In partnership with
Before I get into how to reframe a customer’s perspective when faced with their objection, I first want to cover the most popular objections I hear from customers out in the field. Additionally, I’ll share a reframing question I’ll ask in response to their objection. I work in medical device sales, so most of the customers I’m selling to are physicians and hospital administration. Here is what I often hear:
“It’s too expensive.”
Underlying belief: Cost is greater than perceived value.
Reframing Question: How are you evaluating the cost of staying where you are today?”“We’re happy with what we’re using.”
Underlying belief: Change is risky.
Reframing Question: What would need to be true to consider an alternative?“I need to think about it.”
Underlying belief: Customer feels uncertainty.
Reframing Question: What specifically would you like more time to consider?“I’m too busy.”
Underlying belief: This feels time-consuming.
Reframing Question: What would make this worth prioritizing?“We’ve tried something like this before.”
Underlying belief: Previous failure predicts future results.
Reframing question: What specifically caused that experience to fall short?
Now, let’s get into the Reframing Framework. This is a simple process, yet can be incredibly effective when faced with a customer objection.
Acknowledge: “That makes sense.”
Explore: “Tell me more.”
Understand their belief: What’s driving the objection?
Reframe: Offer a different lens
Validate: Allow the customer to decide
The 10 Best AI Stocks to Own in 2026
AI is moving from experiment… to essential.
Every major industry is integrating it.
Every major company is investing in it.
By late 2025, AI was already an $800B market — growing at a pace that could push it well beyond $1 trillion in the years ahead.
Cloud infrastructure is scaling fast.
AI-enabled devices are multiplying.
Automation is becoming standard.
But here’s the real question…
When trillions flow into this transformation — which stocks stand to benefit most?
Our new report reveals 10 AI stocks positioned across the backbone of this shift — from the companies powering the infrastructure… to those embedding intelligence into everyday systems.
If you want exposure to one of the defining growth trends of this decade, start here.
Now, let’s see this put to use. Just last week I was with another rep on my team and we were meeting with a surgeon that we were trying to sell our product to. For context, we sell endomechanical stapler products that are used in surgery. This surgeon had tried another company’s product and disliked it so much that he went back to doing the surgery without any stapling device whatsoever. He had previously shown interest in our product, but was resistant to retrying any brand of stapler due to his previous negative experience. My rep had met with him a few times before, but he had turned him down on a trial every time. We were able to convince him to meet us for coffee in the hospital lobby where the following conversation took place.
Me: Dr. X, thank you for meeting with us today. I heard you aren’t willing to give our stapler a try. Help me understand why.
Surgeon: I told your rep already, I tried your competitor’s product last year and absolutely hated it. I’m convinced it’s not the right tool for me.
Me: I understand that (Acknowledge). Tell my why the competitor’s stapler was a bad experience for you (Explore).
Surgeon: They offered no training and very little support. I never got used to using the product and it delayed my procedure time. It was frustrating.
Me: That would frustrate me too. Tell me, why did you want to use their product in the first place (Understand their belief)?
Surgeon: I thought it would make my cases more efficient and shorten procedure time. Instead, it had the opposite effect.
Me: Do you think if you had been trained properly, it would have provided you value and achieved those goals?
Surgeon: Potentially.
Me: Correct me if I’m wrong, but it sounds to me like you just had a bad training experience and lack of support, but at one time you did see value in using a stapler (Reframe).
Surgeon: Yes.
Me: If you’re willing to try our stapler, I can assure you that we will provide a first-class training experience, and be present for your first 20 procedures for support. But you decide (Validate).
Surgeon: Tell me more.
As you can see, reframing is all about getting into the customer’s mindset. To be successful in it, you need to be curious and ask questions. When faced with an objection the last thing you should do is double down on your position. Instead, uncover the customer’s belief, why they believe that, and reframe their perspective based on what’s important to them.
Sincerely,
SMK, The Sales Mentor’s Playbook
For additional help in utilizing the Reframing Framework, complete a “Coaching Inquiry” on our website www.thesalesmentorsplaybook.com
We offer both Inbox Coaching via email as well as 1 on 1 coaching virtually.