Most sales training treats objections as obstacles to overcome. Grehalva argues this framing is counterproductive and produces the very resistance it is designed to overcome. When a salesperson treats an objection as something to be argued away, the customer feels defensive. Their objection was a reasonable concern and it has been dismissed rather than taken seriously. The trust that was built in the rapport and diagnostic stages erodes. Grehalva's consultative approach to objections is built on a different premise: objections are information. They reveal what the customer needs to understand or feel more certain about before they can proceed. The consultative salesperson's job is to understand the objection completely before responding to it. His framework for handling objections has four steps. First, acknowledge: 'That's a completely fair question' or 'I understand why that matters to you.' Not as a manipulation, but as a genuine recognition that the concern is valid. Second, explore: 'Can you tell me more about what's behind that concern?' Often the stated objection is not the real one. Price objections often mask value uncertainty. Timing objections often mask fear of change. Understanding the real concern requires asking about it, not arguing against the surface statement. Third, reframe: once the real concern is understood, show how the solution addresses it, with reference back to the gap the customer has already acknowledged. Fourth, check: 'Does that address what you were concerned about?' This step is often skipped but is essential. It confirms that the response landed and the concern is resolved.