The starting point when looking at objections is to understand why they arise.
People object because they have not found enough perceived value for the purchase price or because they are resistant to change. Most are made out of habit or are intended to disarm you.
Think of objections as a request for more information. Your task is to find out exactly where the value is for them. To do this you need to ask questions. Questions help you uncover the real reason for the objection and not a smoke screen. They help you qualify the situation.
Before you start, make sure that you understand where the value is. If in any doubt, talk to your longstanding members. Build a knowledge base of the common objections, questions to ask when they arise and possible responses. You may be able to tell them about the objection and overcome it before it comes up.
A useful way to present your membership benefits is to show them a list and ask them which one is the most important to them. Then ask them why they have selected it. This allows them to control the presentation and have begun to understand where most value is likely to be.