An objection, honestly stated, is just another way of inviting you to satisfy a concern or need that you did not address earlier in your presentation or proposal.

When they say "No," don't:

• Respond with a concession
• Argue
• Retreat in distress

Hearing "No" is your opportunity to create value.

When they say "No," do engage them:

• You want to determine:
• Is the objection real?
• What interest do they have that was not served by your proposal?
• Are both parties using the same standards of reasonableness?
• What will they do if you don't get an agreement?
• What are their BATNAs?
• Can you beat their BATNAs?

A "No" prompts both self-reflection and engagement.

Ask yourself if you need more preparation:

• Do you need more information about them?
• Do you need more information about your solution, position, product, organization, market, etc.?
• Do you need more information about stakeholders?
• Are you talking to the right person/people?
• Maybe this is not a good solution or agreement?
• Should you execute your BATNA?

Consider a "No" to be an invitation to Probe.  Explore available options with the other side. Ask questions like:

• "If we can find a solution on this one item, can we get a final agreement today?"
• "What if we…" (the hypothetical "yes, if")
• "In a perfect world, what would this look like to you?"
• Maybe you need only to acknowledge the objection ("I understand this is going to be difficult for all of us…")
• "What ideas do you have for a solution to this challenge?"