"A lot of salespeople see a client's objections as rejection, but they shouldn't," advises Bob Calvin, a sales consultant for small companies and start-ups. In his mind, an objection is actually a signal of interest from the buyer. "Let's say you sell wire cable," he explains. "If the client has a problem with the shortness of the cable you offer, respond with the affirmation that you understand they are looking for a longer one." While demonstrating that you feel the customer's pain, "take all belligerence and hostility out of your voice," says Calvin, "and while restating their objection, think about what you're going to say next to overcome it."