Stop Saying “Yes, But…” — Here’s What Works Instead

You’re in a great sales conversation. The rapport is strong, the prospect is engaged, and then it comes: the objection. "The price is higher than we expected," or "This seems a lot more complicated than our current system."

Stop Saying “Yes, But…” — Here’s What Works Instead

What’s your first instinct?

For most of us, it’s to defend. We jump in with a quick, "Yes, but..." and launch a counter-argument. "Yes, but our quality is better." "Yes, but the features justify the cost." And in that single moment, the entire dynamic shifts. You are no longer on the same side of the table. You are in a debate. The walls go up, and the deal starts to die.

The phrase "Yes, but..." is a silent deal-killer. It tells the other person, "You are wrong." But what if you could handle any objection without creating conflict? There is a simple, powerful principle, borrowed from the world of improvisational theatre, that changes everything.

The Problem with "Yes, But..."

When you say "Yes, but...", you are negating everything that came before the "but". You pretend to agree, only to immediately dismiss their concern. It’s a disguised "no." This makes people feel unheard and defensive. They dig in their heels, ready to defend their point of view, and the collaborative spirit of the meeting is lost. You’ve accidentally turned a partner into an opponent.

The “Yes, And…” Approach: A Better Way

The alternative is to replace "but" with "and". This small change moves the conversation from conflict to collaboration. It’s not just a word trick; it's a framework for listening and problem-solving. It’s about agreeing with the person’s right to have a concern, and then working with them to explore it.

Here is a three-step method to put this into practice.

1. Acknowledge (The "Yes")

The first step is to validate their concern. This doesn’t mean you agree that your price is too high or your system is too complex. It means you agree that their feeling is valid. You make them feel heard.

• Objection: "This seems much more complicated than our current system."

  
  

• Your Response: "Yes, I can certainly see why it might look that way at first, as it is a very capable system."

  
  

You haven't conceded anything. You’ve simply shown empathy and kept the conversation open.

2. Explore (The "And...")

Now, instead of launching into your rebuttal, ask a question to understand the real issue behind their words. An objection is often a symptom of a deeper, unstated concern. Your job is to become a detective.

• Your Response continues: "...And so I can understand your concern better, which part specifically feels complicated? Is it the day-to-day use for your team, or the initial setup and integration?"

  
  

The objection "it's too complicated" could mean a dozen different things. Is it a training issue? A technical issue? A fear of change? The "And..." question helps you diagnose the actual problem.

3. Guide (The Pivot)

Once you understand their specific concern, you can guide the conversation back to a solution that directly addresses it. You are no longer giving a generic pitch; you are offering a tailored response.

• If they say "the day-to-day use": "That's a great question. Let's focus on just that part. Many of our clients find that after a one-hour training session, their teams actually save about 30 minutes a day because of these three specific features. Can I show you them?"

  
  

You have now successfully turned an objection into an opportunity to discuss the exact part of your solution that is most relevant to their fear.

Making This Your Natural Reflex

This shift from debating to diagnosing is a deep communication skill. It's easy to understand, but it takes practice to use it effectively under pressure. To make it a natural part of your toolkit requires a structured environment where you can refine your approach.

That is the entire focus of the Sales Communication Mastery: Persuasion and Influence (SCMPI) course at ClickAcademy Asia. This isn't about learning new lines to memorise; it's about fundamentally changing how you approach difficult conversations.

The course provides a complete framework for this, teaching you how to:

• Design a communication plan that anticipates common objections before they even come up.

  
  

• Master your delivery, using a calm tone and confident body language to keep conversations collaborative, even when discussing difficult topics.

  
  

• Practise handling objections in real-world scenarios through recorded sessions, so you can get direct feedback and see measurable improvement.

  
  

Objections aren't roadblocks; they are signposts. They point directly to what your customer cares about most. The "Yes, And..." approach allows you to read those signs correctly and build a stronger, more honest case for your solution.

Stop fighting objections. Start using them.

Stop Fighting Objections. Start Closing with Confidence.

📌 Ready to turn “Yes, but…” into “Yes, and…”? Join the Sales Communication Mastery: Persuasion and Influence (SCMPI) course and learn how to handle objections with empathy, precision, and persuasive clarity.

🔗 Sign up now and transform your toughest conversations into your strongest sales moments. https://www.clickacademyasia.com/course/sales-communication-mastery