From win-loss interviews with real buyers, asking what nearly stopped them from choosing you. The list is usually shorter than expected and often differs from what the sales team reports, with teams commonly believing they lose on price while buyers describe an unresolved delivery-risk concern. Where no win-loss data exists yet, have reps log the actual objection on the next twenty deals in the buyer’s own words before anyone drafts a response. Record each entry with the objection as spoken, what it usually means underneath, a response that has actually worked, and the proof that settles it.