what are applying problem solving techniques about overcoming objection

Mastering Sales Objections: A Comprehensive Guide for Overcoming 40+ Common Challenges in Sales

Olivia Martinez

Despite meticulous preparation and an impeccable sales pitch, objections from prospects are an inevitable part of the sales landscape. These objections can range from concerns about pricing and timing to specific feature requests.

In the realm of B2B sales, effectively handling these objections is crucial. It's not just about responding; it's about understanding the underlying concerns and addressing them in a way that moves the conversation forward. This skill is both an art and a science, requiring a blend of empathy, strategic thinking, and problem-solving.

Here are 10 strategic techniques to adeptly handle sales objections, transforming potential setbacks into opportunities for progress

A sales objection is an objection in the sales process that clearly states why an existing prospect is not currently buying from you. Sales objections include lack of need, lack of trust, lack of budget, lack of decision-making power, etc.

To deal with sales objections, you must anticipate what is coming your way, listen carefully to what they have to say and show that you really understand the prospect's needs.

Salespeople often struggle with objections because there is an element of surprise because you didn't anticipate it! Use these objection handling tips to eliminate the shock value of the conversation and get back on the path to closing deals.

• Active Listening: Instead of hastily responding to an objection, take a moment to truly listen. Understand the prospect's perspective without jumping to conclusions. This approach fosters a deeper understanding of their needs and concerns.
• Inquisitive Exploration: Delve deeper into the objection by asking open-ended questions. This helps uncover the root cause of their hesitation and provides clarity on how to address it effectively.
• Tailored Responses: Once you grasp their main concern, craft a response that directly addresses it. This might involve reframing the objection into a positive context or offering a solution that aligns with their needs.
• Immediate Resolution: Aim to address their concerns in real-time. Whether it's providing evidence of your product's value or adjusting terms to better fit their needs, resolving objections on the spot can significantly advance the sales process.
• Concise Communication: Keep your responses brief and focused. Lengthy explanations can be perceived as evasive or overly salesy, which might further alienate the prospect.
• Preparation Over Improvisation: Avoid making up responses on the fly. Being unprepared can erode trust. If you're unsure, seek additional information or offer to follow up with a more informed response.
• Validation of Resolution: Don't assume an objection is resolved. Ask the prospect if your response has addressed their concerns, paving the way for a smoother closing process or identifying additional issues to tackle.
• Objection Management Documentation: Create a resource listing common objections and effective responses. Regularly update this document based on  CRM data and collaborative input from your sales team, tailoring it to fit your customer profiles.
• Memorization and Practice: Familiarize yourself with these responses. While recitation isn't necessary, a strong grasp of these points ensures confidence and fluency in your replies.
• Market-Specific Customization: Recognize that objections vary by market. Segment your objection strategies accordingly, ensuring you're prepared for unique challenges in different market segments.

Incorporating these strategies into your sales approach can significantly enhance your ability to navigate objections. By understanding and addressing the specific concerns of prospects, you not only improve your chances of closing deals but also build stronger, more trusting relationships with your clients. Remember, each objection is an opportunity to deepen your understanding of the client's needs and demonstrate the value your solution can offer.

Navigating Common Sales Objections: Strategies for Effective Rebuttals

Sales objections are a universal challenge in the sales process, regardless of the product or service being sold. Understanding and effectively responding to these objections is crucial for any sales professional. Here, we'll explore the most frequent types of sales objections and provide strategies for addressing them, with a particular focus on overcoming pricing objections.

Common Types of Sales Objections

• Lack of Budget: Price is often a primary concern. Prospects may feel the product is too expensive, seek discounts, or claim budget constraints.
• Lack of Need: Prospects might not see the product as necessary or relevant to their needs.
• Lack of Trust: This can manifest as a preference for a competitor, existing contractual commitments, or general skepticism about the product's suitability.
• Lack of Urgency: Prospects may delay discussions, request information via email, or miss scheduled meetings, indicating a low priority for the purchase.
• Lack of Authority: The prospect might not have the decision-making power and may defer to others in the organization.
• Hard NO: Sometimes a firm 'no' is an outright rejection, but it can also mask underlying objections.

Lack of Budget: Overcoming Pricing Objections in the Sales Process

These objections can range from “I simply think your product is too expensive,” to “I need a discount to buy it,” to “I have already allocated my entire budget for this type of item.” To overcome these, you need to assure your prospects that the value they will get from your product is worth the price.

Budget shortfalls: overcoming pricing objections in the sales process

Often, people use price as a defense mechanism to hide their real concerns. Try to get to the root cause of what is really going on with regard to objections to price.

1. “It's too expensive.”

Pricing objections are among the most common and can range from straightforward price concerns to more complex issues disguised as price sensitivity. Here’s how to handle them:

Understanding the True Objection: When a prospect says a product is too expensive, it's essential to discern whether it's genuinely about price or if there are other underlying concerns. Engage in a dialogue to uncover these hidden issues.

Example Rebuttal: “I understand your concern about the price. We all aim for the best value. Could you share with me the price point at which you'd feel comfortable proceeding?”

After their response, you might say, “If I could offer our product at [stated price], would that enable us to move forward today?”

This approach helps determine if price is the actual barrier or if other factors are at play.

Demonstrating Value: Often, the perception of being 'too expensive' stems from a lack of perceived value. Focus on demonstrating how the product's benefits align with the prospect's specific needs and goals.

Flexible Solutions: If budget constraints are genuine, explore flexible payment options or scaled-down versions of your product that fit their financial capacity.

Building Trust: Establish credibility by sharing testimonials, case studies, or offering a trial period. This can alleviate concerns about investment risks.

Addressing Hidden Concerns: Be attentive to signals that suggest other objections. Sometimes, a pricing objection is a convenient way for prospects to express uncertainty about the product's fit, effectiveness, or relevance.

Pro Tip: To refine your approach, seek insights from top-performing sales professionals. They can offer real-world examples and tactics that have proven effective in similar situations. Engaging with a community of sales experts can provide fresh perspectives and innovative strategies to enhance your objection handling skills.

By mastering these techniques, you can turn common sales objections into opportunities for deeper engagement and ultimately, successful conversions. Remember, each objection is a chance to better understand your prospect's needs and to demonstrate how your product can meet them.

Addressing Complex Sales Objections: Advanced Rebuttal Techniques

In sales, encountering objections is an integral part of the journey towards closing a deal. Each objection presents an opportunity to better understand and address the concerns of potential customers. Here, we delve into advanced techniques for handling specific sales objections, focusing on budgetary constraints and commitment issues.

2. “We have no money.”

Strategy: Acknowledge their current financial constraints and propose a  follow-up at a more opportune time.

Example Rebuttal: “I understand budget constraints can be challenging. How about I check in with you in a couple of months? By then, your situation might have changed, and we can explore how our product fits into your budget. Does that sound reasonable?”

3. “We’ve already spent our budget.”

Strategy: Inquire about the budget cycle and suggest future collaboration.

Example Rebuttal: “I see. Could you share when your next budget cycle begins? We could revisit this conversation then. Meanwhile, let's explore if there's a way to fit our product into your current expenditures, especially if it can help reduce other costs.”

4. “I need to allocate this budget elsewhere.”

This kind of objection means that the prospect is likely to spend money on the solution you are offering, but they put their money elsewhere because they see it as a lower priority than other things.

The best way to counter this is to provide specific testimonials and case studies from companies that reflect the prospect's business and how they have benefited by implementing your solution. Bonus points if you can show how implementing your solution will actually make them money. Not only will this build trust, but it will also make it harder for the prospect to disagree with you on budget and resource allocation.

Strategy: Use success stories and financial benefits to demonstrate the value of reallocating funds.

Example Rebuttal: “I understand prioritizing budget allocations. Let me share how similar businesses benefited from our product. For instance, [Company X] saved $1,500 in six months by using our solution. How significant would such savings be for your business?”

5. “Your product looks great, but the price is too high.”

If a prospect offers a discount before trying your product, don't accept. Instead, focus the conversation on what matters most —  your product and, more importantly, the value your product brings to the prospect.

Use this technique to weed out mismatched customers and show your value to your prospects, instead of making boring discount negotiations.

Strategy: Offer a trial period to showcase the product's value before discussing pricing adjustments.

Example Rebuttal: “I'm glad you like our product. Why not try it out first? After the trial, if you're convinced of its value, we can discuss a pricing plan that works for both of us. How does that sound?”

6. “I don’t want to be stuck in a contract.”

Many people don't want to commit to a contract, especially one that extends up to a year. This puts their cash flow at risk and makes their commitment to you today more serious than signing up for a month or a quarter.

Another might say you should think twice. The way to counter these sales objections is to see if you can offer them a shorter contract period or if there is an option to terminate the contract after six months. This safety net can mean a lot to them, but if your product is good enough, they probably won't exercise this right.

Strategy: Offer flexible terms and emphasize the product's long-term benefits.

Example Rebuttal: “I understand your concern about long-term commitments. What if we offer a six-month review period within the contract? This way, you have the flexibility to reassess, while still benefiting from our solution. Would that address your concerns?”

In each of these scenarios, the key is to listen actively, empathize with the prospect's situation, and offer solutions that align with their needs and constraints. By doing so, you not only address their immediate concerns but also build a foundation of trust and understanding, which is crucial for long-term business relationships. Remember, successful sales are not just about closing a deal; they're about creating value for your customers and establishing a partnership that benefits both parties.

Addressing Advanced Sales Objections: Tailored Strategies for Complex Challenges

In sales, effectively addressing objections is crucial for turning potential setbacks into opportunities. Here, we explore strategies for handling more nuanced objections related to  ROI , cost comparisons, and perceived lack of need or fit.

7. “The  ROI potential just isn’t there.”

If potential customers tell you that your solution doesn't give them the  ROI they are looking for, you need to show them exactly how it does. Case studies of similar businesses that have achieved ROI from your solution are the best way to counter this.

They heard you the first time and saying it again will not convince them that the  ROI is there. You need to understand how the prospect's company makes money and be specific about how your service, product or solution will benefit the prospect or make them more than they spend on you in the process. Defining your value proposition will make you think in terms of benefits rather than features.

Strategy: Provide concrete examples and case studies demonstrating ROI from similar businesses.

Example Rebuttal: “What ROI are you aiming for? Let me share a case study: Our client [name] in a similar sector achieved an  ROI of [number] last year. How about I connect you with them to discuss their experience and the  ROI they've seen?”

8. “Another option is cheaper.”

It is difficult to argue with this logic. But is this usually the case? No, it is not. If you are not, your business will not last long! If that were the case, your business would not last long. To counter this objection, you need to convince your potential customers that cheap is not always good enough.

Show them exactly why your service is expensive and why it should actually be good. Show them how some of your advanced features that they will pay for will help their company increase sales and make more money, or how it will streamline processes and save employees' time. Showing how this small investment now will pay off in the long run will put you in a better position to overcome these objections.

Strategy: Highlight the unique value and benefits of your product that justify its cost.

Example Rebuttal: “It's important to weigh all options. Can you share what makes the cheaper option attractive? Often, there's more to consider than just price, like the quality of service, features, and long-term benefits. Let's compare and see how our solution offers more value.”

Handling Customer Objections Around Lack of Need

Strategy: Use probing questions to understand the root of the objection and demonstrate how your product aligns with their needs.

Example Rebuttal: “I understand your concerns about fit. Could you share more about what you're looking for in a solution? This will help me understand if there's a way our product can meet your specific needs.”

9. “We don’t have the ability to implement this solution.”

Strategy: Address concerns about implementation and highlight efficiency gains.

Example Rebuttal: “Implementing a new solution does require some effort, but let's look at the long-term benefits. Our product is designed to increase [key metric] by [number], which could significantly improve your operations. What support would you need for a smooth implementation?”

In each of these scenarios, the key is to listen carefully, empathize with the prospect's concerns, and provide tailored responses that demonstrate the value and benefits of your product. By doing so, you not only address their immediate objections but also build a foundation of trust and understanding, which is essential for long-term business relationships. Remember, successful sales are not just about closing a deal; they're about creating value for your customers and establishing a partnership that benefits both parties.

Addressing Diverse Sales Objections: Effective Rebuttal Strategies for Complex Situations

In sales, effectively navigating and addressing a wide range of objections is key to engaging potential customers. Here, we explore strategies for handling objections related to product compatibility, satisfaction with current solutions, understanding of the product, and perceived relevance.

10. “This product doesn’t work with our [X].”

Strategy: Offer solutions or alternatives that highlight the benefits of switching.

Example Rebuttal: “I understand the importance of compatibility. Let's explore how our product could integrate with your current system, or if it could replace a part of it more efficiently. Can you tell me more about your current setup?”

11. “I’m happy with the way things are.”

Many people are hesitant to change things when things seem to be going well. However, if you can persuade them to talk about the problems they are having that you can solve, then you are in business. If they really think everything is perfect, you can give up on that possibility and move on.

Strategy: Probe for potential pain points or areas of improvement.

Example Rebuttal: “It's great to hear things are going well. Just out of curiosity, how does your current solution handle [specific challenge]? Understanding this could help us see if there's any room for enhancement.”

12. “I don’t understand this product/service.”

If you receive such a response, you should consider whether you want to continue following up with this potential customer. This is because you don't want to waste time trying to explain product features to someone who is unlikely to ultimately convert into a sale.

If you want to close the sale, you should ask what part of the product description was unclear and then try wording it differently to see if your description is more understandable to them.

Strategy: Clarify and simplify your explanation, focusing on the prospect's specific needs.

Example Rebuttal: “I apologize if my explanation wasn't clear. Could you let me know which part you're unsure about? I'd be happy to go over it in a way that might be more understandable.”

13. “You don’t understand my needs: I need [X] not [Y].”

Strategy: Acknowledge the misunderstanding and seek to understand their actual needs.

Example Rebuttal: “I apologize for the confusion. Let's take a step back. Could you explain your needs in more detail? I want to ensure we're on the same page and can offer a solution that truly meets your requirements.”

14. “Your product is too complicated for me.”

In such cases, the first thing to determine is whether the prospect is confused about what your product is and what it does, whether they struggle to understand some of its features, or whether the product itself is too complex. If the prospect thinks that your product is something that can create problems for them, they will not be inclined to buy it.

If the problem is that the features and functions of the product need more explanation, try expressing them in a different way than before. Also, let them know that they can contact you or your company's support team if they have any problems using or installing the product.

Strategy: Offer support and resources to simplify the learning curve.

Example Rebuttal: “I understand your concern about complexity. We offer comprehensive support, including a dedicated account manager for assistance. This way, you can fully leverage our product's capabilities without feeling overwhelmed.”

15. “[X] problem isn’t important to me currently.”

Strategy: Understand their priorities and create a sense of urgency.

Example Rebuttal: “I'm curious to know what your current priorities are. Understanding this can help us see how our product might align with your immediate needs or future plans.”

16. “I don’t see how your product will help me.”

Strategy: Tailor your explanation to address their specific business challenges.

Example Rebuttal: “Let's look at the challenges you're facing. Based on what similar businesses have experienced, our product can help with [specific problem]. Let me show you how it could work in your context.”

In each of these scenarios, the key is to listen actively, empathize with the prospect's concerns, and provide tailored responses that demonstrate the value and benefits of your product. By doing so, you not only address their immediate objections but also build a foundation of trust and understanding, which is essential for long-term business relationships. Remember, successful sales are not just about closing a deal; they're about creating value for your customers and establishing a partnership that benefits both parties.

Navigating Trust Challenges in Sales: Effective Responses to Skeptical Prospects

In sales, encountering skepticism and trust issues is common. Here, we delve into strategies for effectively addressing these concerns, ensuring the conversation remains constructive and leads towards a positive outcome.

Overcoming lack of trust in sales negotiations

The following statements are very commonly used as a smokescreen to hide a similar root cause —  lack of trust.

Overcoming lack of trust in sales conversations

Building trust takes time and can be difficult when faced with a skeptical prospect. Convince them to change their mind about the one thing they are obsessed with and the conversation will work in your favor.

17. “We’ll buy if you add these features.”

When selling to business customers, feature requests are common. They are used to getting what they want and want the software customized to their needs.

If a potential customer asks for features that don't match your vision, the best thing you can do is walk away. You may lose some accounts because of this, but that is better than compromising the integrity of your product. You will also be surprised how often you will be surprised how often withdrawing from a contract is all it takes to get the deal done on your terms.

Strategy: Maintain product integrity while exploring customization possibilities.

Example Rebuttal: “I appreciate your interest in custom features. While we aim to meet specific needs, we also maintain a core vision for our product. Let's discuss how our existing features align with your requirements and explore potential future developments.”

18. “Your product/service is a fad and won’t last.”

If your company sells a first-of-its-kind product, you need to prove that you are creating a lasting trend, not just a passing fad.

To change their minds, tell them about the positive feedback you've received from other customers, present the statistics you have on how your product can improve their metrics, and convince them that you're worth a try.

Strategy: Provide evidence of longevity and customer satisfaction.

Example Rebuttal: “It's important to distinguish between a trend and a lasting solution. Our product has consistently delivered results, as evidenced by our long-term clients. Let me share some success stories that demonstrate our product's enduring value.”

19. “I’ve never heard of you and your company is too small.”

Strategy: Leverage your company's unique strengths and achievements.

Example Rebuttal: “Our size allows us to be agile and innovative. We've achieved significant milestones, including [specific achievements]. Here are some testimonials from clients who've seen substantial benefits from partnering with us.”

20. “You've got a great product, but we're going to go with [the industry standard].”

With a 90% failure rate, it is no wonder prospects are hesitant to commit to a startup when they could continue to use a proven established company. Your product may be superior, but the industry standard is safer.

The trick to winning over these prospects is to offer them an option they haven't considered. By turning an “either/or” situation into a “both/and” situation, you can close even the most stubborn prospect.

Strategy: Suggest a complementary approach rather than a replacement.

Example Rebuttal: “I understand the appeal of industry standards. Our product can work alongside [industry standard], offering unique benefits in the short term. This approach allows you to leverage the strengths of both solutions without immediate commitment.”

21. “We’re already working with [X competitor].”

If prospects are already using a similar product or service from a competitor, they already know they need something that serves that purpose. Your goal here is to gather information about their experience with your competitors.

Ask them what is working well with their current supplier, what is not working well, why they chose that supplier, etc. Use that information to show them that their product is a superior choice.

Strategy: Understand their current satisfaction and highlight your differentiators.

Example Rebuttal: “It's great to hear you're addressing this need. I'm curious about your experience with [competitor]. What aspects are working well, and where do you see room for improvement? Let me explain how our product might offer additional benefits.”

22. “I’m already locked into a contract.”

This objection implies that while the prospect is interested in your product, they do not want to take a financial hit to terminate their contract with a competitor. In this case, see if you can't offer them a discount to sign up with you instead, or if they can find some long-term financial benefit that would make up for the loss they would have to deal with in the first place by making the switch.

Strategy: Offer incentives or demonstrate long-term financial benefits.

Example Rebuttal: “Contract commitments are important to consider. Let's explore if there are financial advantages to switching now or in the future. We might be able to offer terms that offset any initial costs and provide long-term value.”

23. “Your offer/product/company is not good enough!”

Strategy: Stay confident and seek to understand the underlying concerns.

Example Rebuttal: “I respect your candid feedback. Could you share specific areas where you feel we could improve? Understanding your perspective helps us ensure we're meeting your needs effectively.”

In each of these scenarios, the key is to approach the conversation with empathy, understanding, and a willingness to explore solutions collaboratively. By addressing trust issues directly and providing clear, evidence-based responses, you can build credibility and move the conversation towards a mutually beneficial outcome. Remember, trust is built over time through consistent, honest, and solution-focused interactions.

24. “I’ve heard negative feedback about your company.”

While it is good to know what your colleagues are saying about your company, it can be difficult to recover from the negative information and opinions shared.

No matter what complaint is presented, don't rush to defend your company, but let the prospect know that you will pass the feedback on to the appropriate person or department. Then provide them with information on how they can improve and add value to their products and services.

Your goal is to change how they view your company without directly countering the negative claims they hear. You also want to avoid saying anything negative about your competitors or customers, as bad-mouthing them will not keep your sales calls on track.

Strategy: Acknowledge the feedback and pivot to positive aspects.

Example Rebuttal: “I appreciate you bringing this to our attention. It's important for us to hear all types of feedback. While I'll certainly address your concerns, I'd also like to share some recent successes and positive feedback we've received. This might provide a more balanced view of our company and what we can offer.”

Addressing Sales Objections Related to Negative Feedback and Lack of Urgency

Yes, we are all busy, so why do leads always say, “I don't have time to talk right now”? Many of these objections are also polite excuses that hide the real reason your prospect is not interested in sitting down and having a real conversation.

Dealing with Lack of Urgency: What to Do When the Other Person is Too Busy

To address this situation, you need to ask more detailed questions again and get them to express the real concerns they have. They also need to learn to be open to  follow-up and not leave things too long.

25. “Your solution isn’t a priority right now.”

If a prospect says your product is not a priority, one of three things is true:

• You are selling to the wrong audience.
• You are not selling to the prospect's priorities.
• The prospect is hiding their real concerns.

First, identify what is really going on. Then you can customize your approach to their current situation. In most cases, you are simply misunderstanding what is really important to them.

Strategy: Understand their current priorities and align your solution accordingly.

Example Rebuttal: “I understand that priorities can shift. Could you share what your current top priorities are? This will help me see if and how our solution can align with what's most important to you at the moment.”

26. “Just email me more information and I’ll get back to you.”

There may have been good intentions when the prospect promised to get back to you, but you will probably never hear from them again. By leaving the responsibility for  follow-up with the prospect, you are essentially reneging on the deal.

Agree to send more information, but don't hang up the phone just yet. Can you tell me what to write in the  e-mail so I know what to write? Most of the time, that will put them off their guard, start a conversation, and eventually that email will not be necessary.

Strategy: Engage them in conversation to understand their needs better.

Example Rebuttal: “Certainly, I can send more information. To ensure it's specifically relevant to you, may I ask a few questions about your current challenges or goals? This will help me provide the most pertinent information.”

27. “I don’t have time to talk right now.”

Strategy: Offer a concise value proposition and propose a specific follow-up  time.

Example Rebuttal: “I respect your time constraints. Let me quickly highlight one key benefit our clients have experienced: [Mention benefit]. Could we schedule a brief call at a more convenient time for you to delve into this further?”

28. “We’ll buy soon.”

This objection is another example of good intentions. The prospect may want to buy from you next week, but something will happen. Next week will become next month, and next month will become next year.

If the prospect says he or she will buy in the near future, check to see if anything will happen to derail the deal. If there is, establish a mutual plan of action. If not, explain the virtual closing process and make sure they understand exactly what needs to happen next.

Strategy: Identify potential obstacles and establish a clear action plan.

Example Rebuttal: “That's encouraging to hear. To facilitate a smooth process, could we discuss any potential challenges or specific requirements that need addressing? This way, we can create a clear plan for moving forward.”

In each of these scenarios, the key is to listen actively, empathize with the prospect's position, and guide the conversation towards addressing their specific needs and concerns. By doing so, you can effectively navigate objections and maintain a positive and productive sales dialogue.

Addressing Sales Objections Around Indecision, Timing, and Authority

29. “I'll think about it.”

When a potential buyer says, “I need to think about it,” it means you haven't done enough work yet.

And when you make them think… The result is almost always a “no” or the prospect will just go  MIA and never respond to your follow-up attempts again.

Strategy: Identify the underlying hesitation.

Example Rebuttal: “I understand you need time to consider. Could you specify what aspects you're uncertain about? Is it the features, the investment, or something else? This information will help me provide the details you need for a confident decision.”

30. “There’s too much going on right now—call me back next quarter.”

Strategy: Understand their current challenges and align your solution.

Example Rebuttal: “I recognize how busy you are. Could you share the specific challenges you're facing this quarter? Knowing this might help us see how our solution could alleviate some of these pressures now rather than later.”

Lack of Authority: Engaging Decision-Makers

How do you get past the gatekeepers when they repeatedly fail to pass you on to the person who is really making the decision? Many of these objections involve “shifting the blame”. Your lead will act as if the next move is completely out of their control, but we know that is not true.

Lack of authority: what to say when you can't reach the decision-maker

Use logical reasoning and a clear value proposition to get your prospect to reconsider speaking with key decision makers.

31. “I'll take a message for [decision-maker].”

Often the gatekeeper is the first obstacle you face. How you interact with them will determine the direction of the entire transaction. Gatekeepers are a unique objection in that they can be one of your most valuable assets. If you can convince them of your vision, they will become your internal champions and most vocal advocates.

The best strategy is to first stop thinking of them as gatekeepers. Take the time to build rapport with them and show them the value you can offer them and other members of their firm.

Strategy: Engage the gatekeeper as an ally.

Example Rebuttal: “Thank you. Additionally, from your perspective, what are the key challenges [decision-maker] is currently facing? This insight could help me tailor the message more effectively.”

32. “I can’t sell this to my team.”

Strategy: Equip your contact with the right tools to advocate for your product.

Example Rebuttal: “I understand the challenge of presenting a new solution. What benefits do you think would resonate with your team? I can provide key points and data to support your case.”

33. “We’re downsizing right now.”

Strategy: Show empathy and maintain a positive relationship for future opportunities.

Example Rebuttal: “I'm sorry to hear about the downsizing. I understand that now might not be the right time. I'd like to keep in touch for when things stabilize and we might be of assistance.”

34. “I can’t make a commitment until I meet with [other decision-makers].”

Stakeholder meetings become more common the larger the sales destination. Meetings slow down the sales process, but they can also be a powerful sales tool. The trick is to accept the invitation.

The next time a prospect says they need to meet with other decision makers, see if you can sit in (even if only by phone). If this meeting is by all parties involved, you may be able to close the deal on the spot.

Strategy: Seek involvement in the decision-making process.

Example Rebuttal: “Having all decision-makers aligned is crucial. Would it be helpful if I joined the meeting to provide additional information or answer any questions?”

35. “I’m not authorized to sign off on this commitment.”

It's easy! Mastering the lack of authority rebuttal is simple: ask them who is the appropriate person to talk to and get their contact information so you can get in touch with them. Just make sure that once you get in touch with them, you ask if you need to get someone else to sign off on the deal.

Strategy: Identify the right decision-maker.

Example Rebuttal: “I understand. Who would be the right person to discuss this with? I'd be glad to provide them with all the necessary information for an informed decision.”

36. [Economic buyer] “I’m not convinced.”

Strategy: Recognize when to step back and reassess.

Example Rebuttal: “I value your candor. Could you share what's holding you back? This feedback is crucial for us. If now isn't the right time or fit, I understand and am open to reconnecting in the future if circumstances change.”

In each of these scenarios, the key is to approach the objection with empathy, strategic questioning, and a willingness to understand the prospect's unique situation. This approach not only helps in addressing their concerns but also fosters a relationship of trust and credibility.

Addressing Complex Sales Objections and Hard Nos

37. “I’m part of a buying group.”

Strategy: Explore their buying group dynamics and offer tailored solutions.

Example Rebuttal: “Being part of a buying group has its benefits. Could you tell me more about the group's requirements? This information will help us see if we can provide value, perhaps by becoming an approved vendor or creating a special offer for your group.”

Dealing With a Hard No

When a sales call gets to this point, it is difficult to push through, especially if you are dealing with rude behavior. But a sales call is not over until it is over, and even then it may not be over!

Dealing with difficult “no” objections means being persistent and pushing through the difficult questions and concerns the prospect has. It means following up with something persuasive that will change their minds. And it means not getting discouraged when all seems lost.

38. “No,” “No…” and “No!”

Early Cycle No: “It seems I haven't fully conveyed our product's value. May I share an example of how we've assisted a similar business?”

Mid-Cycle No: “I sense some hesitation. Are there specific concerns or questions I can address right now?”

End-Cycle No: “I respect your decision. Could you share what led to this conclusion? Your feedback is invaluable to us.”

39. “I’m not interested.”

Strategy: Keep the door open for future engagement.

Example Rebuttal: “I understand and respect your time. Would it be alright if I sent some information for your future consideration? I can follow up at a more convenient time for you.”

40. “How did you get my information?”

Be honest about where you got their contact information. Maybe they filled out a form on your website, or maybe they met you at a networking event. Gently remind them that it was they themselves who provided the contact information.

If they obtained the information from a list they found online, a social media profile, or a B2B database, respect their wishes if they do not wish to be contacted by you.

Strategy: Be transparent and respectful.

Example Rebuttal: “I apologize if this call was unexpected. We obtained your contact details from [source of information]. If you prefer not to be contacted in this manner, I completely understand and will honor your preference.”

41. “I hate you.”

Strategy: Maintain professionalism and consider a different approach.

Example Rebuttal: “I'm sorry to hear that our interaction has been unsatisfactory. Perhaps another team member might better meet your expectations. Would you be open to speaking with someone else?”

42. *click*

Getting hung up on will ruin your day as a salesperson. If a prospect hangs up on you, try calling back a few minutes later and saying:

I'm sorry, I seem to have lost the connection. Where were we?

Never assume that the person hung up on you intentionally. They may have just pressed the wrong button! Be confident, smile and continue the conversation. If you are relaxed, not angry, the prospect may be more willing to continue the conversation!

Additional Tips for Overcoming Sales Objections

• Practice: Continuously refine your objection-handling skills.
• Learn from Success: Document effective strategies and responses.
• Collaborate: Exchange experiences and tips with fellow sales professionals.
• Build Trust: Prioritize establishing trust and understanding with prospects.

Remember, overcoming objections is a fundamental skill in sales. It involves understanding the prospect's perspective, effectively addressing their concerns, and maintaining a positive, solution-focused attitude.

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• A Guide To Overcoming 21 Most Common Sales Objections

Picture this: a chef receives complaints about how his food is under-seasoned and is baffled by the criticism as he knows that he has never made such a mistake before. He decides to face the music and goes out of the kitchen to listen to the customer himself and meet their requirements. He listens as they list out their issues with the food- it’s too bland, the added cream makes it heavy, and so on. So, he makes a note of it, promises to replace their order, and goes back to the kitchen. He adds spices, removes dairy products, and sticks to the requests the customer has made. He brings back the same dish, now made to the customer’s specific requirements. The customer is pleased, and touched by the chef’s effort, is now a regular at the same restaurant. What you’ve just read is the art of overcoming sales objections . 

Sales objections are inevitable when engaging with clients from any sphere of life. While handling these objections can be challenging, the key to success is to practice empathy, not just with the customer but also with yourself. These are subjective complaints you receive from your customers, and there is no recipe outlining ingredients that can match everyone’s taste. These objections may be about features of the product, concerns about implementation or purchase, queries about product functionality, and so on. So the next time you receive any objections to the product you sell, put yourself in their shoes. 

You can also  download the pdf  to share with your friends or refer to it later. 

Contents: Why do you need to handle sales objections? 21 Most common sales objections and strategies to handle them >> Financial constraints objections >> Objections related to a lack of understanding or information >> Competitor-related sales objections >> Source or company-related objections >> Implementation and need-based objections >> Bandwidth-related objections Guidelines to handle sales objections effectively Objections are opportunities to build relationships

Why do you need to handle sales objections? 

You may be wondering – why handle sales objections when you can deal with a responsive, interested buyer instead? When handling sales objections, we need to realize that objections do not signify a dismissal . An objection indicates your customer’s interest in the product. A dismissal is the opposite of that. When your customer expresses an objection, they mean to say, 

“I want to buy the product, but I’m not entirely sold on its use to me.”

 In comparison, a dismissal is a lot clearer and is along the lines of: 

“No, I’m not interested in buying this product.”  

When dealing with sales objections, keep your eye on the prize: overcoming the objection and moving closer to winning the buyer’s commitment.

The next section of this article describes common sales objections and techniques to effectively overcome them.

21 Most common sales objections and strategies to handle them

Financial constraints objections, 1. “i can’t afford it.”.

 Now, this one is a pretty straightforward objection. You can’t sell to someone who truly cannot afford it. Here’s where asking for further reasons as to why they can’t afford it, figuring out whether they can afford it but would prefer to be sure of their investment gives a window of opportunity that didn’t exist before.

