Handling Sales Objections With A.C.E.

Written by Josiah Blakemore

Josiah brings over 8 years of sales experience as a campaign manager at The Selling Factory. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

Photo by cottonbro from Pexels

You know that unsettling feeling when you end a presentation by asking if anyone has questions, only to be left with crickets…that’s what a sales rep’s life looks like without any objections. 

Objections to sales calls are good. They are not complete rejections to your idea. Handling sales objections gives fractional sales reps more room to build rapport with the prospect, allowing the former to learn their clients’ pain points. 

However, you should always have rebuttals to the five most common objections for your specific campaign, which include objections like “We don’t have time” or “We already have a product/service like that”.


So, how do you handle sales objections? You could get frustrated and take their objections personally. 

Or, you could use the ACE approach, part of our warm calling strategy, which stands for Acknowledge, Construct, and Engage:


Many reps try to ignore or plow through objections to sales attempts, but people want to be heard. With the ACE approach, you let the prospect know that you hear their objections and concerns by saying things like “I understand where you’re coming from”.

Putting yourself in their position and understanding them will help build rapport and lower their defenses. Of course, this must come from a place of genuine understanding or the client will see right through your attempt to overcome sales objections.


After you acknowledge the client’s concerns, you must construct a solution (based on value) why they should listen to you for a moment. It’s also helpful to include something that differentiates you from competitors.

For example:

  • being a vendor of the same association that your prospect is a part of.
  • how many years of experience your company has.
  • how many customers you currently service.
  • if you solve a specific problem in a niche market.

Another example could be, “We are actually the preferred vendor of the XYZ association, working with many businesses you are probably familiar with” or “We’ve been in business for over 25 years, helping companies just like yours overcome the challenge you are currently facing”.


While handling objections we must always finish by engaging the prospect with a strategic question. Asking a question gets the prospect’s mind off of the objection and onto a new focus.

When someone is asked a question, their first instinct is to answer it. This helps you maintain control of the conversation and keeps them talking as much as possible, again leading to better rapport and offering another opportunity for you to learn the customers’ pain points.


Inevitably, you’re going to run into interactions where nothing you do will win the client over regardless of how efficient your sales communication is. If the customer simply isn’t having it, then it’s of course best to move on in as polite a manner as possible.

However, by handling objections to sales with active listening, constructing solutions, and engaging questions, you can better make the call of which prospects will be the best fit. Above all, viewing objections as a challenge is a healthy way to learn and grow as a sales development representative.

Victoria Zamitalo

Campaign Manager

Victoria received a BA in History and Economics from the University of Florida in May 2023. She is a driven sales professional with over 5 years combined experience in customer service, consumer relations and outbound sales, and is deeply passionate about fostering close relationships between consumers and sellers. She aims to train the next generation of sales professionals in not only the tricks of the trade, but also interpersonal skills that make sales the exciting and ever-changing industry that it is.


Mia Semel

Campaign Manager

Before graduating with a B.A. in Sustainability Studies, Mia took on multiple roles while interning at The Selling Factory, including sales development, recruiting, and leading campaigns. She is an active listener and effective communicator, specializing in fostering genuine connections and finding common ground among differing perspectives. She aims to find practical, creative solutions regarding sustainable development, biodiversity and the climate crisis.


Kira Grieve

Senior Campaign Manager

Kira graduated from the University of Florida and received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hopes to visit all of the National Parks one day!


Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.


Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.


Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.


Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.


Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.


Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!


Josiah Blakemore

Growth Manager

Josiah has over 10 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!


Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. She enjoys refining her taste in music and visual art, engaging in mindfulness and meditative practices, and frolicking outside with her sidekick pup.


Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led Slingshotfund.org to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.


Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.