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]”;

Underlying Psychology/Biases


There are two main types:

  • Reshape the meaning
    • Reshaping the original objection to a deeper meaning;
    • “I can’t pick an unproven candidate”;
      • “It seems the problem is about wasting an investment in the wrong person, right?”;
      • “Sure, that is true”;
      • “So, let me tell you why you’re not investing in the wrong person by hiring me. [ABC]”;
  • Reshape the experience
    • Reshaping the original objection to be about a bad experience from their past;
    • “I can’t pay a high price”;
      • “Of course. I’m sure that, in the past, you were taken advantage of by people, with a high price and low quality, right?”;
      • “Yes, that’s exactly what happened”;
      • “So let me show you why we would never charge you a high price and deliver low quality: [ABC]”;


  • 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;

Commercial/Known Uses

Key Takeaways

  • The goal of reshaping is to change the objection to something that is easier to handle. Price to value, qualifications to trust, and others;
  • Reshaping is always to some kind of specific value. Trust, risk, value, opportunity, reward, or others. It’s usually a generic principle;
  • You can reshape to either the meaning or an experience. Both are slightly different, but both work. They both take a specific experience and reduce it to a general pattern;