Find out if they’re currently using a similar product. Are they losing money that they could gain with your product? Question why they can’t afford it gently, as they may seriously not be able to do so. If they are using a competitor’s product or a substitute for your product, highlight the benefits your product could provide in its place. 

Example Script :

Oh, you don’t have a lead management system in place, which is why you’re struggling to gain a solid customer base. Well, that’s exactly what my product solves, as it’s a CRM that helps you to manage your leads efficiently. Your ROI will be higher than your current sales forecast when you implement a CRM to manage your leads.

Try to find out the root cause of their objection. Think about whether your product can solve those problems or bring in new benefits and only then sell. There’s no gain on either side if your customer can’t profit from your product, as that means you’ll lose them eventually anyway. 

2. “It’s too expensive.”

A sales objection involving the price being too high almost always indicates the chance of persuading your customer that it’s worth the price. For example, if you live in Bangalore or have been for a short vacation, you may have had the chance to visit the iconic ice cream shop, Corner House. Their ice cream prices may seem high compared to what you get at a supermarket, but what you don’t know is their brand’s philosophy.  Corner House’s  CEO came up with the term “scoop value,” where each scoop is standardized to match its price. Most people who’ve had the opportunity to try their ice creams almost always agree, the price is right when the flavour feels worth it.

Similarly, “it’s too expensive” objection can be solved through an easy reply. 

Example Script:

Instead of purchasing our product all at once, why don’t you experience it for ____ days as a free trial. Once you do, you’ll know for yourself if it’s worth the price.

A trial gives your customer the time to assess the product’s usefulness while also displaying a sense of confidence and trust. Now they’ve used it and still haven’t experienced as many benefits as expected, explain the importance of time. If your product brings in slow but steady results, you can convey the same to your customer.

3. “Your product is more expensive than the product I’m currently using.”

Any sales objection involving your competitor’s product gives you a good chance of making the shift to your product. The easiest way to do so is to know what the other product lacks and bring out the differences between both products. You don’t need to be straightforward with your product’s superiority. Instead, demonstrate what your product does when compared to your competitor. This is where some amount of competitor research would help in being prepared to face such sales objections. Use the following script as a response to this objection.

  Example script:  

Price is crucial, but it’s also necessary to consider the value for money. You stated that real-time inventory data was a critical strategic concern for your company. Our product provides the same free of any integration costs, and one of our customers has hugely benefitted from its use for the majority of their data-related processes. *Quote related customer success story*.

4. “I don’t want to or can’t afford getting stuck in a contract.”

Any sales objection involving contracts as a reason can easily be circumvented by customizing the contract to meet your customer’s needs. If they don’t want or can’t afford a year-long contract, settle for quarterly or monthly (if it can be considered). Once they experience the benefits of your product, they will be more compelled to invest in it for extended periods. If you truly cannot change the contract terms, you’ll need to convince them of the value that they will get from this investment.

I see your point. Let’s chat about the various contract terms and payment plans I have available. Perhaps these are a better match.

5. “We don’t have the budget for this.”

Now, this sales objection depends wholly on timing. Your customer may not have the budget for this right now. Find out whether they can’t afford it right now or if they can’t afford it at all. There’s no way of predicting the future, so instead, go with the following script. 

Example Script: 

Oh alright, whenever you get the funds to implement our product, do let me know! Or we can discuss how you can achieve greater sales using our product, as it essentially pays for itself.

Depending on your customer’s response to the above script, you can go ahead with their requests. 

Note to remember:  With any price-related objection, it’s crucial to find out if the person you’re discussing with is a decision-maker. If the employee you’re negotiating with isn’t a decision-maker, they may not know or be aware of what the company can and cannot afford. Another point to keep in mind is that finance-related objections are almost always solved when your customer experiences value or the benefits your product brings to their processes. So don’t fret if you’re frequently met with this objection. It’s a common one that you can handle with ease, as long as you ensure that they can afford it. 

Objections related to a lack of understanding or information

6. “i’m not sure if this is the right product for my organization.”.

You may see this as an objection, but in reality, it means that your customer doesn’t have enough information about the product.

If they state that they feel unsure about the benefits they can experience with your product even after you’ve outlined them, turn the question around. Ask them what challenges they’re facing, and if you can prove that your product can help overcome those challenges, you can now win them over.

In any call, it’s helpful to understand what issues the customer may be facing and to highlight the solutions your product provides. Doing this makes it a much stronger sale as they know your product is the right fit for their organization. 

Why do you feel that way? What challenges are you currently facing? Once you let me in on what will be right for your organization, we can figure out if my product does match your expectations.

7. “We don’t have any experience using this product.”

Your customer could have little to no experience using your product or similar products in the market – making it a lot harder for them to understand the benefits. In such scenarios, they aren’t just questioning your product’s value but also whether your company will be helpful during implementation. So when you’re answering, don’t just outline how this product can benefit them or how experience isn’t necessary. Conversely, steer them in the direction of a sale by saying the following-

I understand your concern. It makes sense to be apprehensive about something you’ve never personally experienced. But I’d like to point out some of our existing customers who were in the same boat, and they can vouch for our company’s customer service. We are always available to assist you during and after implementation if necessary.

8. “I don’t understand how your product functions.”

If you get this objection after spending a long time explaining your product, it may just mean your product is more complex than your customer’s needs. But that doesn’t mean you need to give up entirely. You can take a different route altogether. Provide your customer with content you have on hand that breaks down your product in simple terms. Be it an eBook, article, brochure, or video, give them more easily understandable content.  70%  of people would rather get information about a company or learn something from an article or blog post than from a traditional advertisement. So when you receive this objection, move your customer to your marketing team’s creations. 

Example Script:  

I understand. Would you prefer to get to know our product better through other means? We recently created an eBook that outlined our product’s features, functions, and advantages. Once you read through it, I’m sure you’ll have a deeper understanding of our product.

9. “We’ve tried similar products with very little success.”

A sales objection along these lines is relatively easy to handle. The customer is genuinely trying to get at the fact that they’ve never benefitted from other similar products in the market. It means that there’s a high chance those products never matched their expectations. This doesn’t mean your product won’t; they may have had unsuccessful experiences due to various reasons. So, instead of selling your product, enquire as to why the previous products failed. If your product doesn’t fall under the same features or functions, you can let them know the same. Once you have an idea of their needs, you can also be sure whether this sale is profitable for both parties. 

What products have you used previously? Our product has unique use cases and offers multiple customizations to meet customer-specific needs. Have you experienced using the X feature and its benefits previously?

10. “I’ve found out that your product is (untrue statement) from a trusted source.”

A sales objection that goes into the unchartered territory of false information is easily solvable. If your customer has come across some unverified details on your product, you can dispel these fears by showing examples of how it isn’t true. Rather than persuading or convincing them with your words, demonstrate the feature or function they have a misunderstanding about. If the misconception is something more profound or related to customer service, ask them about the specific statement they have come across. Gently enquire with the following script.

“Where did you come across this information? It isn’t very true, and I can show you how…”

Continue by demonstrating what your product does, which clarifies to your customer that they have received some amount of false information. 

11. “You don’t provide X feature.”

If this sales objection comes from a place of absolute necessity and your product does not provide the specific feature, it would be best to move on from this prospect. On the other hand, if the feature they need has to perform a particular function that a similar feature can provide, you can sell. Probe a little further and ask them what they plan on achieving with the specific feature. In this manner, you can figure out if any other existing feature your product provides can help them reach the same goals. 

I would like to know why you want that specific feature. What do you aim to achieve with it? We may have other features that can carry out the same function in a different process.

Competitor-related sales objections

12. “we are happy with our current vendor.”.

Any sales objection along these lines will provide an uphill battle of sorts for any salesperson. It can be challenging if you don’t have information about their vendor’s product. Always ensure that you’re aware of your competitor’s products and pricing.  

In this circumstance, the best plan of action is to engage your customer in a series of questions about what they like that their vendor offers. First, find out the specific benefits they derive from the product. You can show how your product performs at a better price or with more varied features using the same benefits. Maybe your product offers an evolved version of a feature they have benefitted from. Find out in detail what they like and present your point. Follow this script in this case.

Oh, what have you achieved with _____ product? I see. Did you know we offer the same features with an added benefit of _____ and _____?

13. “I’m already bound to a contract with competitor X.”

This sales objection sounds more like a need for change. In the above objection, the customer stated that they were happy with their vendor; here, they express it in a less favorable light. Unless you have read too deeply into their tone and are sure that the prospect is satisfied with their current vendor, you have ample opportunities to sell.

You can inquire whether they are happy with their vendor, what features they predominantly use, and so on. If you can come up with discounts, features they don’t have, or benefits that can help their business more than their previous vendor does, you’ve made your sale. You can even circle back when the contract is over.

How do you like (competitor’s) product and service? I can offer____ discounts on a product with similar features.

14. “Your competitor offers cheaper rates.” 

Figure out what you’re up against in this situation. Is this cheaper rate something that covers all the same features your product does? Is this your customer trying to cut a better deal for themselves, or are these rates accurate? Or is your client under the notion that a similar, less expensive product will suffice? If it’s one of the first two scenarios, stress the attributes that highlight your product’s superiority, and give best possible discounts with limited functionalities. On the other hand, the third question gives you more leeway as you can explain why your product is worth the price. Follow this example script in these situations.

What are key differences between our product and your alternative? What gives you the most satisfaction and benefits?

Source or company-related objections

15. “i have heard (false information) about your organization.”.

This objection is very similar to the 10th point in this list. The difference, though, lies in your customer’s misunderstanding about your company.  Fake news  can significantly alter the financial market as a whole if this story gains enough traction. This has been evident back in 2013 when the official Associated Press Twitter account tweeted about two explosions injuring President Barack Obama. In minutes over $130 billion in stock value was lost, yet soon after, they found that the account was hacked (Cheo 2018). 

These misunderstandings are far more sensitive and need to be handled as carefully as possible. Whatever information they have received or heard can be damaging to your company’s reputation. So in this scenario, whether you make the sale or not, make sure you don’t let the misconceptions persist. Use the following script in these situations, for example, if you receive an objection about your false unsustainable practices. 

I would like to know where you found such information regarding our organization. We do our best to promote sustainable practices as our ____ product is made sustainably and ethically. You can contact our employees if you would like further information and proof regarding this matter.

When your customer is fully aware of the information, they are much more likely to buy your products. Any objection a customer raises against the company’s brand or image must be handled appropriately.  79%  of consumers change their purchase preferences based on  social responsibility , inclusiveness, or  environmental impact . Furthermore, COVID-19 has raised customer knowledge and commitment to sustainable purchasing: Because of the COVID-19 situation, 67 percent of consumers indicated they would be more careful about natural resource scarcity, and 65 percent said they would be more conscious of the consequences.

16. “I’ve not heard of your company before this, I don’t think you’ve been around for a long time, so I’m not sure of how trustworthy you are.”

Source objections to the firm may come through comments concerning the company’s consistency or financial health and how the organization conducts business. However, this is an opportunity for you to highlight your organization’s capabilities to your prospect. Use the following example when this situation arises.

I understand why you might be concerned but let me get you through some facts about the company that I believe will calm your fears. Our company receives funds from some of the industry’s most powerful investors. They invested in the company because they believe in providing greater solutions to businesses like yours. (Statistics about your company’s growth, different metrics can all be used in these situations. Quoting success stories of businesses similar to theirs would also help).

Implementation and need-based objections

17. “your product takes too much time to implement and is complex.”.

Any objection about implementation time should focus on how much time they can provide to implement your product. It isn’t a dismissal, and it offers two positives. The first being the fact that they like your product, making the sale far more straightforward. Second, time rarely matters unless they’re launching something or need you to implement it within a specific time frame. Your next step should be to ask them how much time they can spare for implementation. If it is doable, then the sale is a success. If not, follow this script.

Our product’s implementation time depends on your needs rather than our product itself. But we can plan the sprint as per your business priorities. This way, you will also start noticing a difference in ROI within the first few months of the implementation plan.

18. “Your product doesn’t solve the challenges my organization faces.”

Now, this objection is a real red flag because it means you haven’t gained an understanding of what the customer wants. In this situation, retrace your steps, and ask them what challenges they do face. Once you figure that out, you can evaluate whether your product can meet their expectations. If it does, go ahead with your reasons for how it can help them. If not, let it go, this sale was never yours to make, and that’s okay. 

This objection comes in different forms of “Your product isn’t the right fit for my organization.” Or “Your product’s features are unnecessary to our growth.” All of which are valid reasons not to buy. Question why they have these opinions, but if you’re provided with a reasonable answer, move on to the next prospect. 

19. “You don’t understand my business/needs well enough.”

You can overcome industry-specific objections once you conduct some research into how they function. If you sell to a particular industry, you’re probably familiar with that specific sector. Let them know that you’ve worked with similar firms before and that you’ve handled difficulties identical to theirs. If you assumed the wrong thing about your prospect’s firm or sector, don’t be afraid of admitting it. Your customers will appreciate your honesty. If the second objection arises, this is the script to follow.

I’m so sorry if I’ve misunderstood what your sector calls for, do let me know what you specifically require. I’ll try my best to assess how we can match your expectations.

Note: avoid using words like “pitch” while speaking to prospects. For example, saying: “I’ll share the updated pitch deck as per your problem statement” is a bad idea. People don’t like being pitched. They want you to solve their problem. So, instead, you can say, “I’ll share the updated solutions deck as per your problem statement.”

20. “Your product only covers some of our needs; we need something more comprehensive.”

Customers always prefer a product where they can gain multiple uses and benefits. If your product only offers specific features, but your customer expects more, take the specialization angle. If your product integrates with other software features that the customer needs, do let them know. So don’t lose heart; present some metrics and benefits that customers of a similar background have felt with your product. If they still want a one-stop solution for their needs, move right on; sometimes, the best can’t do it all.

I understand your needs require more comprehensive solutions. But our product specializes in a feature that greatly increases ROI. You can invest in other products for features you may need after achieving such results with us.

Those were some examples of objections that may come your way. But you may face drastically different objections, and you might find yourself unaware of how to respond. In these situations, use the following guidelines to assess the objection and overcome it.

Bandwidth related objections

21. “we don’t have the bandwidth to make this work for us.”.

Such objection arises when the prospect has liked your product/solution and wants to buy but is genuinely concerned about the lack of bandwidth.

In this situation, help them understand the simplicity of your product and that it doesn’t need the time and resources that they presumed. Tell them how you’ve solved the same hesitation for one of your clients and how happy they are with the results. If your prospect lacks resources, but you can help them with the installation, tell them. Of course, there’ll be charges associated, but don’t let the deal go cold because of this reason. If they still need some more time to think through, give them time and space to discuss internally. Here’s a script you can follow.

Example script:

Oh, it’s not as resource intensive as you might think. Here’s an example from our customer who spent just “X days” setting it up. And if you can’t spare the time at all, we also have plans where we set it all up for you.

Guidelines to handle sales objections effectively

Sales objections rarely express outright disinterest in purchasing products; instead, they signify a lack of trust or understanding from the customer’s side. You can effectively handle the objections from prospective buyers when you:

• Listen to them
• Understand their reasons for risk
• Prepare to handle objections

Learn to listen

Most salespeople misunderstand that the more they try to convince a prospect to buy, the more chances they have of making a sale. However,  95%  of buyers state that the typical salesperson talks too much, and 74% of buyers said they were much more likely to buy if that salesperson would listen to them.

The pre-pandemic era gave us opportunities to zero in on body language and other non-verbal cues. But now, almost all interactions take place with a screen separating both parties, making it all the more important to hone your listening skills.

For instance, we asked salespeople from different industry verticals about the challenges they face these days while selling. 34.48% of respondents said communication challenges, and 34.48% said the inability to understand customer’s sentiments (during one-on-one interactions).

The truth is, most people prefer thinking that they chose to buy or not buy; they don’t want to be convinced into anything. The easier way of handling this is to instead listen to their objections.

Understand their reason for risk 

Instead of refuting with your reasons for why they should buy,  understand  their reasons for objections first. For example, let’s look at a situation where listening and understanding would lead to a sale. 

What won’t work effectively is –

• Customer A: “I don’t think the product is worth its price tag.”
• Agent B: “These are the reasons for why it is.”

In this situation, you’ve given them reasons without asking them why they think your product/service isn’t worth the price. While you may persuade some with generic reasons, others may not be as quick to do so. Follow this script instead-

• Customer Y: “I don’t think the product is worth my money.”
• Agent X: “Oh, well, can you explain to me why you feel that way.”
• Customer Y: “It doesn’t have ABC features I’m looking for, and that’s why I wanted to purchase the product in the first place.”
• Agent X: “Ah, I see, but did you know this product does offer two out of three of those features? Additionally, the feature we don’t offer, which you’re looking for, actually causes more harm than good. Here’s why….”

This way, you’re offering reasons specific to your customer’s needs. You now know their needs better than you previously did, and your customer appreciates your ability to  listen . If the product they’re looking at doesn’t offer any of those features. But a similar product you’re selling does divert their attention to that product. This way, you ensure that the customer is satisfied with your ability to  understand  their needs and you’ve made a sale. 

Preparing- saving for a rainy day

Finally, preparing for a sales objection involves anticipating these objections and having valid reasons to quell these concerns. Think of it this way, on a summer day; nobody leaves their home expecting it to rain. So they leave their umbrella behind, not realizing that this is also when cyclones typically hit their neighboring state. Now they’re caught in heavy rain, umbrella-less and drenched.

Preparing  for such situations ensures fewer chances of having your sale go down the drain. One way to prepare yourself to handle these objections is by segmenting your customers. When you create a customer profile , try to include important details like location, age, gender, etc. Segmenting your customers makes it far easier to understand their needs. 

When you distribute them to agents, you can make sure they reach out to customers who speak their language and reside in the same state or city. People have a much greater chance of listening to someone who speaks their language. Salespeople can be more comfortable and confident while making a sale. Customers can make more queries and objections when communicating without feeling hesitant to present their point. 

Now let’s move on to why sales objections are important and how you can benefit from handling them successfully. 

Objections are opportunities to build relationships

• Strengthening relationships : Handling objections gives you the chance to improve your relationship with the prospect. It increases your understanding of your customer’s needs. By allowing the relationship to grow slowly and organically, you demonstrate your patience, sensitivity, and sincerity. Meeting these expectations further cements solid foundations for your future dealings with the customer.  
• Increasing transparency:  By handling objections, you put your customer at ease with your company. They have more reason to trust and depend on your assistance when you help them overcome such roadblocks. 67% of participants in an  Edelman Global trust report agree  on: “a good reputation may get me to try a product, but unless I trust the company creating the product, I will soon stop buying it.”
• Objections are opportunities:  almost every sales objection you come across is an opportunity to sell. The key takeaway from this article is to realize the value of persistence in sales. Did you know that around  80%  of sales require five follow-up calls after the meeting? 44% of sales reps reportedly give up after a single follow-up. Whatever objections your prospect hands out to you, please don’t give up unless they specifically ask you to do so. 

If you’re looking for one such tool that supports your sales agents in their follow-ups, choose LeadSquared’s CRM . Notify salespeople when a lead performs a meaningful action or progresses through the sales funnel . This ensures that your team gets to the prospects on time and never misses a sale.

Book a demo now to experience efficiency with LeadSquared’s CRM!

Padma is a Content Writer at Leadsquared. She enjoys reading and writing about various financial and educational topics. You can connect with her on LinkedIn or write to her at [email protected].

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How to Handle Any Sales Objection [+20 Common Objections]

Objections. They’re everywhere.

If you’re in sales, you hear them every day.

Some objections are easy to handle (you just answer a question).

And some of them feel insurmountable—those hard no’s, hang ups, and don’t contact me agains .

There’s a lot at stake with how you choose to respond to these challenges. Your attitude to handling sales objections can mean the difference between overshooting your quota…and falling very short.

Whether you’re new to sales or are experienced but looking for a fresh perspective, we’ve got you covered.

What is a sales objection?

A sales objection is a customer's stated resistance to making a purchase or moving forward with a transaction. Sales reps often encounter objections like price concerns, competitor comparisons, doubts about product suitability, and bad timing.

Sales objections are a normal part of the sales process and provide an opportunity for reps to address concerns and keep the deal progressing forward.

Main types of sales objections

While there are potentially dozens (or even hundreds) of different objections that leads might throw at you, they tend to boil down to one of these key categories:

The lead believes your solution won’t resolve their problem.

The lead doesn’t understand how your solution will resolve their problem.

The problem isn’t important enough to solve right now.

The lead isn’t actually the decision maker.

5 essential strategies for handling sales objections

No matter what type of objection you hear, these smart strategies can help.

1. Be an empathetic consultant

Remember: your job is not to make a sale. Your job is to truly understand what the person on the other end of the line needs and recommend the right next step.

If you speak and listen with empathy and focus on the other person’s needs over your own, you’ll reap better results. The lead will be more receptive to what you have to say and will be more likely to choose your company when they’re ready to hire a vendor.

2. Build rapport early on

The more that your lead trusts you, the more willingly she’ll share her reservations and listen to your responses. Real rapport is everything.

You can build trust by:

Asking deep questions

Being a good listener

Not pushing your agenda

Behaving as a consultant

Being more invested in the lead’s success than your own

Providing helpful resources

Adding value even if you don’t win the sale

3. Think of objections as uncertainty (not pushback)

The phrase “sales objectives” frames the customer as the opposition. This is the wrong mindset. The lead isn’t necessarily trying to push back on your recommendations or sabotage your success.

More likely than not, they’re just confused about what you do and uncertain about how it can help them. So make sure to see the questions within their objections and provide the right answers.

4. Prevent objections from happening late in a deal

The most frustrating objections are those that happen in the later stages of the buying cycle. Just when you think you’re about to close, the lead hits you with a major objection, like budget or ROI doubts.

As you progress in your career, try to pay attention to these late-stage objections and resolve them earlier on. Cover important details in your initial calls and encourage your leads to ask lots of questions so you can be proactive.

5. Know when to let go

Oftentimes, objections are valid! Your lead might not be willing or able to budge.

And that’s okay. You’re better off spending your time on deals that are likely to close. Take excellent notes on lost opportunities and follow up with them in 3 to 6 months to see if you can resolve those objections later.

How to handle any objection in 3 easy steps

When you’re handling objections, your goal shouldn’t be to bust through the objection or hop over it as if it were a hurdle.

Your goal should be to keep the conversation going.

If you can keep the conversation going, you’ll have the opportunity to handle the objection in the best possible way, whether that’s to set up a call with other stakeholders, invite the lead to an upcoming webinar, share a buyer’s guide, calculate ROI, or provide a simple answer.

This is why Morgan J Ingram , sales and employee advocacy consultant, recommends a simple framework for handling any objection.

Use this as your go-to objection handling process:

Step 1. Pause

Take a breather and make sure you’ve really listened and understood.

Step 2. Acknowledge the objection

Next, rephrase the objection and state it back to the lead to show them you’ve been listening and you’re on the side.

Step 3. Ask a question

And lastly, ask them a question that will lead to the information you need to collect in order to truly address the objection.

20 common sales objections and how to handle them

To help you upskill, we’ve got 20 of the most common sales objections, plus tips on how to respond to each one.

Here are the objections we’ll be handling below:

It’s too expensive

This isn’t a priority right now.

My boss won’t approve this.

We don’t have the budget for this.

We don’t have the time to implement this.

We’re planning to go with [direct competitor].

We already use [direct competitor].

We already use [indirect competitor].

I don’t think this will resolve [problem].

Your solution is too complicated.

Your solution doesn’t offer this specific feature.

I’m not sure we’ll be able to get ROI.

I’m too busy right now.

I read bad reviews of your company.

I need to speak to some other companies and get more quotes.

I don’t have the authority to make this decision.

We’re happy keeping things the way they are.

Everyone is too busy to learn something new.

[Direct competitor] is cheaper.

This won’t work in my industry.

1. It’s too expensive

Pricing objections are some of the most common—and trickiest to handle. When someone says your offer is too expensive, what they’re really saying is that they don’t think it’s worth the investment.

How to handle this objection :

Ask questions to get to the bottom of what sort of ROI they need and how they expect to measure it. Then, you’ll be able to present how your solution can deliver that ROI and calculate the impact for them.

2. This isn’t a priority right now.

Oof. You probably hear this one all the time. What the lead is really saying is that they don’t even want to consider purchasing what you’re selling.

Ask the lead for details on their current priorities. Try to find synergy with your solution. Maybe your solution is best implemented at the same time as another, or maybe you’ll be able to help them get better results with a current initiative.

3. My boss won’t approve this.

Are you getting blocked by someone who isn’t even the decision-maker? You need to win them over so that they’ll help you sell your solution to the person who can approve it.

Figure out what their boss cares about. What goals are they trying to achieve? What KPIs and metrics are they trying to impact? Once you know these details, teach the lead about how your solution can help, and they’ll be more likely to take it up the chain of command.

4. We don’t have the budget for this.

This is similar to other price objections, but it has a slightly different flavor. When someone says this, they’re probably interested in what you sell and think the price is right, but they just don’t have the money to invest in it right now (or they think they don’t).

Get details on how they spend their budget and when it renews. Also ask them which recent investments have paid off and which ones haven’t. You might be able to help them cancel vendors that aren’t worthwhile and find some extra money to spend.

Worst case scenario, gather the information you need to know when to reach back out again.

5. We don’t have the time to implement this.

Change takes time. Particularly when selling software, you’re not just selling your solution but the customer’s ability to make the most of it. If your customer doesn’t believe they can implement it well, they won’t purchase it no matter how much they love your product.

Sell your custom implementation, onboarding, and training services. Explain what is included with the cost and what is available for an extra charge. Make sure to always circle back to ROI conversations so the customer knows that the money they’ll invest will be worthwhile.

6. We’re planning to go with [direct competitor].

Ouch. You might be deep in the sales cycle only to hear your lead say that they’ve chosen to go with your top competitor.

Ask why they’re choosing that competitor. If they offer a very important feature or service element you don’t have, you might have to gracefully bow out and spend your time on other deals.

If the issue is price, you’ll need to one-up them. Don’t lower the price, because the lead might wonder how much lower you can go while also feeling frustrated that you didn’t lower the price sooner. Instead, throw in some special add-ons, such as enterprise SLAs, onboarding assistance, quality checks, etc.

And if the issue is reputation, send social proof like case study videos or online reviews.

7. We already use [direct competitor].

Is your lead already doing business with one of your direct competitors? Your ability to handle this objection well comes down to your competitive advantages.

You’ll need to offer a good reason for the lead to make the switch. Be honest with yourself. If the competitor is actually more mature, lower priced, or offers better customer service than you, you might be better off ending the conversation and focusing on other leads.

But if you have something better to offer, then highlight it. Tell the lead about another customer who made the switch and the ROI they experienced as a result.

8. We already use [indirect competitor].

Indirect competitors are companies, processes, and things that solve the same problem as you but in a different way. A common example is when companies are using spreadsheets and inefficient processes instead of software intended for collaboration and visibility.

Help the lead see what they’re missing by continuing with that process or solution. Ask questions about what isn’t working and dig into all of the pain points they might not realize they had. Highlight how these issues are costing them time and money, and then showcase the ROI of your solution.

9. I don’t think this will resolve [problem].

The lead knows they have a problem. They know your company solves that problem. They just don’t think it’ll actually work.

Yup, you guessed it: ask them why.

You might find that the real issue is that they’ve been burned by vendors before, in which case you’ll need to describe your superior customer service and onboarding processes.

Or, you might find that they think some fancy new buzzword is the solution. You can teach them that similar customers have gotten great results by ignoring shiny object syndrome and fixing the root of the problem, which is exactly what you’ll help them do.

10. Your solution is too complicated.

When a lead says something like “It’s too complicated” or “It’s too difficult” or “I won’t be able to figure it out,” what they’re really saying is that they don’t believe they’re a fit for what you’re selling.

First of all, you need to pause and consider whether the lead is right. Is the solution too complicated for their needs? Would they be better off using something simpler? If so, recommend another option to them and let the deal go.

If you believe wholeheartedly that the lead really is a fit for what you offer, then you’ll want to proceed in one of three ways. Explain the free training resources you offer, pitch a more expensive deal that includes more implementation support, or send them case studies of similar customers who successfully made the lead and got great results.

11. Your solution doesn’t offer this specific feature.

What do you do when a lead is adamant about purchasing a product with a feature you don’t have?

There might be a reason you don’t offer that feature. Explain to the lead why your company has chosen to be a “master of one” instead of a “jack of all trades” platform, and the value that creates.

For the most part, this sort of objection requires internal conversations. Talk with your product team about getting the feature on the roadmap—so long as the lead requesting it matches your ICP. Then, whenever it’s requested, you can let leads know that it’s on the way.

12. I’m not sure we’ll be able to get ROI.

While this objection might seem straightforward, it can mean a lot of different things.

Even though the lead says they don’t know if they’ll be able to achieve ROI, they might actually be saying that they don’t know if they’ll be able to measure and prove ROI to their boss. Ask questions to get to the root of their concern. Then, present how you’ll help them calculate and report on ROI throughout the service agreement.

13. I’m too busy right now.

While this objection is most commonly heard early on in the sales process (like during cold calls or discovery calls), it can hit you at any time in the sales funnel, because people’s capacity is liable to change at any time.

Lean into what the customer wants to achieve. If you know that what you’re offering is actually what they need right now, help them overcome their doubts by sharing how your company will be there to help every step of the way.

If this is a new lead, ask them about their priorities. Figure out where your product fits in, and find a time to circle back, if needed.

14. I read bad reviews of your company.

93% of customers say that they’ve avoided doing business with a company based on a bad review.

When leads tell you about a bad review, it’s actually a good thing. They’re not just ditching out on you. They’re giving you an opportunity to respond.

Ask them for details about what they read in the reviews. Be honest and own up to the issues. Maybe your company was growing too fast, understaffed, or didn’t have great customer service in place. Talk about how your company has learned from and improved based on those very same reviews.

If you’re not familiar with the issues mentioned, be honest about that too. Let your lead know that the issue is not common and that you will look into it and get back to them on how your company plans to prevent it from happening again.

15. I need to speak to some other companies and get more quotes.

During the middle of the sales cycle, you’ll hear this and similar objections. Some leads might be doing their due diligence, and others might be stalling.

Leads will say this when they have zero intention of actually doing so. They’re just trying to end the conversation. The lead might be hiding the fact that they don’t think your solution is valuable or worthwhile. Ask them how important it is to solve the problem. Get on the same page there and you can start giving them the information they really need.

If the lead really does want to collect quotes, ask them if there’s anything specific they’re hoping for that you haven’t delivered yet.

16. I don’t have the authority to make this decision.

In most cases, when a lead says this, they’re at least mildly interested in what you have to offer. But sometimes, they might state this as a way to stall or avoid talking to you.

You can always ask to be introduced to the decision-maker. But don’t go that route unless you’ve already laid some groundwork with the person to show them the value of what you have to offer.

If you’re not sure if they’d be willing to introduce you, you can always ask, “Do you know enough about my company to introduce me to the decision-maker or would you like me to share how we’ve helped companies like yours achieve [result].”

17. We’re happy keeping things the way they are.

The lead claims they’re fine with the status quo, and you need to figure out whether or not that’s really true.

Ask them for more details about what’s working with their current setup. Then segway into the things that aren’t working. Try to find issues, motivations, or triggers that might make them interested in at least continuing the conversation with you.

18. Everyone is too busy to learn something new.

Maybe the issue isn’t that your lead is too busy. Maybe the issue is that their team or the people who will be affected by the vendor relationship are too busy.

There are a few different directions you could take this. You could explain to the person that your solution won’t actually require as much time as they expect. Or, you could share how your company’s custom services will help augment low availability.

But you’ll usually need to ground the conversation in the lead’s objectives. Help them see why this is worth making time for.

19. [Direct competitor] is cheaper.

Just because the competition is cheaper, doesn’t mean they’re the right choice. What really matters is delivering the experience and results the customer needs.

