Most sales objections fall into a few categories: price ('it's too expensive'), need ('I'm not sure I need this'), trust ('I haven't heard of your brand'), and timing ('not right now') — identifying which category an objection belongs to helps a salesperson respond to the real concern instead of guessing. A useful response pattern is to acknowledge the objection, ask a clarifying question to understand it better, and then address it directly with relevant information rather than arguing or dismissing the customer's concern. In negotiation, the concept of BATNA — Best Alternative To a Negotiated Agreement, introduced in the influential negotiation book 'Getting to Yes' by Roger Fisher and William Ury — describes your walk-away option if the deal falls through, and knowing it clearly makes you less likely to accept unfavorable terms out of pressure.