The principle. Most stated objections aren't the real reason for hesitation. The conditional close lets you find out — without being pushy.
The script.
"Just so I understand — if I could solve [stated objection] in a way that worked for you, would you be ready to move forward today?"
Two outcomes, both useful:
- "Yes." → You now know the objection is real and singular. Solve it and close.
- "Well, I'd also need to think about…" → The stated objection wasn't real. The new thing they just blurted out is closer to the truth. Now you can address what actually matters.
Why it works. It's collaborative, not combative. You're offering to fix their problem, not arguing with it. The prospect doesn't feel pushed — they feel helped.
Where reps blow it.
- Asking before isolating ("is that the only thing standing between us?"). You'll handle a fake objection and uncover a new one.
- Following up with a hard sell instead of actually solving. The conditional is a contract — you said if I solve it, you have to actually solve it.
Pair with the summary close. "If I could solve [price], you'd be in?" → "Yes." → recap their pains, recap each fix, ask the close.