Every salesperson, no matter what they sell, knows the sting of hearing: “I need to think about it” or “We’re still early in our search, can I take your card?” While they may feel like roadblocks, they’re not rejections. They’re simply requests for clarity. How you respond in those critical moments can either open the door to a deal or close it for good.
One method that continues to stand the test of time in sales training is the CRIC Method: Clarify, Isolate, Rephrase, and Close. Originally taught to me by Joe Verde Training, this simple four-step framework has been used by thousands of professionals across industries to turn hesitation into commitment.
Let’s break it down, step by step, with real-world examples you can apply immediately.
Clarify – Don’t Assume, Ask
Too often, salespeople jump to answer an objection without understanding what the customer truly means. Clarifying ensures you’re addressing the real issue… not just the first thing they said.
Example (Car Sales):
A customer says, “The payment is too high.”
Instead of rushing into discounts or defensive talk, you ask:
“Just so I understand, Is it the monthly payment not fitting inside of your budget? Or the total cost of the vehicle?”
By clarifying, you show the customer that you’re listening. And gathering further information on what the actual problem is. What they think is a “price issue”, may really be about terms, misunderstanding the numbers (equity/apr etc), or reveals they are on the wrong vehicle for their budget.
Isolate – Find the True Roadblock
Many buyers hide behind multiple objections: “The price is high,” “We need more time,” “I’m not sure it’s the right fit.” If you try to juggle every excuse, you’ll never get anywhere. Isolating helps you determine what’s really stopping them.
Example (Software Sales):
A prospect says, “Your platform looks good, but it’s expensive, and I’m not sure it will integrate with our CRM.”
You respond:
“If I can show you a proven case study of how our system integrates seamlessly with your CRM, would cost be the only thing we’d need to work through?”
Now you’ve brought the conversation down to one main issue…the budget. Instead of spinning in circles.
Rephrase – Turn the Objection Into a Question
Reframing an objection puts the ball back in the customer’s court in a positive way. It acknowledges their concern while steering the conversation toward a solution.
Example (Real Estate):
A buyer says, “This house is just too expensive.”
You reframe:
“So what you’re saying is, if this home were priced closer to your budget, it would check all the boxes for you?”
The buyer now confirms what they value, the house itself. The objection isn’t really about the home; it’s about affordability. That gives you room to explore financing options or negotiating strategies.
Close – Guide Them Toward Yes
After clarifying, isolating, and reframing, the last step is to close with confidence. The close doesn’t have to be pushy, it’s simply guiding the buyer to the decision they’ve already hinted they want.
Example (B2B Equipment Sales):
You’ve worked through integration concerns and budget issues. You finish with:
“If we can structure the investment so it aligns with your budget expectations, are you ready to move forward today?”
Notice that the close is not aggressive, it’s an invitation. You’re aligning your solution with the needs they just confirmed.
Sales objections will never go away… and you don’t want them to. An objection is a sign that the customer is still interested enough to keep talking. By using CRIC, you can move past hesitation and toward solutions.
This method was originally taught by Joe Verde Training, a proven leader in sales education & training. While we’re not affiliated with them, we recommend checking out their resources if you want to go deeper.
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Because the next time you hear, “I need to think about it,” you’ll know exactly what to say.
