This post is part of the 📖 The Brain Audit series.

Today I am reading a new chapter Bag 4: The Objections from the book The Brain Audit: Why Customers Buy (and Why They Don’t) written by Author, Sean D’Souza.

TL;DR! 💬

Do you often wonder what your customer is thinking? Don’t leave the thought process to chance and let that customer walk away. Your customers don’t want to walk away. They want to buy from you.

The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you.

Yesterday, I started reading The Trigger chapter from the book The Brain Audit

From the introduction chapter, we read and understand that we need to know the 7 elements of why our customers buy from us or why they don’t. Here are the 7 things for you to recap.

  • Bag No. 1: The Problem
  • Bag No. 2: The Solution
  • Bag No. 3: The Target Profile (The Trigger)
  • Bag No. 4: The Objections (we are reading ‘The Objections’ part today)
  • Bag No. 5: The Testimonials
  • Bag No. 6: The Risk Reversal
  • Bag No. 7: The Uniqueness

Bag 4: The Objections

The moment we really want something to work, fear kicks in. Saying yes to anything means having to commit. And commitment brings its own headaches, which is why anxiety kicks in immediately.

Our brains scramble to find all the possible reasons where things can go wrong. So if we’re about to commit to a relationship, for instance, that’s when the heebie-jeebies really starts to kick in.

Of course, most of us wish these objections would just go away.

They’re not saying NO.

Our job, when getting the point across, is to remove those crazy obstacles.

Do you know you can listen to this book on Amazon Audible for FREE?

Do you know you can listen to this book on Amazon Audible for FREE?

If you are not into reading like me, then you can listen to this book for FREE on Amazon Audible

Don't Read. Just 🎧

Objections are not your enemy

They are your friends. An objection means that the person who’s doing the objecting wants to take a decision to buy your product/service or idea.

If they didn’t care about the product/service, they’d just walk away.

Now all you have to do is simply remove the objections, and you’ve removed one more bag: namely the objections.

Instead, most of us like to hide the objections.

The level of procrastination depends on urgency.

Fact 1: That objections exist for every product/service.
Fact 2: That objections can't be hidden.

And that if you're smart, you'll not only bring up
the objections but defuse the objections as well.

So how do you defuse the objections?

That’s it for today. Tomorrow, we will see how we can defuse the objections.

Key Takeaways

  • If a customer needs to buy something right away, they will indeed call you; email you; text you; probably even turn up at your door.


  • What will kill the sale is a stubborn attitude to try and hide the objections. When a customer is confused or has questions that need to be answered, they don’t usually pick up the phone and call you.

  • They almost never email you or text you. Or send a carrier pigeon. They simply mull over the objection in their minds, and then they procrastinate.

Buy or not buy?

This book is excellent. Do not hesitate to pick this. Pick the physical book, so you take notes and highlight the bits you want to reference later. This book is such a kind of book where you need to pass it to the next generation.

Listen, I don’t care whether you buy the book using one of the links on the page or not but just buy. You will be glad for my recommendation.

The Brain Audit

Author(s): Sean D'Souza

Short Blurb: How the Brain Goes Through Decision-Making: Do you often wonder what your customer is thinking? … Read more
Buy from Amazon

Part 8 of 15 in the 📖 The Brain Audit book series.

Series Start | The Brain Audit: Why Customers Buy (and Why They Don't) - Day 7 | The Brain Audit: Why Customers Buy (and Why They Don't) - Day 9

Amazon Associates Disclaimer! 💬
As an Amazon Associate, I earn from qualifying purchases. I make a tiny commission if you buy using one of the links above at no additional cost to you. I use the money to buy another book 📖 to review or grab a beer 🍺 Super duper thanks 🙌