Ask the lead what matters the most to them when it comes to choosing a vendor. They might say reliability, customer service, etc. Explain to them that your company charges a little extra so you can take care of every element—while your competitor does not.

20. This won’t work in my industry.

Your lead might be concerned that what you’re selling doesn’t apply to their unique situation.

Share case studies from similar companies in their industry. If you’re expanding into a new industry, draw on similarities to help them see how your proven track record still applies.

If you suspect this is just an excuse, go back to asking about their top goals and priorities right now, and take the conversation from there.

Objections in sales are never cut and dry. When in doubt, always lean on empathy and intuition.

Send on-brand proposals in minutes, monitor client activity, and track your success as a team. Learn more about Proposify.

Dayana Mayfield is a B2B SaaS copywriter who believes in the power of content marketing and a good smoothie. She lives in Northern California. Connect with her on LinkedIn here: linkedin.com/in/dayanamayfield/

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Overcoming Objections in Sales: Examples, Templates, Proven Tactics

Jenny Keohane

What Is a Sales Objection?

Why overcoming objections is important in sales, types of sales objections, how to overcome an objection, how to train sales reps to overcome objections, proven tactics for overcoming objections, common sales objections & how to overcome them, turn sales objections into opportunities.

One of the best skills to have in B2B sales is the ability to turn sales objections into opportunities.

Nobody likes rejection, but sales objections allow you to narrow your focus on your buyer’s fears and then tailor your message accordingly.

Here’s what we’ll cover:

A sales objection is a concern raised by a buyer in a sales conversation . This concern typically stands in the way of the prospect buying your product/service.

Sales objections act as barriers in the sales process and need to be addressed as soon as they arise to continue moving the deal forward.

The most common sales objections have to do with price, competitors, and product uncertainty.

Overcoming objections in sales is crucial. Why? Because objections stand in the way of the purchase. Buyers won’t feel comfortable moving forward if their concerns aren’t alleviated.

Salespeople can’t do their jobs without facing objections, but the fate of the deal depends on how well the salesperson responds to the objection.

Your response can either make or break the deal. So it’s safe to say this is a significantly important step in the sales process .

• Lack of Budget: Objections that focus on the price of the product/service.
• Lack of Trust: Objections that demonstrate a lack of trust in your company.
• Lack of Need: Objections that question whether your product/service is right for the prospect.
• Lack of Urgency: Objections that demonstrate timing is an issue.
• Lack of Authority: Objections that state the prospect doesn’t have the authority to make the decision.

First and foremost, listen thoroughly to your prospect’s objection. Don’t jump in, get defensive, or react before they’re done expressing themselves. Fully listen and comprehend what they’re saying.

Listening will not only help show the prospect you genuinely care about what they have to say (which will help build rapport between the two of you), but it will also help you form a more strategic, well-thought-out response that addresses their concern head-on.

2. Understand

Oftentimes, sales objections hide underlying issues. Your job as the sales professional is to dissect this underlying issue to fully understand the objection at hand. 

One of the best ways to ensure you fully understand the problem is to ask the prospect open-ended sales questions . The more you get your prospect talking, the better you’ll respond to their objection in a way that’s catered to their specific needs.

Now, respond to the objection. We’ll get into various examples and tactics below on how to do this. But one of the most important factors to keep in mind is with your response, make sure you acknowledge that their objection is valid. 

Then, address the objection head-on. Don’t beat around the bush. Let them know you understand their concern, but you have a solution and present it in a way that’s personalized to their specific situation. 

Now that you’ve responded to the objection ask whether your response solves their problem/ eases their concerns. If it did, then you know you can move forward with the deal. If it didn’t, then you open up the conversation to further discussion. 

It’s worth noting that if your response doesn’t resonate and you don’t see a clear solution, the prospect might not be the right fit, which is okay. If they’re not ready, don’t force it.

When managing a sales team, from the get-go, it’s essential to instill a mindset that objections are opportunities, not blockers.

Objections can identify solvable pain points and allow salespeople to understand the prospect and their current situation further. 

You can do this by creating a culture of continuous learning — embrace challenges, talk about them, learn from them, and better yourselves because of them. 

Once this culture is established, sales reps won’t be as afraid of sales objections. Because at the end of the day, it’s all about mindset.

1. Reframe – Turn Sales Objections Into Opportunities

One way to change someone’s mind is to show them a perspective they may not have previously considered.

The key is to build your response around information your prospect has already acknowledged is true. This makes it harder to argue with you without being contradictory.

It’s kind of like scrolling through Instagram filters. The underlying content of the photo stays the same, but changing the filter alters the feeling you get from the image.

Real-world use case: “We already work with a competitor.” Reframe their response to position your offering as either 1.) complementary to the existing solution or 2.) uniquely different.

Check out this email exchange example . In less than 40 words, the rep acknowledges the incumbent competitor and then reframes the conversation (earning major sales objection kudos in the process).

In the following examples – names, private information, and company names are changed.

2. The Best Friend Formula

One of the best ways to bury an objection is to use the Best Friend Formula, coined by our very own Head of Sales, Ian Adams.

• “We already work with a competitor”
• “This isn’t a priority right now”
• “Email me your information”
• “Not interested”

Real-world use case: “Email me your information” (when you’re on a cold call). Don’t fall for the brush-off. Instead, treat the person on the other end of the line like they’re your friend you can relate to and that you genuinely want to help.

Here’s how Ian Adams perfected this technique with the “just email me” objection. Ian used the Best Friend Formula to successfully turn a cold shoulder into a booked meeting:

Notice how he didn’t fight the objection head-on? Ian worked with his prospect to get to the end goal together — well done.

3. Objection Chunking – Take a Step Back and Look at the Big Picture

Another fantastic way of overcoming objections is using the objection chunking tactic.

Asking someone to take a wider perspective has a twofold effect:

• It reframes the situation to create a new understanding.
• It distracts from what might be a difficult issue to resolve.

Real-world use case: “This isn’t a priority right now.” Keep the door open for further conversation and deflect attention away from the present issue by taking a higher, more general viewpoint.

Here’s how one sales rep employed this technique to land a meeting with a Yesware team member. Notice how he calls out the small-time commitment at the end? Hard to argue with that.

4. Curiosity – Gain Their Interest By Asking Open-Ended Questions

About 40% of everyday conversation is devoted to telling others what we think. In fact, a study by Harvard University neuroscientists found that when people talk about themselves, it gives their brains as much pleasure as money or food.

That’s why questions can be so powerful. When you ask someone a question about themselves, there is a strong neurological incentive for them to answer.

Real-world use case: “Not interested.” The more you understand why they’re shutting you down, the better equipped you are to disarm their objection. Keep the conversation going by expressing genuine curiosity about their situation and where their interests lie.

The key here is to ask open-ended questions . Get your prospects talking by asking questions that involve a thorough response.

Make your prospect feel understood and validated. Recognize and address their concerns before asking questions. By ensuring their concerns are valid, they will feel more comfortable and willing to discuss their feelings.

Tip: Grab some more tactics for overcoming objections and closing deals with our data-backed guide below.

These 12 sales objections are some of the most common objections brought up in 2023.

1. “It’s too expensive”

Price objections are the most common sales objection there is. Why? Because money is at the top of every buyer’s mind. But the price is all about perceived value.

If you make the value of your product/service known first, you will significantly minimize the likelihood of this objection arising.

But sometimes it’s inevitable. When presented with this objection – emphasize any free trials your business offers and state that they don’t need to make any decision off price just yet, bringing the conversation back to your product/service. The more you can talk about your solution and its benefits, the more they will instinctively justify the price without even realizing it.

You can also ask the prospect why they think your product is too expensive. The prospect then has to break down their reasoning, which gives you further insight into their perspective.

How to respond to this sales objection:

“We don’t expect you to buy anything from us right now. We are just looking to show you [Product/Service] and see if it is of value to you and your business [Lead this into a further question about their needs].” “Can you tell me a little more about why you think [Product/Service] is too expensive?”

2. “I need to talk to my team”

Sometimes, this is the case. Most of the time, they’re procrastinating in making a decision.

If you have correctly qualified your prospect in your discovery call , then you will be fully aware of whether you are speaking to the decision-maker or not.

The best thing you can do is keep the process moving by offering to talk to all parties. Getting all decision-makers in one room will give you more control over the sale and help you facilitate the decision – you can present as much insight as possible.

Depending on your situation, if you already have the prospect on board and they just need their team’s agreement, use this to your advantage. Ask them what specific elements are most important to the parties you’re speaking to next. This will give you the leg up you need to take a highly personalized approach.

How to overcome this objection:

“I understand. If it makes it easier for you, I can hop on a call or come in for a meeting to explain [Product/Service] to your team. When would be the best time to do this?”

3. “We already work with [Competitor]”

The competitor objection is actually a best-case scenario objection. Why? Because the business has already recognized a need , and the solution they’ve acquired must be similar to yours. Your job is much easier when the person you’re talking to has already identified a pain point .

The best way to overcoming objections like this one is to ask questions about how their experience has been so far with the competitor. Pay attention to any complaints they may have and use these to your advantage. You then have the leverage you need to emphasize why your solution is better by understanding more of what’s important to them.

You can also reference a customer who used the same product or service and transitioned to yours, emphasize what they’ve seen as advantages since adopting your solution, and any pain points that have been solved. Provide social proof to back up your claim.

“We’d love the opportunity to show you how we are different and how customers have found additional value with our solution in regards to using [Competitor].” “Can I share a case study with you that shows how a company similar to yours was able to reduce/increase [outcome] by switching from [Competitor] to our solution?” “I understand. May I ask you how your experience has been so far with [Competitor]?”

4. “I don’t have time right now”

This sales objection is tough. It’s basically another way of saying, “This isn’t important to me right now,” or it’s just a cop-out.

The best way to overcome this sales objection is to politely ask the prospect if you are calling at a bad time or if there is a current business problem they’re dealing with. If the problem has to do with their business, use this as leverage. Take the factors mentioned and zero in on how your solution can help ease their pain.

For example, if your product/service helps with productivity and makes their lives easier – this is a great time to emphasize that.

“Totally understand. If you don’t mind me asking, what are your company’s other priorities right now?” “I hear you, it’s a crazy time of year. What other time would work best for you? Just looking for 5 minutes to show you how we can help reduce your stress and give you more time in the day.”

5. “Just send me some information”

This sales objection is an easy way out. But if you respond right, this objection can give you clear insight into what the prospect is looking for, and essentially how you can sell to them.

A sales tactic for handling this objection is to ask the prospect what they’re looking for in this information – which gets them talking about their needs. Listen attentively here and identify pain points . Then you can fine-tune your proposal so it’s personable and catered to the prospect and their business.

Another way of handling this objection is to offer a demo so they can see your solution hands-on. Emphasize that customers have found this to be an easier method for understanding your product.

How to handle this objection:

“I’d be happy to send you some information, but may I ask you a few questions to make sure I send you the most relevant information for you and your business?” “People tend to find it more valuable seeing [Product/Service] hands-on, would you be interested in a quick demo?”

6. “I’ve never heard of your company”

When cold calling, this is a common sales objection that represents a lack of trust. 

This objection is actually a great opportunity to highlight your value proposition. Who are you? And what makes you unique? This objection provides you with another chance to win them over. So make sure you have a great value prop up your sleeve.

How to respond to this objection:

“We’re a company that provides [ideal customer] with [solution.] I’d love to show you exactly how we can do that for your business.” “We help companies struggling with [pain point] by providing them with [solution]. Is your business currently dealing with this as well?”

7. “I can’t sell this internally”

Not everyone is a sales professional like you. This sales objection has a very easy fix – they don’t have to sell your product internally; you’ll do it (or at least help them). You’re the pro, after all.

Ask the prospect what kind of objections they foresee arising when presented internally so you can prepare the right material. 

Ask the prospect why they think so. That way, you gain first-hand information about how the internal business operates, what they prioritize, and who you might address.

Here are some ways to overcome this objection with ease:

“Totally understandable. Can you share with me why you think so? What objections do you see arising? I can prepare the right material and ensure all these issues are addressed and resolved.” “I would love the chance to speak with your team directly and show them exactly why I think [Product/Service] will help your business achieve [outcome].”

8. “Call me next quarter”

This sales objection represents a lack of urgency. If this objection is true and not just a brush-off, then they’ll be able to provide you with an explanation of why. 

This sales objection gives you the opportunity to prove to the prospect why the issue they’re facing is more urgent than they think. This is where social proof can really come into play.

Has a customer of yours faced a similar issue, saw the first-hand consequences of the issue, and then solved it by using your product/service? If so, this is the perfect time to bring up this proof.

Here’s how you can do it:  

“I can definitely call you next quarter. But before you hang up, I wanted to share that our customer [Customer Name] was struggling with the same issue for over a year before buying [Product/Service], and they saw [social proof – decrease in traffic, sales, productivity, etc.]. I would hate for that to happen to you. Can I send you the case study that shows how they went from [numbers before] to [numbers after]?”

9. “How did you get my information?”

This is another common sales objection you’ll face if you’re a cold caller or emailer. That’s okay; there are a lot of workarounds to this objection.

As long as you’re doing sales right (have a valid reason for reaching out and have conducted thorough research), you’ll be able to back up your reasoning pretty easily.

Tell them where you got their information, but first explain to them why you sought their information to begin with. This explanation gives you an opportunity to reiterate why they’re a good fit for your offering.

Here are some ideas for overcoming this objection:

“I was researching [types of businesses] and came across your website. I saw you were hiring for [position] and thought if you were looking for help in this realm, that [Product/Service] could solve those missing pieces for you without needing a new hire.” “I found your company on LinkedIn and saw that you recently announced [announcement]. I thought that [Product/Service] would be a great help with this new transformation.” “I read your blog post about [topic], and it really resonated with me. I did some more research into your company and saw an opportunity for [Product/Service] to help your team achieve [results].”

10. “I’m not responsible for making these decisions”

Ah, the classic lack of authority objection. This is one of the easiest sales objections in the book to get sales reps off the phone. But don’t let it be.

Okay, so who is responsible? Work for that well-deserved introduction to the correct decision-maker . Or better yet, leverage this objection to learn more about the decision-making process so you can reach the right decision-maker the next time around.

Here are some responses to this sales objection:

“Thanks for letting me know, and sorry for bothering you. May I ask who on your team handles this type of decision? Can you point me in the right direction?” “Apologies for getting it wrong. Who does make these decisions on your team? I’d love a chance to speak with them and help them solve [pain point]. Could you introduce me?”

11. “Your product doesn’t have X feature”

Ah, product-related objections are some of the most difficult to combat because, well, you can’t change your product; you’re no engineer.

But if you truly believe there is a good fit here, you’ll be able to explain to your prospect why this one blocker doesn’t affect your product’s overall value.

There are a few different ways you can do this — do you have a feature that makes up for this missing feature? Is there a workaround? Is this specific feature on your team’s product roadmap? Is there another product that pairs with your product to solve this missing feature?

Your response to this objection entirely depends on your specific product. But here are some common ways companies overcome objections around missing features:

How to respond:

“Ah, yes, that is true. That’s why our [another feature] functionality makes up for this missing piece. Here’s why: [value proposition].” “That’s a valid concern. But I have some good news. Our customers who feel this is a missing element have paired [different product/service] with ours and found it’s a great workaround that easily solved their problems.” “You are not the first person to tell us that. Our team is actually working on building that feature into our product as we speak. We expect it to be live on [predicted date].”

12. “I’m already in another contract”

This sales objection is hopeful because it demonstrates interest. Another pro of this objection is it gives you leverage to ask whether the prospect is happy/fulfilled with their current contract. And if they’re not, you have an even better chance to take that spot. 

But what if there’s a price associated with breaking the contract?

This is where you can offer any discounts that will help compensate for the cost. Or, re-demonstrate the ROI of your product that justifies any additional charges.

“Are you happy with your current contract? If not, I’m more than happy to offer you a discount to compensate for the cost of switching.” “Based on our conversation, it seems that [Product/Service] will solve [pain points] more than [Current Product/Service]. Because I’m so confident this will be a beneficial switch, I’m happy to provide you with a discount to compensate for any additional costs.”

In B2B sales , changing your mindset to view sales objections as opportunities will undoubtedly improve outcomes.

Always follow objections with questions. This will only give you further opportunities to learn more about your prospects.

The common sales objections above are, in many cases, an instinctive response. Always work on uncovering the truth or getting down to the root cause of the hesitation.

Overcoming objections in sales isn’t easy – but if you listen to their objection, acknowledge that you hear them, and ask questions to better understand their underlying issues – you will find objections don’t always end in a cold shoulder.

This guide was updated on November 22, 2023.

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Mastering Sales Objections: A Comprehensive Guide for Sales Professionals

Are you a sales professional who is tired of losing business due to unresolved customer objections? Are you looking for proven strategies to eliminate objections and unlock your true sales potential? Mastering objections is the key to launching a new sales career, building stronger relationships with your customers, and closing more deals than ever before.

In this comprehensive guide, we dive deep into the art and science of overcoming objections in sales. You’ll learn to identify and understand the most common objections, develop effective strategies, and continually improve your skills through feedback and industry knowledge. We’ll also discuss how to adapt your approach to different customer profiles and industries so you’re ready for any sales scenario that comes your way.

Imagine the impact it will have on your sales success if you become a master at handling objections. Not only will you close more deals, but you’ll build trust and credibility with your customers, leading to long-term business relationships and referrals. As you hone your objection handling skills, you’ll be well on your way to becoming a world-class sales professional.

Are you ready to begin your journey to mastering objections in sales? Continue reading our comprehensive guide to discover the strategies and techniques you need to overcome objections and unlock your true sales potential. Let’s get started!

Table of Contents

Chapter 1: Understanding Sales Objections

Objections are an inevitable part of the sales process. Sales professionals, whether they’re just starting out or are seasoned experts, must learn to navigate and overcome objections to close deals and achieve their targets. This chapter will explore the different types of sales objections, the psychology behind them, and why understanding objections is crucial for sales success.

Types of Objections

1. Price objections

Price objections are common in sales conversations, as customers often want to ensure they’re getting the best value for their money. These objections may arise due to budget constraints, a perceived lack of value, or a desire to negotiate a better deal. Understanding the customer’s concerns and being prepared to justify the price or offer flexible payment options can help address these objections.

2. Product or service objections

Customers may have concerns about the product or service itself, including questions about its features, benefits, or quality. These objections can result from a lack of understanding or from comparing your offering to a competitor’s. Addressing these objections requires a deep understanding of your product or service, as well as the ability to communicate its unique value proposition effectively.

3. Timing objections

Timing objections occur when a customer isn’t ready to make a decision or wants to delay the purchase. This could be due to internal factors, such as waiting for budget approvals, or external factors, like market conditions. Overcoming timing objections involves understanding the customer’s timeline and finding ways to make the purchase more attractive, such as offering limited-time incentives or demonstrating the potential cost of inaction.

4. Trust objections

Trust objections arise when a customer has doubts about the credibility of your company, the salesperson, or the claims made about the product or service. These objections can be particularly challenging to address, as they require establishing trust and credibility with the customer. Providing social proof, such as testimonials, case studies, or expert endorsements, can help alleviate trust concerns.

The Psychology Behind Objections

1. Fear of change

Customers may resist making a purchase decision due to the fear of change. This fear can stem from concerns about the potential disruption a new product or service may cause or the uncertainty of its impact on their business. Addressing these fears involves demonstrating the benefits of the change and providing reassurance that the transition will be smooth and manageable.

2. Skepticism

Skepticism often arises when customers doubt the claims made about a product or service. They may be wary of sales pitches that seem too good to be true or question the reliability of the information provided. To overcome skepticism, sales professionals should provide clear, accurate information and back up their claims with evidence, such as third-party reviews or objective data.

3. Misinformation

Sometimes, customers may have inaccurate information about your product or service that leads to objections. This misinformation can come from various sources, such as competitors, previous experiences, or assumptions. Addressing these objections requires tactful correction of the misinformation and providing accurate, up-to-date information to help the customer make an informed decision.

4. Financial Concerns Financial concerns can be a significant barrier to closing a sale. Customers may be concerned about the affordability of a product or service or the return on investment. In these situations, sales professionals must be prepared to demonstrate the value of their offering and explore options, such as flexible payment terms or financing solutions, to help customers overcome financial objections.

The bottom line

Understanding the different types of sales objections and the psychology behind them is the first step in overcoming them.

Sales professionals must be equipped with the knowledge and tools necessary to effectively address these objections, which will be covered in future chapters.

Chapter 2: Techniques for Overcoming Sales Objections (Beginner)

Now that we’ve explored the different types of objections and the psychology behind them, it’s time to look at techniques that can help you overcome them.

For beginners in the sales industry, developing a solid foundation in these basic techniques is critical to sales success.

In this chapter, we look at active listening, empathy, asking open-ended questions, confirming understanding, and countering objections with relevant information.

Active Listening

Active listening is the foundation of effective communication in sales. By paying sincere attention to the customer’s concerns and objections, you show respect and understanding, which helps build trust and rapport. Learn how to practice active listening here:

• Avoid interrupting the customer.
• Maintain eye contact and demonstrate engaged body language.
• Summarize or rephrase what the customer has said to ensure you’ve understood correctly.

Empathy and Rapport Building

Empathy is the ability to put yourself in the customer’s shoes and understand their feelings, concerns and perspectives. To build a relationship with a customer, you need to make a genuine connection and show that you understand their needs. Show empathy and build a relationship:

• Validate the customer’s feelings and concerns.
• Express understanding and relate to their situation.
• Share personal experiences or stories that illustrate your understanding of their concerns.

Asking Open-Ended Questions

Open-ended questions encourage the customer to share more information about their objections and concerns, which helps you uncover the root of the problem. These questions usually start with “What,” “How,” “Why,” or “Tell me more about that.” Examples of open-ended questions are:

• “What concerns do you have about the price?”
• “How does our product compare to the alternatives you’ve considered?”
• “Why is now not the right time for you to make a decision?”

Confirming Your Understanding

Before you respond to a customer’s objection, you need to make sure that you have understood their concern correctly. In this way, you not only ensure that you are addressing the right issue, but also show that you have listened carefully. In this way, you confirm that you have understood:

• Summarize the customer’s objection in your own words.
• Ask the customer if your summary is accurate.
• Make any necessary clarifications based on the customer’s feedback.

Addressing Objections with Relevant Information

Once you clearly understand the customer’s objection, it’s time to answer it with relevant and accurate information. Be prepared to support your response with evidence, examples, or data. When answering objections:

• Stay focused on the specific concern the customer has raised.
• Use facts, figures, and examples to support your response.
• Remain confident and composed, even if the customer is resistant or argumentative.

Mastering these basic techniques for overcoming objections is critical for novice salespeople.

By actively listening, empathizing, asking open-ended questions, confirming understanding, and rebutting objections with relevant information, you will be well equipped to handle most customer concerns.

As you advance in your sales career, you can build on these foundational skills with more advanced strategies, which we’ll cover in the next chapter.

Chapter 3: Advanced Strategies for Overcoming Objections

As you gain experience in sales, you will encounter increasingly complex and difficult objections. To continue to improve your skills, it is important to learn advanced strategies for overcoming these objections. In this chapter, we look at the LAER framework, the Sandler Pain Funnel technique, reshaping objections, using social proof, and trial resolution.

The LAER Framework (Listen, Acknowledge, Explore, Respond)

The LAER framework is a powerful approach to handling sales objections that involves four steps:

• Listen: Practice active listening to fully understand the customer’s objection.
• Acknowledge: Validate the customer’s concerns and demonstrate empathy.
• Explore: Ask open-ended questions to uncover the underlying reasons for the objection.
• Respond: Address the objection with relevant information and offer a solution.

By following the LAER framework, you can systematically address objections and ensure that you address the customer’s real concerns.

The Sandler Pain Funnel Technique

The Sandler Pain Funnel is a questioning technique designed to help sales professionals uncover a customer’s true pain points and how those issues are impacting their business. The technique involves asking a series of questions that are progressively deepened to encourage the customer to state their most pressing concerns. For example:

• “What challenges are you currently facing with [problem]?”
• “How is this issue affecting your business?”
• “What have you tried to solve this problem in the past?”
• “What would be the consequences if this issue isn’t resolved?”

By uncovering the customer’s pain points, you can better tailor your solution and demonstrate how it addresses their most critical needs.

Reframing Objections

Reframing is about looking at the customer’s objection from a different perspective, often by turning it into something positive or highlighting the benefits of your product or service. For example, if a customer objects to the price, you can reframe the objection by emphasizing the long-term savings or return on investment. This is how you can effectively rephrase objections:

• Understand the customer’s concern and the underlying reasons behind it.
• Identify a different angle or perspective that addresses the objection.
• Present the new perspective in a compelling and persuasive manner.

Utilizing Social Proof

Social proof is a powerful tool to overcome trust biases and convince customers of the value of your product or service. Examples of social proof are:

• Testimonials from satisfied customers.
• Case studies showcasing successful implementations.
• Endorsements from industry experts or influencers.

When presenting social proof, ensure that it’s relevant to the customer’s concerns and comes from a trustworthy source.

Trial Closing

Trial closure is a technique where the customer is asked for their opinion or commitment after an objection has been resolved. This can help gauge the customer’s interest and identify any remaining concerns. Examples of closure questions are:

• “Now that we’ve discussed the pricing options, do you feel more comfortable with our offer?”
• “Based on the information we’ve covered, do you think our solution addresses your concerns?”
• “Are there any other objections or questions you’d like me to address?”

When you master advanced strategies for overcoming objections, you are better prepared to handle even the most difficult sales situations.

The LAER framework, the Sandler Pain Funnel, reinterpreting objections, using social proof, and trial closing are powerful techniques that can help you overcome complex objections and close more deals. Remember to practice and refine these advanced strategies regularly to continue building your sales skills.

Chapter 4: Real-World Examples and Role-Playing

To become truly adept at handling objections, it is important to practice your skills in real-life scenarios. In this chapter, we’ll look at common objection scenarios and role plays that will help you apply the techniques and strategies discussed in previous chapters.

Through these exercises, you will gain valuable experience in handling objections and refine your sales approach.

Common Objection Scenarios

Scenario: A potential customer is interested in your product but is concerned that it’s too expensive compared to competitors.

Role-Playing Exercise: In a group or one-on-one setting, practice addressing price objections by emphasizing the unique value your product offers, discussing flexible payment options, and showcasing the long-term return on investment.

2. Product or Service

Scenario: A customer has doubts about the effectiveness of your product or service, as they’ve heard mixed reviews from other users.

Role-Playing Exercise: Practice handling product or service objections by providing social proof, such as testimonials or case studies, and demonstrating how your offering addresses the customer’s specific needs and pain points.

Scenario: A prospect acknowledges the benefits of your solution but insists that now is not the right time for them to make a purchase.

Role-Playing Exercise: Work on overcoming timing objections by exploring the reasons for the customer’s hesitation, presenting limited-time incentives, or illustrating the potential cost of delaying the decision.

Scenario: A potential client is skeptical about your company’s reputation or the claims made about your product or service.

Role-Playing Exercise: Practice addressing trust objections by offering social proof, providing objective data, and demonstrating your company’s credibility and commitment to customer satisfaction.

Role-Playing Exercises

1. Overcoming objections in a group setting

A group role-play can provide valuable feedback and insight from your colleagues. Assign one person the role of salesperson and another the role of customer, with the remaining participants acting as observers. After the role-play, ask the observers to provide constructive feedback on the salesperson’s performance, focusing on strengths and areas for improvement.

2. One-on-one objection handling practice

In a face-to-face meeting, you can practice overcoming objections with a partner who takes on the role of the customer. This allows for a more focused and personalized learning experience. After each scenario, switch roles so that both participants have the opportunity to practice their selling skills.

Using real-life examples and role-plays, you will gain valuable experience in dealing with objections and refine your sales approach.

Practicing in different scenarios and environments will help you develop your skills, build confidence, and become a more effective sales professional. Remember to always seek feedback from your peers and mentors, as continuous learning and improvement are essential to mastering the art of overcoming objections.

Chapter 5: Continuous Improvement and Embracing Objections

The journey to becoming a master at overcoming sales objections is one of continuous learning, growth, and self-improvement.

In this final chapter, we’ll discuss the importance of embracing objections as opportunities for growth, tracking your progress, seeking feedback, and staying up to date with industry trends and best practices.

Embracing Objections as Opportunities

1. Learning experiences

Every sales objection presents an opportunity to learn and grow. By embracing objections as valuable feedback, you can gain insights into your customers’ needs and concerns, improve your product or service offering, and sharpen your sales skills.

2. Strengthening customer relationships

Successfully addressing a customer’s objection can lead to a stronger relationship built on trust, understanding, and a shared commitment to finding the best solution. By viewing objections as opportunities to deepen customer connections, you’ll be more motivated to tackle them head-on.

3. Increasing sales success

Overcoming objections effectively can help you close more deals, ultimately leading to greater sales success. By embracing objections as an integral part of the sales process, you’ll be better equipped to navigate the challenges and achieve your sales goals.

Tracking Your Progress

1. Keep a journal

Documenting your sales experiences, including objections and how you handled them, can provide valuable insights into your progress and areas for improvement. Review your journal regularly to identify patterns, strengths, and weaknesses in your objection-handling techniques.

2. Set goals and milestones

Set specific, measurable goals for improving your sales objection skills. These goals might include increasing your close rate, reducing the number of objections per sale, or expanding your repertoire of objection-handling strategies. Track your progress towards these goals and celebrate your achievements along the way.

Seeking Feedback

1. From customers

After a sales interaction, consider asking customers for feedback on your performance, particularly regarding how you addressed their objections. This feedback can provide valuable insights into areas where you excel and where you may need improvement.

2. From peers and mentors

Regularly seek feedback from your peers and mentors to gain different perspectives and insights into your sales objection skills. Be open to constructive criticism, and use it as an opportunity to learn and grow.

Staying Up to Date

1. Industry trends and best practices

Stay informed about the latest industry trends and best practices in sales objection handling. Attend workshops, webinars, and conferences, and follow thought leaders in your industry to ensure your skills remain sharp and relevant.

2. New techniques and tools

As the sales landscape evolves, new techniques and tools will emerge to help sales professionals overcome objections more effectively. Be open to adopting and experimenting with these new approaches to continuously refine your sales strategy.

Overcoming objections is an ongoing process that requires continuous improvement, a willingness to face challenges, and a commitment to learning from every interaction.

If you view objections as opportunities, track your progress, seek feedback, and stay abreast of industry trends, you’ll be well on your way to becoming a world-class sales professional.

Remember, the key to success in overcoming objections is your attitude, commitment and perseverance. With the right attitude and the will to grow, you will be prepared for any objection that comes your way

Chapter 6: Adapting to Different Customer Profiles and Industries

In the diverse world of sales, you will encounter customers with different backgrounds, needs, and industries. On the road to overcoming objections, it’s important to learn how to adapt your techniques and strategies to different customer profiles and industry-specific challenges. In this chapter, you’ll learn how to identify customer profiles, tailor your approach to each industry, and adapt your objection-handling techniques to different types of customers.

Identifying Customer Profiles

1. Demographic factors

Consider factors such as age, gender, and income level when identifying customer profiles. These factors can influence customer needs, preferences, and objections. Adjust your approach and communication style accordingly to build rapport and address their unique concerns.

2. Personality types

Customers can range from analytical and detail-oriented to emotional and relationship-driven. Identify the customer’s personality type and adapt your objection-handling techniques to match their communication style and decision-making process.

3. Industry and business size

The industry in which the customer operates and the size of their business can greatly impact their objections and needs. Be prepared to address industry-specific concerns and demonstrate how your product or service caters to businesses of their size.

Tailoring Your Approach Based on Industry

1. Understand industry-specific concerns

Research the customer’s industry to understand common pain points, regulations, and trends. This knowledge will allow you to anticipate and address industry-specific objections with confidence.

2. Provide relevant examples and case studies

Offer examples and case studies that showcase how your product or service has successfully addressed challenges within the customer’s industry. This helps build credibility and demonstrates that you understand their unique needs.

