Sales Objection Handling: 20 Common Objections & How to Respond?

Facing sales objections is a common hurdle that trips up even the most seasoned salespeople. It’s a fact: around 36% of all salespeople say their biggest challenge is overcoming price objections.

This article offers you the tools to counteract 20 common sales objections while bolstering trust and rapport with your customers.

Key Takeaways

• Sales objections are common hurdles in the sales process that can be addressed by building trust, understanding customer needs, and providing solutions.
• Common types of sales objections include lack of budget, lack of trust, lack of need, lack of urgency, objections about price and budget, objections about competition, objections about authority or ability to buy, and objections about need and fit.
• To overcome sales objections effectively, salespeople should prepare ahead of time to understand potential objections and develop strategies to address them. They should actively listen to customers’ concerns, validate their feelings by acknowledging their objection, understand the underlying concern behind the objection, and take action by directly addressing the objection with empathy and solutions or compromises, if necessary.

What Is a Sales Objection?

A sales objection is a customer’s resistance or hesitation towards making a purchase. It can be expressed in various forms such as doubts, concerns, or questions that need to be addressed before the customer feels comfortable moving forward with the sale.

Handling objections effectively is crucial in sales as it allows you to build trust, address customers’ needs, and ultimately close the sales deal.

Importance of handling objections

If you can handle objections well, you can make more sales. It’s like opening a door that seems closed. Sales objections are usually the real reasons why buyers don’t want to buy yet.

Often they feel the price is too high, or they fear making a wrong choice. Sometimes, they might not see what is in it for them right away. If you listen and understand their worries, you can help them see past these roadblocks.

This way, trust grows between you and your buyer. They start to believe that your product or service will help them solve problems or reach goals better than any other option out there.

Types of Sales Objections

There are several common types of sales objections, including

a) Lack of Budget

b) Lack of Trust

c) Lack of Need

d) Lack of Urgency

e) Objections about Price and Budget

f) Objections about the Competition

g) Objections about Authority or Ability to Buy

h) Objections about Need and Fit.

Lack of budget

Money can be a big problem. Many people say they can’t buy it because it costs too much. This is called a “lack of budget”. If you sell things, you will hear this often. It’s not always true, though.

Some folks may just be trying to get a better sales deal. You need to find out why they think it’s too high-priced. Maybe they don’t see the value in what you’re selling yet. Show them how your item will help them save money or make their job easier in the long run!

Lack of trust

Lack of trust is a common sales objection that technology salespeople may face. Prospects may be hesitant to buy because they don’t have confidence in the company or product. To address this, salespeople can focus on building credibility and trust.

They can share success stories and customer testimonials to show that others have had positive experiences with their product or service. Demonstrating expertise and answering any questions or concerns honestly can also help overcome this objection.

By establishing trust, salespeople increase the chances of closing the sale successfully.

Lack of need

When it comes to sales objections, one common concern that prospects may raise is the lack of need for a particular product or service. This objection often arises when potential customers believe that they already have a solution in place or that their current setup meets their requirements adequately.

In order to address this objection effectively, salespeople need to showcase the unique value and benefits of their offering. They can do this by highlighting features and capabilities that set their product apart from competitors or by presenting case studies and success stories showcasing how their solution has helped similar businesses overcome challenges and achieve better results.

Providing clear evidence of the value and impact of the product can help overcome any doubts about its necessity.

Lack of urgency

One common sales objection is a lack of urgency. This means that the prospect does not feel a pressing need to make a purchase or take action right away. They may think it can wait or that there are more important priorities at the moment.

It is important for salespeople to address this objection by emphasizing the benefits and value of their product or service, highlighting any time-sensitive offers or promotions, and demonstrating how taking action now can lead to positive outcomes in the future.

By creating a sense of urgency and showing the prospect why it is beneficial to act sooner rather than later, salespeople can overcome this objection and move closer to closing the deal.

Objections about price and budget

Price objections and concerns about budget are common hurdles faced by salespeople, especially in the technology industry. Prospects may feel that the price is too high or that it doesn’t fit within their allocated budget.

