The message is this: A sale is made on every call. Either you sell them what you are selling or they sell you an excuse
To be brief ...i have one amazing example of how to handle objections and go directly to the close every time.
Seth is calling this guy (Harry) trying to sell him some shares. Is beautiful to see how everytime Seth tries to close, Harry has an objection, Seth isolates it, then passes by..another objection, isolation by Seth ..and so on to the final close.