3. Speak the customer’s language

Familiarize yourself with industry-specific terminology and concepts to better communicate with your customers and address their objections. Speaking their language will help build trust and establish you as a knowledgeable resource.

Modifying Objection-Handling Techniques for Different Customer Types

1. For analytical customers

Analytical customers may require more detailed information and data to address their objections. Focus on providing clear, objective evidence and use logical reasoning to demonstrate the value of your product or service.

2. For emotional customers

Emotional customers may be more influenced by personal stories, testimonials, and the impact of your product or service on others. When addressing their objections, emphasize the emotional benefits and use storytelling to create a connection.

3. For time-sensitive customers

For customers who are pressed for time or need to make a quick decision, optimize your approach to handling objections. Focus on addressing the most pressing concerns and provide concise, targeted information that helps them make an informed decision.

Adapting your objection techniques to different customer profiles and industries is essential to sales success in a diverse marketplace.

By identifying customer profiles, tailoring your approach to each industry, and adapting your techniques for different types of customers, you will be better equipped to address a variety of objections and close more deals.

Continually improve your ability to adapt to different scenarios; this flexibility is key to becoming a truly exceptional sales professional.

Conclusion: Embrace the Journey to Sales Objection Mastery

In this guide, we’ve looked at the importance of understanding common sales objections, developing effective strategies, and continually improving your skills.

If you see objections as an opportunity for growth, adapt to different customer profiles and industries, and are committed to learning, you’ll be well on your way to becoming a master at overcoming objections.

As a world-class salesperson, it’s important to keep in mind that the path to mastering objections is a continuous process.

As the sales landscape evolves and customer needs change, you must remain adaptable and open to new techniques and strategies.

Keep abreast of industry trends, get feedback from colleagues and customers, and invest in your personal and professional development.

In summary, the road to overcoming objections is paved with persistence, dedication and perseverance. Embrace the challenges you encounter along the way and view each objection as an opportunity to learn and improve.

By doing so, you will not only improve your sales skills, but also make a lasting impact on your customers and their businesses. With the right attitude and a willingness to excel, you will be able to achieve remarkable success in sales.

Q: What is a sales objection?

A sales objection is a concern or issue raised by a potential customer that prevents them from moving forward with a purchase. Common sales objections include price, product features, and timing.

Q: Why are sales objections important to address?

Addressing sales objections is crucial because it helps sales professionals understand and resolve customer concerns, build trust, and ultimately close more deals.

Q: How can I identify the real objection behind a customer’s concern?

To identify the real objection, practice active listening, ask open-ended questions, and use probing techniques, such as the Sandler Pain Funnel, to uncover the underlying reasons for the customer’s concern.

What is the LAER framework in sales objection handling?

The LAER framework is a four-step approach to handling sales objections that stands for Listen, Acknowledge, Explore, and Respond. This systematic method helps sales professionals effectively address objections by understanding, validating, and resolving customer concerns.

Q: How can I reframe an objection in a positive way?

To reframe an objection positively, identify a different angle or perspective that addresses the customer’s concern and presents the situation in a more favorable light. For example, if a customer objects to the price, you can emphasize the long-term savings or return on investment.

Q: What is social proof and how can it help overcome objections?

Social proof refers to evidence that other people have had positive experiences with a product or service. Examples include customer testimonials, case studies, and expert endorsements. Social proof can help overcome objections by building credibility and demonstrating the value of your offering.

Q: What is trial closing in sales objection handling?

Trial closing is a technique that involves asking the customer for their opinion or commitment after addressing an objection. This helps gauge their level of interest and identify any remaining concerns.

Q: How can role-playing exercises help improve my sales objection skills?

Role-playing exercises allow you to practice handling various objection scenarios in a controlled environment, receive feedback from peers, and refine your approach to overcoming objections.

Q: What factors should I consider when adapting my objection-handling techniques to different customer profiles?

When adapting your techniques to different customer profiles, consider factors such as demographics, personality types, industry, and business size. Tailor your approach to address the unique needs and concerns of each customer type.

Q: How can I stay up to date with industry trends and best practices in sales objection handling?

Attend workshops, webinars, and conferences, follow thought leaders in your industry, and read books and articles to stay informed about the latest trends and best practices in sales objection handling.

Q: What is the Sandler Pain Funnel technique?

The Sandler Pain Funnel is a questioning technique designed to help sales professionals uncover the customer’s true pain points and the impact of these issues on their business. By asking a series of progressively deeper questions, you can identify the customer’s most pressing concerns.

Q: How can I overcome price objections?

To overcome price objections, emphasize the unique value your product offers, discuss flexible payment options, showcase long-term savings or return on investment, and offer comparisons with competitor pricing.

Q: How can I build trust with a customer who is skeptical about my company or product?

To build trust with skeptical customers, provide social proof, offer objective data and evidence, demonstrate your company’s credibility, and commit to addressing their concerns and needs.

Q: How can I address objections related to product features or effectiveness?  

To address product-related objections.

Hi, I'm Udit Goenka the Founder & CEO of Firstsales.io. I'm passionate about sales, marketing, and growth.

You can connect with me on LinkedIn at: https://www.linkedin.com/in/uditgoenka/

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Objection Handling: How to Overcome Sales Objections and Win More Deals

Nothing deflates your dreams of meeting last-minute quotas or cashing huge commission checks like unexpected sales objections.

We’ve all had those sales where we quickly close a huge deal with eager prospects in record time, but those are a rare, lucky treat. Most of the time, we’re getting hit with sales objections left and right. It’s how we handle those objections that separate the pros from the amateurs.

Successful objection handling means responding to a customer's objections or doubts but without pushing them to buy. It’s a process where you listen, understand, and work together to address concerns. If you’re not skilled at objection handling, you could put hours into crafting the best sales pitch only to watch your deal circle the drain as you can’t come up with a good answer to an objection. 

If you’re tired of losing deals to prospects saying, “Your price is too high,” “Now isn’t a good time,” or, “We’ll buy if you add these features,” it’s time to up your objection handling skills.

Acknowledge, Respond, Learn: Your Objection-Handling Technique

A sales objection is a rebuttal from a lead during the sales process that states why they will not be buying from you. The most common sales objections include a lack of need, a lack of trust, no budget, or no decision-making power.

It’s reasonable to expect sales objections for every deal (the longer you spend in B2B sales, the more you’ll get used to them). Below is an effective objection-handling process you can use to both manage objections and learn from them.

• Listen closely to the objection. Dedicate your full awareness to active listening [or reading if via email] to deeply understand what is being said.
• Ask clarifying questions about what they mean will reveal the root of the issue. 
• Reframe in a positive way: Reframe their objection with a positive solution. For example, “You’re the most expensive option” can be reframed as “We provide the best long-term ROI.”
• Resolve quickly: The faster you can satisfy their concerns, the more likely the sales cycle will continue. You should have “canned” answers to common objections you can quickly recite.
• Keep responses clear: Long responses can be seen as "selling" instead of addressing concerns. Keep it short.
• Don’t wing it: If you need more information, ask for it or look it up.
• Confirm you’ve satisfied the objection: Ask your potential buyer how they feel about what you’ve said or if you’ve alleviated their concerns. 
• Log objections and how you responded in your CRM.
• Create an objection management document that lists the top 25 most common objections and a short response for each. 
• Practice and memorize objection responses. Develop canned [generalized, not word-for-word] responses to quickly deliver confident, compelling responses to common objections.
• Segment by market or persona. Prospects within similar personas and markets will tend to have the same objections. Prepare for conversations by sorting prospects’ objections into groups by market or persona. 

The longer you implement these techniques, the more skilled you will get at uncovering the root cause of these objections and successfully responding to them.

To help you get prepared to handle sales objections, let’s jump into some of the most common objections that all salespeople face.

The Six Most Common Types of Sales Objections (and How to Respond)

Despite the uniqueness of what you’re selling, your objections aren’t special. All salespeople face the same common objections, which is fortunate because it means you can learn from how other people deal with them.  

The most common objections fall into these same six buckets:

• Lack of budget
• Lack of need
• Lack of trust
• Lack of urgency
• Lack of authority

Below, we’ll break down the why behind each type of objection. Then, we’ll go over some examples and responses that you can take for your own sales team. 

1. Lack of Budget: Overcoming Pricing Issues

When you hear, “Your product is too expensive,” “I need a discount,” or “We already allocated our budget for other needs,” you’re getting hit with a lack of budget objection. To overcome these, you need to remind your potential customers about the value you’re providing and make them feel like that value is worth your price.

People often use price objections to hide other concerns or fish for a discount. If you ask the right questions, you can get to the root of a pricing objection and figure out what’s really going on. Below are some price objection examples and responses you could give. 

Objection: "It's too expensive."

When a prospect says your product is too expensive, it’s often because you haven’t demonstrated enough value to justify your price .

The other possibility is that they’re using a pricing objection to mask other concerns. They could also just be trying to start a discount negotiation, and I recommend you don’t give in. The first move is to ask questions and find out what’s really going on.

This open-ended question will get your prospect to reveal some important information about how much they value your solution. You can use that information to demonstrate the value that you’re providing and help them see that the price is justified. 

Objection: “We have no money.”

If the “no money” thing were a true objection, they wouldn’t be talking to a sales rep. What they really mean is that they don’t have the money right now . The best way to counter this is to find out when the budget will open up and set a date to follow up.

Objection: “I need to allocate this budget elsewhere.”

With this objection, they’re telling you they have the money, but they’re not valuing your solution over other priorities within the budget. 

The best way to respond to this is to go all in on demonstrating value. You can do this by reminding them of the pain that their problem is causing and how much value you create by solving it. Testimonials, case studies, or other social proof can help hammer this down. Alternatively, you can ask for real numbers and provide projections on how much time and/or money they’ll save. 

Objection: “There’s not enough ROI.”

This is another example where you need to get stronger at demonstrating value. They clearly aren’t seeing how your solution creates value, so your job here is to get super specific about how it will. 

Don’t make the mistake of just repeating key product features—they heard you the first time, and saying it again won’t convince them the ROI is there. A strong case study, a referral from a product champion, or running their specific numbers and showing the projected ROI will help turn this one around. 

If you can get specific numbers in your response, you’ll be better positioned to prove ROI against those numbers. You can do so by comparing yourself to your most successful customers. 

If they provide those costs, you can say: "Our customer [name] has a similar use case and costs. Last year, they saved [X dollars] by using our product. Can I put you two in touch so you can chat about the potential ROI from using our product?"

Psst... Get our free objection handling template to start managing objections like a pro.

Objection: “Another option is cheaper.”

Your price is what it is for a good reason. If the other option was truly as good, it’s highly unlikely it would be cheaper. If it is as good and way cheaper, then either you or them are going out of business soon. 

In this situation, you need to show why your solution is clearly worth more than the other option. Show them how your better and more advanced features will save them time or money, streamline processes, or create a better experience for their employees. Remind them that the other solution only solves part of your customers' concerns and that the extra investment pays off with higher ROI in the long run. 

Cheaper isn't equal, and by pointing these issues out, they'll likely realize on their own that spending more on your solution is well worth it.

→ For more, check out our 18 proven strategies to overcome pricing objections .

2. Lack of Need: Reframing Your Solution to Fit Their Needs

It downright sucks to hear that your solution is “not a good fit,” as it shows that they didn’t buy into the value that you worked hard to demonstrate. Objections like these fall into the “lack of need” bucket and are usually a polite way of saying, “I don’t believe in what you’re selling.” However, they’re by no means a deal-breaker.

To get to the bottom of these objections, use critical questions to better understand what’s holding your prospect back. Then, take those responses and use them to reframe the value of your solution in a way that aligns with their stated needs. 

Objection: “We don’t have the ability to implement this solution.”

Changing old habits always takes some initial pain. For example, your prospect may have employees who are used to the old system and don’t want to deal with learning something new. This can lead them to believe they just don’t have the time or resources to make a change. 

Ask them to elaborate on why it’s painful to make this change, then remind them of the long-term value that will far outweigh the short-term pain (this is a common theme in overcoming objections). 

In the real world, this response would be better with an official report that shows how much they could save over a one-year period. The report can acknowledge the start-up investment and then show the possible ROI. Real numbers and tangible benefits are great at changing their point of view. 

Objection: “I’m happy with the way things are.”

Every sales professional has or will encounter people who are resistant to change. Your champion is bringing in a classic example (and one I’ve faced many times) to deliver a presentation to the rest of the team. Then, a Debbie Downer who hates change will complain and say things are great the way they are. 

These people either don’t have a problem that needs solving or are actively ignoring it. To overcome this, you need to point out the problem so obviously that even the change resisters can’t deny that it could be better.  

Ask them about the most obvious thing that’s wrong with doing things the old way and have them explain it to you in their own words.

Then, talk about how your solution specifically solves those problems that they just admitted to. They should at least acknowledge that things could be better, which either gets your foot in the door or reduces resistance from the group's hard noses. 

Objection: “Your solution is too complicated.”

While the prospect in this situation might feel a lack of need, what they really lack is understanding. It’s your job to simplify the problem that you’re solving and to break things down into easily understandable chunks of information. 

Ask questions to understand what exactly they are confused about or why they think your product is too complicated. Then, focus on re-explaining that area they are struggling with in super simple terms.

Use metaphors, analogies, and story-telling if you think it would help. You can also break processes down into simple steps. Use anything you can to make the value you provide (and how you provide it) crystal clear.

Objection: “I don’t see how your solution will help me.”

This is another situation where the prospect doesn’t see the value of your product and needs more information. However, instead of asking for that information, they’d rather throw up an objection and try to turn you away. Your job is to ask questions about their pain points so that they can see how your solution helps. 

This will get them to open up about the problems you solve. If they indeed do suffer from similar problems, then they should see that your solution can actually help them. 

3. Lack of Trust: Regaining Confidence You May Have Lost

Building trust takes time, and it can be hard when you're facing a skeptical prospect. At the beginning of the sales process, you’re especially vulnerable to lack of trust objections because you haven’t built a relationship yet. Asking questions and getting to the bottom of what your prospects actually need is the most reliable way to overcome these types of objections. 

The following objections show that your lead doesn’t yet trust you or is generally uncomfortable moving forward. You need to get them to open up in order to successfully move forward. 

Objection: “Your solution is a fad and won’t last.”

If you’re selling a new type of product or service, you don’t have as much social proof to rely on. You’ll need to show that your product is going to last. I personally had this issue with one new product that my previous company sold to accountants, who are highly skeptical since they’re being marketed new products all the time. 

To change their mind, share positive feedback you’ve received from similar customers and give projections about how your product can improve their metrics. You’ll need as much to convince them that you’re worth a shot.

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

Though this seems negative at first, what they’re indirectly asking for is more information about your company. This is an opportunity for you to talk about how you solve their problems and build rapport. 

Give them some key points about your company, what you do, and how you can help them. Use testimonials and social proof to show that you can deliver on what you promise. Then, ask related questions about how you can solve similar problems for them. 

Objection: “You've got a great product, but you’re not the industry standard.”

It’s been found that 50 percent of startups fail within the first five years. So, it’s no wonder prospects hesitate to commit to startups when they could use the proven incumbent. Your product may be better, but the industry standard is safer.

To win these people over, you must convince them that you are better than the industry standard. Ask them about how the status quo has served them so far, and find out what’s not working well. Double down on how your solution solves those legacy problems and goes beyond other "standard" solutions. Position yourself as a positive change-maker who can disrupt the old ways. 

Objection: “We’re already working with [X competitor].”

Knowing that your prospect is already using a competitive solution is valuable intel. You know that they’re willing to invest in solving the problems your company solves, and you should know the competitive advantages that you can exploit. The move here is to gather information about their experience with your competitor.

Ask them what’s working well, what isn’t, why they chose it, and so on. Use that information to present your product as the superior option .

Objection: “I’m already locked into a contract.”

This objection implies that while the prospect is interested in your product, they don’t want to take the financial hit to get out of a contract with your competitor. In this case, get them to open up about what their ideal state would be if they were not locked in a contract. Use the info they give you to make a stronger case about why breaking that contract would be worth taking the hit over the long haul. 

Follow this up with something like, “It sounds like these problems are worth solving now. Can you share the contract details with me so I can run an ROI analysis on the cost of breaking your contract vs the costs you’ll save with us?”

Objection: “I’ve heard negative feedback about your company.”

For what it’s worth, this objection is ultimately just a great conversation starter. It’s interesting to know what others are saying about your solution, and it gives you a chance to clarify a potential weak point in your own words. 

Instead of scrambling to defend your company, address the claims directly and explain how that issue is being improved or completely solved. If it hasn’t been addressed, promise that you will bring it up internally and get it dealt with ASAP. Continue the conversation by asking about their specific needs in this area and speak about how you can add value. 

Your goal is to change how they view your company without being combative. It’s similar to taking feedback from your manager—instead of getting defensive or bad-mouthing others, explain how you’ll do better. 

4. Lack of Urgency: Get Busy Prospects to Make You a Priority

Salespeople constantly get hit with, “I’m too busy right now,” but what they’re really being told is, “This isn’t a priority.” To deal with these, you need to challenge leads with questions that get them to see that this is a high-priority problem that needs solving sooner rather than later.

You also need to be diligent about following up at the right time with valuable questions/statements rather than “just checking in.” 

Objection: “Your solution isn’t a priority right now.”

When a prospect says your product isn't a priority, one of three things is true:

• You’re selling to the wrong customer .
• You aren’t pitching to your prospect’s priorities.
• Your prospect is masking their real concerns.

Ask them if the main problem that you solve is worth solving for them, and then find out more about what’s holding them back. You might find it’s a temporary budgeting issue, internal resistance to change, or something else you can work with. Or, maybe they’re just not a good fit for your product, in which case you can move on and focus on higher-quality leads.

Asking the right questions should frame your solution in a way that makes it a higher priority than they were previously thinking. 

Objection: “Just email me more information, and I’ll get back to you.”

Your prospect may have good intentions when they promise to get back to you, but you’ll probably never hear from them again. When you leave follow-up to your prospects, you’re basically giving up.

Agree to send them more information , but close with a next step to have a more in-depth conversation. Alternatively, you can end the email with a question that will reveal more about their needs. Then, if they don’t answer that question, you have a reason to follow up. 

Objection: “I’ll think about it.”

Prospects say they have to think about it for one of these two reasons: They're not interested, or they are interested, but not fully convinced. Either way, while they’re “thinking about it,” the deal will slip out of your hands. 

Your job is to find out what they’re thinking. This is just a chance to ask more questions and uncover more needs that you can address. Get them to spill the beans and reframe your solution as the thing that will solve their painful problems. 

Objection: “We’ll buy soon.”

In my days of selling to the pharmaceutical industry, some of my clients were hospitals and universities. That means some of my deal cycles lasted years (the longest was over two years). I got very used to dealing with “we’ll buy soon” objections. 

What this means is that they most likely want to buy, but haven’t made formal plans to do so. They haven’t put it in the budget, contacted procurement, or done whatever they need to do to make things happen. Your job is to kick them (not literally) into gear. 

Find out what specific action steps need to happen to get them to buy your product. Then, create a mutual action plan to get them over the hump. You can also walk them through the virtual close so you can better understand their buying process. The trick is uncovering the steps, then you can help them move through them. 

Objection: “There’s too much going on right now—call back next quarter.”

Another common one from my pharma sales days. I recommend addressing this objection directly by asking what’s going to change next quarter that isn’t already happening now. Don’t be too aggressive, but don’t let them give you the brush-off without getting the details. 

If there are legitimate reasons why they need to hold off, use your CRM to set an appropriate follow-up at the right time.

5. Lack of Authority: How to Reach the Decision-Maker

Ahhh gatekeepers , a classic sales obstacle. How do you get them to pass you on to the person who is really making the decisions? Often, they just want to avoid the potential embarrassment of allowing a salesperson to talk to their boss. They get around this by “passing the buck” and acting like their hands are tied, but we know that isn’t always true.

Logical reasoning and a clear value proposition can get your prospect to reconsider allowing you to speak to key decision-makers.

Objection: "I'll take a message for [decision-maker]."

Gatekeepers are living, breathing objections. They’re often the first roadblock you’ll face. How you interact with them determines the direction of the entire deal. If you play your cards right, they can become one of your most valuable assets. Get them on board with your vision, and they’ll become your internal champion .

Your best strategy is, first, to stop thinking of them as gatekeepers . After all, if you can’t win them over, how could you sell to their boss? Develop trust with them over time, and demonstrate the value you have to offer them and the company.

Respond by starting up a sales conversation with them about the problems you solve. That will make the message much more likely to reach the decision-maker and will give you some talking points for follow-up questions later if you don’t hear from them. 

Objection: “I can’t sell this to my team.”

A good salesperson can arm their prospect with the information they need to counter any objections from their team. Rather than giving in to their assessment that they can’t sell you or your product, help them prepare to pitch your product to their team the same way you pitched it to them.

Objection: “I can’t make a commitment until I meet with other decision-makers.”

The larger the businesses, the more stakeholder meetings there will be. They slow down the sales process , but can also be a powerful sales tool. The trick is getting an invite.

Next time your prospect says they need to meet with other decision-makers, find out if you can attend (either in-person, by phone, or via video conferencing). This meeting could be your chance to get in front of all of the stakeholders, giving you a chance to close the deal faster.

Objection: “I’m not authorized to sign off on this.”

Turn this objection into an opportunity by asking to speak with the decision-maker directly. It’s a perfect segue into doing so. Your goal here is to get the name and contact info of the person you need to speak to next. 

6. Dealing with a Hard No: How to Know When it’s Time to Quit

When getting a “no,” you need to figure out if it’s a hard no or a "not now" objection. A hard no should be considered a real “no,” and not something you should keep pursuing. Doing so will damage your company’s reputation while also wasting your time—a two-for-one bad deal!

If you’re unsure whether no really means “no,” ask a clarifying question, such as:

• “Have you decided to go with another solution?”
• “Are you planning to purchase?”

The other issue reps deal with here is being ghosted. A lack of response is not the same thing as a “no,” and you’d be amazed at how thoughtfully following up with ghosters can help you later on. Even following up with a sales call just once a month or quarter can help revive a deal. Follow up with a useful tidbit of information, rather than just a boring check-in, and you’ll move higher up the priority list. 

My advice is to always go for no . That means that unless you get a hard no, keep following up in a thoughtful way, even if that’s once every few months. 

However, once you get a hard no, lay off completely and move on to new prospects . Don’t worry, there are billions of people in the world, and you’ll find someone else to sell to.

Objections are Usually the Beginning of Something Great

While objections can feel like a hard stop in what you were hoping was a smooth sales process, you should actually view them as useful feedback. They reveal exactly what is blocking you from moving forward and give you the information you need to overcome them. 

So, instead of being discouraged, see every sales objection as an opportunity to understand your prospect’s concerns better and overcome them. 

To help you put these objection-handling tips into practice, we’ve developed a simple framework that you can swipe for free. It can help you overcome any objection (other than a hard no) and gives you everything you need to structure a solid response. 

DOWNLOAD YOUR FREE OBJECTION-HANDLING FRAMEWORK→

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Common Sales Objections (and How to Overcome Them)

Most customers say “no” multiple times before saying “yes” ( Hubspot ). That’s how common sales objections are. 

Meanwhile, half of all sales reps don’t even make a single follow-up call after running into an objection. This means that objections - and failing to overcome them - is one of the main reasons sales fall through. 

But the finest salespeople are not just persuasive; they're astute listeners, empathetic communicators, and adept problem solvers. They recognize that every objection is a window into a client's mindset, often revealing deeper needs or reservations. 

The question is, how do you recognize objections? And how do you overcome them effectively using modern technology? 

Here at Sendspark, the video recording solution for sales teams , we have the answers. Read on as we delve into the art and science of handling sales objections. We’ll cover the 4 common objection categories, strategies for overcoming them, and more. 

Key Takeaways

• Acknowledge and listen to the customer's concerns.
• Show empathy and understanding.
• Ask clarifying questions to gain a deeper understanding of the objection.
• Provide relevant information or solutions to address the objection.
• Anticipate objections and prepare proactive responses.
• Stay calm, positive, and focused on the benefits and solutions you can provide.
• Collaborate with the customer and offer risk-free trials or guarantees to build trust.

What is a Sales Objection?

A sales objection is a concern or hesitation that prevents a potential customer from purchasing. These objections can arise at any point during the sales process.

On one hand, an objection is a barrier to a completed sale. On the other hand, it’s an opportunity for a salesperson to address customer concerns and provide additional information. Learning from objections can drive sales success over time . 

It is important to note that objections are not always negative. They often relay new information about a customer's needs, preferences, and concerns. By actively listening to objections and addressing them effectively, sales professionals can improve performance. 

What is Objection Handling?

Objection handling is the process of addressing and resolving customer concerns and objections. It involves active listening, empathy, and providing persuasive responses. Handling objections can lead to improved customer relationships, and more sales.

Handling Objections Remotely with Video

In remote scenarios, salespeople miss out on non-verbal cues that often give away a client's reservations. Also, real-time pressure, which can sometimes help sway decisions in a face-to-face environment, is often absent. That’s because a lot of the remote sales process happens asynchronously . 

Personalized video answers offers a solution to some of these challenges. With video, representatives can create personalized video messages that bring a touch of face-to-face sincerity. This can even preemptively address potential objections, offering clarity and building rapport. 

Another benefit of using video? You can re-use them to address common objections. This can help you streamline sales with canned content, and eventually pave the way for product-led cadences. 

To start responding to objections using video, for free, install Sendspark today . We’ll give you a suite of free video recording tools, free hosting, and other goodies! 

4 Common Types of Sales Objections

While the root cause of objections may vary, they can generally be categorized into four main types:

Customers may perceive the cost of a product or service as too high. Alternatively, they may believe they can find a comparable solution at a cheaper price.

It's not merely the sticker price that's at issue. Often, customers weigh the value they receive against the price they pay. A price objection might stem from a lack of perceived value rather than the actual cost.

To overcome the objection, highlight the long-term benefits and value your product or service brings. Break down the cost components to show where their money is going. Offering flexible payment terms or showcasing a cost-benefit analysis can also help bridge the perceived value gap.

Customers may doubt how closely the product or service aligns with their needs, questioning its features, functionality, or compatibility.

Modern customers are well-informed, making them discerning about what they want. Their objection may come from a gap in their understanding or specific unmet needs.

To overcome the objection, offer personalized demonstrations, trials, or piloted implementations. Help clients see firsthand how the offering fills their needs, addressing concerns directly and illustrating the product's adaptability to their specific requirements.

Competition

With multiple options available, customers often compare and contrast, questioning the superiority of one product over another.

In today's connected age, competitors are just a click away. Salespeople need to be well-prepared with what sets their product apart in a crowded market.

To address this objection, understand your competitors but focus on your strengths. Emphasize unique selling propositions, exclusive features, or superior after-sales support that competitors may lack.

Especially with new or less-known businesses, potential clients may doubt the credibility or reliability of the company.

Trust isn't just about the product; it's about the company, its reputation, and its track record.

To gain trust, offer transparency. Showcase case studies, customer testimonials, or industry accolades. Consider offering guarantees or trial periods, and always be open to addressing concerns head-on.

How to Handle Sales Objections

Now that we have a better understanding of common sales objections, let’s explore some strategies for effectively handling them:

Active Listening

When a prospect raises an objection, listen attentively to their concerns and refrain from interrupting. It's tempting to jump in with a solution immediately, but taking the time to listen can reveal deeper insights. 

By allowing them to express their thoughts fully, you demonstrate respect and establish a foundation for effective objection handling. This act not only nurtures the client-salesperson relationship but also provides clearer insights into the customer's pain points, making your eventual response more targeted and impactful.

Demonstrate understanding and empathy towards a customer's concerns. As they share their reservations, try to visualize the scenario from their perspective. Acknowledge their point of view and let them know that their opinion is valued. 

By doing so, you're not just addressing the immediate objection, but also building a deeper bond. This helps to build trust, assures the customer that they're in a safe space, and creates a collaborative atmosphere where solutions can be co-created.

Ask Clarifying Questions

To gain a deeper understanding of the objection, ask open-ended questions. Instead of making assumptions, give prospects the space to dive deeper into their concerns. This allows them to elaborate on their concerns and bring underlying issues to light. 

By asking questions, you can tailor your response to a customer’s specific needs. This ensures they feel seen and understood, paving the way for a more tailored solution.

Provide Information and Solutions

Once you have a clear understanding of the objection, provide relevant information or solutions that address the customer's concerns. This might involve explaining the value proposition, sharing testimonials, or offering alternative options. Create video emails using Sendspark as a way to provide additional information in an engaging way. 

Anticipate and Prepare

Lastly, always be one step ahead. Familiarize yourself with common objections in your industry to proactively address them before they arise. By doing this, not only do you demonstrate expertise, but you also show that you value the customer's time and concerns. 

Being prepared with data, success stories, or quick demonstrations can make all the difference, leaving customers feeling reassured and confident in both the product and the person selling it.

Examples of Objection Handling

Here are a few examples of common sales objections and potential responses you could use: 

Objection: "Your price is too high." Response: Start by acknowledging the customer's concern and then highlight the value and benefits they will receive. Show how your product or service is worth the investment in terms of quality, durability, or long-term savings.

Objection: "I need to think about it." Response: Express understanding and agree that it's important for the customer to make an informed decision. Offer additional information, such as case studies or customer success stories, to help them weigh the pros and cons.

Objection: "I'm already working with your competitor." Response: Emphasize the unique advantages and added value you can offer compared to competitors. Showcase any superior features, exceptional customer service, or testimonials from clients.

4 Main Objection Handling Skills

The main ways to handle objections are…

It’s crucial to not just hear, but genuinely listen to a customer's concerns. Pay close attention to their words and tone, and ask clarifying questions to understand any underlying issues or unspoken hesitations. 

This proactive approach not only ensures a customer feels valued and heard but also provides the salesperson with invaluable insights. It allows for a deeper understanding of the customer's needs and concerns, helping the salesperson tailor their responses better.

Empathy goes beyond just understanding. It's about feeling what the customer feels. Salespeople should strive to put themselves in the customer's shoes, gauging the emotions and motivations behind any objections. 

By showing genuine empathy, a salesperson can bridge the gap of uncertainty, establishing a stronger rapport with the customer. It's this connection that often transforms potential deal-breakers into a constructive dialogue that still ends with sales made.

Being persuasive isn't about pressuring a client but about guiding them. Sales professionals should arm themselves with comprehensive product knowledge, compelling arguments, and real-world examples that directly address potential objections. 

By highlighting the unique benefits and value that a product or service offers, they can align solutions with the customer's needs, alleviating concerns.

Acknowledgement

Every customer's concern is valid from their viewpoint. Dismissing or sidestepping their objections can be detrimental to the sales relationship. It's imperative to acknowledge their perspective genuinely. 

Recognizing their concerns shows respect and opens the door for deeper trust. Instead of viewing objections as hurdles, see them as opportunities for further discussion, clarification, and negotiation. Remember, each objection is a chance to refine your offering, making it more attuned to the customer's needs.

Bonus Tips to Help You Overcome Any Objection

While it's impossible to predict every objection you might encounter, there are some general tips you can also implement:

• Stay Calm and Positive. Maintain a calm and positive demeanor throughout the conversation. This helps to build trust and confidence in your abilities.
• Focus on Benefits and Solutions. Highlight the specific benefits and solutions your product or service offers. Show how it can contribute to the customer's goals, solve their problems, or improve their productivity.
• Share Success Stories. Share stories of satisfied customers with similar concerns who ultimately found value in your offering. This showcases real-world results and helps the customer visualize a positive outcome. Sendspark’s video emails can help you send personalized campaigns that focus on success stories. 
• Offer a Risk-Free Trial or Guarantee. To alleviate concerns related to trust or uncertainty, offer a risk-free trial period or a satisfaction guarantee. This allows the customer to experience the product or service firsthand without committing.

If possible, give yourself a pause before replying to an objection. This is easiest to do when you’re using asynchronous sales tools, like Sendspark, to respond at your own leisure. For more information, click here . 

