The trap. Prospect says "it's too expensive." You crush the price objection. They say "and I need to talk to my partner." You handle that. They say "and the timing is bad." You're now playing whack-a-mole and losing energy with every swing.
The fix: isolate first.
"Totally fair. Just so I know — is the price the only thing standing between us, or is there something else on your mind?"
Now they have to declare. Either:
- "Yeah, that's the only thing." — Now you handle one objection knowing it's the last. Confidence skyrockets.
- "Well, also X and Y." — Now you have the full list. You handle them in the right order, not in random reactive order.
The conditional close pairs perfectly.
"If I could solve the price issue right now in a way that worked for you — would you move forward today?"
If yes → solve and close. If no → the real objection just surfaced, because price wasn't actually it.
Where reps blow it. They isolate too soft: "Is that your only concern?" Too easy to dodge. Use specific language: "The only thing standing between us moving forward today."