When you think you understand the objection, give it back to the objector! Restate it simply, and don’t twist it or insert your opinion.
Your goal here is to let the prospect know you have heard him—that you understand what he is asking, and why that is or could be important in the decision to be made. Examples:
“So, Mr. Jones, you’re concerned that this is a big expense and a lot of change—when perhaps you could address the problem of your sales being down internally, and incur less expense, is that it?”
“Okay, Mary Lou, you’re saying, ‘Wait a minute, I’m not prepared to work on this situation right now, I have too much on my plate already,’ right?”
Wait for the prospect to acknowledge that, yes, that’s the concern. This can be done in words, or just with the bobbing of the chin (nodding “yes”). But if you don’t at least “get chin,” go back a step and try again. Do not go on with the discussion.