Sales objections, far from being roadblocks, are pivotal touchpoints that offer a deeper dive into the customer's mindset. They illuminate uncharted needs, fears, and aspirations. By honing skills such as active listening, empathy, and persuasion, today's sales professionals can not only address these objections but also fortify customer relationships.

Harnessing tools like Sendspark further amplifies the potential to bridge communication gaps. Personalized video messages have the power to recreate the intimacy of face-to-face interactions, even in an asynchronous selling environment. 

These tools, when paired with effective objection handling skills, pave the way for higher conversion rates and more meaningful customer relationships.

Remember, every objection is an invitation for further dialogue, a chance to redefine value, and an opportunity to make a lasting impact. So, as we navigate the digital age of sales, let's reframe objections from challenges to opportunities, turning potential deal-breakers into powerful deal-makers.

As the landscape continues to evolve, embracing these principles and leveraging cutting-edge tools will not only enhance your sales prowess but also ensure you remain an indispensable asset in the ever-changing world of modern commerce.

Overcoming Objections with Sendspark

Objections in sales are a part of the process, but how you handle them can set you apart. 

Break through objections using the power of video. With Sendspark , you can respond to objections with personalized video messages. This puts a face to the pitch making your communication authentic and compelling while showing you truly care.

Selling with Sendspark videos gives you…

• A Personal Touch: While you can’t always be there in person, Sendspark ensures your presence is felt. Capture your sincerity, enthusiasm, and professionalism on video.
• Customized Experience: Design landing pages tailored for each video, creating a unique experience for your prospects.
• Data-Driven Insights: Know your audience better. Understand who's watched your videos, for how long, and from where with our advanced analytics.
• Always Look Your Best: AI touch-up feature ensures you’re presented in the best light, making every video pitch-perfect.

We understand the challenges sales teams face, especially in the remote scenario. Hence, we offer free accounts with free storage, curated specifically for sales professionals like you. 

Don't just communicate; connect. And with Sendspark , connect better. Start your free account today and redefine the way you handle objections in sales.

What are the most common sales objections?

The most common sales objections include objections based on price, objections about the value of your product, objections about the product being different from competitors, and objections about the prospect's buying process.

How important is objection handling in the sales process?

Objection handling is a crucial part of the sales process. It allows sales reps to address and overcome any concerns or hesitations that prospects may have, ultimately increasing the chances of closing a sale.

What types of objections can sales reps face?

Sales reps can face objections related to price, value, competition, buying process, product features, and more. The specific objections may vary depending on the industry and the prospect's specific needs.

How can I respond to sales objections?

When responding to sales objections, it is important to listen actively, empathize with the prospect's concerns, address the objection directly, and provide relevant information or solutions that overcome the objection. It's also crucial to maintain a positive and professional attitude throughout the conversation.

How can I handle objections based on price?

When facing objections based on price, you can explain how your product or service offers unique value or benefits that justify the price. You can also offer discounts or payment plans to make the pricing more attractive to the prospect.

What is the process for overcoming objections?

The process for overcoming objections involves listening, understanding the objection, providing relevant information or solutions, addressing any concerns, and guiding the prospect towards a positive resolution. It requires effective communication and building trust with the prospect.

How can I handle objections specific to my industry or product?

Handling objections specific to your industry or product requires a deep understanding of your target audience, competitors, and unique selling points. By thoroughly knowing your product or service, you can provide tailored responses and address any objections with confidence.

What are some tips for handling objections in a sales call?

Some tips for handling objections in a sales call include staying calm and composed, actively listening to the prospect, maintaining a positive tone, asking relevant questions for clarification, and providing clear and concise answers or solutions to the objection.

Why do prospects raise objections during the sales process?

Prospects raise objections during the sales process because they may have concerns, doubts, or hesitations about the product or service you are offering. Objections are a natural part of the buying process, and addressing them effectively can help build trust and credibility with the prospect.

How can I overcome objections and turn them into selling points?

To overcome objections and turn them into selling points, you can provide additional information, offer data or case studies that demonstrate the value or effectiveness of your product, highlight specific benefits, or show how your product meets the prospect's specific needs or solves their problems.

How can objection handling improve the sales cycle?

Effective objection handling can improve the sales cycle by reducing the time spent on back-and-forth discussions, building trust and rapport with the prospect, speeding up the decision-making process, and ultimately increasing the likelihood of closing a sale.

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A Proven 4-Step Process for Handling Sales Objections

Updated: June 11, 2021

Published: January 27, 2021

Navigating rejection and helping your potential customers move through their objections and reservations are the name of the game when working in sales.

What are the most common objections you get during the sales process? Do you find you get the same objections over and over? How do you handle them? Your approach makes all the difference in your performance.

Sometimes salespeople treat objections as a personal affront.

"What do you mean now is not the right time?!"

"It’s not too expensive…you are just thinking about it the wrong way!"

Don’t do this. When you’re in a hole, you should stop digging.

Handling objections is actually a process — it’s not just providing the answer to a problem. Years ago, I worked for a great Boston Consultancy called the Forum Corporation. They’d researched the tactics of high-performing salespeople and created an objection-handling process that was effective and easy to follow.

What is the four-step method for handling objections?

To handle sales objections, follow these four steps: encourage and question, confirm understanding, address the concern, and check.

Let’s walk through each step in detail.

1. Encourage and Question

When you get the "too expensive" objection, your first instinct may be to lay out the ROI of your solution. And that makes sense — but it’s still too soon for a business case. The first thing you should do is "encourage" the objection and ask the prospect open-ended questions .

It might sound counterintuitive, but you need to lean into the objection and encourage your prospect by saying, "Tell me more. Is your concern the outright expense, or is your concern the longer-term impact of the cost?" Allow the conversation to continue so that you have more information if and when the deal moves forward.

Handling the objection this way builds your credibility. When you jump right to defending yourself by saying "Kellen, let’s look at the big picture here and talk about ROI," you are perceived as either not listening (best case) or trying to manipulate the person (worst case).

Encouraging and questioning, on the other hand, lets the prospect know you are truly interested in their point of view. It also helps you truly understand the objection and your prospect’s concerns.

2. Confirm Understanding

Once you have asked one or two clarifying questions, restate the objection. Here’s an example:

"Susan, it sounds like since this solution was not considered in your original budget -- that the funds are just not there for it. Your team has allocated the funds to other projects, and this is not one of them. Have I heard that correctly?"

This is called "confirming." Taking this step ensures you understand where the prospect is coming from, and shows you’re listening, which further enhances your credibility. Plus, you implicitly get permission to move to the next step.

3. Address the Concern

Providing a response to the "budget" objection (or any other) is what you are trained for. In this example, you need to know how to justify your solution and help your prospect prioritize this solution against the others under consideration. You might begin by acknowledging the real short-term budget impact and then building urgency by demonstrating the longer-term ROI.

Take a look at this example:

"There’s no question that this would have a short-term impact on funds. That budget would need to be pulled away from other projects, and I acknowledge that is very difficult to entertain at this point. As we move into the next few months, however, we believe the positive impact of this solution will begin to be felt (in X and Y ways).

And as we look out 6-9 months, the ROI tips strongly in your favor (because of A and B). So I suggest we look at this against your other solutions in terms of that time frame. Does that make sense?"

Now, you have provided a case in which your solution may be more attractive, and it’s up to you to help them understand that (or not).

You have provided a response to the objection, but you’re not done yet. High-performers do one more thing: They "check." The check means you say something like,

"Susan, you raised this issue of the budget, and we have discussed both the short-term challenge and the longer-term benefit. Obviously, we have not come to a final conclusion, but it sounds like you are considering the priorities of the various solutions. Should we move to the next part of our conversation, or do you have other questions about this?"

This step surfaces any of the buyer’s lingering reservations and reinforces the progress you’ve made before you move into the final stages of closing the deal.

To fine-tune your objection-handling skills, make a list of the five most common objections you face over a week. Write down each objection, then come up with several questions you would ask to truly understand the concern. Use these objections to practice the process out loud with a colleague. Until you practice, you will not realize how tempting it is to jump right down to the "provide" part and how hard it is to stay in the question and confirm steps.

Now you have the knowledge. The skill lives in the transition between the steps. It takes discipline to focus your attention on hearing your prospect and understanding. People appreciate those who listen.

Need more support handling sales objections? Check out The Ultimate Guide to Objection Handling next.

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Want to Overcome a Sales Objection? Try Listening.

When he was a kid, Bryan Getz’s father told him he had two ears and one mouth for a reason.

“I should listen twice as much as I talk,” he recalled.

Now, as VP of Corporate Sales at Druva, Getz is still finding value in that advice: a good salesperson is a good listener. 

Listening skills are all the more important when a rep encounters objections from prospective clients. The ability to hear concerns and address their root cause — or, at the very least, maintain a good relationship for the long-term — are all extremely helpful skills that set a rep up for success in their career.

In fact, Kayla Lane — who sells oil and gas software for ENGAGE — actually sees objections as key to a successful sales cycle.

“I believe getting to the objections really brings the client closer to the ‘buy-in,’” she said.

So what does it look like in practice to overcome an objection? Getz, Lane, and 12 other sales leaders and teams took us through their approaches, as well as potential traps that can sink a sale. 

Strategies For Overcoming Objections

• Practice active listening
• Acknowledge the objection, do not pass over it
• Ask questions, understand the customer's needs
• Be empathetic, always
• Be extremely knowledgeable of your service and how you can help them

Danny Patrick

SENIOR REVENUE MANAGER

Danny Patrick — who has five years of sales leadership experience – said he pairs highly personalized outreach with tenacity to turn a lost cause into a renewal at  Machinio .

What strategies are most effective when handling objections from prospective customers?

For us, it’s about getting to the root of why people are hesitant in the first place. Then we build our relationship around how we can make their business stronger. We practice active listening and response to ensure that the conversations are always relevant to a customer’s needs. We also show the added benefit that comes from adding us to their online advertising strategy. Persistence is what then seals the deal for people to jump on board. 

If we go in with blanket responses, it can come off disingenuous.”

What strategies are counterproductive when dealing with objections?

In our industry, it’s important that we take a tailored approach to every individual we talk with. If we go in with blanket responses, it can come off disingenuous. It won’t establish the trust a prospective client is looking for in an advertising partner. Flexibility is the name of the game. If you go in too stiff, the client can respond with every version of “no” you can think of, which makes it very difficult to earn that person’s business. 

When was a time you successfully overcame an objection, and what were the keys to your success?

There was one client who was a perfect fit on our platform, but told me, “No, not interested, do not call again,” before I could introduce myself. But I stayed hopeful. Although the next couple of conversations weren’t much easier, I built rapport and established trust. Eventually, they saw the value in what we could do.

My efforts succeed through persistence, but more importantly, through connecting with people on a human level. The human connection means a lot in our industry. That was my first big deal at Machinio and the client has renewed year after year.

View Jobs + Learn More

HomeAdvisor

Samantha wais.

SALES REPRESENTATIVE

The most important thing for me is to not lose my personality in a call. The most common objections are because people are either uninformed or they don’t understand something. I use my personality to calm people down and assure them that my job is to make sure they see success with our service. It’s important to show the prospect that their concerns are heard, but you have to show them why those worries are not applicable in this situation.

Be confident when responding to objections, otherwise the conversation won’t move forward.”

Lucie Kasserman

Skimming over their objections if they are legitimate concerns is a sure way to get hung up on. If they ask a question, I always say, “That’s a great question!” before answering it. If you try to ignore them or tiptoe around what they’re addressing, they aren’t going to trust you. Be knowledgeable so that you can answer questions. Be confident when responding to objections, otherwise the conversation won’t move forward.

Most objections happen at the beginning of the call. The most common one is, “I’m busy,” or, “I’m all booked up.” 

My response is always, “That’s awesome you’re staying busy. You sound like the exact person our company and homeowners want to be working with. I’m not saying you need to drop what you’re doing, I’m only hoping you call a few homeowners back and put them on your schedule for a date and time that works best for the both of you. That seems fair, right?” 

The key to overcoming objections is often responding to the person’s busy schedule, then moving back into the script while sounding confident in my tone.

Elliot Osgood

MID-MARKET ACCOUNT EXECUTIVE

What strategies have you found to be most effective when handling objections from prospective customers?

With so much uncertainty in the world, two strategies have emerged as the strongest.    The first, as always, is deep, empathetic, active listening. Nothing counts if you haven’t earned the respect and trust of your prospect.    The second is getting to your objections as early as possible. Each objection is an opportunity to demonstrate that you care, you’re listening and that you understand.  

BEFORE YOU RESPOND, ALWAYS DO THE FOLLOWING:

• Acknowledge you’ve heard the objection: “What I’m hearing you say is...” For example, I would ask something like, “With all that’s going on in the world, is it absolutely nuts for us to be discussing travel right now?”
• Explore and widen: “Tell me more about...” An example of this would be asking, “We’re one of the more expensive solutions on the market. How does your team think about cost versus value?”
• Respond with social proof: “In working with your peer, XYZ company, we discovered the same concern. However, when we looked deeper we found...” 

Draw all the objections out of your prospect early in the conversation. This gives you three advantages: earning their trust, an opportunity to overcome the objection, and a chance to pressure test your deal.

  What strategies have you found to be ineffective or counterproductive when dealing with objections?

Challenging without earning respect and trust: I’m a huge fan of the “Challenger Sale” concept, in which the seller teaches the prospect new insights. However, if I haven’t earned their trust and respect first, I won’t be successful.

Too fast/too slow: A prospect recently said they would take me to their decision-maker when the time was right. I didn’t listen, went around the prospect, and the whole thing blew up. On the other hand, sometimes I burn months waiting for a prospect to bring me up the ladder, only to find out they have little influence or authority. This can be solved by finding creative reasons to cultivate multiple contacts within an account early in every deal.

Solving with price: If you haven’t established measurable pain or positive business outcomes in a deal, you should never be discussing specific numbers. Instead, speak to the business model. Don’t risk being “shopped,” commoditized, de-valuing your offering, or getting caught in a “race to the bottom.”

What’s an example of a time when you successfully overcame an objection? What were the keys to your success?

A recent objection we heard was, “I’ll be the decision-maker on this project.” 

We set expectations early: We let our prospect know early that most successful outcomes always include executive alignment. Because we sold the value on this early, they were not surprised when we held firm and insisted later in the deal.

We ‘went wide’ alongside ‘going up’: Sometimes the fastest way to the decision-maker is a straight line. However, every prospect in the deal holds a unique perspective to the inner-workings of their internal organization. We actually uncovered that one of the junior members of the finance team commanded more respect from the CFO than other senior members of the team. This person was willing to send an email on our behalf requesting the time we ultimately needed to earn the business.

We traded for executive time: Not everyone on the finance team agreed we needed to hold this final executive ‘go/no go’ meeting. But when they asked for references, we saw our chance and proposed a trade: “If we ask our customers for their time, may we ask you for the same investment from your CFO?” 

Redgate Software (Los Angeles Office)

Jake sigrist.

SALES MANAGER

I think the first thing any salesperson should do before “handling” an objection is to change their mindset about what this actually means. Traditional objection-handling techniques center around a salesperson’s immediate response to an objection. Typically, that response is a set of “if this, then that” reactions. 

We need to change our perspective to objection “understanding.” Rather than combatting an objection with an immediate, defensive response, ask your customer questions around the root cause of the objection. We generally receive objections at the surface level. If you better understand the context surrounding an objection, you’ll be more effective at working through it with your customer.

What strategies have you found to be ineffective or counterproductive when dealing with objections? 

Salespeople should be wary of most strategies that prescribe specific scripted responses to common objections. Keep your focus on your customer, what they’re trying to achieve and the parameters they’re trying to manage.

Occasionally, I work with salespeople who prefer to skirt around objections by either navigating the conversation away from them or ignoring them completely. That will inevitably cause blowback. Most buyers today can’t be fooled. They’ll bring it up again and you’ll damage rapport. 

Make sure to ask follow-up questions after receiving an objection, but don’t use that as an opportunity to avoid having a potentially difficult conversation.

Salespeople should be wary of most strategies that prescribe specific scripted responses.’’  

Share an example of a time when you successfully overcame an objection. 

While working at a major healthcare organization, a procurement manager threw me every pricing objection you can think of. I was unprepared for that conversation. I didn’t handle it well and was ultimately given two options: add further discounting or walk away. 

With some help from my colleagues, I was encouraged to circle back to the business team, who I had initially spoken to, and equip myself with a stronger proposal for completing the purchase as structured. I was able to gather justification for the return on investment and learned more about how this company structured its budgets. I also received sponsorship from a senior stakeholder about why the solution was important to his team.

Equipped with this new ammunition and more context for how this company viewed software purchases, I went back to the procurement manager with a more effective proposal. After taking a few more objections on the chin, they eventually completed the purchase.

Caitlin Lott

SALES DEVELOPMENT REPRESENTATIVE

A cold call comes out of the blue, and can be awkward. As Caitlin Lott — who works as a SDR for customer experience platform builder  Medallia  — has learned, sometimes acknowledging that fact can help reps move conversations beyond that initial point of hesitation. Lott also finds it’s helpful to acknowledge more significant points of friction or resistance, too. This, she says, often reveals new opportunities to move forward.

I’ve found that the most effective approach for handling an objection always begins with acknowledging the objection. If you try to skip over the objection or dismiss it, you will quickly be shut down. Once you acknowledge the resistance in a genuine manner, you create an opportunity to find a step forward that is mutually beneficial. However, you must ensure you provide value for continuing the conversation rather than simply making an ask of them. Another successful strategy I use during calls is to acknowledge the fact that I am calling them out of the blue. By acknowledging this fact and quickly showing value in why I am calling, they are more receptive and appreciate the candor.

What strategies have you found to be ineffective or counterproductive when dealing with objections?

In my experience, minimizing the objection in a dismissive manner can result in a quick end to the conversation. Rather than shutting it down, acknowledge it as a good question or state that you want to understand and ask them to elaborate. If you can keep the conversation flowing in an organic way, you open yourself to opportunities of alignment. However, if a prospect is completely uninterested and quickly backing out, know when to thank them for their time and end the conversation in a positive manner. A negative interaction with you or your company builds a bigger wall.

Share an example of a time when you successfully overcame an objection. What were the keys to your success?

One of my successful cold calls came when I invited a vice president to our annual conference, which was being held virtually. This was a key account and I truly felt this prospect could benefit from learning about our solutions. When I reached her over the phone, I could tell she was busy and she told me as much. I quickly pivoted and said that I wanted to be respectful of her time and provide the most value, so I offered to make her a tailored itinerary with the sessions that were directly applicable to her role. She agreed that sounded very helpful and signed up for the conference the next morning. I believe that my understanding of her tight schedule and willingness to accommodate and provide value helped break down the initial apprehension and find alignment.

Gabrielle Hartman

DIRECTOR OF BUSINESS DEVELOPMENT

While many sales teams have scripts ready to help reps handle routine questions,  Kompyte  Director of Business Development Gabrielle Hartman said an objection should not be confused with a question. In other words: don’t offer a scripted response to a genuine objection. She shared an example of how the competitor monitoring platform was able to win a key account using a formula designed to understand and address a prospect’s unique issues or objections. 

Every objection has the potential to be complex. It’s our job to actively listen to peel back the layers and understand the true intention and need of the prospect. SPIN questioning methodology is a powerful tool sellers can use to map the evaluation process and help guide a prospect to make a decision on your offering. An essential part of Kompyte onboarding is learning how to prepare and execute SPIN: situation, problem, issue/implication and need/payoff questions.

The basic premise is to ask questions, let a prospect tell you their issues and then show how you can meet those needs. Your role will transform from seller to problem-solver, and your No.1 job is to listen. We found senior sellers who master this investigative method are less likely to face objections, and when they do arise, they’re able to address the objection in the best way from the perspective of a problem-solver.

Transform the counters into valuable conversational points.”

Reading from a script to address an objection has proven to be terribly ineffective, not to mention cringeworthy. The good news is that we’ve all been there, and improving is a training plan away. Objection shouldn’t be confused with questions, and therefore shouldn’t be addressed with a script. Scripts are valuable training resources that have a time and place. When a prospect shares an objection, they are giving us a peak behind the curtain to their greatest buying concern. Addressing it properly can be your greatest opportunity to win a client over.

If you’re countering objections with something closer to a script, here’s what I recommend: transform the counters into valuable conversational points. A great way to get ready for these conversations is role-playing with your team. When faced with an objection, set a rule not to answer until you’ve asked at least two questions. Prepare these questions, but they should remain dynamic and conversationally driven.

During final conversations, a high MMR account opened up and let us know that the decision had come down to us and our top competitor.

She didn’t need to tell me this; I had identified this moment would come during the sales process questioning, and it allowed me to proactively gather the information I would need for this discussion.

Next, I needed to subdue the knee-jerk instinct to address the objection head on. My response started by acknowledging my prospect’s need to make a well-informed decision. After all, this person was overworked and feared not meeting her goals. My main objective was now to help her address these concerns on her own using SPIN, and the best field for this competitive encounter would be by phone. We had a productive call, running through each problem she was facing and positioning our partnership to solve those needs. Without needing to counter, she decided we were a better fit. Competitive wins are the sweetest.

Invicti Security

Cooper herrera.

SENIOR INSIDE SALES MANAGER

At web app security company  Invicti Security , Senior Inside Sales Manager Cooper Herrera stressed that overcoming objections is not a one-size-fits-all proposition: reflexively offering price cuts and technical assistance won’t necessarily solve every objection, and might actually do more harm than good. The company has recently landed a couple of deals which Herrera said would not have happened without his reps going the extra mile to truly understand and address the root of an objection.

The main concepts I instruct my teams to use for overcoming objections are simple: listening, understanding and addressing. Listening to your customer’s objection and understanding the “why” behind the objection are key first steps in formulating a plan to overcome any objections. Once you understand why the customer has this objection, the next key step is to clearly address it. If you attempt to vaguely address the objection through general closing tools available to you — like general pricing incentive or technical assistance — you are more likely to miss the mark for your customer and jeopardize full buy-in. When my team truly understands the reason for an objection, we are able to save time by concentrating our efforts on a creative solution that addresses the customer’s concern and increases our chances of closing the sale.

Immediately responding with a pricing incentive or offering general technical assistance have proven to be very ineffective. Every time a price reduction is offered off the bat to address an objection, we always end up still having to truly address the objection — and honor the reduced pricing. In some cases, additional pricing incentives are sought by the customer after this simply because we have devalued our solution. In the end, we still have to go back, listen and address the objection. The result is less revenue for our organization and more time and effort spent on that one project that is less likely to close.

Two most recent examples include one situation where we had to get creative with the contract terms and some customization from our support and engineering teams. In the first example, we had a customer that was fully bought in on our solution but was constrained by strict requirements for funding. After uncovering the “why” behind this objection, we were actually able to get creative with the contract to not only close the sale but also increase the revenue as well.

In the second example, our technology was having a difficult time in the customer’s environment due to some architectural specifics within their application. We had multiple calls with our support and engineering team but it seemed we weren’t getting anywhere. Finally, we ran a call with all parties involved to better understand the architecture and specific data they were looking for out of our platform. Once we had that information, we were able to put our heads together internally and focus on a common, customized goal that we were able to achieve and earn the customer’s business. Both of these projects had major risk of not happening, but did — and both had very different solutions to earning the business.

Redgate Software (Austin Office)

With nearly two decades in the business, James King has learned that successful salesmanship comes from a partnership mindset, rather than simply trying to sell something — anything — right now. As a sales manager for  Redgate Software , which builds products that encourage DevOps best practices, King cited building good relationships over the long-term as the most valuable thing reps can do for their business — and their commissions.

In 17 years in sales, I’ve always avoided seeing sales as selling to people and instead looked at it as helping them. Once you have that mindset, you can talk more openly about the problem they’re trying to solve. The more open you can be, the more you understand the bigger picture, the more likely you are to know whether you can help them. Years ago, Miller Heiman taught me that it’s not about winning every opportunity, but qualifying well and quickly disqualifying early on if you don’t have a solid fit so you can focus your efforts more productively. That said, if you come across an objection late in the sales process, you probably haven’t asked the right questions, spoken to the right person or understood the situation correctly.

The companies actively doing the right thing will be remembered as people to do business with for years to come...”

I think the most counterproductive thing you can do with an objection is to try and fight it. If, for example, the customer says the timing isn’t right because other projects are taking priority, or the budget is required elsewhere, trying to talk them out of it isn’t going to make you look good. If you know you’re a great fit, then keep in contact for when the timing is right or the budget is available. They’ll remember you positively for it and you’ll find you have a much more open relationship and better communication.

The current situation with COVID-19 is a good example of this. At best, most businesses have had to freeze projects or hold onto their cash. Having empathy and understanding for the incredibly difficult decisions they’re having to make — and doing everything you can to support them — will continue to build your relationship and trust. The companies actively doing the right thing will be remembered as people to do business with for years to come, and the companies just trying to make as much money as possible will be seen as toxic.

In many cases it usually boils down to something that wasn’t the right fit, either financially or technically. However, I have lost count of how many times getting the customer to open up has clarified that we were going to cost them less than they anticipated. When it comes to the technical side, I’ve also had a lot of success with listening, learning and seeing if we can fix their problems. In one case, a significant deal with a large global tax consultancy had some deal-breaking features missing. Fortunately for me, we have a world class development team and we figured out we could build the features we lacked quite quickly.

The customer made it clear the decision had been made, and I said I respected their decision but if they would spare 10 minutes to check we were on the right track, it would help other people going forward. We spent an hour on the phone and 24 hours later, the customer sent me a purchase order. They told me we impressed them by acting on their feedback, and never pushing them or making them feel uncomfortable. The key is be honest, genuinely curious, open and an active listener.

OutboundEngine

RETENTION MANAGER

Retention Manager Guy Koussa sells marketing services on behalf of  OutboundEngine , a deal that requires a year-long contract that can sound long to prospective clients. Koussa has a step-by-step formula he follows when encountering these kinds of objections, punctuated by questions and paraphrasing the prospect’s concerns in a way that helps him better understand them. 

The No. 1 thing I do is treat any objection — whether it’s clear or not — as a question. Maintaining composure when hearing something that might go against your end goal will ensure a neutral sentiment toward the objection from both parties involved. Most of the time, our job is to uncover hidden objections. Typically, consumers have been conditioned not to voice their true objections and to mask them with false objections in fear that the salesperson will always have an answer, therefore disarming them from their ability to say “no” and dropping their walls. Consumers are far more educated on the sales process nowadays, which is where question-based selling excels when it comes to uncovering true objections.

To further understand how to handle an objection, it helps to break it down into four components. First, empathize with the source of their question and agree that you see their point of view. Then, identify the issue by clearly paraphrasing and restating it to the client (and end with a confirmation question). Isolate the objection from any other objection or value statements of the product, and confirm with another question. Close up by restating the value of the product and how it addresses their objections. Also, use storytelling.

Treat the objection as brand new every time you hear it.”

Pivoting, arguing, deflecting or avoiding the objection tends to be detrimental to a sale. Typically, inexperienced sales professionals tend to pivot and deflect in fear of losing their deal. Remember that even though you handle a specific objection a thousand times per month, your client doesn’t. You should treat the objection as brand new every time you hear it.

The most frequent objection we receive is about the initial 12-month contract. This usually stems from past experiences gone bad. First, we must isolate the problem and dissociate the past experience from the present conversation. Then, we build value in why a contract is required. We are able to isolate the objection and build value using storytelling on how successful clients are heavily invested in their marketing on a daily basis, and it’s not something they can simply pawn off on someone else to do with zero involvement on their part.

Further Reading How to Master the Art of Cold Calling

LeanIX, Inc.

Benjamin damm.

ENTERPRISE ACCOUNT EXECUTIVE

Strip everything away, and objections are simply tests. The prospect is testing your trustworthiness. The trap is trying to overcome it by selling. In doing so, you’re now an adversary to the prospect. 

Instead, use an objection to prove that your No. 1 priority is looking out for the prospect’s best interest. Just like in boxing — where rolling with the punches softens the blow — in sales, rolling with the objection solidifies your relationship with the prospect. 

Consider this common objection: “The price is too high.” Don’t fight about the value you provide or how successful the prospect will be. Instead, respond with something like: “You’re probably right, what should we do now?” Switch from arguing about price versus value to working with your prospect to find a solution. You don’t know what the prospect’s answer is going to be, and making assumptions only hurts you. By getting the prospect to expand their thoughts, you can then react to the real challenge.

Hold your ground, don’t react immediately, give concessions or sell. View the other person as a partner, not a prospect. How can we work together to overcome this?  

Use an objection to prove that your No. 1 priority is looking out for the prospect’s best interest.”

What strategies have you found to be ineffective or counterproductive when dealing with objections?

One ineffective strategy is not having a strategy, which adds risk. Most objections can be grouped into financial, feature, customer support or contract challenges. Therefore, you can prepare. 

Another ineffective strategy is trying to handle the objection. The only person who can truly handle an objection is the prospect. As a sales rep, it’s natural to feel like an objection is your time to shine. In reality, it’s nearly impossible to change someone’s opinion. Look at politics: It’s tough and exhausting to convince someone to change their opinion and usually hurts the relationship.

No matter the objection, if you “handle it” by pushing back without intending to, you create an argument. For example, “Your price is too high.” If your first reaction is anything about value, ROI or the spend being similar to other customers, you’re now disagreeing. At best, you’ll get a deal done at a lower price, but more likely, you’ve lost that deal and any reason that the prospect will come back.  

View the other person as a partner, not a prospect.”

Recently, I was talking with a Fortune 100 telecommunications company, which had a small immediate use case to address. They liked our approach but didn’t believe they could justify the price, as the ROI wasn’t there. Rather than talk discounts, I said: “You’re probably right, do we end it here?” 

Rather than him agreeing to end the evaluation, he said he’d need to involve another group who is looking for the type of insights we can provide. By coming prepared to the call knowing about the company, the prospect and how we work with similar companies, I was effective in my response. This allowed me to focus on his use case, as well as sprinkle in additional use cases for his industry so that he could see the bigger picture around how we help. 

Just as importantly, there was a chance the prospect would agree that this was a showstopper. To be fair, that’s OK. Then, we would know price is the real objection and work toward an agreeable price range and solution. Or, we would walk away as early as possible from a deal that we’d never win and refocus on someone who can truly benefit from our solution.

Kayla Lane takes objections as a good sign: it means she’s getting closer to gaining a customer’s “buy-in.” Working as a sales executive for oil and gas field management platform  ENGAGE , Lane says objections allow her to take a problem-solving approach, which makes the prospect feel more at ease. It’s all about building a trusting relationship, which can be fruitful for both parties in the long term.

When handling objections from a customer, the most important thing you can do is listen and gather as much information as possible during the objection. This will help you build rapport and gain trust from the client to build a plan around their business needs. I believe getting to the objections really brings the client closer to the “buy-in.” In this current environment, I have found clients being able to find an easy “no” by objecting to the current state of the market, which is fair. This has been an easy way to ask more questions and learn about their business by taking more of a consultant approach rather than our client feeling as if they are being “sold.”

Rather than pitching them on the spot, I take the opportunity to learn about their business.”

Not listening to their objections closely and being overly pushy trying to close a sale. Objections are key to a successful sales cycle.

During this current environment, I have spent a lot of time prospecting and hunting new business on LinkedIn. An objection I routinely get is, “I think we are too small to utilize your software and see an ROI.” This is the perfect time to get them on a Zoom call and ask more questions about their business. Rather than pitching them on the spot, I take the opportunity to learn about their business, ask questions and extract the information I needed to build a trusting relationship.

When pitching prospective clients on the benefits of  Druva’ s cloud-based data protection and management technology, VP of Corporate Sales Bryan Getz makes sure to come at any objections from a place of empathy. Understanding concerns puts a rep in a position to show how their technology can help, he says, while a defensive posture is a recipe for failure. The bottom line: good salespeople are good listeners. 

