Objections Aren’t Rejections....They’re Buying Signals Let’s get one thing straight: objections are not  bad news. They’re actually a sign the buyer is still engaged, still thinking, and still deciding. But here’s the trap too many reps fall into: A buyer raises a concern → the seller gets nervous → the seller reaches for a discount. Discounting might feel like the fastest way to keep a deal moving, but in reality, it often undermines trust, damages your value, and trains buy