In the Sales Process there is one part called Overcoming Objections:

“99% of your sales cycle will be filled with customer objections. Objections separate the men from the boys, the girls from the woman and the professionals from the actors. If you can learn to not only expect objections but to anticipate and plan for them, they will lose the sting they once had.

The most dangerous objection is the one you never hear your customer state. Surprises may be good on your birthday but they are deal killers during a sales cycle.”