The most effective strategies to handle objections always begin with listening. It’s really important to be a good listener. My dad taught me from an early age that I have two ears and one mouth for a reason: I should listen twice as much as I talk. It’s also imperative to understand why the customer voiced the objection and why it is important to them. One of the specific methods I’ve used over the years to handle objections is “feel, felt, found.”

Tell them you understand how they feel. You’ve heard them and you can empathize. Then tell them about someone else who felt the same initially. You let them know they are not alone, and other clients have experienced something similar. Finally, tell them how that person found that when they did X,Y and Z (and bought Druva), they were able to overcome their challenges.

A lot of reps don’t listen; they just wait until it is their time to talk.”

For starters, the antithesis of the above. A lot of reps don’t listen; they just wait until it is their time to talk. Not being receptive combined with an emotional or defensive tone when responding to objections is a recipe for disaster.

Responses have been edited for clarity and length.

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Nobody likes acknowledging it. Everybody deals with it. Yes, you guessed it—we’re talking about sales objections. Those annoying, niggling little questions that come up as an inevitable part of every single sales process, no matter how enthusiastic the prospect or initially promising the negotiation.  Put simply, sales objections are barriers that stand in the way…

Overcoming Sales Objections

Nobody likes acknowledging it. Everybody deals with it. Yes, you guessed it—we’re talking about sales objections. Those annoying, niggling little questions that come up as an inevitable part of every single sales process, no matter how enthusiastic the prospect or initially promising the negotiation. 

Put simply, sales objections are barriers that stand in the way between a sales rep and a closed, signed-on-the-dotted-line deal. They can take a number of different forms, from concrete concerns related to price or product fit to more abstract issues related to concepts like timing. Often, it’s the customer’s way of expressing uncertainty or seeking more information, and can sometimes even be a way to test the salesperson, especially if they’re already considering offers from competitors. 

But despite how unpleasant they are to come face-to-face with, sales objections actually present a fantastic opportunity for a well-equipped salesperson to demonstrate their knowledge of their product and their understanding of their customer’s needs. If you can learn to handle them gracefully, effectively, and without getting upset, you’ll be setting yourself up for next-level sales success throughout the course of your career. 

That’s why today’s article focuses on how to overcome objections in sales, whether that’s in person or over a call, and how to turn potential barriers into opportunities for deeper engagement and, ideally, a successful sale.

Types of Sales Objections

There are as many different kinds of sales objections as there are types of customers, but broadly speaking, it’s possible to break the sea of potential problem areas into four main categories: price, need, trust, and urgency.

Each type of objection comes with its own set of challenges, and so a nuanced approach to each one is required in order to address them effectively.

Price Objections

By far the most common sales objection. Concerns over price are concrete issues for which there’s often no easy solution. After all, a product costs what it costs, and while there’s often some wriggle room as far as offering a discount goes, there’s a limit to how much the price is actually going to change.

Presented like that, it can seem like there’s nothing to be done about most price complaints. But the trick to overcoming this particular sales objection is understanding that it’s often a proxy for other underlying concerns. The most common of these is perceived value. People have no problem paying for a product they consider fair value, but if they think they’re overpaying, they’ll be less likely to convert. 

If a customer thinks a product is priced too highly, chances are you haven’t managed to sell them on its value, so the solution lies in being able to increase the perceived value of the product and, in doing so, reduce the distance between the perceived value and the actual price itself.

Budgetary concerns are another common form price objections take. There’s less room to manoeuvre when this is the case—they either have the room in their budget or they don’t, and there’s not a whole lot you can do to fix it. Still, by increasing the perceived value of the product, you might just be able to get them to find some space in the budget. It’s always worth a try.

Need Objections

It’s incredibly common for prospects to claim they don’t actually need your product or service. If you’re already on a call with them, chances are this isn’t the whole truth, or they wouldn’t have wasted their time and energy. So what’s really going on?

It’s vital to dig deeper when you’re trying to overcome this sales objection, aiming to understand their current pain points in more detail and why the solutions they currently have aren’t doing the trick. 

Sometimes, they might’ve forgotten just how big a deal the pain point actually is, or how inadequate the current solution has proven to be, and all it takes is a reminder. 

Trust Objections

Broadly speaking, trust objections are related to a lack of confidence in your product, your company, or even in you as a salesperson. There’s no need to take it personally. It’s just a part of life in the fast-moving sales world, after all. But it’s going to be impossible to overcome this sales objection without fixing the problem, since nobody wants to buy something from somebody they don’t trust.

The best way to create trust if it seems shaky is by building credibility. The good news is there are a few different ways to go about doing this. Testimonials and case studies can provide strong social proof that you and your company know what you’re talking about and have been able to deliver positive outcomes to other customers in the past. The more data you can include, the better. Nothing says ‘trustworthy’ quite like a barrage of cold, hard metrics that prove beyond a shadow of a doubt your product or service works.

Another good way to build credibility is by demonstrating a deep knowledge of your customer’s industry, current situation, and the pain points they’re dealing with. This can even work to solve a lack of trust in you as an individual, by reframing you as an expert in case they were doubting your experience and reaffirming that you’re the right person for the deal.

Urgency Objections

Urgency objections are the bane of every sales representative’s professional existence. We’ve all been there. Everything’s going great, the product fits, the prospect seems enthusiastic on the call—but they just see no immediate reason to act. ‘Let me get back to you next week,’ is a line you’ve probably heard more times than you care to think about. More often than not, allowing space only serves to harm a deal in progress by giving the prospect more time to doubt the value of the deal.

There’s only one way to overcome an urgency sales objection, and that is, unsurprisingly, to create a sense of urgency. It’s important to be careful about how you go about this, however. Resorting to obvious pressure tactics isn’t going to make the prospect convert on the spot, and is in fact much more likely to make them feel uncomfortable and like they don’t quite trust the professional relationship you’ve been cultivating this far. 

Instead, focus on highlighting the costs of inaction and the benefits of what you’re providing, drilling down into their pain points and subtly reinforcing that the more time they spend without your solution, the trickier their situation is going to become.

Wider Strategies for Overcoming Sales Objections

Now that you’ve got a rough overview of the most common kinds of sales concerns prospects raise, and a brief explanation of how to overcome these sales objections, let’s go through some of the real-world elements of how to put it all into practice. 

At its core, the practical aspect of overcoming sales objections comes down to a few key concepts: active listening, clarifying questions, and addressing and reframing concerns.

Active Listening and Empathy

Active listening shouldn’t be confused with interrupting. Rather, listen calmly to everything the prospect has to say until you feel they’ve said their piece, taking notes if you can of specific points to bring up in your response and prodding gently here and there where it feels appropriate. Once you get the sense that they’ve voiced their concerns the way they want to, it’s time to address those issues. And when you’re handling the objections, it’s always a good idea to proceed from a place of empathy.

Acknowledge their issues, validate their feelings, and show that you’re genuinely interested in understanding their perspective, if possible referencing particular issues they mentioned during their objection. By making the customer feel heard, you’ll be building trust from the very first word, helping to reframe you as a part of the problem and instead as the potential solution to their concerns. 

Clarification Questions

Ask open-ended questions to clarify the objection and delve deeper into the underlying issues that are contributing to it. 

This doesn’t just give you more information to work with—it also frames the conversation in the context of solving a problem, rather than simply talking over each other. This subtle but powerful psychological change could make all the difference when it comes to finally bringing the deal over the line.

Addressing And Reframing Concerns

As you get into the nitty-gritty of the objections themselves, keep transparency at the forefront of your mind. Address each objection directly and honestly, providing clear, concise information and reassurance along the way, without getting bogged down in jargon or unnecessary waffle. 

Reframing the objections by aligning your product’s benefits with their specific needs and concerns is another effective technique for further reaffirming that you’ve got the solution to the challenge they’re facing.

Overcoming sales objections is a fundamental aspect of being an effective salesperson that, when studied and implemented correctly, will dramatically increase your sales outcomes. By understanding the most common types of objections, keeping a strategic overview in mind as you set about addressing them, and working from a place of empathy and genuine interest, you stand a great chance at breaking past these barriers and dragging the struggling deal over the finish line.

Sometimes, however, it just won’t work out and the deal will collapse. That’s a part of life as a salesperson. All you can do is study the process, note down any potential areas for improvement from your end, and try again the next time. At the end of the day, sales is like anything else: the only way to improve is by practicing, learning from your mistakes, and practicing some more.

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How to Overcome the 7 Most Common Sales Objections [with Response Scripts]

By sonia joseph, posted in sales tips, communication, negotiation.

The best way to overcome sales objections is to identify and remove the friction  that’s acting as a hurdle for your client. 

Do this by asking pertinent questions to uncover the real problems. Then, handle them one by one (and calmly!) to move forward in a mutually beneficial way.

Sales objections aren’t doors slamming in your face- the customer just needs more information.

In this blog, you’ll find the 7 most common sales objections and rebuttals for each one. As a bonus, you’ll also find objection-handling scrips to take your conversations to the next level!

An objection is not a rejection. It is simply a request for more information

7 Common Sales Objections with the Best Rebuttals for Each

1. the blow-offs, 2. the cold shoulder, 3. the stall wall, 4. complacency, 5. the price squeeze, 6. the competitor tussle, 7. sales inertia.

Customer: “I'm not interested"

This kind of sales objection is generally an impulsive response to a sales pitch. This almost never has anything to do with you, so  don’t take it personally . 

Blow-offs are possibly the most common sales objections, but luckily they’re not too serious. Sales prospects tend to do this when they feel the salesperson is taking away their time.

The best way to deal with blow-offs: do not contradict them. Instead, empathize, relate, and offer a solution . 

• First, empathize with the customer by telling them that you understand how they feel.
• Then, relate to them by telling them about someone else who felt the same way.  

Next, offer them a solution by letting them know how the product benefitted the person from your previous example.

Response script #1:

"That’s all right, Mr. Prospect, I understand why you may feel that this is not of any interest to you; CLIENT XYZ told me the exact same thing and now he is using our solution to improve their closing rates. I understand that improving closing rate is an important KPI for your business as well -- can you share with me why improving these metrics is not of any interest to you at this time?"

Response script #2:

“I didn’t expect you to be interested; you don’t know enough about this yet. But like everyone else, I do know you’re interested in (provide a benefit here - reducing driving time, increasing customer meetings, close rate) and that’s why I’m calling. If I could show you how you can (provide your unique benefit  here) and even save you (time, money, etc.) wouldn’t you be happy you took the time to find out how?”

Response script #3:

“Believe me, I hear you. The good news is that talking for 30 seconds with me right now could change the way you do business, and could help you meet more customers and save hours of time (or whatever your product or service provides).  In fact, let me share briefly with you how we’ve helped hundreds of companies just like yours…”

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Customer : “ Send some information over”

Customers resort to this when they have made up their mind (prematurely) about you what you’re selling. They’ve already decided that what you have to offer might not be relevant to them.  By asking you to send information over, they’re just hoping to cut the conversation short (and spare your feelings).

A seasoned salesperson will see right through it and not fall for the trap. By simply sending over your marketing material, you leave the responsibility of a follow-up with your prospects.  Translation? You’re surrendering the deal. Instead, agree to send them more information, but don’t hang up yet ! Ask them open-ended follow-up questions with the intention to lower their guard enough to start a conversation (and qualify them).

"I’d be happy to email our information over to you. (Prospect’s name), I have a 100-page product feature eBook that I can email you, but do you mind if I ask you just a couple of quick questions so I can only send you that part that you’d be most interested in? I wouldn’t want to waste your time. ”

Response Script #2:

"I’ll be happy to do that Mr. Prospect, but If you’re serious about learning how this can help you improve productivity, then I’d suggest we take a couple of minutes right now to discuss your situation.  After that, if you’re really interested, I’d be glad to get something out to you – sound fair?”

Response Script #3:

“Of course, but before I do that, I want to make sure this is actually a good fit for your business processes. Let me ask you a couple of quick questions: (Ask qualifying questions on budget, decision-making process, etc.)”

Learn how to use Sales Judo to handle the “ just send me the information ” and more objections with our Training Tuesday videos:

Customer : “ I need to speak to my partner first ”           

More often than not, this is simply a stalling tactic used to get you off the phone or out of their office. The prospect is stalling because they are too polite to say “No.” 

Yes, customers can actually be too afraid to say “no” . The problem is that they don’t plan on saying “yes” either. Sales reps that don’t take the hint keep calling .   

This response could also mean they still have some reservations about your product and need to be convinced further.

Never challenge a stall . Doing that only creates conflict, not sales. Instead, try to minimize the risk for the buyer. Circle back to your value proposition and demonstrate how you’ve solved similar problems for others.

As Greg Woodley from Sales and Persuasion Techniques said, “The key to dealing with these objections is to recognize the customer's statement is a stall, so you know what to say.”

"That's all right, and let me ask you. If your partner says, 'Do whatever you feel is best,' then based on what we've gone over, and what you understand about this, what would you do?"

“ I understand that you like features X and Y about our product. We have helped X client improve their key metrics by 20%. You don’t have to take my word for it. We offer a free trial, so you can be the judge. No satisfaction, no charge.”

“Mr. Prospect, we have been discussing this for a couple of weeks. In your opinion, what is the chance of this going through? I wouldn’t want to waste your time if you feel there isn’t a strong possibility of this happening.”

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Customer :  “I don’t see the need for your service”

True to human nature, many people are lured into a  false sense of security .  They do not like to make changes or decisions unless it is absolutely necessary.  You need to  create a sense of urgency . Make the client aware that if something is not changed now, they might not like the result down the road.

Lead by showing some research you have done on a competitor, and how the lack of change caused terrible results. 

Additionally, if a competitor has made a change and witnessed significant success, showing these results will motivate the client. No one wants to be left behind.

“ Ms. Prospect, the industry has witnessed (some change). These shifts are the reason CLIENT X  just signed with us last month to increase ABC. Since you mentioned ABC as a key metric the last time we spoke, it would be great to discuss how our product can add value for your business."

 Response script #2:

“Thank you for the insight, Mr. Prospect. I understand why you may be hesitant to open up your budget for a solution you have no experience with. The reason I am calling you, however, is to open up some initial dialogue. Our product was specifically built to tackle problems ABC faced by companies in your industry. Even if you do not purchase our solution, it would be prudent for us to connect and discuss the benefits for you when the budget does open up."

  Response script #3 :

 “What I hear you wondering is, ‘what benefits are there for me in this product?' (Then proceed to explain the most relevant feature of your product)”

In sales,  time is everything . But,  understanding the customers underlying needs based on their rebuttals is crucial.  

Each client needs to feel understood and unique to help build trust. The extra effort may take more time,  but closing more deals is worth it in the end.

If you’re looking for a way to add more time to your schedule,  Badger Maps  is a great example of a tool that helps field salespeople all around the world  optimize their daily routes , manage their customers and territories, and streamline every aspect of their jobs. 

Combine these great sales objection tips with the best field sales app:

Customer : “It’s too expensive”

Price objections  are the best type of  sales objection s you can get.  Questions and comments about price indicate a prospect’s  intention of buying .

After all, you wouldn’t ask for a lower price or run a price comparison unless you are interested.

The moment you start justifying the selling price, you reduce yourself to a transactional middleman. As  John Doerr , Co-President of the Rain Group, advised, “Communicate a clear picture of the value of the solution you established in the selling process – the right buyer can usually “find” the money.”   Link the price to the value  rather than discussing it in isolation.

“Our app helps sales reps meet more customers, drive less and close more. It’s beautiful and easy to use. I can refer you to any number of customers we’ve helped make successful. But don’t just take our word for it—sign up for our free trial now and see for yourself.”

“Let's say money was no object. Would our product/service help solve your problem? Is price the only thing that's keeping you from signing?”

Response script #3 :

"In your own business, is your product/service always the least expensive option available? [Prospect’s name], I would rather inconvenience you with a high price today than with a cheap solution that isn’t really solving anything. Now, let’s not let a few dollars keep us from doing business together.”

Customer : “We already work with your competitor”

Every salesperson is far too familiar with this objection, but do they know how to handle it with a proper rebuttal?

As Jill Konrath , an internationally recognized sales strategist, advised, “Unless your product or service is truly groundbreaking, you should always assume that your prospect is already working with a competitor. What you don’t know from the outside is how they feel about their current provider .” 

While overcoming this objection is tricky, it’s not entirely impossible.

The best approach is to look for any cracks in the existing partnership. 

Your prospects might hate change but planting doubt in their mind might compel them into considering changing vendors.  They probably haven’t re-evaluated their decision in a while. Ask questions that’ll have them wondering whether it’s still the right choice. Being an expert in your competitors’ products lets you know where they are weak and where you are strong- use this to your advantage.

"That’s good to hear -- [competitor] is a great company. In fact, we share a lot of mutual customers. Companies that use both of our offerings often find that accomplishing [X goal] is much easier with our product since it has [unique benefit #1] and [unique benefit #2].”

“Of course -- many of our current customers have used different suppliers in the past. But I’m reaching out to discuss ways you could meet more customers, increase sales conversions and reduce daily administrative tasks. Would you be interested in scheduling another call to talk about that?”

“That’s great. I’m wondering, however, if you’re still struggling to overcome the challenges caused by manual route planning. I actually have a couple of suggestions for you related to that challenge -- would it make sense to schedule a call to discuss them?”

This is more of a mental block and less of an actual obstacle. 

We are bombarded with advertisements and sales pitches all the time. As a result, we develop a natural resistance to any sort of sales pitch that comes our way. 

Although this isn’t an objection the prospect is going to raise, it’s important to neutralize it. Ensure that your pitch doesn’t just bounce off the prospect’s natural wall of resistance.

Before you start with your product presentation, try to make the prospect see that the meeting is about finding a solution for his/her problem- not about you trying to make a sale. 

What you're doing is helping them let their guard down so that they actually listen to your pitch with an open mind.

  Response Script:

“I’m not going to try to sell you anything. I’ll just demonstrate some of the reasons why thousands of companies are using this product. After that, you can decide if it’s applicable to you or not. You be the judge. Sounds fair?”

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If you want to expand your knowledge about handling sales objections, you can try this free course on How to Effectively Overcome any Sales Objection .

Overcoming Sales Objections is Tricky but not Impossible

Sales and objections are intertwined . Therefore, it’s necessary to understand and be prepared for these common sales objections. 

While knowing your product inside and out helps, unearthing the true reason for the customer’s objection is what will truly help you cross the hurdle.  Ask your prospects open-ended questions and try to build a sense of trust and credibility at every step.

Edited by:  Emily Healy

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Objection Handling 101: How to overcome competitor’s FUD and win deals

All the objection handling techniques in the world won’t make you a master salesperson.

Yet, overcoming sales objections is an integral part of closing deals for masters and padawans alike. 

Whether you’re a product marketer enabling your sales team to beat the competition, or a sales rep with boots on the ground handling objections on the daily, leveraging the right tactics and techniques to overcome common objections is essential. 

Tactics, like building killer sales battlecards and honing in on winning key phrases.

But coming up with the right tactics should come at the end of the objection handling process — not the beginning. 

To help you avoid this common cart-before-the-horse mistake, we’ve created a handy framework called the Objection Handling Pyramid. 

Albeit less iconic than the Egyptian pyramids, this is a foundational framework for building strategies that will help you design your objection handling process to win more deals in competitive selling scenarios.

Let’s dive in.

Watch On-Demand Webinar: Sales Battlecard Deep Dive — Objection Handling

What is objection handling?

Objection handling is about building a rapport with the buyer and asking strategic questions to go past the surface-level objection being offered.

That’s because often what’s actually holding a buyer back goes unspoken.

Once you truly understand the problem that’s holding a buyer back, you can start solving their problems.

We asked Klue sellers the question, what is objection handling in sales , and every single seller said a variation of that answer.

And the most effective way to get to those deeper layers is by building trust.

Objection handling in sales starts with building trust

Evoking the right emotions with your prospect will build the requisite trust you need to be effective in handling objections in sales . 

That’s why emotion figures at the very top of the Objection Handling Pyramid. Because breaking your prospect’s trust will lead to a lack of confidence. 

There are two main reasons why building trust is important:

• Every single claim you make about your product or competitors can be instantly fact checked. If what you’ve said turns out to be false, you can wave goodbye to a positive emotional environment and trust. 
• Speaking overly negatively or untruthfully about a competitor — even when you’re in a dogfight — is just as likely to taint your own company as it is to negatively impact your competition. 

Active listening and open-ended questions

Objections that arise — and how you handle those objections in sales — will vary depending on the buyer. And the way you communicate with them depends a lot on how they want to be communicated with. 

Tailoring your style will help you establish the all-important connection that will lead to trust and a fruitful relationship. 

“Competitive objection handling is about being on the offensive. S o w e want to make sure that when objections come up, they’re just opportunities to build further trust and educate your prospect more on why you are the better option,” – Erin Neal, Enterprise Account Executive, Klue.

Beyond relying on your own Spidey Senses, the best way to get a good read on your prospect is by asking intentional, open-ended questions, and doubling down on active listening. 

The goal of an open-ended question is to entice your prospect to think aloud, revealing their pain points, fears, and wants. And good open-ended questions start with word one. 

For example, if your question starts with ‘how’, ‘what’, or ‘why’, then you’re on the right track. Whereas questions starting with words like ‘is’, ‘did’, ‘would’, or ‘will’ can elicit closed responses like ‘yes’ or ‘no’. 

Active listening as part of the objection handling process involves your taking — as the name would imply — an active role in the conversation even when you’re not the one speaking. 

Like asking open-ended questions, your goal is to play a complementary role in the prospect fleshing out their thoughts. This includes actions like:

• Repeating and paraphrasing the speaker’s words
• Confirming you’ve properly understood what they were trying to say 
• Asking clarifying questions to dive deeper into the meaning behind the words. 

Everyone wants to feel heard and understood. If you can accomplish this by being an active participant in the conversation as a listener, you will be more likely to hit all four objectives laid out in the second step of the Objection Handling Pyramid. 

Three objectives of your handling objection process

Once your trustworthiness is established through active listening and asking open-ended questions, it’s time to focus on three broad objectives informing your objection handling process:

• Erasing doubt

Shaping the lens

Keeping them hooked, erasing prospect doubts.

Competitors are always lurking in a deal. And you can bank on the fact that they’ve been planting seeds of doubt with the buyer. Your sales team can’t be oblivious to the fact that this is happening.

“You need to prepare the buyer to talk to your competition. We can’t be ignorant and think the buyer is just talking to us,” said Kevin ‘KD’ Dorsey, VP of Inside Sales at PatientPop, at the Competitive Enablement Summit.

Leverage open-ended questions to tease out a buyer’s doubts and the FUD a competitor is throwing at you. Then, do everything in your power to quash these doubts. 

This will involve addressing, reframing, and redirecting the potential issue brought up by the prospect — but we’ll get into that later in the ‘approaches’ section of the objection handling pyramid. 

You can’t always kick your competitor out of a deal with a quick dismissal. But what you can do is frame and shape the lens through which your prospect views their pains and potential solutions moving forward. 

Build a narrative that compels the prospect to arrive at the answer on their own — a powerful story arc that teaches your prospect how to make the decision.

Ultimately, building this story — and positioning yourself as the trusted advisor along the way — will get you a leg up on your competition, explains Anthony Iannarino, author of ‘Eat Their Lunch: Winning customers away from the competition’.

“The person who teaches them how to make the decision is the person that they’re most likely to buy from,” he said during the keynote speech at the Competitive Enablement Summit.

If you want to close a deal, you’ll need to keep the buyer engaged. Luckily, handling objections shared by buyers is a perfect opportunity for you to do just that. 

Negative feedback or uncertainty from the buyer actually opens up the conversation. And while it may seem negative at first glance, this is a much better scenario than your prospect half-heartedly nodding through a demo call. 

For example, a common objection you’ve probably heard sounds something like, “Our current vendor already has this same functionality.” 

This objection is probably partly true. But it’s also an opportunity for you to acknowledge the overlap, followed by educating the buyer on the important differences past the apparent similarities. 

What’s more, if you’ve asked the right open-ended questions, you’ll have gleaned some information about what’s most important to them. Use that information to shine a light on how your product goes above the competition to address that pain point.

Common competitor claims and the best approaches to handling objections

The claims a competitor makes about you can be organized into two broad categories: claims that are true (or a version of the truth) and claims that are not true. 

Of course, nothing is entirely black or white. So let’s add a bit of important nuance to the true/not true dichotomy. 

There are five types of claims, each of which demand a different approach to overcoming the prospect’s objection:

Once you’ve assessed exactly how true a claim is or isn’t, you’ve now got to determine how you’ll formulate your approach.

The ARR of objection handling techniques

Move over annual recurring revenue, and make room for the ARR of objection handling techniques . A wonderful new acronym that stands for: 

This structure is the guideline that you should follow depending on the validity of a competitor’s claims. Let’s dive into how you execute each approach.

Addressing an objection is the most direct, straightforward approach to objection handling. A direct approach that attacks the falseness of what’s being claimed. 

Whether the claim you’re countering is absurdly and outright false, or was perhaps true-ish at one point in time but now relies on outdated information, both claims should be exposed for their inaccuracy. 

If you’re like us, nothing fires you up like an outright lie. Use that energy and go for the jugular to expose your competition! 

Reframing, as an objection handling technique, requires more finesse than claims that can be addressed head-on. That’s because the claims that require a reframing approach hold more truth to them. 

Your product may very well be lacking a specific feature functionality your prospect is interested in. But instead of being on the defensive, avoiding the claim, or pulling something out of your butt, the best way to approach these sorts of claims is in the form of a question. 

“Why is that feature/use case/integration important for you?” 

The feature that a competitor demo’d and had your prospect drooling in the moment might not actually help them achieve their objectives. A good open-ended ‘why’ question can help them come to this realization on their own. 

Just like there are claims founded on plain falsehoods, some objections will be plainly true. Trying to refute or debate these points will amount to nothing — you’ll be fighting a losing battle. 

In other words, don’t get stuck on a claim that is true. Acknowledge it, be humble and say something positive about the claim (or even one of your competitors) and then redirect the conversation towards what you DO offer . 

It’s essential that you respond to the claim with a ‘yes’ and not a ‘no’ when possible, and always circle back to how your product or service does in fact address the perceived need of the prospect, even if your answer doesn’t directly line up with the claim. 

Tactics and techniques for handling objections: battlecards and key phrases

If you’re in charge of training and enabling sellers, you’re probably familiar with sales reps looking at all the great prep work you’ve done and responding, “This is great, but just tell me what to say!”

As much as we’d all love there to be a producer in our ear telling us exactly what to say at the right time, the most effective objection handling battlecards and techniques should be based more on specific approaches as opposed to specific one-liners. 

However, there is a lot of value in setting up your sales team for success with some tried and true examples of what to say based on the veracity of claims in order for you to better handle objections:

The secret content formula for effective objection handling battlecards

The purpose of an objection handling battlecard is to give sales people a way to respond to the most common objections they can expect to hear when going up against a particular competitor. 

Since providing exact phrases and lines can come across as unnatural and rehearsed, the most effective objective handling cards are ones that showcase relevant talking points rather than specific keyphrases. 

This will force the seller to explain things in their own words, opposed to regurgitating a prewritten sentence. 

There are five key ingredients in the content formula for creating an objection handling battlecard. 

• Outline the potential landmine claim ‘what they will say’
• Acknowledge objection, don’t dismiss it
• Reframe to a new perspective (“the way we see it…”)
• Provide links to proof point details to reinforce your position
• Iterate with sales leaders

Additionally, you can highlight real life examples of colleagues handling objections by leveraging conversational intelligence programs like Gong or Chorus. Take that competitive intelligence and use it within your competitive objection handling battlecards. 

A battlecard is only valuable if it truly enables your team to close more deals. Follow the five steps above and you’ll be on your way to creating powerful objection handling cards that your team will love. 

Objection handling tactics in three (and a half) easy steps

Although objection handling can feel complex, the secret to doing it effectively can be boiled down to three (and a half) steps . 

• Start with your primary competitor and listen into 5-10 sales calls where you know the competitor is in the deal
• Write down every objection you hear word-for-word — no paraphrasing
• Take note of how each objection was handled by your sales rep
• Come together as a team and plot each objection you heard and prioritize them by how often they came up OR the objections that were the hardest to overcome
• Compile supporting evidence that effectively handles these common objections
• Look for reputable third-party facts and stats that support your sales reps position (and disprove your competitor’s claims)
• Track down internal proof points and resources that will help reinforce your position and promote your value.
• Build your objection handling battlecard for the objection you’ve identified using the 5 ingredients we mentioned above! 
• Distribute this amazing objection handling battlecard throughout the team
• In the absence of solid internal proof points from your team, look to your sales leaders for how they would handle particular objections to fill any gaps.

Key Takeaways

Perfection doesn’t exist. There is no perfect product, and consequently, you will always have to be mindful of, and find ways to overcome objections — be they true, untrue, or somewhere in between. 

What’s important is for you to be aware of the common objections that arise for your team, to have powerful competitive intelligence about your competitors, and for you to enable your sales team to close more deals. 

Some final reminders:

• Always address an attack.
• Acknowledge objections, never dismiss them.
• Use the objection as an opportunity to share your perspective on the issue
• Provide verifiable proof points to support your perspective. 

Keep these points in mind, do your diligence by following the Objection Handling Pyramid framework, curate killer content for your objection handling battlecards, and enable your team to close more deals. 

That’s what your team needs to effectively handle objections, and become a pack of master salespeople. 

(Catch our on-demand webinar ‘Sales Battlecard Deep Dive: Objection Handling’ below.)

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The Ultimate Guide to Overcoming Objections in Sales

In a perfect world, prospects will be easy to qualify, move through the  sales pipeline  with ease and have absolutely no sales objections. Unfortunately, we don’t live in a perfect world. If prospects didn’t have objections – they would’ve bought your product already! That’s why objection handling is just half the fun in sales, so keep reading to learn common sales objections and how to overcome them. 

What is a Sales Objection?

Why is objection handling in sales important, common types of objections in sales, how do you handle sales objections, accelerate your sales career and master assessing the needs of customers.

A sales objection is a clear expression by a prospective buyer that they’re not yet satisfied enough to want to buy from you, meaning that more work has to be done to remove the barrier that’s stopping them from being happy.

Sales objections often occur when a potential customer raises an issue that prevents them from immediately making a purchase or moving forward with the sales conversation.

While objections may initially seem like awkward obstacles, they’re a natural part of the sales journey . They present valuable opportunities to address customer concerns, provide additional information, build trust, and demonstrate the value and benefits of your product or service.

You might be saying to yourself, “There’s really only one kind of objection and it’s always …” you guessed it: Price. Well, you’re not completely wrong there. Price is probably the most common objection that most of us hear. In fact, most of the time, your customer wants some kind of discount.

But, in our experience, there are actually four broad categories of objections called PETE: Price , Effort , Time , and Effectiveness .

Price Objection in Sales

Price is one of the most common objections and one of the most challenging because customers are always pushing back on price. They want to find out “Can I get a discount?”

Here are some examples of the price objection:

• “It’s too expensive.”
• “We don’t have the budget”
• “I can get a cheaper version somewhere else.”

How to Overcome Sales Objections to Price

To handle the price objection, you need to find out if they can’t afford it (affordability) or if they don’t see the value. Does your prospect have the money? Can they afford it? Do they have the budget? If the answer is yes! Then you need to start looking at how to demonstrate value and make sure that they see that this is the right solution for them. So you address price objections that revolve around value by demonstrating the value, not by dropping the price.

If, on the other hand, they see the value, they think your product is worth it, but they just can’t afford it, you need to address the price objection by finding a way to make it easier for them to afford it. Can they pay monthly installments? Can they pay a deposit now and the rest later?

The next time you’re speaking with a customer and they say “Oh, that’s expensive.” Ask them “When you say it’s expensive, or you say it’s too much, do you mean that it was more than you planned on spending?” (Affordability) “Or do you not see the value of that price or you’re not sure why it’s priced at that much?” The answer to that question will be very different and will then help to steer you in the right direction as to how you handle that price objection.

