Sales Objections Simplified
Price objection handling training for B2B reps. Understand where objections really come from, learn the four most common objections in B2B sales, and get the frameworks to handle them in person and over the phone without defaulting to discounts. Sales skill set #12 of the Modern Sales Performer Course Collection.
LEARN ON ANY DEVICE
Take the course from your desktop, tablet, or phone. Start the next lesson whenever you’re ready and move through the training at your own pace.
QUICK ANSWER
How do you handle sales objections in B2B sales effectively?
Most reps treat objections as problems to overcome with quick comebacks. That approach rarely works — and it erodes trust. The better approach is understanding where objections actually come from and having a structured framework for responding to them.
This module covers: where objections originate, the difference between an objection and a question, the four most common objections in B2B sales, a framework for handling objections in person (AICPC), a separate approach for handling them over the phone, and a price objection technique that helps reps protect value instead of immediately discounting.
WHO IT’S FOR
Is this the right course for you?
COURSE CURRICULUM
What’s inside — the full breakdown.
6 sections · 20 lessons.
THE FULL COLLECTION
All 14 modules — in order.
This module is Module 12. The full Modern Sales Performer collection covers the entire B2B sales cycle — each module with its own completion certificate.
YOUR INSTRUCTOR
Derek Shebby.
Derek Shebby
FOUNDER · MODERN SALES TRAINING
Best-selling course creator and sales consultant Derek Shebby spent 17 years as a top sales executive and sales director with Xerox Corporation. He was a 13-time Sales President’s Club Award winner, coached hundreds of salespeople and sales leaders to excellence, and helped grow his local division from $40 million to over $100 million in annual revenue. After founding Modern Sales Training in 2017, Derek has trained 30,000+ salespeople worldwide. He currently coaches 150+ sales reps live every week and hosts the In Between Sales Calls podcast on Apple Podcasts.
REAL RESULTS
What reps are saying about the Modern Sales Performer collection.
“Pure gold. It helped double our sales in just three months.”
“This training is the reason I became the top sales rep at my company. It’s the best program out there.”
“Reps with 15+ years of experience said it got them back to basics in the best way.”
“I crushed my sales quota, won rookie of the year, and have been promoted 3 times.”
PRICING
This module is part of the Modern Sales Performer collection.
Get this module — and all 13 others — in one complete program.
Modern Sales Performer Collection
14 Modules · 18+ Hours · Lifetime Access
FAQ
Questions before you enroll.
What are the 4 most common objections in B2B sales?
The four most common are covered in detail in this module — Derek teaches each one with the specific response framework that works for it, both in person and over the phone.
Can I buy this module on its own?
No. This module is available exclusively as part of the Modern Sales Performer collection — 14 modules, 18+ hours. Learn more about the full collection →
What is the AICPC framework?
AICPC is the in-person objection handling framework taught in this module. It’s a step-by-step process for responding to an objection in a way that feels professional and natural — not scripted or confrontational.
Is there a different approach for phone objections vs. in-person objections?
Yes — that’s why the module has two separate sections. The dynamics of handling an objection over the phone are different from handling one face-to-face, and the techniques are adapted accordingly.
Can my company reimburse me?
Many companies cover sales training as a professional development expense. Treas. Reg. §1.162-5 also lets individuals deduct training that maintains or improves professional skills. Ask your accountant.
Get this module — and all 13 others — in one complete program.
The Modern Sales Performer collection: 14 modules, 18+ hours, 140+ lectures. The complete B2B sales playbook used by 30,000+ reps.
Learn More — Modern Sales Performer → Not ready? Try 12 lessons free →