Chapter 16

Objections, reflex responses, and brush-offs—also known as RBOs—are an inevitable part of the sales process. Every salesperson encounters them, whether during cold calls, follow-ups, or prospecting. But as Jeb Blount explains in Chapter 16 of Fanatical Prospecting, these initial rejections should not be viewed as roadblocks. Instead, they are opportunities to build trust, uncover the real issues behind the hesitation, and steer the conversation toward meaningful dialogue. If handled correctly, RBOs can be a powerful tool to move prospects closer to a decision.

Let’s break down the strategies Blount recommends for turning these challenges into opportunities and ensure you're prepared to handle any reflex response, brush-off, or objection that comes your way.

What Are RBOs?

In sales, RBOs refer to three types of responses you’ll commonly encounter:

Reflex Responses

These are knee-jerk, automatic responses from prospects, such as, “I’m not interested.” They are typically quick defenses to avoid engagement and don’t necessarily reflect the prospect's actual needs.

Brush-Offs

Polite dismissals designed to delay or avoid the conversation. Examples include, “Call me next month” or “Send me an email.” They’re usually a way for the prospect to sidestep further discussion without a direct confrontation.

Objections

These are specific concerns or barriers the prospect presents, such as, “Your product is too expensive,” or “We’re already working with someone else.” Objections are the most significant form of resistance, but they are also the most valuable because they reveal the prospect's true concerns.

Why Do RBOs Happen?

RBOs are a natural reaction to sales pressure. Prospects use these responses for several reasons:

To Protect Their Time: Most people are busy and don’t want to engage in a sales conversation unless they see clear value.

To Avoid Pressure: Sales calls can feel uncomfortable. RBOs provide a way to deflect the perceived pressure of making a decision on the spot.

Lack of Information: Sometimes, prospects don’t yet see the value in what you’re offering, and they respond with an RBO to protect themselves from committing to something they don’t understand.

As a salesperson, your job is to reframe these responses and find the true reasons behind them. RBOs are not dead-ends; they are just starting points for deeper conversations.

Turning RBOs Into Opportunities: Key Strategies

Blount provides actionable strategies to navigate RBOs and keep the conversation moving forward:

Stay Calm and Confident 

One of the most important tips is to not take these responses personally. RBOs are part of the process, and every salesperson encounters them. Responding calmly and confidently shows the prospect that you're professional, and it helps you regain control of the conversation.

Acknowledge and Pivot 

Acknowledge the prospect’s response without getting defensive or argumentative. For example, if they say, “I’m not interested,” you might respond, “I understand, and I won’t take up much of your time. May I ask what the biggest challenge you're facing in [specific area] is?” This approach validates their concern but also redirects the conversation toward uncovering their needs.

Ask Clarifying Questions 

Often, an RBO is simply a way for the prospect to avoid further pressure. By asking clarifying questions, you can uncover the true issue behind their resistance. Questions like, “Can you tell me more about the specific challenge you're dealing with?” or “What would make you more interested in a solution like ours?” can reveal the deeper reasons for their hesitation.

Reinforce Value 

Once you've uncovered the real issue, reframe the conversation by focusing on the value you can offer. Highlight how your product or service addresses their specific challenges or helps them meet their goals. Show them why your solution is worth their time.

Stay Persistent but Polite 

Don’t back down at the first sign of resistance. Instead, persist politely. Remain professional and keep the conversation focused on their needs. Prospects appreciate persistence, as long as it’s respectful and adds value to the conversation.

Examples of Common RBOs and How to Respond

Here are some common RBOs you might encounter and effective ways to handle them:

Reflex Response: “I’m not interested.”
Response: “I understand. May I ask, what’s the biggest challenge you’re facing in [specific area] right now?”

This question shifts the focus from rejection to the prospect's needs.

Brush-Off: “Call me later.”
Response: “Of course! To make the most of our next conversation, is there a specific challenge or goal you’d like me to focus on?”

This response helps you gather valuable information and shows you're focused on the prospect’s needs.

Objection: “Your product is too expensive.”
Response: “I hear that a lot, but what we’ve found is that our solution actually saves money in the long run. Would it make sense to walk through how that works?”

This reframes the price concern by focusing on long-term value and savings.

Reflex Response: “We’re already working with someone.”
Response: “That’s great! Out of curiosity, what do you value most about your current solution? I’d love to see if there’s a way we can complement that.”

This demonstrates that you respect their current relationship and are offering to add value rather than replace their existing solution.

Brush-Off: “Send me an email.”
Response: “Absolutely. Before I do, can I ask one quick question to make sure I send something relevant?”

This response keeps the conversation going and gives you the chance to personalize your follow-up message.

Building Confidence with RBOs

The key to handling RBOs effectively is preparation, practice, and persistence. Here are some additional tips to help you handle these responses with confidence:

Prepare for Common RBOs
Anticipate the most frequent reflex responses, brush-offs, and objections you encounter. Craft your responses in advance so you’re always ready.

Practice Active Listening
Pay attention to the prospect’s tone and context. This will help you tailor your response appropriately and show the prospect you're truly listening to their concerns.

Use Positive Language
Frame your responses in a way that moves the conversation forward. Instead of countering objections with defensiveness, focus on solutions.

Keep the Conversation Short and Focused
Don’t overwhelm the prospect with too much information at once. Keep the conversation short, to the point, and focused on their needs.

Follow Up Consistently
If the conversation ends prematurely, don’t be discouraged. Follow up with personalized messaging that reiterates your value and addresses their concerns.

Real-World Example: Overcoming RBOs in Sales

Challenge: 

A salesperson frequently encountered the reflex response, “We’re not interested,” and struggled to move past it.

Solution:

The salesperson developed a script to respond to reflex responses with curiosity, asking questions like, “Out of curiosity, what would make you interested?” They practiced with a mentor to refine their tone and confidence, focusing on reinforcing value in follow-up conversations.

Outcome:

The salesperson’s ability to overcome RBOs improved significantly, resulting in a 20% increase in appointments set over three months.

RBOs are not the end of the conversation; they are simply a signal that you need to dig deeper to understand the prospect’s true concerns. By staying calm, acknowledging their response, and focusing on value, you can turn resistance into an opportunity to move the conversation forward. With preparation, persistence, and a focus on the prospect’s needs, you’ll be able to handle RBOs with confidence and increase your success in sales.

Ask Yourself:

Do you view objections as barriers or opportunities to engage with your prospects?

Are you prepared with responses for common RBOs you encounter?

How can you reframe your conversations to focus on the prospect’s needs and create value?

By mastering the art of handling RBOs, you can turn even the toughest rejections into opportunities for growth and meaningful sales conversations.