When faced with a price objection it’s important to ask your customers clarifying questions so you can identify which type of price objection you’re facing ( Value or Affordability ) so you can effectively overcome this objection.

Value Objections in Sales

• “It’s too expensive for what it does”
• “It’s not worth the price you’re selling it for”

How to Overcome Price Objections Relating to Value

To overcome an objection to value, you need to understand that justifying value to your potential customer is a delicate balance between education and influence. You want to demonstrate value by focusing on the benefits. You aren’t selling a product or a service. You’re selling an outcome – a solution to their problem. Nowadays, every good sales rep is selling solutions, so how is your solution better than the others? Value. Demonstrate them. Show them that you are providing more than just a solution but a companion, someone who will show them the way. Instead of treating prospects as transactional customers, you need to treat them as partners in a long-term selling relationship.

Affordability Objections in Sales

• “I don’t have enough budget.”
• “The price is more than I have allocated.”
• “I can’t afford it.”

How to Overcome Price Objections Relating to Affordability

If it’s an affordability issue, you offer them options like payment terms. Pay a little bit now, pay later. Instalment payments for example. Or incremental commitments. For example, if it’s a large IT project, you could, for example, break it into different parts of the project and have the money come from different quarterly budgets, for example. Make it easy for them to afford it.

Effort Objections in Sales

Effort objections often come up when it’s easier for your prospect to stay with what they’re using now or they don’t see a strong enough reason to change the way they’re doing something. This objection shows up in the form of the following statements:

• “It’s complicated.”
• “The product is a hassle.”
• “I prefer an easier option.”
• “It takes too much effort to switch”
• “I’m happy with what I’m doing now”

How to Overcome Effort Sales Objections

In sales, you have to realize that most of us are creatures of habit and we really don’t like change. Even if it’s a change for the good, we still don’t  like  change. Thus, one of your biggest challenges and hurdles to overcome is the effort objection. How do you overcome this? By showing them how easy it actually is!

For instance, you can simply get them involved in your demonstration with a hands-on experience and let them experience how easy it is to use or operate. If you’re still not receiving any enthusiasm, you can always rely on retelling similar situation stories . Stories from other customers who once had that same objection but realized it was easier than they thought.

Time Objections in Sales

In a world where customers can buy many products and services with a click of a button and have them delivered in 2 hours, the time objection is coming up more and more often. The Time Objection shows up in the following examples:

• “I don’t have the time.”
• “I need this delivered tomorrow.”

How to Overcome Sales Objections Around Time

To handle an objection about time, you need first to clarify the timing issue with your potential client, for instance, “I hear what you’re saying, and it sounds like you need it within two weeks. Can you tell me more about that?”

As they talk to you, they may explain, “Well, we have a project that we’re launching in eight weeks and we really want to make sure that we can have that product in stock soon.” This reflection sometimes uncovers other hidden needs or even produces a realization for the customer that timing isn’t really the issue – maybe it’s something else.

Now, if your prospective client says, “Look, we have an event coming up and we need the product now.”

This is where you need to look at offering alternatives. Start considering another product or service that you could offer, for example, if you’re in furniture and they’re looking for one particular make or model or brand, but you don’t have it in stock, is there something else that you could offer them that’s similar that can fill that need now?

Effectiveness Objection in Sales

When prospects don’t think your solution will work for them, or they don’t have confidence in the effectiveness of your solution, that’s where the ‘Effectiveness Objection’ comes up. Here are examples of effectiveness objections:

• “I had a bad experience with similar products/services.”
• “You don’t understand my challenges. I need help with Y, not X.”
• “I don’t think it will do what I need it to do”

How to Overcome Sales Objections Around Effectiveness

Effectiveness is a huge sales objection and one of the most critical to get right when faced with one.

However, sales professionals aren’t always equipped to handle them because they’re not that common. To understand how to handle an objection about effectiveness, let’s begin by explaining precisely what effectiveness means.

Your potential clients are likely thinking, will this product work? Will this solve our problems? Will this meet our needs and address our challenges? Even if you think you’re doing everything right. You can have the right price; the timing could be great, and the delivery could be same-day shipping. But they’re still not convinced it will work,  “we’re just not a good fit”,  they say. 

Blow your potential clients’ effectiveness objection out of the picture by first asking them to “tell me more about your concerns.” They’ll likely say, “Well, I’m not sure this will work.” Say, “Tell me more. What are you particularly concerned about? Tell me more about your system, your infrastructure, and your process.” Once they’ve answered, you need to demonstrate and propose to them how your solution will work for them, usually with the aid of proof devices .

Competitor Relationships – Bonus Objections in Sales

When your prospect is happy with the solution they’re using now, you can find yourself faced with the ‘Competitor Relationships Objection’. Here are some examples:

• I’m happy with [competitor].”
• “We’re doing fine in this area.”
• “I’m okay with the status quo.”
• “Competitor X says [false statement about your products].”
• “We only work with people we know.”

How to Overcome Sales Objections Relating to Competitor Relationships

You’ve likely heard the phrase, “We already work with your competitor.” For many, this usually results in abandoning the sale altogether in fear of not wanting to present the reasons why you’re more suitable in fear of being misconstrued as talking ill of your competitors’ range.

While yes, it is a tricky process and one that you have to prepare for – it is entirely possible. The trick is to look for cracks in their working relationship, one that likely hasn’t had a reevaluation since they started working together.

Try asking questions like “Are there areas you wished your supplier did better?”, “Can your current solution do x?”, “Many people switched from X to us because they found that we actually do Y better. Can I show you how?”

When it comes to overcoming objections, start by listing the common objections people have given you in the past and then write a short rationale for each objection.

Frame your response to each objection in a positive way and practice it.

Think of examples of clients that had the same objection, found a way to overcome it, and consequently benefited from using your products and services.

Remember, every sales objection is unique, and it’s essential to tailor your approach to each customer and situation. By following these steps and adapting them to specific objections, you can handle objections effectively and increase your chances of closing the sale.

1. Hone the Skills Needed for Objection Handling

As a salesperson, honing the skills to overcome sales objections is crucial for success. It directly impacts your ability to close deals and generate more revenue.

When you master the skills necessary for sales objection handling, you build stronger relationships with your customers by showing them that you understand their concerns and have an unwavering dedication to finding the best solutions.

With this said, let’s take a look at the skills you need to hone to achieve all of this and more:

Empathy is an emotional intelligence skill. It’s defined as the ability to know what another person is thinking or feeling. Therefore, if you want to master objection handling, you need to possess the ability to walk in another person’s shoes. For example, “I’m sorry you feel that way, it sounds like this has been very frustrating!”, “I hear what you’re saying and I think I can definitely help you.” By showing empathy for your customer’s problems, they are more likely to open up and share more.

Too many sales professionals think they need to do all of the talking when meeting with prospects. What ends up happening is that they dominate the conversation, leaving little time for the prospect to share anything about themselves or what they’re looking for.

Instead, ask the prospect what they’re looking for, and what they’ve tried before? What worked, what didn’t work? What is the outcome you’re trying to achieve? Then listen intently instead of waiting for your chance to jump in and sell. Only once you have all of the information, you can make an informed recommendation on what product or service is the best for them.

Rapport Building

As the saying goes, ‘People do business with people they know, like, and trust’. So, of course, you need to build rapport – and quickly. One of the most effective ways to do this is to use your customer’s name and, probably more critically, know how to pronounce it! It helps you connect with them because they feel  heard,  and well , p eople love the sound of their names. However, make sure to use their name naturally in the conversation – otherwise, you’ll come off as indigenous.

2. Clarify the Objection

First, you need to thoroughly understand and uncover all objections and the issues related to them. You’ll frequently find that the real problem isn’t what the buyer tells you initially. Instead, it’s your responsibility to get to the root of the objection. So how do you do this? First, you need to ask the buyer for permission to explore the issue further together. 

Then, once you have thoroughly discussed the issue, you need to repeat it as you understand back to the customer. Again, it may seem counterintuitive, but by doing this, the buyer starts to see the overall issue – and can begin to identify any remaining related problems themselves. 

Also read: Compiling a List of Frequently Asked Questions

3. Isolate the Objection

There are times when your prospect has multiple objections: the warranty is too short, the price is higher than your competitors and I need it tomorrow, but your product takes 2 weeks.

When multiple objections arise, it’s important to find out their most important objection and focus on that. They might say the warranty is too short, but if you extend it, they still won’t buy it because they need it tomorrow. To overcome multiple objections, isolate the most pressing objections by asking clarifying questions: “I hear you say the warranty is too short, if we could make it longer is that the main thing holding you back?” or “What is most important to you in making your buying decision: price, warranty or delivery?”

By asking these questions you’ll avoid wasting time on an objection that won’t help you close the sale.

4. Respond Properly

Once you’re sure you’ve uncovered all objections with the buyer, you should seek to suggest a solution straight away. However, stay truthful and realistic, and don’t start offering solutions you can’t actually promise. Furthermore, long responses feel like a sales pitch. This is a two-way conversation so keep your answers direct and to the point.

5. Confirm You’ve Satisfied the Objection

Last, you need to check that you’ve satisfied their objection with your solution. Trust me, just because the customer nodded along to your responses doesn’t mean they entirely agreed; instead, they’re polite. So, ask if they’re happy to continue with your solution and explain other components if necessary. 

6. Know When to Walk Away

If after you go through everything, hard qualifying, value demonstration, and if they still don’t “get it”, stop fighting. Stop pushing. And move on. Find another customer who gets it! Who love what you’re doing and are willing to invest because they see the return on investment.

Sales skills need to be learned, practiced, and mastered. In our Sales Accelerator pack, we teach you the skills all sales professionals, entrepreneurs, and small business owners need to sell effectively. Join us in mastering the sales process, starting with getting the right mindset , differentiating from the competition , building strong relationships , and delivering compelling sales presentations using stories.

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More From Forbes

Nine ways to overcome customer objections and close the deal.

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When you are trying to sell a potential customer on your company's products or services, especially in a tough market, you are bound to run up against some roadblocks in your efforts to convert them.

Oftentimes, it's not a matter of convincing them your brand is the right fit; it's more about the act of listening with an open mind about their current setup and how you can add value to what is already in place to make their operation or process much easier. Start the conversation by tuning into commonalities and how to find a better solution. Below, nine leaders from Forbes Business Development Council each offer one strategy to turn a customer objection into a sale.

1. Listen And Understand The Objection

Listen and understand the objection properly, as sometimes it may be about something else. Then, respond and resolve the objection if possible and turn the conversation straight into the identified before the common ground. - Marek Niedzwiedz , aeXea Group

2. Ask About Their Current Situation

I have had success turning the objection around and politely asking how they are doing things today where they don't need the product, service or solution we are pitching. The conversation now is about their business—not my offering. This typically changes the direction of the conversation, and you learn a great deal, which should impact your next move. Focus on moves and countermoves. - Joe Woods , ABS Group

3. Apply LAER: The Bonding Process

A method with proven success is LAER: The Bonding Process—Listen, Acknowledge, Explore and Respond. When you have received an objection, listen for the “why.” When the reason is laid out, acknowledge what to and why the prospective client has objected. The next step would be to explore the objection as a whole. Once that process has been completed, then you can respond to the client with recommended alternatives, resources or solutions. - Christina Ramirez , Eagle Telemedicine

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4. Try The 'Feel, Felt, Found' Technique

The “feel, felt, found” technique is an effective way to turn a customer objection into a sale. First, acknowledge the customer’s objections about the product and then empathize with their concerns. Finally, present them with a resolution that addresses the issue. When you’re a business, the key to successfully using this strategy is sharing positive experiences and highlighting the potential benefits. - Annu Baral , LatentView Analytics

5. Negotiate On Terms And Deliverables To Add More Value

One proven technique is the sharp angle close, and it’s summed up by this question: If we come to an agreement on the objection, is there anything else that could stop you from moving forward? Once you start negotiating, you can find areas of flexibility on terms, deliverables or other elements of the buying equation to add more value, but you’ll struggle if you don’t expand the conversation. - Julie Thomas , ValueSelling Associates

6. Highlight Product Strength And Brand Trustworthiness

To prospective customers, a product or service is only as good as its sales pitch. A customer objection to your pitch is a sure sign they don’t have faith in the product just yet. The best way to turn an objection around is to fully understand the customer’s misgivings and restate your value proposition to address them. Use your product's strengths and brand's trustworthiness to ease their doubts. - Bryce Welker , Crush The LSAT

7. Resist An Immediate Response To Their Objections

How you handle customer objections can often make or break the potential client relationship. The best practice is to identify common objections and have responses ready to go. This creates a companywide unified statement, which can be important in dealing with difficult questions. It's also important to remember that responses to objections do not necessarily need to be immediate. - Peter Schravemade , REACH ASEA

8. Find Commonalities To Solve The Customer's Pain Point

An objection can be an opportunity in disguise. A mature business leader will seek commonalities between the product offer and the solution to the customer's pain point and see the objection as an engagement that can start a useful dialogue. An empathetic and creative response that fully owns the customer's objection can, with skill, win the customer over and create a cooperative relationship. - Anna Jankowska , RTB House

9. Ask Questions To Help Fill In The Information Gap

Get to the truth! An objection is usually just a request for more information. The best way is to use the Socratic method and just ask questions. By doing so, you can appropriately turn the customer around. - Kristen Dever , UKG

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Introduction

In the sales process, objections from potential customers are common. These objections can range from concerns about price, features, or competitors, to doubts about the effectiveness of the product or service. Overcoming these objections is crucial for sales success. This article will explore the importance of overcoming objections in the sales process and provide examples of effective strategies to address and resolve objections.

Why overcoming objections is important

• Builds trust: When salespeople effectively address objections, it helps build trust with potential customers. By showing that you understand their concerns and have solutions, you demonstrate your credibility and commitment to meeting their needs.
• Increases sales conversions: Overcoming objections can significantly increase the chances of closing a sale. By addressing any hesitations or doubts, you can alleviate customer concerns and provide the reassurance they need to move forward with the purchase.
• Improves customer satisfaction: By proactively addressing objections, you can prevent potential post-purchase dissatisfaction. When customers feel heard and supported throughout the sales process, they are more likely to have a positive experience and become loyal advocates for your brand.

Examples of overcoming objections in the sales process

Here are some examples of effective strategies for overcoming objections in the sales process:

• Anticipating objections: By thoroughly understanding your product or service and your target audience, you can anticipate common objections and proactively address them during the sales pitch. This preparation shows your professionalism and instills confidence in the potential customer.
• Active listening and empathy: When a customer raises an objection, it is crucial to actively listen and empathize with their concerns. Repeat their objection back to them to ensure you fully understand their point of view. This demonstrates that you value their opinion and are genuinely interested in solving their problem.
• Providing evidence and testimonials: Backing up your claims with evidence and testimonials from satisfied customers can be highly persuasive in overcoming objections. Sharing success stories and statistics relevant to the customer's concerns helps mitigate doubts and instill confidence in the product or service.
• Offering alternative solutions: If the customer's objection is valid and cannot be fully resolved, offering alternative solutions can still lead to a successful sale. By presenting different options or modifications, you show flexibility and a willingness to work with the customer to find a mutually beneficial solution.
• Addressing price objections: Price objections are common in sales. To overcome this objection, clearly communicate the value and benefits of your product or service. Emphasize how it can save money in the long run or provide a significant return on investment. Additionally, offering flexible payment options or discounts can help overcome price objections.

By implementing these strategies and tailoring them to specific customer objections, sales professionals can effectively address concerns and increase their chances of closing deals.

Section 1: Building Rapport

Building rapport with prospects is essential in the sales process as it helps establish a connection and build trust. When you have a positive rapport with your prospects, they are more likely to listen to your pitch, ask questions, and ultimately make a purchase. Here are some practical tips on how to establish a connection and build rapport with your prospects:

1. Active Listening

One of the most important aspects of building rapport is active listening. Pay attention to what your prospects are saying, and show genuine interest in their concerns, needs, and desires. This not only helps you understand their perspective better but also shows that you value their input.

2. Find Common Ground

Look for shared interests or experiences that can help create a connection with your prospects. Whether it's a hobby, a mutual acquaintance, or a similar background, finding common ground can help break the ice and establish rapport.

3. Show Empathy

Put yourself in your prospects' shoes and try to understand their challenges and pain points. Show empathy by acknowledging their concerns and offering solutions that address their specific needs. This displays your genuine care and fosters a sense of trust.

4. Use Mirroring Techniques

Mirroring is a technique where you subtly match your prospects' mannerisms, tone of voice, or body language. This can create a sense of familiarity and make the conversation feel more comfortable for your prospects.

5. Be Authentic

Authenticity is key when building rapport. Be genuine, honest, and transparent with your prospects. People appreciate authenticity and are more likely to trust someone who is open and sincere.

6. Show Confidence

Confidence is contagious. When you exude confidence in yourself, your product, and your ability to meet your prospects' needs, it inspires trust and builds rapport. However, be careful not to come across as arrogant or pushy.

By implementing these practical tips, you can effectively build rapport with your prospects and increase your chances of closing sales.

Section 2: Active Listening

Active listening plays a crucial role in understanding and addressing the objections raised by prospects during the sales process. By actively listening, sales professionals can gain valuable insights into the concerns and hesitations of potential buyers, allowing them to provide relevant solutions and overcome objections more effectively.

The Importance of Active Listening

1. Understand Prospect's Perspective:

Active listening enables salespeople to truly understand the perspective of their prospects. By attentively listening to their objections, concerns, and preferences, sales professionals can gain a deeper understanding of the prospect's needs and expectations. This understanding allows them to tailor their sales pitch and address objections more effectively.

2. Build Trust and Rapport:

Active listening helps build trust and rapport with prospects. When salespeople demonstrate genuine interest in understanding the prospect's objections, it creates a positive impression, leading to stronger relationships. By actively listening, sales professionals show that they value the prospect's opinions and are committed to finding solutions that meet their specific needs.

3. Uncover Hidden Objections:

Not all objections raised by prospects are explicitly stated. Sometimes, objections can be hidden behind certain statements or questions. Active listening allows sales professionals to pick up on subtle cues and uncover any underlying objections that may not be immediately apparent. By addressing these hidden objections, salespeople can remove barriers and move closer to closing the sale.

Methods for Practicing Active Listening

1. Give Undivided Attention:

When engaging with prospects, eliminate distractions and give them your full attention. Maintain eye contact, nod, and provide verbal cues to show your attentiveness. Avoid interrupting and allow the prospect to express their concerns fully before responding.

2. Ask Open-Ended Questions:

To encourage prospects to share their objections, ask open-ended questions that require more than a simple "yes" or "no" response. These questions allow prospects to elaborate on their concerns and provide valuable insights that can help you address their objections effectively.

3. Reflect and Summarize:

Throughout the conversation, reflect on what the prospect is saying and summarize their objections to demonstrate your understanding. This not only shows that you are actively listening but also provides an opportunity for the prospect to confirm or clarify their concerns before moving forward.

4. Empathize and Validate:

When prospects express their objections, empathize with their viewpoint and validate their concerns. Let them know that their objections are important and that you are committed to finding a solution that addresses their specific needs. This helps build trust and rapport, increasing the chances of overcoming objections.

Overall, active listening is a vital skill in the sales process. It allows sales professionals to gain a deeper understanding of the prospect's objections, build trust and rapport, and uncover hidden objections. By incorporating active listening techniques into their sales approach, salespeople can effectively address objections and increase their chances of closing the sale.

Section 3: Anticipating Common Objections

In the sales process, it is common for potential customers to have objections or concerns that may prevent them from making a purchase. As a salesperson, it is crucial to anticipate these objections and be prepared with effective responses. This section provides insights on identifying and preparing for common objections in the sales process.

• Understanding the importance of identifying objections
• Researching common objections in your industry
• Developing strategies to overcome objections
• Effective communication techniques for addressing objections
• Handling objections related to pricing
• Addressing objections based on product features or functionality
• Overcoming objections related to competitor comparisons
• Providing case studies and testimonials to address objections
• Using objection handling as an opportunity to build trust and rapport
• Role-playing exercises for practicing objection handling

By understanding and preparing for common objections, salespeople can be more effective in addressing customer concerns and ultimately closing more deals. This section will provide valuable insights and strategies to help sales professionals overcome objections in the sales process.

Section 4: Addressing Price Concerns

Addressing price objections is a crucial step in the sales process. When potential customers express concerns about the cost of your product or service, it is essential to have effective strategies in place to overcome these objections and demonstrate the value they will receive. In this section, we will discuss various approaches you can take to address price concerns and convince your prospects of the worth of your offering.

1. Understand the Prospect's Budget and Needs

The first step in addressing price concerns is to have a clear understanding of your prospect's budget and needs. By asking targeted questions and actively listening, you can gain insights into their financial limitations and the features or benefits they value the most. This information will help you tailor your pitch and highlight the aspects of your product or service that align with their specific requirements.

2. Emphasize the Value and ROI

During price discussions, it's important to shift the focus from the cost to the value and return on investment (ROI) that your offering provides. Clearly articulate how your product or service solves their pain points or helps achieve their goals. Highlight the long-term benefits and cost savings that they can expect to see by choosing your solution. Use case studies, testimonials, and data to support your claims and demonstrate the value proposition.

3. Offer Flexible Pricing Options

To address price objections, consider providing flexible pricing options to accommodate different budget constraints. This could include tiered pricing plans, subscription-based models, or customizable packages. By offering choices, you allow prospects to select an option that fits within their budget while still receiving the core benefits of your product or service. Present these options during the pricing discussion and explain how each option can meet their specific needs.

4. Provide Competitive Comparisons

If your prospects compare your pricing to that of competitors, be prepared to provide a clear and compelling comparison. Highlight the unique features, quality, or additional services you offer that differentiate you from the competition. Emphasize why your pricing is justified based on the value and advantages they will receive compared to lesser-priced alternatives.

5. Use Negotiation Tactics

When encountering price objections, be open to negotiations to find a mutually beneficial solution. Consider offering limited-time discounts, bundling additional services, or providing extended payment terms. The key is to find a middle ground that satisfies both parties while still maintaining the profitability of your business.

By implementing these strategies and effectively addressing price concerns, you can overcome objections and close more sales. Remember to focus on the value your product or service brings to the prospect's business and how it aligns with their needs and goals.

Section 5: Highlighting Benefits and Solutions

In this section, we will explore various techniques that can help you effectively emphasize the benefits and solutions offered by your product or service, enabling you to overcome objections raised by potential customers.

1. Understand Customer Concerns

2. Identify Benefits and Solutions

3. Tailor Your Message

4. Provide Social Proof

5. Offer Guarantees or Trials

6. Show Return on Investment (ROI)

7. Anticipate and Address Objections

8. Use Case Studies and Testimonials

9. Communicate Value Proposition Clearly

10. Use Visuals and Demonstrations

11. Ask Thought-Provoking Questions

12. Personalize the Sales Pitch

13. Follow Up and Follow Through

1. Understand Customer Concerns: Begin by thoroughly understanding the objections and concerns raised by potential customers. This will help you tailor your approach and effectively address their specific needs.

2. Identify Benefits and Solutions: Identify the unique benefits and solutions your product or service offers. Understanding these will enable you to highlight them strategically during the sales process.

3. Tailor Your Message: Customize your sales pitch and messaging to resonate with each potential customer individually. This personalization will demonstrate that you understand their needs and have the perfect solution for their specific challenges.

4. Provide Social Proof: Share success stories, testimonials, and case studies from satisfied customers who have already experienced the benefits of your product or service. This social proof will instill confidence in potential customers and alleviate their objections.

5. Offer Guarantees or Trials: To overcome objections related to risk or uncertainty, offer guarantees or trial periods. This allows potential customers to try your product or service with the assurance that they can opt out if it doesn't meet their expectations.

6. Show Return on Investment (ROI): Clearly demonstrate how your product or service can generate a positive return on investment for potential customers. This financial analysis will help them understand the long-term value and benefits they can gain from choosing your offering.

7. Anticipate and Address Objections: Proactively anticipate common objections and prepare compelling responses. By addressing objections before they arise, you can instill confidence in potential customers and overcome their concerns.

8. Use Case Studies and Testimonials: Share real-life examples of how your product or service has solved similar challenges for other customers. These case studies and testimonials serve as powerful tools to showcase the effectiveness of your solutions.

9. Communicate Value Proposition Clearly: Clearly communicate the unique value proposition of your product or service. By highlighting its key features and benefits, you can make it easier for potential customers to understand and appreciate what sets you apart from competitors.

10. Use Visuals and Demonstrations: Incorporate visuals and demonstrations into your sales pitch to make it more engaging and memorable. Visual aids can help potential customers better grasp the benefits and solutions you're offering.

11. Ask Thought-Provoking Questions: Engage potential customers by asking thought-provoking questions that prompt them to consider their challenges and the potential impact of your solutions. This approach encourages active participation and helps them realize the benefits of your offering.

12. Personalize the Sales Pitch: Tailor your sales pitch to the specific industry, company, or individual you are targeting. By demonstrating that you have taken the time to understand their unique circumstances, you enhance your credibility and increase the chances of overcoming objections.

13. Follow Up and Follow Through: After addressing objections and providing solutions, follow up with potential customers to ensure their concerns have been fully addressed. Maintaining ongoing communication and providing additional support can help build trust and ultimately secure the sale.

By implementing these techniques, you can effectively highlight the benefits and solutions offered by your product or service, leading to successful objection handling and increased sales.

Section 6: Handling Competitor Comparisons

In the sales process, it's common for potential buyers to compare different competitors before making a decision. This section will provide you with tactics and strategies for effectively handling objections related to competitors and showcasing your unique selling points.

Tactics for Handling Competitor Comparisons:

• 1. Understand the Competitor Landscape:

Before engaging in a conversation about competitors, it's important to have a clear understanding of the competitor landscape. Research each competitor's strengths and weaknesses and identify how your product or service differentiates itself from them.

• 2. Highlight Your Unique Selling Points:

Showcase the unique features, benefits, and value of your product or service that sets it apart from competitors. Clearly communicate how your offerings address the specific needs and pain points of potential buyers.

• 3. Focus on Customer Success Stories:

Share real-life examples and success stories of customers who have chosen your product or service over competitors. Highlight the positive outcomes they achieved and how your solution contributed to their success.

• 4. Address Specific Concerns:

Probe potential buyers to identify their specific concerns or objections regarding competitors. Address these concerns head-on by providing factual information, data, or testimonials that showcase why your solution is a better fit for their needs.

• 5. Offer Comparative Analysis:

If the potential buyer requests a direct comparison with a specific competitor, provide a fair and balanced comparative analysis. Highlight the advantages and disadvantages of each solution, emphasizing why your product or service offers a superior value proposition.

By implementing these tactics, you can effectively handle objections related to competitors and confidently showcase your unique selling points, increasing the chances of converting potential buyers into customers.

Section 7: Providing Social Proof

Social proof is a powerful tool in the sales process that can help alleviate objections and build trust with potential customers. By showcasing satisfied customers or testimonials, you can provide evidence of your product or service's value and reliability. This section will explain the concept of social proof and how you can effectively use it to overcome objections and close more sales.

1. What is Social Proof?

Social proof is the psychological phenomenon where people assume the actions or choices of others in an attempt to reflect correct behavior for a given situation. In the context of sales, social proof refers to providing evidence that your product or service has been successful for others, thereby influencing potential customers to trust and favor your offering.

2. The Power of Testimonials

Testimonials are a common form of social proof that can have a significant impact on potential customers. They are statements or narratives from satisfied customers who have experienced positive results or benefits from using your product or service. Testimonials humanize your brand and provide real-world examples of how your offering has helped others.

3. Showcasing Satisfied Customers

One effective way to utilize social proof is by showcasing satisfied customers. You can feature testimonials on your website, social media platforms, or marketing materials. Additionally, you can use case studies or success stories that highlight specific customer journeys and the positive outcomes they achieved with your product or service.

4. Leveraging Metrics and Data

Another form of social proof is leveraging metrics and data to demonstrate the success of your product or service. This can include sharing statistics on the number of customers served, revenue generated, or any other relevant data that showcases the size and impact of your customer base.

5. Influencer Endorsements

Another powerful form of social proof is leveraging influencer endorsements. Influencers are individuals with a strong online presence and a large following in your target market. By partnering with influencers and having them endorse your product or service, you can tap into their credibility and reach to gain the trust of potential customers.

6. Customer Reviews and Ratings

Customer reviews and ratings on platforms like Google, Yelp, or industry-specific review websites can also serve as social proof. Positive reviews and high ratings indicate that your product or service is well-regarded by others in the market, providing reassurance and confidence to potential customers.

Overall, social proof is a powerful tool to overcome objections in the sales process. By showcasing satisfied customers, leveraging testimonials, metrics, influencer endorsements, and customer reviews, you can build trust, alleviate doubts, and increase the likelihood of closing a sale.

Section 8: Offering Flexible Options

One of the key strategies in overcoming objections during the sales process is providing flexible options to address specific needs or requirements of potential customers. This section will discuss the importance of offering flexibility and how it can help overcome objections more effectively.

1. Understanding Different Needs and Requirements

Every customer has unique needs and requirements when it comes to making a purchasing decision. By taking the time to understand these individual needs, sales professionals can tailor their offerings and present flexible options that meet specific requirements. This shows the customer that their concerns are being addressed directly and increases the chances of overcoming objections.

2. Customizing Solutions

Providing flexible options means being able to customize solutions based on customer preferences. This could involve offering different pricing packages, bundling products or services, or adjusting terms and conditions to better align with the customer's needs. By offering customization, sales professionals can demonstrate their willingness to accommodate specific requirements and show the value of their offering.

3. Offering Alternatives

Another way to provide flexibility is by offering alternative solutions that address the customer's concerns. If a prospect objects to a specific feature or aspect of the product or service, the salesperson can present alternative options that meet their requirements. This allows the customer to feel heard and encourages them to continue exploring the offering.

4. Demonstrating Value and ROI

When addressing objections related to cost or perceived value, offering flexible options becomes essential. Sales professionals can demonstrate the value and return on investment (ROI) of their offering by providing different pricing structures or offering additional benefits for a higher price. This helps to alleviate concerns and highlights the potential benefits of the product or service.

5. Building Trust and Relationships

By offering flexible options, sales professionals are able to build trust and develop stronger relationships with potential customers. When prospects feel that their needs are being heard and that the salesperson is willing to work with them to find a solution, it establishes a foundation of trust. This can lead to increased confidence in the product or service and a higher likelihood of closing the sale.

In conclusion, offering flexible options is crucial for overcoming objections in the sales process. It allows sales professionals to address specific needs and requirements, customize solutions, provide alternatives, demonstrate value, and build trust with potential customers. By incorporating flexibility into their sales approach, businesses can increase their chances of closing deals and satisfying their customers.

Section 9: Reassuring with Guarantees

In the sales process, objections often arise when prospects express concerns or doubts about the product or service being offered. One effective way to address these objections and provide reassurance is by offering guarantees or warranties. Guarantees act as a promise to the customer that they will receive certain benefits or outcomes from their purchase, or that their investment will be protected in some way.

Outlined below are key points on how guarantees or warranties can help overcome objections and provide reassurance to prospects:

1. Addressing risk

One common objection from prospects is the fear of making a wrong decision or wasting their money. By offering a guarantee or warranty, you can mitigate this risk and give them confidence in their purchase. Assure them that if they are not satisfied or if the product doesn't meet their expectations, they can get a refund, replacement, or other suitable solution.

2. Demonstrating confidence in the product

Guarantees and warranties show that you believe in the quality and effectiveness of your product or service. When prospects see that you are willing to stand behind your offering and assume responsibility if it doesn't meet their needs, it instills trust and confidence in your brand.

3. Building credibility

By providing guarantees, you demonstrate your commitment to customer satisfaction. This builds credibility and differentiates your company from competitors who may not offer similar reassurances. Prospects are more likely to trust and choose a provider who is willing to back their claims with guarantees.

4. Overcoming objections related to value

Some objections may arise from prospects who question whether the product or service is worth the investment. Offering a guarantee or warranty can help address these concerns by emphasizing the value they will receive. Show them that if they are not satisfied with the results or benefits, they can obtain a refund or solution, thereby reducing the perceived risk.

