Adaptability – Our Prime Directive
SELLING VALUE
–A Thirteen-Part Series–
Part Three
The Objection Formula
by
Bob Marshall
September 9th, 2025
PART THREE
THE OBJECTION FORMULA
Every recruiter dreads objections—until they realize objections are where deals are won. Top producers don’t fear pushback; they welcome it. Why? Because objections mean the client is engaged. If you know how to handle them, objections become the fastest path to trust, credibility, and ultimately, a signed agreement.
One of the most effective tools is what I call The Objection Formula: Acknowledge, Respond, and Transition with a Question. This simple three-step approach keeps you in control, validates the client, and shifts the conversation back toward a productive resolution.
Step 1: Acknowledge
Show you’ve heard and understood their concern.
- How: Use natural phrases such as, “I see where you’re coming from,” or “That’s a fair concern.”
- Why: People don’t move forward until they feel heard. Acknowledging earns you the right to continue the dialogue without sounding defensive.
Step 2: Respond
Address the objection directly, using their own words when possible.
- How: Mirror their phrasing: “You mentioned you’re worried about the fee being too high…”
- Why: This shows you’re listening carefully and not delivering a generic script. It also gives you the chance to position your value clearly—whether that’s speed, quality, or market access.
Step 3: Transition with a Question
Guide the conversation back to a logical next step.
- How: Ask a question that reframes their concern in practical terms.
- Why: This moves them from an emotional stance (“this feels expensive”) to a rational evaluation (“what’s the cost of waiting or settling?”).
Two Common Recruiter Objections in Action
Objection: “Your fee is too high.”
- Acknowledge: “I understand—budget is always an important consideration.”
- Respond: “You mentioned your team has already been searching for three months without success.”
- Transition with a Question: “What do you think the cost is of leaving this position unfilled for another three months?”
Objection: “We already have plenty of resumes.”
- Acknowledge: “That makes sense—there’s no shortage of resumes these days.”
- Respond: “But you also said most of those applicants haven’t met your standards for leadership and cultural fit.”
- Transition with a Question: “Would it help if I brought you three candidates who are already vetted for both skill and fit, so you don’t have to waste another 40 hours screening resumes?”
How Big Billers Handle An Objection:
The very best recruiters don’t just “deal with” objections—they anticipate and use them to their advantage. They handle them at three levels:
- Before it comes up
- By proactively setting expectations, positioning your value, and addressing common concerns upfront, you remove much of the sting before an objection even surfaces.
- When it comes up the first time
- Use The Objection Formula to acknowledge, respond, and redirect the conversation constructively.
- When it comes up again
- Stay patient but firm. Consistency builds credibility. If the objection resurfaces, circle back to the cost of inaction or the upside of moving forward. Big Billers know that repeated objections are often buying signals in disguise.
💡 Pro Tip for Recruiters:
Keep a running log of the objections you hear most often (e.g., “fees too high,” “we already have candidates,” “we don’t work with recruiters”). Write out your best Acknowledge–Respond–Transition answers and practice them until they feel natural. Big Billers don’t wing it—they prepare for objections the way athletes prepare for game day.
Handled well, objections can actually strengthen trust and give you the chance to highlight your unique value. Handled poorly, they can end the conversation. The difference lies in whether you react emotionally—or apply the discipline of The Objection Formula.
Next week: Part Four– First Approach
My Best,
Bob
Bob Marshall began his recruiting career over 45 years ago at MR in Reno, NV. In 1986 he established The Bob Marshall Group, International, where he has trained recruiters throughout the United States and also in the United Kingdom, Malta and Cyprus. With a dedication to executive recruiting, he continues to offer his proven training systems to individuals, firms, and private corporations both domestic and in select international territories. To learn more about his activities and descriptions of his products and services, contact him directly @770-898-5550/470-456-0386(cell); bob@themarshallplan.org; or visit his website @ www.TheMarshallPlan.org.
Bob Marshall
President
TBMG, International
247 Bryans Drive, Suite 100
McDonough, GA 30252-2513
770-898-5550