Overcoming sales objections is one of the most critical skills in professional selling. Every sales conversation includes moments of resistance, and how you respond in those moments determines whether the deal advances or stalls.
When you’re in the field, your sales activity depends on more than product knowledge or enthusiasm. It requires disciplined communication. One of the most powerful tools available to sales professionals can use to manage sales objections is to use the verbal cushion, one of the essential selling skills we teach in our Away Game Selling Training Program.
What Is a Verbal Cushion and How Does it Help Resolve Objections in Sales?
When you hear the word cushion, you might picture something soft that absorbs pressure. That image works perfectly in sales.
A verbal cushion is a neutral word or phrase that absorbs emotional tension in a conversation. It creates space between the sales objection and your response. Instead of reacting, you acknowledge.
When a prospect shares a perception about your company, pricing, product, or service, the natural instinct may be to justify or defend. But arguing rarely advances a sale. Defensiveness closes doors. Aggression shuts them entirely.
A verbal cushion prevents the conversation from slipping into conflict. It signals that you heard the prospect and shows respect. Most importantly, it keeps control of the dialogue.
Once you cushion the objection, you redirect the conversation back to the buyer with a question that invites clarity.
Rather than challenging their statement, you invite them to explain it.
How to Use the Verbal Cushion to Handle Sales Objections
In coaching sessions with clients and sales teams, we often see the same pattern.
A prospect says:
“Your price is too high.”
New sales reps often respond by immediately defending the price. They explain value. They compare competitors. They justify cost. But that objection is information-poor. It lacks specifics and without clarity, any defense is guesswork.
Instead, the correct move is to pause and apply a verbal cushion:
“I can appreciate that. Investments are important.”
This response acknowledges the concern without agreeing or disagreeing. It lowers emotional temperature and keeps the conversation neutral.
From there, redirect with a clarifying question:
“When you say price, how do you mean?”
Now the prospect defines the objection. They explain whether it’s budget timing, competitive comparison, perceived value, or cash flow constraints. The conversation becomes diagnostic rather than defensive.
That shift changes everything.
Here are additional examples of effective verbal cushions to use during a sales conversation:
- “I understand your position.”
- “I hear what you’re saying.”
- “That makes sense.”
- “I can appreciate that perspective.”
- “I’m glad you brought that up.”
These phrases are intentionally neutral. They acknowledge without escalating and demonstrate composure and professionalism.
Most importantly, they create space for discovery.
Why the Verbal Cushion Works to Overcome Sales Objections
At its core, sales is the ability to influence outcomes through disciplined communication. When prospects raise objections, they are often expressing uncertainty, risk, or fear. If the salesperson responds emotionally, the buyer’s resistance increases.
The verbal cushion interrupts that escalation.
It keeps the conversation collaborative while maintaining rapport. From there, you can explore the root cause of the objection, clarify misunderstandings, and re-anchor the conversation in value.
Shorter sales cycles and higher close rates often begin with small behavioral shifts like this one. Mastering the verbal cushion is not about memorizing phrases. It is about developing emotional control and conversational discipline.
When used consistently, this approach transforms objections from barriers into progress points.
Overcoming Sales Objections to Reveal Buying Signals
Effective sales communication is intentional. Asking thoughtful, well-timed questions builds credibility and trust. But when questions are delivered at the wrong moment or in the wrong tone, they create friction instead of progress.
That’s why strong sellers focus on reducing tension rather than escalating it, especially when objections arise. A sales objection is simply a concern the prospect believes stands in the way of moving forward. As we outline in our playbook, Strategies For Resolving Sales Objections, the presence of an objection signals interest. If a prospect had no intention of progressing, they would not raise concerns at all.
Objections are buying signals in disguise. The key is responding in a way that moves the conversation forward rather than triggering defensiveness.
If you want to strengthen your team’s ability to overcome sales objections and move deals forward with confidence, contact Tyson Group today.
