# Objection handling guide · [Product] · [Date] **Owner:** [PM] **Reviewed by:** [PMM, legal for regulatory items] **Sources:** [call recordings, win-loss, lost-deal notes, date range] ## Objection classes Price or value · Trust and risk (security, AI safety, data use) · Integration · "We can build it" · Timing · Incumbent is good enough · Regulatory ## Entries (one per objection) ### [Objection, verbatim as buyers say it] - **Class:** - **Who says it:** [persona] - **How often heard:** [count and period, with source] - **What it usually means:** [the underlying concern] - **Clarifying question:** [ask before answering] - **Response:** [two to four sentences] - **Proof:** [customer evidence, demo moment, document] - **When to escalate to the PM:** [condition] - **When the objection is valid:** [condition, and what the seller should do instead, including walking away] - **Last updated:** [date] ## Retired objections | Objection | Retired on | Why (product change, market change) | |---|---|---| | | | |