To overcome these objections, salespeople should approach the situation with empathy and understanding. They can highlight the value and return on investment (ROI) potential of their product or service, showing how it can help save money or generate revenue in the long run.

Additionally, offering flexible payment options or discounts can also help address budget constraints. By addressing objections about price and budget effectively, salespeople can build trust with prospects and increase their chances of closing a sale.

Objections about the competition

Sales objections about the competition are common in the technology industry. Prospects may say they already use a competitor’s product or that another company offers a cheaper option.

Salespeople can respond by highlighting the unique features and benefits of their own product, explaining why it is better suited to meet the prospect’s needs. They can also provide case studies or testimonials from satisfied customers who switched from competitors.

It is important for salespeople to show confidence in their own offerings and emphasize how they stand out from the competition. By addressing these objections effectively, salespeople have a better chance of convincing prospects to choose their product over others in the market.

Objections about authority or ability to buy

When a prospect raises objections about their authority or ability to make a purchase, it means they are unsure if they have the decision-making power or the budget to move forward.

This is a common objection faced by salespeople in the technology industry. To address this concern, sales representatives should empathize with the prospect’s situation and understand their constraints.

They can then provide information on how their product or service can help solve their problems and demonstrate its value within their budget. By assuring prospects that there are options available to accommodate their needs and providing them with solutions, salespeople can overcome objections related to authority or ability to buy and increase their chances of closing a sale.

Objections about need and fit

Some prospects may object to a product or service because they don’t see the need for it or believe it doesn’t fit their requirements. This objection can often be addressed by showcasing the value and benefits of the offering.

Salespeople should highlight how their solution can solve specific pain points and meet the prospect’s unique needs. By providing relevant examples and case studies, sales reps can demonstrate how other similar clients have successfully used the product or service to achieve their goals.

Listening attentively to the prospect’s concerns and addressing them with empathy is crucial in overcoming objections about need and fit.

I have also written a Step by step guide on How to Close a Sales Deal Fast.

Also, the Sales team should use CRM effectively. This enables efficient tracking and management of customer interactions, allowing for better organization and follow-up.

CRM systems also provide valuable insights through data analytics, helping salespeople make informed decisions and tailor their approaches to meet customer needs effectively.

How to Overcome Sales Objections in 7 Steps

To overcome sales objections, follow these 7 steps: prepare ahead of time, actively listen to the objection, understand the underlying concern, validate the prospect’s feelings, take action by addressing the objection directly, plan a solution or compromise, and confirm that the objection has been resolved.

Prepare

Before engaging with potential customers and addressing their objections, it is important for salespeople to prepare themselves. This involves understanding the common objections they may encounter and developing strategies to handle them effectively.

By familiarizing themselves with potential objections such as price concerns, lack of authority, or budget limitations, salespeople can anticipate these issues and be ready with tailored responses.

Additionally, having a well-prepared script or set of talking points can help salespeople feel more confident and equipped to address objections in a professional manner. This preparation enables them to provide empathetic responses that acknowledge customer concerns and offer solutions that align with the customer’s needs and goals.

Listen

When handling sales objections, it’s crucial to listen carefully to what the prospect is saying. By actively listening, you can understand their concerns and show empathy towards their perspective.

This means giving them your full attention, without interrupting or dismissing their objections. Listening allows you to gather information about the specific reasons behind their objection, which will help you address their concerns more effectively.

Remember that by listening attentively and demonstrating understanding, you can build trust with the prospect and increase your chances of successfully overcoming their objections.

Understand

Understanding the objections raised by potential customers is a crucial step in effective objection handling. When a prospect raises an objection, it means they have specific concerns or doubts that are preventing them from making a purchase.

As salespeople, it is important for us to take the time to listen and understand these objections. By doing so, we can gain valuable insights into the customer’s perspective and address their concerns effectively.

This understanding allows us to offer appropriate solutions, alleviate any hesitations or doubts they may have, and ultimately increase trust and credibility with our prospects. Remember that addressing objections in a thoughtful and empathetic manner can significantly improve our chances of closing a sale.

Validate

In the sales process, it’s important to validate a prospect’s objections. This means acknowledging and confirming their concerns or doubts. By validating their objections, you show that you understand where they are coming from and that you take their perspective seriously.

