Sales: Understanding Objections vs. Conditions

Originally Posted on LinkedIn 8/12/25

In sales, know the difference between an objection and a condition.

I just spoke with a painter client upset about losing a bid for a local custom builder. The builder told him, “My brother-in-law is also a painter. If I hire you, my wife will divorce me.” He asked how to handle it. My answer: nothing you can do.

An objection is a concern you can address.
💬 Examples:

• “Your lead time is too long.”

• “I only use casement windows at all egress locations.”

A condition is a situation you can’t fix.
💬 Examples:

• “I’m retiring and closing the doors in 6 months.”

• “We are being acquired by a larger builder and we are unable to make any vendor changes at this time”

Objections can be overcome.
Conditions can’t.

The faster you tell the difference, the more time you save — and the more deals you close. Sales pros understand where to spend their time, and you should too.