An objection is actually a sales barrier. Lower the barrier by reducing their perceived risk and the sale is yours. The biggest barrier in sales is the unspoken risk that your customer perceives that prevents them from moving forward. They may tell you the price is too high but what they are really thinking is that I am not going to risk spending money with this person that I don’t know all that well. Your job is to make certain that you are able to uncover what the real risk factor is, remove it and win the sale. No risk no reward? No risk,no nothing!