It helps build trust and shows empathy towards their situation. Validating objections can be done by summarizing the objection in your own words and asking for confirmation if you’ve understood correctly.

By validating objections, you create a foundation to address them effectively and move forward with finding solutions that meet the prospect’s needs.

Act

In the “Act” phase of handling objections, it’s time to take action and address the prospect’s concerns head-on. This is where salespeople need to provide solutions and offer reassurance.

By acknowledging and validating the objection, salespeople can demonstrate empathy and understanding. They should then present relevant information or examples that show how their product or service can meet the prospect’s needs.

It’s important to be proactive, confident, and responsive during this stage in order to move the conversation forward positively. Sales representatives who effectively act on objections have a higher chance of closing deals and building trust with potential customers.

Plan

When it comes to handling objections in sales, having a plan is crucial. The planning stage involves strategizing and preparing for potential objections that may arise during a sales conversation.

This includes familiarizing yourself with common objections and crafting well-thought-out responses in advance. By having a plan in place, you can approach objections confidently and effectively address customer concerns.

It also allows you to anticipate objections based on your industry or product, ensuring that you are well-prepared to handle any situation that arises. With proper planning, you can navigate objections smoothly and increase your chances of successfully closing a sale.

Confirm

To effectively handle objections, it is crucial to confirm and validate the objection raised by the prospect. This means acknowledging their concern and letting them know that you understand where they are coming from.

Confirming the objection shows empathy and builds trust with the prospect. It also provides an opportunity for you to reiterate your understanding of their specific concern, which can help in finding a solution or addressing any doubts they may have.

By confirming objections, you demonstrate your commitment to resolving any issues or hesitations that might be preventing a sale from happening.

20 Common Sales Objections With Responses

Learn how to effectively respond to common sales objections with our comprehensive guide.

A salesperson should also have their own sales playbook. It’s a must because it provides a standardized and efficient framework for approaching prospects, handling objections, and closing deals.

Let’s go over a few objections which are common and usually faced during sales.

Objection #1: “I don’t want to sign a long contract”

Objection #2: “We’re using your competitor”

When a prospect raises the objection, “We’re using your competitor,” it can be discouraging for salespeople. However, it’s important to handle this objection effectively to still have a chance at closing the sale.

One approach is to respond empathetically by acknowledging their current use of a competitor and expressing an understanding of their loyalty or satisfaction. Then, focus on highlighting the unique value or advantages that your product or service offers over the competition.

Share specific features, benefits, or testimonials that demonstrate why your offering may be superior. Additionally, emphasize how making a switch to your solution can address any pain points or challenges they may currently be experiencing with their current provider.

Objection #3: “(Competitor) is cheaper”

When a prospect objects by saying that a competitor is offering a cheaper price, it’s important for salespeople to address this concern effectively. While price is an important factor in any purchasing decision, it’s essential to highlight the value and benefits your product or service offers.

You can emphasize how your solution provides superior quality, additional features, or better customer support compared to the competitor. By focusing on these unique selling points and demonstrating how they outweigh the price difference, you can help prospects see why investing in your product or service is worth it.

Objection #4: “I don’t see any ROI potential”

When a prospect raises the objection, “I don’t see any ROI potential,” it means they are unsure if your product or service will provide them with a good return on their investment.

To address this concern, you can highlight case studies or success stories from other satisfied customers who have achieved significant returns after using your solution. You can also offer a free trial or demonstration to show the prospect firsthand how your product can benefit their business and provide a positive return on investment.

By presenting concrete examples and evidence of the value you offer, you can overcome this objection and demonstrate the potential for ROI in choosing your solution.

Objection #5: “I’m not interested”

When a prospect says, “I’m not interested,” it can be discouraging for salespeople. However, this objection provides an opportunity to uncover the underlying reasons for their disinterest and address any concerns they may have.

Salespeople should respond with empathy and curiosity, asking open-ended questions to understand the prospect’s perspective better. By actively listening and offering relevant information about how their product or service can solve a problem or add value, salespeople can potentially change the prospect’s mind and generate interest.

