If you sell home improvement projects, you already know the three objections that show up on almost every appointment:
- “We need to think about it.”
- “We want to shop around.”
- “Your price is too high.”
Most sales reps try to fight these objections at the end of the appointment. That’s exactly why they lose.
In this in-depth YouTube training, Daniel Coomes-Barry, Head Sales Trainer at Grosso University, breaks down a far more effective approach:
The best way to overcome objections is to prevent them before they ever come up.
Once you understand this framework, closing stops feeling like pressure and starts feeling like a natural conclusion.
Why Reactive Objection Handling Almost Always Fails
When a homeowner says they need to think about it or want more bids, the power has already shifted. At that point you sound defensive, risk commission breath, and the homeowner feels like you’re trying to close them instead of help them. People love to buy. They hate being sold. That’s why Daniel emphasizes proactive objection handling, not reactive rebutals.
Price Objections Are Created Long Before the Price Is Shown
Price resistance doesn’t happen because your price is “too high.” It happens because the homeowner was never price-conditioned properly. Throughout the appointment, elite closers consistently educate homeowners on product quality, skilled labor vs. day labor, insurance and liability, and long-term protection and risk. A professional, insured contractor should cost more.
Build a $40,000 Presentation for a $20,000 Project
One of the most powerful principles Daniel teaches is this: If you deliver $40,000 worth of value in your presentation, a $20,000 price becomes a no-brainer. When value clearly exceeds cost, price objections soften, trust increases, and decisions speed up. This is how top one-call closers consistently win without pressure.
“Think About It” Means Missing Trust or Missing Urgency
When a homeowner says they need to think about it, it usually means they don’t trust you enough yet or they don’t feel urgency. Trust is built during the in-home survey and relationship building. Urgency is built during the inspection and revealing the real problem behind the symptom. Home improvement systems always deteriorate and become more expensive. Your job is to help the homeowner see that reality.
“Shop Around” Is a Reflex, Not a Real Objection
Daniel explains that “shop around” is almost always a reflex objection, not the truth. It usually means they don’t trust you, they don’t understand how you’re different, or it’s actually about price. You cannot solve a reflex objection. You have to slow the conversation down and uncover the real one.
The 5-Step Objection Handling Framework Used by Top Closers
At Grosso University, objection handling follows a simple but powerful structure:
- *Pause* – Give them 4–8 seconds to calm down
- *Empathize* – Acknowledge their position
- *Confirm* – Repeat the objection back clearly
- *Isolate* – Ask if anything else is holding them back
- *Solve* – Address the *true* objection
This keeps you positioned as a trusted adviser, not a salesperson pushing for a signature.
Why Brush-Off Objections Are the Most Dangerous
Brush-offs sound polite: “We just need to move some money”, “Let’s reconnect next week.” Daniel shares a real example of a $60,000 deal that vanished because the rep accepted a brush-off without clarification. When handled correctly, brush-offs either turn into a real objection you can solve or reveal the homeowner was never serious. Either way, you regain control.
Indifference Removes Pressure and Increases Trust
One of the most counterintuitive lessons in this training is true indifference. When homeowners feel you’re not attached to the outcome and you’re focused on solving the problem, their guard drops. Ironically, indifference often creates more urgency, not less.
The Greatest Close Is a Masterful Presentation
If the front end is done correctly, objections shrink, closing becomes collaborative, and pressure disappears. As Daniel puts it, the better you sell, the less you have to close. Elite home improvement closers don’t fight objections. They design presentations that make objections unnecessary.
Watch the Full Training with Daniel Coomes-Barry
This article outlines the framework, but the examples, language, and delivery are best experienced directly.
👉 Watch the full YouTube training here:
Final Takeaway
Objections aren’t the problem. They’re the result of missed expectations, missed trust, and missed urgency. Fix the presentation, and the close takes care of itself. That’s how top Grosso University closers consistently win.
Best Regards,
Dominic Caminata
CEO/Founder Grosso University, LLC
"Yes you are a Closer!"
