Reshaping is one of the Four Ways to handle emotional objetions, and it consists of reducing a specific objection to a more generic principle, which is easier to deal with.

  • “The price is too high”;
    • “Of course. If you pay a high price without obtaining results in return, that’s a bad experience, right?”;
      • “Sure, exactly”;
    • “So, it seems this is really about obtaining results, right?”;
      • “Well, sure, I guess”;
    • “Well, let me show you I can get you results. [ABC]”;

The Persuasion Psychology Behind the Technique

Reshaping works because it’s easier to properly address an objection about a principle than one about a very specific value/number. Therefore, you are transforming a hard objection into an easy one and answering that one instead.

Simply take the specific concern the person has, and try to find out what general value lies underneath. And then address that one instead.


(2 in Total)


About "value"

Reshaping an objection about price to be about the value the person obtains allows you to handle it by showing how you deliver value

About "trust"

Reshaping an objection from being about price or qualifications to be about trust allows you to show why the person should trust you, and handle it this way

About "risk"

Reshaping the objection to be about risk allows you to show why you are not a risky choice, or even to do some risk reversal (such as a money-back guarantee) to answer it

Use Cases For the Four Quadrants

Key Takeaways
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How to Stack This Technique