It is important to remember that objections like this are not necessarily permanent rejections but rather initial reactions that can be overcome through effective objection-handling techniques.

Objection #6: “I’m busy”

When a prospect says, “I’m busy,” it can be an objection that salespeople often encounter. In this situation, it’s important to empathize with the prospect and acknowledge their busyness.

Respond by saying something like,

I understand that you’re busy, and I appreciate your time. May I suggest a brief conversation at a more convenient time for you?

By showing understanding and offering flexibility, you demonstrate respect for their schedule while still expressing interest in continuing the conversation.

Remembering this approach can help navigate this common objection and keep the sales process moving forward positively.

Objection #7: “How did you get my information?”

When a prospect raises the objection, “How did you get my information?” it is essential for salespeople to respond with transparency and honesty. Assure the prospect that their privacy is respected and explain how their information was obtained through legitimate means such as website inquiries or opt-in forms.

Emphasize that your company values data privacy and only uses the information to provide relevant solutions tailored to their needs. Building trust by addressing this concern can help overcome the objection and move forward in the sales process.

Objection #8: “I’ve never heard of your company”

When a prospect says, “I’ve never heard of your company,” it’s important to respond in a way that builds trust and credibility. You can address this objection by highlighting key facts about your company, such as the number of years you’ve been in business, notable clients or projects you’ve worked on, or any industry awards or recognition you’ve received.

You can also mention any positive reviews or testimonials from satisfied customers. By providing this information, you reassure the prospect that your company is reputable and trustworthy.

Objection #9: “This looks too complicated for my team to learn”

When a prospect says, “This looks too complicated for my team to learn,” it’s important to address their concerns and provide reassurance. Start by empathizing with their perspective and acknowledging that learning something new can be challenging.

Then, highlight the support and resources your company offers to help with the implementation process. Explain how your team will be available to provide training and assistance every step of the way.

Share any success stories or testimonials from other clients who initially had similar concerns but were able to successfully adopt the solution. By addressing their worries head-on and demonstrating that you are there to support their team’s learning journey, you can alleviate their objection about complexity and increase their confidence in choosing your product or service.

Objection #10: “We’re using this budget elsewhere”

When a prospect says, “We’re using this budget elsewhere,” it means they have allocated their funds for other priorities or initiatives. This objection is common in the technology industry, where organizations have limited budgets and need to carefully allocate their resources.

To respond effectively, salespeople should empathize with the prospect’s situation and understand their decision-making process. They can then highlight the unique value and return on investment that their product or service offers.

By demonstrating how their solution can solve specific pain points or deliver tangible benefits, salespeople can help prospects reconsider how they allocate their budget and potentially win the sale.

Objection #11: “Can you call me back next quarter?”

When a prospect says, “Can you call me back next quarter?” they are indicating that they are not ready to make a decision or engage in a conversation at the present time. It is important to respect their request and acknowledge their timeline.

However, this objection should not be seen as the end of the conversation. Use this opportunity to ask questions and understand their specific concerns or reasons for delaying. By maintaining open communication, you can build rapport and stay on the prospect’s radar for future discussions when the timing is right.

Remember, keeping a positive attitude and being patient can help nurture relationships with potential customers over time.

Objection #12: “This is too expensive”

If your prospect says, “This is too expensive,” it’s a common objection you may encounter. Many potential customers worry that the price is too high. To address this concern, empathize with their perspective and validate their feelings.

Highlight the value and benefits of your product or service, emphasizing how it can solve their problems or meet their needs effectively. You can also discuss any cost-saving features or long-term ROI potential to demonstrate that the investment is worthwhile.

Ultimately, by addressing this objection with empathy and providing relevant information, you can help overcome the perception that your offering is too expensive for them.

Objection #13: “You don’t have (feature)”

When a prospect raises the objection “You don’t have (feature)”, it means they believe your product or service is missing a specific feature that they consider important. This objection can be an opportunity to highlight other features and benefits that address their needs and show them how your solution can still meet their requirements.

By focusing on the value your product offers, you can help overcome this objection and demonstrate why it’s still the right choice for them.

