Youβre reading an excerpt of Founding Sales: The Early-Stage Go-To-Market Handbook, a book by Pete Kazanjy. The most in-depth, tactical handbook ever written for early-stage B2B sales, it distills early sales first principles and teaches the skills required, from being a founder selling to being an early salesperson and a sales leader. Purchase the book to support the author and the ad-free Holloway reading experience. You get instant digital access, commentary and future updates, and a high-quality PDF download.
In the grand majority of your sales interactions, itβs not going to be an immediate yes, nor will it be a cut-and-dried no. Instead, it will most commonly be, βNo, because of thisβ or, βWell, what about this?β And all those equivocal responses come under the heading of objections that you need to handle before returning to the close.