Flipping is one of the Four Ways to handle emotional objections, and it consists of, as the name says, flipping an objection on the person. The simple version is, when the person asks, “Can you do [ABC]?”, you ask them, “Is it OK if I don’t do [ABC]?”, or “Will you do [ABC] instead of me?”.

Underlying Psychology/Biases


  • You can flip according to three axes:
    • Flipping against the negative
      • The most natural type. When someone asks “Why [ABC]?”, you ask, “Why not [ABC]?”;
      • “Can you lower the price?”
        • “Do you think the current price is absurd or unreasonable?”;
    • Flipping against the person
      • More aggressive. When the person asks, “Do you do [ABC]?”, you ask, “Do you do it instead?”;
      • “Can you give me a guarantee?”
        • “Can you give me a guarantee? That you’ll be a good client? If so, you will get results”;
    • Flipping against the majority
      • The most effective, but only use it when you’re sure the majority really does not do something;
      • When the person asks, “Do you do [ABC]?”, you ask, “Does the majority do [ABC]?”, and they don’t;
      • “Can you make a discount?”
        • “Do most of your vendors make discounts for you?”;
  • You can accelerate this technique by asking for proof or a reason when flipping:
    • “Can you lower the price?”
      • “Do you have proof that the current price is ridiculous or absurd?”;
    • “Do you have all the necessary qualifications for this?”;
      • “Do you have proof that qualifications are necessary for this?”;
      • “Do you have proof that my current qualifications are not a fit?”;
    • The person almost never has proof, so they will break faster;


  • “Why wouldn’t it?”
    • Sometimes, just asking someone “Why not?” when they are against something will convert them. The simplest example of flipping;
  • “Would you?”
    • Whenever you ask for something, and the person tries to flip it on you, asking you, “Come on, why are you asking this of me? Would you do it?”, they are flipping against you;
  • “What do people think?”
    • Whenever you ask yourself what the majority thinks about something – especially when you’re trying to talk yourself out of something – you’re flipping yourself against the majority;

Commercial/Known Uses

Key Takeaways

  • Flipping is a technique consisting of merely flipping the question in a variety of ways, according to one of three axes, and with different levels of intensity;
  • You can flip against the negativeagainst the person, or against the majority. Each has its nuances and a different level of implied aggressiveness;
  • To accelerate this technique, flip with proof. Ask for a reason or proof when flipping, which will make the person break easier;