But why?”

The two words you should never say or ask when a prospective client shares a concern, an objection, or an unfavorable decision.

Why? That’s what I covered in the last tip. This tip is about what we should do instead, which I call the Stop, Drop, and Roll.

Stop, Drop, and Roll through Sales Concerns and Objections

When someone shares information that is a concern, objection, or unfavorable decision, the strategy that keeps the conversation moving and increases your probability of a good outcome is to:

  • Stop – Stop our mind from thinking ahead and stop our mouth from talking.
  • Drop – Drop our assumptions, our agenda, our emotion, and our ego as we listen.
  • Roll – Roll into an Acknowledge, Ask, and Answer strategy.

Here’s how a Stop, Drop, and Roll sounds.

A prospective client lets you know that they’re just not sure whether they have the time available to commit to doing their part in implementing working with you.

Acknowledge That You’ve Heard the Prospect

First listen to them, and then paraphrase what they said with an acknowledgement.

For example, “I appreciate you sharing that you see time constraints for getting started.”

That’s it. Don’t add anything that undermines what they shared. Don’t point out that other people feel the same way and are busy but manage to get it done. Just acknowledge that you heard them.

Another Acknowledge option: “Thank you for sharing that. It’s great to hear that you’ve put thought into what it’s going to take to be successful in us working together.”

Pause again.

Segue Into an Ask to Open the Objection

The prospect may start talking at this point if you allow them. But if they don’t, then add a segue into an Ask.  

The segue shares intent that you aren’t going to come at them hard or avoid what they said. Pause and follow by Asking a question to learn more and get them clarifying for themselves, and for you, what’s beneath their original statement.

You can segue in two ways. One is to ask permission; the other is a statement where we’re leading to the Ask.

Segue Option 1: Ask for Permission

“There are so many things that could be creating that for you, so rather than take that at face value, is it okay if I ask you a few more questions?”

Segue Option 2: Share Intent

“Because there are so many reasons that could be a concern (or use another word of your choosing), I have a few more questions before we bypass this.”

Then pause.

Ask for Information about the Concern, Objection or Unfavorable Decision

Depending on whether they start talking or not, be ready with an open-ended Ask. It could be as simple as, “Well, please share more about this time challenge.”  Or “If you would, please tell me the thought process that led you to this.”

Another helpful Ask is, “Tell me more…” Three simple words that open the door for them talk.

And that’s it. Allow them to start with an easy question, and then dig deeper to get to the why and the what underneath that.

Now They’re Ready for Your Answer

Now you’ve earned the right, and their willingness, to hear your answer or to be open to whatever it is that you need to share to continue the conversation and determine if this an impasse or just a hurdle.

This is an important sales tip: NEVER ask “But Why?” after you hear a concern, objection, or unfavorable decision.

Instead, Stop, Drop, and Roll with Acknowledge, Ask, and Answer.

I discussed this topic in more depth in a recent workshop, and you can find that link here: Want More Clients in 2023? Learn How to Work THROUGH Objections.

Bottom line: Your takeaway from these past two messages is no “But Why’s?” Instead Acknowledge, Ask, and Answer.


Financial Advisor sales training doesn’t have to focus on pushy tactics or high-pressure pitches. Genuine Sales teaches the fundamentals for sales success that allow you to be genuine, ethical, and successful!