TL;DR
When deals don’t close, most blame their leads or pricing. But often, the real issue is how objections are handled. This guide shows you how to build a “Rejection Wall” that systematically captures and responds to objections, turning more conversations into closed deals.
Here’s something that might surprise you: you aren’t hearing new objections.
You think you are. Every sales call feels different. Every “not interested” email seems similar. But if you look closely, you’ll see:
It’s the same objections. Every time. Just written differently.
We were stuck in this loop for months. Rewriting email responses from scratch. Blaming lead quality when deals fell through.
Then we built something that changed everything: a Rejection Wall.
What Is a Rejection Wall?
A Rejection Wall is exactly what it sounds like. A way to track, group, and respond to every objection you hear. Think of it as your sales team’s shared memory.
Instead of using templates or searching through old drafts, you keep everything in one place. The idea isn’t new. Sales teams have tracked sales objections for a long time. But most don’t do it well. They focus on the surface-level wording instead of the real concerns. They create generic responses instead of ones specific to the sales stage.
Common Objection Categories
From hundreds of conversations, prospects tend to follow predictable patterns based on where they are in the buying process. Here’s how objections break down by stage.
Top of Funnel Objections
These come from cold outreach when prospects don’t know you:
- “We’re not looking for help right now.”
- “We already have a GTM strategy.”
- “Not interested.”
- “We handle this internally.”
- “Wrong timing.”
- “Send me information” (or other polite brush-offs)
Mid-Funnel Objections
These appear when prospects are interested but hesitant:
- “This isn’t a priority right now.”
- “We need to think about it.”
- “Let me discuss with the team.”
- “Can you follow up in Q2?”
- “We’re too busy with other projects.”
- “Need to see more case studies.”
Sales Call Objections
These show up when prospects are engaged but unsure:
- “No budget.”
- “Need approval from leadership.”
- “Your price is too high.”
- “Timeline doesn’t work.”
- “We need to see an ROI projection.”
- “What if it doesn’t work?”
Each stage repeats the same core concerns. Top-of-funnel is about urgency. Mid-funnel is about priority and timing. Sales calls are about cost and risk.
How to Build Your Rejection Wall
Step 1: Capture Everything
Every objection goes on the wall: emails, calls, messages. Don’t judge or filter.
Step 2: Group by Stage
Sort objections by where the prospect is:
- Cold outreach
- Interested but not ready
- Sales calls
Step 3: Identify the Real Problem
Remove the corporate phrasing.
- “We’re not looking for help” often means “I don’t feel urgency.”
- “This isn’t a priority” likely means “I don’t see the downside of waiting.”
Step 4: Build Responses Based on Psychology
Don’t give one-size-fits-all replies. A cold lead worried about making the wrong move won’t act unless they see others have succeeded. Someone stuck in status quo thinking needs to understand what it costs to stay where they are and what others in their industry are already doing.
Psychology in Action
If a prospect says “we already have a GTM strategy,” they’re likely showing ownership bias, valuing what they already use. Don’t criticize it. Instead, position yourself as a way to improve what they have. That lowers the risk of admitting their current setup needs work.
Rejection Wall Examples
Objection: “We’re not looking for help right now.”
- Stage: Top of funnel
- Problem: No urgency
- Response: Start with insights and free tools
- Angle: Offer a GTM audit or competitive analysis
Objection: “This isn’t a priority.”
- Stage: Mid-funnel
- Problem: Don’t see the downside of delay
- Response: Reframe the risk of waiting
- Angle: Show missed revenue and real-world examples
Objection: “We already have a GTM strategy.”
- Stage: Top of funnel
- Problem: Think they have it covered
- Response: Offer to review it
- Angle: Benchmark against others; be collaborative, not pushy
Objection: “No budget”
- Stage: Sales call
- Problem: Unclear return
- Response: Focus on ROI
- Angle: Present it as an investment; share results from similar clients
Tools for Your Rejection Wall
Startup-Friendly Tools
Google Sheets or Notion are enough. Use columns like Objection, Stage, Solution, Angle, Notes. Keep it updated weekly.
Other Tools
- Gong (from $12,000/year) – captures objections in calls
- Chorus (part of ZoomInfo) – conversation tracking
- HubSpot Sales Hub (from $45/month) – built-in deal tracking
Manual Works Too
The best systems start simple. Use what your team already checks every day. Consistency matters more than fancy tools.
How to Use the Rejection Wall Every Week
Review as a Team
Check new objections weekly. Spot trends. Update replies. Practice the hard ones.
Update Your Sequences
Use what you’ve learned to rewrite cold emails. If “not a priority” keeps coming up, your message doesn’t create urgency.
Prep for Sales Calls
Before a big call, review objections for that stage and company type. Come with answers ready.
Test Your Messages
Try different angles for the same objection. Track what works.
Three Immediate Benefits
Better Emails
If most people say “not the right time,” your emails need more urgency. Fix them and replies go up.
More Confidence
No more guessing. You’ve seen this before and know how to respond.
Clearer Insight
Don’t blame leads when your message isn’t working. The wall shows the real problems.
Mistakes to Avoid
Keep It Simple
Start with a spreadsheet. Only upgrade if needed.
Know Your Audience
The same objection from a small startup and a big company needs different replies. Track industry and size.
Update Often
The wall only works if it’s current. Review weekly and revise monthly.
Don’t Take It Personally
Objections aren’t insults. They’re signs of what prospects still need to hear.
Strategy Tips
Head Off Objections
If people always ask about pricing, include that in your materials early.
Know Your Competition
If objections mention other vendors, you know who you’re up against.
Understand Your Market
Objection patterns can show market shifts. More pricing pushback might mean tighter budgets.
What Makes IGTMS Different
Most agencies panic when objections happen. They get defensive or walk away.
We treat them as feedback. Each “no” teaches us something. Our wall has over 200 mapped objections, each with a reply designed to move the deal forward.
We don’t wait for interest. We address concerns before they’re raised. That’s helped us keep a 40% close rate even from hesitant prospects.
We don’t react to objections. We prepare for them.
Main Points
- Objections follow patterns
- Prospects are repeating the same concerns. Track and address them
- The real issue isn’t your leads, it’s how you respond
The teams that close more don’t get fewer objections. They just have better answers.to see how we can set up your entire outbound system in the next 30 days.
