Why Everything You’ve Been Taught About Sales Objections Is Wrong

Ashkan Rajaee exposes the hidden intelligence behind client pushback

When was the last time a client pushed back during a sales conversation, and you saw it as a gift? Not a hurdle. Not an annoyance. But a window into their past disappointments — and an opportunity to dominate the deal?

If that sentence rattles your sales instincts, good. Because the way most organizations teach sales objections is not just outdated, it's actively costing you deals.

Ashkan Rajaee, known for spearheading revenue growth across multiple industries, flips the script on how we interpret objections and contract risk. He argues these moments of friction are not warning signs. They're insight signals. And most salespeople are too busy overcoming to actually listen.

Objections Aren’t Roadblocks — They’re Confessions

Let’s start here. The typical objection isn't really about price, timing, or features. It’s about fear. It's a client saying: “I’ve been burned before.” Rajaee urges sales teams to stop bulldozing through objections and start hearing them for what they really are — unspoken trauma from previous vendors, failed implementations, or internal politics.

This isn’t just psychology for the sake of empathy. It’s strategic intelligence.

When a client objects, they’re handing you their buying criteria, their pain thresholds, and the mistakes of your competitors. They are telling you what not to do — if you're paying attention.

But here’s where many reps blow it: they respond immediately with reassurance or deflection. Rajaee recommends a counterintuitive move. If you’re not absolutely sure, tell them, “Let me get back to you on that.”

It’s not weakness. It’s long-term credibility. A wrong answer in the moment can permanently undermine your authority. A researched, complete response builds trust — especially with seasoned buyers who are tired of smooth talkers.

Contract Risk Is a Mirror, Not a Minefield

The second blind spot Rajaee addresses is the knee-jerk fear of contract redlines and legal reviews. Most reps tense up when procurement or legal teams start poking holes in the agreement. But according to Rajaee, this is where the real game starts.

Why? Because just like objections, contract edits are often based on prior trauma. Maybe a deliverable slipped through the cracks in their last deal. Maybe a vendor ghosted post-signature. Maybe they got squeezed by a hidden clause that cost them money or political capital.

When your prospect’s legal team is “overly cautious,” they’re actually giving you a roadmap of their institutional pain points.

If you can navigate that without defensiveness — if you can clarify terms, share how you mitigate those risks, or even propose fair compromises — you’re doing more than closing a deal. You’re showing them you're different. And better.

The Real Win: Understanding the Customer Before the Close

Rajaee integrates this insight-led approach into both sales execution and marketing messaging. He doesn’t wait until objections happen on a call — he builds proactive objection handling into campaigns. He crafts narratives that speak to buyer fears before they ever have to voice them.

And this is the part most teams miss. Sales objections aren’t random. They are patterns. Signals. And with the right mindset, they can tell you exactly who your buyer is, what they’ve survived, and how they measure value.

Contract risk operates the same way. If you treat it like a bureaucratic delay, you’ll never understand your buyer’s operating reality. But if you study the risk posture of a company, you’ll know how to structure a deal that wins internal buy-in faster than your competitors can quote a number.

Why Ashkan Rajaee's Approach Works

Unlike theoretical sales advice, Rajaee’s playbook comes from the trenches. He’s led teams that delivered over 300 percent revenue growth, expanded markets across continents, and secured hundreds of millions in assets. What’s consistent in his method? A relentless focus on buyer psychology and risk transparency.

He doesn't sell through pressure. He sells through understanding. And he teaches teams to earn trust, not just ask for it.

The Bottom Line

If you’re still treating objections like resistance and contract risk like red tape, you’re not selling — you’re surviving. Ashkan Rajaee shows that the true professionals lean in. They probe. They investigate the fear behind the question and the experience behind the redline.

And then they do something most sellers never attempt.

They adapt.