Marco Reyes

Senior SOC Analyst

Northwind Logistics

Objection module

"It's too expensive / budget has been cut."

Buyer temperature

Neutral — still guarded

Framework cheat sheet

1. Clarify
Is it actually an objection or a misperception? What kind? Clarify with a question that sets up your reframe.
"Do you mind expanding on that?"
2. Reframe
Turn the objection into a positive. Never concede to the negative supposition, never repeat the objection back.
Cost control and total cost of ownership: the real question isn't the licence, it's what an unproven control costs you.
3. Respond
Answer the objection concisely — aligned to the need behind the need, not a feature dump.
4. Redirect
Expand their thinking, return to Cymulate's core value proposition, and gain a mutually beneficial next step.
If proving control effectiveness matters to the board, it's worth exploring what evidence you'd need — and which budget cycle that lands in.

Essentials

Pause before you answer — top performers pause ~1.8s, average reps rush in.
Keep it short: ~10 seconds, not a 21-second knee-jerk monologue.
Acknowledge lightly ("I can see how that could be a concern") — don't over-empathise.
Never repeat the objection back; summarising to check understanding is fine.

You're live on the call.

Open however you would in the field — hold the mic and speak, or type. Marco Reyes will steer the conversation toward cost & budget.

Goal of this call: clarify → reframe → respond → redirect, and land a scheduled next call.