5. Creating a competitive advantage

Guarantees or warranties can be a powerful differentiator in the marketplace. When prospects compare your offering with others, they may be more inclined to choose a company that offers additional reassurances. Use your guarantees as a selling point to highlight the added value and peace of mind that prospects will have by choosing your product or service.

In conclusion, guarantees and warranties play a crucial role in overcoming objections and providing reassurance to prospects. By addressing risk, demonstrating confidence, building credibility, overcoming objections related to value, and creating a competitive advantage, you can effectively address concerns and persuade prospects to choose your offering.

Section 10: Closing with Confidence

In this section, we will provide you with valuable tips on how to confidently close the sales process after successfully addressing objections. By implementing these strategies, you will be able to secure a deal and ensure a positive outcome for both you and your potential customer.

1. Understand the Customer's Needs

Before moving towards the closing stage, it is crucial to have a deep understanding of your customer's needs and desires. By actively listening and asking relevant questions, you can demonstrate that you genuinely care about helping them find the right solution.

2. Reiterate the Value Proposition

Remind the customer of the unique value your product or service offers. Emphasize the benefits they will receive and how it will address their pain points. By reinforcing the value proposition, you can reignite their excitement and motivation to proceed with the purchase.

3. Address Any Remaining Concerns

Even after overcoming objections earlier in the sales process, there might still be some lingering concerns. Take the time to address these remaining doubts and provide any additional information or reassurance that is necessary. This will help build trust and further solidify their decision to move forward.

4. Offer Incentives

Consider offering incentives to incentivize the customer to close the deal. This could include discounts, extended warranties, or special bonuses. By providing extra value, you can create a sense of urgency and encourage the customer to make a favorable decision.

5. Propose a Clear Next Step

Guide the customer towards the next step in the process by clearly outlining the actions they need to take. This could be signing a contract, setting up a trial period, or scheduling a follow-up call. By providing a clear path forward, you make it easier for the customer to make a decision and transition smoothly to the next phase.

6. Assume the Sale

Show confidence in your product and your ability to meet the customer's needs. Use assumptive language and statements that imply the sale has already been made. This can help create a positive mindset and increase the likelihood of a successful closing.

By following these strategies, you will be better equipped to confidently close the sales process and secure the deal. Remember that each customer is unique, so adapt these techniques to suit their specific requirements and preferences.

If you would like to learn more about our sales intelligence solutions that can help you overcome objections and close deals more effectively, please contact us or visit our website .

The strategies discussed in this article are essential for overcoming objections in the sales process. By implementing these strategies, sales professionals can address customers' concerns and build trust, leading to increased sales success. It is crucial for readers to start applying these strategies in their own sales processes to enhance their effectiveness and achieve better results.

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Problem Solving in Sales: 7 Techniques To Improve Your Skill

In sales, mastering problem-solving becomes the bridge between closing deals and losing opportunities.

Why? Because at its core, sales is applied problem-solving. You're not simply closing deals or pushing products; you're removing obstacles that prevent your customers from achieving their goals.

This is why exceptional salespeople consistently close deals faster and retain customers more effectively. They transform from average salespeople into trusted advisors, empowering their clients through problem-solving expertise.

In the following sections, you’ll learn in detail what problem solving means in sales and 7 techniques to improve your problem solving skills as a salesperson. 

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What is Problem Solving in Sales?

Effective sales rely on understanding unique customer challenges and crafting solutions that effectively address them. 

Here's how to master the problem-solving process for sales success:

Uncover the Problem

• Actively listen to customer feedback.
• Ask insightful questions to delve deeper into their pain points.
• Identify the root cause of their challenges.

Break it Down

Go beyond surface-level concerns and understand the problem's core.

Come up with an Effective Solution

• Leverage product/service knowledge to tailor solutions for their specific needs.
• Demonstrate how your offering delivers value and addresses their challenges.

Overcome Objections

• Anticipate potential concerns.
• Present your solution effectively to address objections and build trust.

By mastering these steps, you can transform into a trusted advisor who consistently closes deals and fosters lasting customer relationships.

Why is Problem Solving Important in Sales? 

Problem-solving has become even more important in sales today due to several key factors:

Adapting to evolving customer needs

Today's marketplace is highly competitive , with customers having access to a wider range of options than ever before. This means that simply having a good product or service isn't enough. 

Salespeople need to devise new and better ways to understand the unique needs and challenges of each customer and demonstrate how their offering solves those specific problems in a way that stands out from the competition.

Differentiation from competition

Customers face a sea of similar options, so simply offering a good product isn't enough. This is where problem-solving becomes your weapon.

By sharpening your problem-solving skills, you can:

• Uncover unique customer challenges : Go beyond generic features and identify the specific issues customers face.
• Craft effective solutions : Showcase how your offering addresses their pain points, not just features.
• Shift the conversation : Move from features to solutions, positioning yourself as a trusted advisor, not just a salesperson.
• Become proactive: Anticipate customer needs and offer preventive solutions, gaining a competitive edge.

Essentially, problem-solving allows you to differentiate yourself. By addressing customer challenges effectively, you demonstrate the true value your offering brings, justifying your price point and present a compelling proposition that stands out from the crowd. 

Build trust and long-term relationships

Today’s buyers want an almost rep-less buyer journey because they don’t trust salespeople to promote their best interest. This is why building trust and long-term relationships with customers is more important than ever. Salespeople who can demonstrate their ability to solve sales problems effectively are perceived as valuable advisors and trusted partners. This fosters loyalty and repeat business, which is crucial for sustainable success.

How To Improve Your Sales Problem-Solving Skills 

1. improve your sales acumen with expert-led sales training programs.

Sales acumen is the combination of skills, knowledge, and experience that empowers you to excel at selling. This includes:

• Understanding and empathizing with customer pain points
• Anticipating customer needs proactively
• Tailoring solutions to specific challenges
• Build trust through expertise, active listening, and empathy
• Collaborating effectively as part of a problem-solving team

While these skills seem essential for any salesperson, a surprising statistic reveals that only 13% of clients feel salespeople truly understand their needs . This highlights a gap between how sellers approach sales and how buyers want to buy, often due to inadequate problem-solving skills. If you can’t uncover your customer’s problems and needs you don’t stand a chance at selling them a solution.

Investing in expert-led sales training can bridge this gap significantly. Programs like the Pclub's Platinum Passport offer exclusive access to learn directly from the top 0.01% of sales professionals. These training programs can equip you with the practical problem-solving and B2B sales skills necessary to:

• Uncover and understand your customer’s needs and challenges in-depth.
• Develop tailored solutions that resonate with their specific circumstances.
• Navigate complex situations and objections with confidence and clarity.
• Build trust and credibility as a trusted advisor who can solve their problems effectively.

2. Develop a high emotional intelligence threshold

2024 brings a complex sales landscape: cautious buyers, increased stakeholder involvement in purchases, and longer sales cycles. This environment demands a crucial skill: high emotional intelligence (EQ).

Here's why EQ is essential:

• Deeper Customer Understanding : Salespeople with high EQ excel at building rapport and fostering trust. They can read social cues, understand emotions, and create an open environment where clients freely express their challenges and emotions. This leads to deeper understanding and accurate diagnoses of customer problems.
• Confidently Handling Objections : Objections are inevitable, but high EQ salespeople view them as opportunities to uncover deeper needs. They remain calm and composed, acknowledge concerns, and address them with empathy, transforming objections into chances to craft compelling solutions.
• Adaptable Communication : Tailoring your approach to each customer's unique personality and decision-making style is key in sales. High EQ allows you to adapt your communication based on emotions, leading to relevant and impactful solutions that resonate with each individual.

By mastering EQ, you become a trusted advisor, equipped to navigate the complexities of modern sales and consistently close deals effectively.

3. Learn how to identify your buyer’s true pain points

Your potential customer’s true pain point is the challenge that aligns with their financial priorities. Every business operates within limited financial resources, which forces them to prioritize how they allocate these resources. 

When a pain point directly impacts their financial priorities, it creates a sense of urgency and justifies the investment in a solution. This urgency becomes crucial for successful sales negotiations and closing deals.

Even if you possess the best of emotional intelligence and sales negotiation skills, struggling to sell against the core financial challenge can hinder success. Consider your reaction to the illustration below: 

• Person A: Needs visibility for better sales coaching (solution-oriented statement).
• Person B: Faces an urgent need to prevent a significant valuation loss due to cash flow issues.

Clearly, Person B exhibits a more defined and urgent problem. Person A, while facing a challenge, frames it as a solution they already have in mind.

The key here is to master how to identify the "Why" behind the "What". That’s how you uncover the true business pain point. 

4. Improve your sales negotiation skills

Negotiation is an integral part of the sales process, and mastering it is crucial for effective problem-solving. 

A HubSpot study reveals that 58% of buyers want to discuss pricing on the very first call. This can be a major obstacle for salespeople as it can lead to premature price discussions before the value proposition has been established.

Diving into price negotiations without establishing yourself as the preferred vendor is risky. It often leads to over-discounting because the focus shifts to price point instead of the value your product or service offers. 

This scenario makes it difficult to achieve a win-win outcome as the buyer lacks a clear understanding of the business value you bring.

Honing your sales negotiation skills helps you overcome this challenge and become a more effective problem-solver.

5. Leverage team collaboration

Problem-solving is rarely a solo endeavor. Sales leaders and sales managers should encourage collaboration inside the  sales team specifically for developing new problem-solving techniques. 

Sales team members can initiate brainstorming sessions with the marketing strategy department or even social media team to uncover innovative solutions. 

That way, you share insights and strategies that not only enhance the sales process  but also foster a culture of continuous improvement and learning within your team.

6. Include creativity in your sales process

Including creativity in your sales process is about strategically applying creative thinking and unconventional approaches to enhance your creative problem-solving process and ultimately, create a better sales strategy. 

Here's how creativity empowers your sales reps to solve problems and close deals:

• Capture Attention : Move beyond conventional outreach tactics. Remember how Gong secured a meeting through a personalized video pitch from the Old Spice Guy? This unexpected approach cuts through the noise and increases engagement.
• Simplify Complexities: Transform static case studies into engaging animated customer success stories. Adding visual elements and a touch of whimsy simplifies complex solutions, creating emotional resonance and fostering understanding.
• Connect on an Emotional Level : People remember stories 12 times better than facts. By weaving compelling narratives into your presentations, you create a memorable customer experience, fostering trust and leaving a lasting impression beyond statistics.

By embracing creativity, you become more than just a salesperson; you transform into a strategic problem solver equipped to diagnose specific challenges and overcome them effectively.

7. Analyze sales data to generate insights

Much of sales success relies on your ability to transform information into valuable insights. That’s why being able to analyze sales performance data and metrics to make informed decisions is a vital sales skill . 

Sales data, often housed in Customer Relationship Management (CRM) systems, acts as a goldmine of insights waiting to be discovered. 

By analyzing metrics like win/loss ratios, conversion rates, and sales cycle length, you can uncover hidden patterns and trends that might be the root cause of various sales challenges. 

Is your lead generation strategy falling short? Data analysis can reveal specific challenges , areas to optimize for improvement, such as ineffective marketing campaigns or a mismatch between your ideal customer profile and your targeted outreach efforts.

Enhance your problem solving skills with expert-led sales training programs

Ready to take your problem solving skills to the next level? Pclub offers expert-led courses that help you upskill key areas of your sales process where problem solving is required. 

• Sales demo mastery
• Sales discovery masterclass
• Overcoming objections

Take the first step towards a more profitable future. Unlock all courses today with a platinum passport and enjoy personalized mentorship and training solutions that guarantee a solid foundation for your team’s success. 

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• Sales Mapping

How to Handle Objections in Sales Calls

• On May 17, 2023

Picture this: You’ve spent weeks perfecting your sales pitch. You’ve done your research, you know your product inside out, and you’re confident that you can win over any prospect that comes your way. But as soon as you start your pitch, the prospect hits you with an objection. “We don’t have the budget for this,” they say, or “We’re not sure if this is the right fit for us.” Suddenly, all of your confidence disappears, and you’re left scrambling to salvage the sale.

Sound familiar? Objections are a part of every salesperson’s life, and they can be a major roadblock to closing deals. But here’s the thing: objections don’t have to be a sales killer. In fact, they can be an opportunity to learn more about your prospect’s needs, address their concerns, and ultimately, close the deal.

In this article, we’re going to show you how to handle objections like a pro. We’ll cover the BANT and LAER frameworks, plus some effective strategies for overcoming common sales objections.

Whether you’re a seasoned sales pro or new to the game, this blog will give you the tools you need to tackle typical sales objections head-on and close more deals. So let’s get started!

Table of Contents

Understanding Sales Objections in Calls

Simply put, “sales objections” are the reasons why a prospect may be hesitant to move forward with a purchase or may outright reject a sales pitch.

They can be anything from concerns about the product or service being offered, to questions about pricing, to doubts about the credibility of the salesperson.

Regardless of the nature of the sales objection, it’s your job to address it and provide the prospect with the information and reassurance they need to make their purchase.

The BANT Criteria: A Tool for Identifying Sales Objections

The BANT framework was originally developed by IBM and is still widely used today as a way to qualify leads and gather information about prospects before a sales call.

• Budget refers to the prospect’s ability to pay for a product or service. You need to have a clear understanding of your prospect’s budget so you can present solutions that are within their financial means. In fact, according to a study by Gong.io , top-performing sales reps spend more time discussing pricing and budget than their average-performing counterparts.
• Authority refers to the prospect’s ability to make purchasing decisions. You need to know who the decision-makers are within their organization and make sure you’re addressing their needs and concerns.
• Need refers to the prospect’s actual need for your product or service. You need to understand the prospect’s pain points and demonstrate how your product can address those issues.
• Timing refers to the prospect’s timeline for making a purchase. You need to understand the prospect’s buying cycle and work with them to ensure that your product or service is being considered at the right time.

The Importance of Handling a Sales Objection

Learning to handle objections effectively can pay off in big ways for both the sales reps and the prospects.

When objections are handled proactively and professionally, it shows the prospect that the salesperson is listening to their concerns and is genuinely interested in finding solutions that meet their needs. This builds trust, and can ultimately lead to a stronger customer relationship.

For the prospect, successful objection handling means that they get the information and reassurance they need to make an informed purchasing decision. When objections are left unaddressed, people experience uncertainty, which can lead to a lost sale.

Closing More Deals

Sales objections signal that a prospect is interested but may need more information or reassurance before making a purchase.

• By taking the time to understand their concerns and provide thoughtful responses, you can build trust and alleviate any doubts or hesitations the prospect may have.
• By addressing objections head-on, salespeople can increase the likelihood of prospects moving forward in the buying process and ultimately lead to a higher closing rate.
• By providing clear and concise responses to sales objections, the conversation moves forward and the prospect stays engaged. This can ultimately lead to a higher closing rate and a more successful sales outcome.

Building Stronger Customer Relationships

Building a strong relationship with the customer is key to overcoming objections and closing deals.

• By taking the time to empathize with your clients’ concerns and demonstrating a genuine interest in helping them find solutions, you can establish trust and build long-lasting relationships.
• By demonstrating a willingness to listen and address objections, salespeople can create a sense of partnership with their clients, which can help to build trust and foster loyalty over time.
• By providing thoughtful responses to sales objections and offering creative solutions to unique challenges, you can establish yourself as an expert in the field.

Improving Sales Efficiency

When sales professionals overcome sales objections the right way they can also streamline the sales process overall, making it more efficient.

• By anticipating and addressing objections early on in the sales cycle, sales reps can reduce the amount of time spent on low-potential leads and focus on high-value prospects.
• By addressing objections proactively, salespeople can eliminate roadblocks that might prevent a prospect from moving forward in the buying process.
• By prioritizing your efforts and focusing on the most promising leads, you can determine whether a prospect is a good fit for their product or service, weed out low-potential leads, and focus your efforts on high-value prospects that are more likely to convert.

Enhancing Personal and Team Development

This may not be an obvious perk, but handling sales objections can also contribute to personal and team development.

• By refining their objection-handling skills, salespeople can enhance their communication, problem-solving, and interpersonal skills.
• By learning to anticipate objections and address them proactively, salespeople can improve their communication skills and become better listeners.
• By thinking creatively and offering unique solutions to complex challenges, salespeople can develop better problem-solving skills.
• By sharing their experiences and collaborating on strategies for addressing objections, sales teams can improve their collective objection-handling skills and support each other in the sales process.

The LAER Method for Objection Handling

You can overcome sales objections by following the LAER framework. Developed by the Technology & Services Industry Association , the LAER framework helps sales professionals effectively address and anticipate sales objections and move prospects through the buying process.

This step involves actively listening to the prospect’s concern and asking clarifying questions to gain a deeper understanding of their concerns. For example, you might say, “I hear that you’re concerned about the cost. Can you tell me more about what specific concerns you have about the pricing?”

Acknowledge

Once the prospect has shared their concerns, it’s important to acknowledge them and empathize with their situation. This step involves demonstrating that you understand their objections and that you are committed to finding a solution that meets their needs. For example, you might say, “I understand that cost is a concern for you. We have several pricing options available, and I’m confident that we can find a solution that fits your budget.”

After acknowledging the prospect’s concerns, it’s important to explore the objection in greater detail. This step involves asking questions to gain a deeper understanding of the prospect’s needs. For example, you might say, “Can you tell me more about your current process and how our solution can help improve it? What features are most important to you?”

This step involves presenting the prospect with a solution that addresses their concerns and meets their needs. For example, you might say, “Based on our conversation, I think our solution can help address your concerns about cost while also providing the features you’re looking for. Let me show you how it works and answer any additional questions you may have.”

Common Sales Objections and How to Overcome Them

Price objections.

Addressing price concerns is one of the most common sales objections that you’ll face, and it’s important to have specific techniques for handling it.

• Demonstrate Value: This can be done by highlighting the unique features and benefits that the prospect will receive by investing in the product or service. For example, you might say, “While our product may be more expensive than [some of our competitors], it has several unique features that provide greater value and efficiency in the long run.”
• Offer Payment Plans : This approach can make the investment seem more affordable to the prospect. For example, you might say, “We offer several payment plans that can fit your budget and help you get the solution you need.”
• Show the ROI: Quantify the benefits the prospect will receive in return for their investment. For example, you might say, “Our product has been shown to increase productivity by 30%, which at [other client you can showcase as a success story] led to [$$$] in cost savings and increased revenue.”
• Highlight Long-Term Benefits : This can include benefits such as increased efficiency, improved quality, or reduced maintenance costs. For example, you might say, “While the initial cost may be higher, our product is designed to last longer and require less maintenance, which can lead to significant cost savings over time.”

Budget Objections

Helping prospects see the long-term value and ROI of your product or service is an important part of objection handling.

• Provide Data: Use data to support your claims about the value and ROI of your product or service. Include case studies, testimonials, or industry research as needed. For example, if you are selling a software solution, you might provide data on how it has improved productivity and efficiency for other companies.
• Focus on Business Impact: Help prospects understand how your offering can positively impact their business in both the short and long term. For example, if you are selling a marketing automation platform, you might focus on how it can help generate more leads and improve customer engagement.
• Address Budget Constraints: Acknowledge the prospect’s budget constraints, but emphasize how your offering can provide long-term value and ROI. For example, if you are selling a cybersecurity solution, you might emphasize how it can help the prospect avoid costly data breaches and associated legal fees.
• Offer Customized Solutions : Work with the prospect to develop a customized solution that fits their budget, offer different pricing options, bundle services together, or provide a phased implementation plan. For example, if you are selling a project management tool, you might offer a scaled-down version of the software that fits the prospect’s budget while still providing essential features.

Competitor Objections

Every business has competitors, and prospects might hesitate to buy your product if they think there’s a better, cheaper, or simpler alternative.

• Understand Your Unique Value Proposition : Set your product or service apart from the competition by focusing on the benefits that you offer that others do not, and make sure you can clearly communicate these benefits to prospects.
• Highlight Your USPs : Unique Selling Propositions are the specific features or benefits that make your offering stand out. Emphasize these points in your marketing materials, sales presentations, and conversations with prospects.
• Provide Case Studies and Testimonials: Case studies and testimonials are powerful tools for demonstrating how your offering has helped other companies achieve their goals.
• Position Your Offering as the Best Choice: Emphasize the unique benefits you offer, and how they are more valuable than those of your competitors. Make sure you are focusing on the needs of the prospect, and how your offering can help them achieve their goals.
• Leverage Social Proof: Social proof is a powerful way to demonstrate the value of your offering. Use customer reviews to prove the unique benefits of your offering and show prospects that others have found it valuable.

Timing Objections

When it comes to a prospective buyer making a purchasing decision, timing is everything. So when prospects tell you it’s just not the right time for them to invest in what you’re selling, try these techniques:

• Urgency: Maybe there’s a new market trend or a critical event happening soon that makes it vital for the prospect to act quickly. Highlighting the urgency of the situation will give prospects a sense of FOMO (Fear Of Missing Out) and encourage them to make a decision.
• Flexible Solutions: Try to offer creative solutions that cater to their needs such as a phased implementation approach that allows them to start small and grow their usage over time.
• Discuss the Risks of Delaying: Highlighting the opportunity cost of inaction or the potential for competitors to gain an advantage can help prospects understand the importance of making a decision now. By providing clear examples and explanations, you can help prospects understand that time is of the essence.

Anticipating and Preparing for Sales Objections

One of the keys to overcoming sales objections successfully is anticipating them, which can be easily done by identifying the most common sales objections from within your industry. As a bonus, when you’re well-prepared, you’ll feel more confident during calls.

• Stay Up-to-Date : With market trends, competitor offerings, and client feedback. Ask your existing customers what objections they had when they were first considering your product or service, and use that information to develop tailored responses. Look for patterns in the objections you receive and focus on addressing the most common ones.
• Separate Good & Bad Prospects : Not every lead is a good fit for your product or service, and it’s crucial to focus on high-potential prospects who are most likely to convert into customers. When you identify that a prospect is not a good fit, part ways gracefully and focus your energy on higher-potential leads.
• Develop Tailored Responses : Do your homework and you’ll be better equipped to handle objections, build trust with prospects, and close more deals.

Building Trust with Prospects

Building trust is essential in overcoming sales objections and closing deals. Prospects are more likely to buy from salespeople they trust, and building trust takes time and effort.

• Be transparent and authentic in all communications. This includes being honest about the limitations of your product or service.
• Demonstrate a deep understanding of your prospect’s needs and goals & show them you are invested in their success.
• Be a reliable source of information and support.
• Never make promises that you can’t keep.
• Always follow through on your commitments.

Companies can also cultivate trust by establishing a strong brand identity and reputation. In fact, establishing a positive brand image online is just as crucial as delivering high-quality products because the first thing prospects will do is search you on Google and social media.

Setting a Follow-up Plan

When objections cannot be resolved during the initial sales call, it’s important to schedule a follow-up conversation to continue the conversation and work toward a resolution.

• Demonstrate a commitment to resolving the prospect’s concerns.
• Set clear expectations for the follow-up conversation.
• Be proactive in scheduling the meeting, but be flexible and accommodating, offering to reschedule the meeting if necessary.
• During the follow-up conversation, listen actively to the prospect’s concerns and demonstrate a willingness to work with them to find a solution.

By maintaining open lines of communication and showing a commitment to resolving their concerns, you can build trust and demonstrate your value as a partner. Ultimately, this can help you close more deals and build stronger relationships with your prospects.

Continuously Improving Objection Handling Skills

Successfully resolving sales objections is a continuous learning process. Even the most experienced sales reps can benefit from ongoing skill development and learning from past experiences.

To do this you need to first track your performance in addressing sales objections, so you can identify areas for improvement.

• Take note of which objections you successfully handled and which ones proved more challenging.
• Reflect on what worked and what didn’t, and look for patterns or trends in your approach.
• Share best practices within your sales team.
• Seek feedback from colleagues who have successfully navigated objections in the past.
• Attend training sessions, read industry publications, and seek out mentorship opportunities to continue learning.
• By continually refining your skills and staying up to date on the latest trends and best practices, you can become an even more effective sales rep.

How to Apply These Methods in Your Next Sales Call (Examples)

Before the sales call.

Preparing for a sales call is critical to success. Use the BANT criteria to research the company and the prospect in advance, and prepare tailored responses to common objections you are anticipating.

• Identify the decision-makers and stakeholders involved in the buying process.
• Research the company’s history, industry, and competitors.
• Review the prospect’s online presence and any social media activity.
• Prepare a list of questions to ask during the call that will help you understand the prospect’s needs and concerns.

During the Sales Call

Use the LAER framework:

• Listen: Pay attention to the prospect’s concerns and ask clarifying questions.
• Acknowledge: Empathize with the prospect’s concerns and acknowledge their perspective. Use phrases like “I understand why you feel that way” or “That’s a valid point.”
• Explore: Ask open-ended questions to explore the root cause of the prospect’s objections. For example, “Can you tell me more about why that is a concern for you?”
• Respond: Provide a tailored response that addresses the prospect’s concerns and showcases the unique value proposition of your product or service. Use language that focuses on the benefits the prospect will receive, such as “Our product can save you time and increase your efficiency.”

Overcoming Common Objections

Responding to sales objections effectively requires a tailored response that addresses the prospect’s concerns.

• Price: Emphasize the value of the product or service and demonstrate how it can positively impact the prospect’s business. Provide payment plan options to make it more affordable.
• Budget: Help the prospect see the long-term ROI of the product or service and how it can positively impact their business. Offer flexible solutions that fit within their budget.
• Competitors: Showcase your USPs and provide case studies or testimonials from satisfied customers.
• Timing: Emphasize the urgency of the prospect’s need and the potential risks of delaying their decision. Provide a clear timeline for implementation.

Closing the Deal

After successfully handling objections, it’s time to close the deal. Here are some strategies to consider:

• Confirm the prospect’s decision and ensure they feel confident in their choice.
• Schedule a follow-up conversation to address any remaining concerns or questions.
• Set expectations for next steps and provide a clear timeline for implementation.

After the Sales Call

Reflecting on the sales call can help identify areas for improvement and refine your skills for responding to sales objections in the future.

• Track your performance and identify areas for improvement.
• Seek feedback from colleagues or managers to gain different perspectives.
• Continuously learn and improve your skills through ongoing training and practice.

Additional Resources and Tools for Objection Handling

• “Objections: The Ultimate Guide for Mastering The Art and Science of Getting Past No” by Jeb Blount.
• “Never Split the Difference: Negotiating As If Your Life Depended On It” by Chris Voss.
• “To Sell Is Human: The Surprising Truth About Moving Others” by Daniel H. Pink.
• “SPIN Selling” by Neil Rackham.
• “The Psychology of Selling” by Brian Tracy.
• “Selling Made Simple And Salesman Podcast” – a podcast featuring interviews with top sales professionals and experts.
• “The Brutal Truth About Sales & Selling” – a podcast hosted by Brian Burns that features interviews with sales leaders and experts on a wide range of sales topics.

Online Platforms & Classes

• “Sales Gravy University” – an online platform offering courses and resources for sales professionals at all levels.
• “ B2B Leads That Convert ” – It’s a free program that teaches students the EXACT steps required to generate new business.
• “People Skills. How people tick & how to read them instantly!” – a Udemy class on the psychology behind human interactions.
• HubSpot CRM – a customer relationship management tool that includes a built-in sales pipeline and objection-tracking features.
• Gong – a conversation analytics platform that provides insights into sales objections performance and helps sales teams improve their skills.
• Salesforce – a popular CRM tool that includes objection tracking and management features.
• Chorus.ai – a conversation intelligence platform that records and transcribes sales calls, providing insights into objection handling and sales performance.
• Pipedrive – a CRM tool that offers sales objection tracking and management features, as well as customizable sales pipelines and reporting.
• Objection.co – an objection handling software that provides customized responses and insights into objection handling performance.

By mastering the art of resolving sales objections, you can streamline your sales process, shorten sales cycles, and focus more time on high-value prospects.

Throughout this article, we’ve explored a variety of effective techniques and strategies for handling objections, including the BANT and LAER frameworks, demonstrating value, building trust, and setting follow-up dates.

We’ve also discussed the importance of ongoing skill development and learning from past experiences to continuously refine your objection-handling abilities.

Remember, preparation and research before a sales call is crucial, as is the ability to actively listen, acknowledge, explore, and respond to objections during the call.

Remember to maintain a growth mindset and always strive for continuous improvement! If you invest time and effort in finessing your skills, no sales objection will stand a chance.

Fred Metterhausen is a Chicago based computer programmer, and product owner of the current version of Maptive. He has over 15 years of experience developing mapping applications as a freelance developer, including 12 with Maptive. He has seen how thousands of companies have used mapping to optimize various aspects of their workflow.

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Key decision makers can be hesitant, resistant, or even apathetic. Learn how to respond to an objection and how to address it so your answer becomes the reason for moving forward. Participants will learn how to use questions to handle the most often used stalls and objections heard from prospects.

By using questions to bring up concerns and expectations before the prospect has a chance to, you remove the roadblocks and streamline the process, building rapport as a thoughtful sales professional as you do so.

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Objection Handling in Job Interviews: Strategies for Success

• 19th Jul 2023
• Career Advice

Job interviews are critical moments that determine the success of a jobseeker’s application. While many jobseekers prepare extensively for the interview process, they often overlook an essential aspect: objection handling. Effective objection handling can greatly influence the outcome of an interview, demonstrating your ability to handle challenges and showcasing your suitability for the role. In this article, we will explore key strategies for overcoming objections and leaving a lasting impression during your next job interview.

Understand Common Objections

To effectively handle objections, it’s crucial to anticipate the common objections that may arise during an interview. These objections could range from concerns about your lack of experience, or specific skills to queries regarding your compatibility with the company culture, or potential gaps in your employment history. By understanding and preparing for these objections in advance, you can demonstrate your ability to address them confidently and intelligently.

Active Listening

During an interview, active listening plays a pivotal role in objection handling. Pay close attention to the interviewer’s questions and concerns, allowing them to express their objections fully. By actively listening, you show respect for their perspective and gain a deeper understanding of the underlying reasons behind their objections. This knowledge will empower you to respond effectively and tailor your answers accordingly.

Stay Calm and Confident

Handling objections can be a daunting task, but maintaining a calm and confident demeanour is crucial. Remember that objections are not personal attacks but rather opportunities to showcase your problem-solving skills and resilience. Keep your tone composed, maintain eye contact and convey your confidence through body language. Such composure will assure the interviewer of your ability to handle challenges and navigate complex situations in the workplace.

Prepare Compelling Responses

Preparation is key when it comes to objection handling. Take the time to develop well-crafted responses to common objections based on your skills, experience and accomplishments. Structure your answers in a way that acknowledges the objection, presents relevant evidence to counter it and concludes with a strong statement that reinforces your suitability for the role. By showcasing your achievements and highlighting how you can add value to the organisation, you can effectively neutralize objections and create a positive impression.

Emphasise Transferable Skills

If you encounter objections related to a lack of direct experience or specific skills, emphasise your transferable skills and relevant accomplishments. Draw parallels between your previous experiences and the requirements of the role. Highlight your ability to adapt, learn quickly and apply your existing skill set to new situations. By showcasing your versatility and ability to acquire new skills, you can alleviate concerns about any perceived gaps in your experience.

Provide Examples and Stories

Storytelling is a powerful tool in objection handling. Instead of relying solely on theoretical explanations, provide concrete examples from your past experiences that demonstrate your ability to overcome challenges. Use the STAR (Situation, Task, Action, Result) method to structure your stories effectively, highlighting the specific actions you took to overcome obstacles and achieve successful outcomes. Sharing such stories not only reinforces your credibility, but also helps the interviewer visualise your potential contributions to the organisation.

Effectively handling objections in a job interview can significantly impact the overall outcome of your application. Remember, objection handling is an opportunity to demonstrate your problem-solving abilities, resilience and fit for the role. By employing these strategies, you’ll enhance your chances of leaving a lasting impression and securing your dream job.

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