardone University, serves over 411,000 individuals and Forbes 100 corporate clients throughout the world. Voted the top Marketing Influencer to watch by Forbes, Cardone uses his massive 15 million plus following to give back via his Grant Cardone Foundation, a non-profit organization dedicated to mentoring underserved, at-risk adolescents in financial literacy, especially those without father figures.