Objection #14: “I’m going to get some quotes for comparison”

When a prospect says, “I’m going to get some quotes for comparison,” it means they want to see what other options are available before making a decision. This is a common objection in sales, especially in the technology industry.

As a salesperson, it is important to understand that price is often one of the main factors driving this objection.

To respond effectively, you can emphasize the value and benefits your product or service provides compared to competitors. Highlight any unique features or advantages that set you apart from others in the market.

You can also offer testimonials or case studies from satisfied customers who have chosen your solution over others.

Objection #15: “We’re happy with the way things are”

When a prospect says, “We’re happy with the way things are,” it can be challenging for salespeople to overcome this objection. However, it’s important to remember that even if prospects say they are satisfied, there may still be opportunities for improvement or benefits they haven’t considered.

One approach is to empathize with their current situation and then highlight specific ways your product or service can enhance their current processes or provide additional value. By demonstrating how your solution can address pain points and bring further success, you can help prospects see the potential for improvement beyond their current satisfaction level.

Objection #16: “We don’t have a big enough team for this”

“We don’t have a big enough team for this” is a common objection in sales. When prospects say this, they may feel that implementing the solution or product requires more resources than they currently have.

However, it’s important to address this concern by highlighting how your offering can actually help their team be more efficient and productive. You can explain how your product or service streamlines processes and saves time, allowing their existing team to handle the workload effectively.

Sharing success stories or case studies of similar-sized teams benefiting from your solution can also alleviate their worries about resource constraints. By addressing this objection with relevant information and showing them how your solution fits their needs, you can overcome their concerns and move closer to closing the sale.

Objection #17: “Beep, beep, beep…”

When faced with the objection, “Beep, beep, beep..” it’s important to stay calm and composed. This may be a signal that the prospect is not interested or does not want to engage further.

However, before moving on, it could be worth asking a follow-up question to clarify their response.

For example, you could ask if they have any specific concerns or if there’s anything in particular that made them hesitant.

This can help you understand their perspective better and potentially address any underlying issues that might be at play. If they reiterate their lack of interest or provide vague responses, it’s best to respect their decision and gracefully move on to other leads.

Objection #18: “Can you email this over?”

When faced with the objection, “Can you email this over?” it is important for salespeople to respond in a prompt and professional manner. Acknowledge the prospect’s request by saying something like, “Of course, I’d be happy to send that information to you via email.” Then, ask for their email address and confirm that you have it correctly.

Once you have their email address, let them know when they can expect to receive the information. For example, say,

You should receive the email within the next 10 minutes.

By swiftly fulfilling their request and providing a clear timeframe for delivery, you are demonstrating your responsiveness and professionalism.

Objection #19: “I saw a bad review of your company”

If a prospect raises the objection that they saw a bad review of your company, don’t panic. Instead, take this as an opportunity to address their concerns and showcase your commitment to customer satisfaction.

Start by empathizing with their perspective and acknowledging their worry about the negative review. Then, explain that while every business may receive some negative feedback, it’s important to consider the overall reputation and track record of your company.

Highlight positive reviews or testimonials from satisfied customers to counterbalance any negative perception. Additionally, emphasize that you value feedback and have taken steps to learn from any past mistakes in order to improve and provide better service in the future.

Objection #20: “Hi, you’ve reached (prospect name) please leave a message…”

When encountering the objection, “Hi, you’ve reached (prospect name) please leave a message..”, it’s important for salespeople to remain professional and leave a concise and compelling voicemail.

Keep in mind that many decision-makers are busy and may not have time to answer your call right away. Make sure to clearly state your name, company, and reason for calling in a confident tone.

Briefly mention how your product or service can provide value or solve their pain points. Leave your contact information so they can easily get back to you. Remember to be respectful of their time and avoid leaving lengthy messages that might deter them from returning your call.

Conclusion

In conclusion, mastering the art of objection handling is essential for sales success. By understanding common objections and having a strategy in place to respond, salespeople can address customer concerns effectively and increase their chances of closing sales deals.

Remember to listen, empathize, and offer solutions when faced with objections – this will build trust and credibility with prospects and lead to stronger relationships in the long run.

FAQs