Answer extracted from The Conference Room with Simon Lader podcast — listen to the full episode below.
How should salespeople identify whether an objection is real or a delay tactic?
Ask the prospect to set the objection aside and confirm whether they genuinely want to move forward. If they say yes but still sound unsure, dig deeper by asking what's really behind the hesitation. Fake objections often mask real concerns about the product itself, so getting clarity on the true obstacle is essential before building a follow-up cadence.
Testing genuine interest versus surface-level resistance
The first move is simple but direct: separate the stated objection from true intent. When a prospect raises an obstacle like "I need my partner's approval," don't accept it at face value. Ask them to mentally set that concern aside and answer the core question: "If that weren't an issue, would you genuinely want to move forward?"
Their answer and tone reveal everything. If they hesitate, pause, or give a lukewarm yes, that's a signal the objection is masking something deeper. As Ali Samaha explains in the episode, this is the moment to probe further, not retreat.
Uncovering the real concern beneath the surface objection
Once you suspect an objection is a delay tactic, the next step is asking open-ended questions that invite honesty. For example, if a prospect admits they're not even sure if their partner needs to approve, that's a confession—the objection was never real. The actual barrier might be doubt about the product, unclear ROI, or fear of change.
This distinction is critical. A real objection is specific, time-bound, and removes when resolved. A fake objection is vague, recurring, and disappears when questioned. The episode details practical examples of how to distinguish between the two and respond accordingly.
"It's not time that kills deals. It's lack of proximity. So sometimes deals take time, Simon."
Ali Samaha — Founder, Samaha Consulting. Widely recognized as the king of follow-ups, Samaha has helped thousands of founders, sales teams, and business owners transform missed opportunities into revenue through structured, high-impact follow-up strategies. His philosophy centers on outlasting the competition with genuine persistence, value, and discipline rather than relying on closing techniques alone.
Once you've identified the real obstacle, the podcast dives into how to build a follow-up cadence that addresses that specific concern, not the false objection. This precision transforms follow-up from random touchpoints into targeted, strategic persistence.
Key takeaways
- Ask prospects to temporarily ignore the stated objection and confirm genuine interest—hesitation signals a fake objection.
- Dig deeper with open-ended questions to uncover the real obstacle, which is often a product doubt rather than an external blocker.
- Real objections are specific and time-bound; fake objections are vague and recur when questioned.
- Once you identify the true concern, build a follow-up cadence targeting that specific barrier, not the surface-level excuse.
See also
At what point does persistence in follow-up become counterproductive annoyance?
A 72-hour cadence between touch points helps avoid badgering. The key is ensuring each touch point adds value and addresses the specific obstacle discussed.
What is the recommended follow-up cadence between initial conversation and decision?
Ali recommends a cadence of every 72 hours, with two to three touch points per week. For example, the first touch point could be a crystal-clear recap of the conversation.
Why do most salespeople stop following up after one or two attempts?
Many people don't know how to follow up effectively and become dehumanizing in their communication, sending long paragraphs and complicating things.