How to Handle Objections in Sales Calls + 50 Common Sales Objections

Learn how to handle sales objections like a pro and overcome any obstacle that hinders your potential customer's purchasing decision.
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We've all been there— you're just about to close the deal when your client objects with a laundry list of reasons why they shouldn't commit.

Handling objections in sales calls can feel like an uphill battle, but don't worry!

This guide will be your saving grace.

We'll show you how to tackle objections and then provide some common ones so that come time for those sales calls, you're prepared for whatever comes at ya.

What is a Sales Objection?

A sales objection refers to any concern expressed by a potential customer regarding an obstacle that hinders their purchasing decision. It clearly indicates that you need to address additional factors in the buying process beyond your initial expectations.

Typically, objections are not merely a straightforward rejection but are accompanied by underlying reasons. As a sales representative, it is vital to promptly assess the grounds behind the objection and adapt your pitch accordingly to maintain the customer's engagement.

Also important to note is that objections do not necessarily signify the end of a potential deal. Rather, they indicate the client's genuine interest in your product, coupled with their dissatisfaction with specific aspects, encouraging them to seek alternative solutions.

What is Objection Handling?

Objection handling refers to the process in sales where a potential customer expresses concerns or doubts regarding the product or service being offered. The salesperson then responds strategically to address these concerns, facilitating progress in the deal.

Common objections typically revolve around pricing, product suitability, or competition. Occasionally, the objection may serve as a polite dismissal.

Handling Objections...

Dealing with objections is a challenging aspect of the sales profession.

Successfully navigating this process requires specific actions and skills that are crucial for every salesperson to have.
how to handle objections in sales calls

Ask Thoughtful, Open-Ended Questions

Asking thoughtful and open-ended questions is crucial in highlighting the key elements mentioned before. Pertinent and tactful inquiries should be posed to uncover prospects' pain points to ensure a comprehensive understanding and effective handling of objections they may raise.

Starting dialogue by asking relevant questions and providing generous space for discussion is often the starting point. Avoiding questions that result in simple "yes" or "no" responses is important, and utilizing periods of silence strategically should not be underestimated.

Encouraging buyers to express their thoughts freely is essential. Identifying their concerns and positioning oneself to anticipate potential objections are key strategies.

Have Empathy

Empathy plays a crucial role in successful sales efforts. The goal should be not solely to sell for financial gain but to offer a product or service that effectively alleviates the prospect's pain points. Always prioritize their needs and interests.

By staying informed about their challenges and situations, and approaching them with patience and empathy, you can proactively anticipate and effectively address any objections they may have.

Use phrases that acknowledge their objection, such as: "I often come across this concern. I understand that you have this viewpoint. It seems like this has been quite challenging for you," or "I understand your perspective, and I believe I can offer assistance."

By demonstrating empathy towards the customer, they are more willing to express information that can aid in formulating an effective resolution.

Keep Situational Awareness

There is no universal, foolproof template for handling objections that can be applied to all potential concerns a prospect raises. It is essential to have a comprehensive understanding of your sales process, the specific nature of the deal you are pursuing, and the needs and interests of your prospect, alongside other relevant factors.

The key to effectively addressing objections is comprehending the unique circumstances influencing a prospect's concerns. This requires maintaining situational awareness throughout your interactions with each individual prospect.

Validate Your Prospect's Concerns

When a prospect expresses concerns, it presents an opportunity to effectively sell by displaying empathy. Rather than rushing to deliver your pitch, take the time to listen and demonstrate your understanding of their concerns.

Gradually highlight the unique selling points that differentiate you from competitors, emphasize the additional benefits you provide, and assure them of a remarkable experience.

Use Social Proof

One effective social proof method is sharing customer metrics and data that demonstrate your market or industry standing. These numbers can evoke a sense of urgency, scarcity, or fear of missing out (FOMO) among potential customers while addressing concerns regarding value, relevance, and risk.

To maximize the impact of customer statistics, selecting up-to-date, accurate, and pertinent to your offerings is important. Highlight these figures prominently on your website, landing pages, emails, or social media platforms using counters, timers, or graphs.

Additionally, establish the correlation between these numbers and your prospects' needs, objectives, or challenges. Show them how your products or services can help them achieve similar or superior outcomes, rather than solely emphasizing the quantity of customers or revenue generated.

Set a Specific Date & Time to Follow-Up

When a prospect requests additional time for consideration, it is essential to allow them the necessary space and opportunity to evaluate their options.

However, it is important not to leave them uncertain. It is advisable to schedule a specific date and time for a follow-up in the near future, ensuring that too much time does not elapse.

Offer your availability to address any inquiries they may have during their decision-making process.

Common Sales Objection Types

Lack of Budget

Price-based objections are commonly encountered in sales discussions, as every purchase entails a certain degree of financial risk.

As a sales representative, it is important to strategize how you present your product or service and effectively illustrate its value. This shifts the conversation towards evaluating the balance between risk and reward.

By offering discernible benefits and portraying the positive outcome of adopting your solution, prospects can be persuaded that the potential reward justifies the associated risk.

Lack of Trust

Building relationships is an essential aspect of conducting business. When engaging in inbound sales conversations, prospects usually have prior interactions with your content or a level of familiarity with your organization.

When facing this objection, you can remind them of past interactions or analyze your sales cycle to determine if nurturing is feasible.

However, not all conversations fall under the inbound category, and some prospects may genuinely be unaware of your organization. At this stage, it is crucial to emphasize the value you offer through your elevator pitch, highlighting your organization's market authority.

Lack of Need

Although it may appear as an objection initially, it presents a chance to provide valuable information to the potential customer while also obtaining insights from them.

Employ open-ended and layered questions to evaluate the suitability of the prospect and evaluate their requirements. If there is compatibility, capitalize on it to showcase the value offered.

Lack of Urgency

In order to determine whether timing truly presents a challenge or if the prospect is simply dismissing your concerns, it is beneficial to request further elaboration on the importance or competing priorities that currently capture their attention.

Pay close attention to discern whether their response revolves around specific timing constraints or vague justifications. If they are bending over backwards to justify inactivity regarding a genuine pain point, it may present an opportunity.

If all other attempts do not yield satisfactory results, arrange a future appointment to delve deeper into the matter.

50 Sales Objections

1. Budget Constraints: "We can't afford it right now."

2. Not a Priority: "This isn't our top priority at the moment."

3. Competitive Solution: "We're already using a similar product from your competitor."

4. Integration Concerns: "We're worried about how it will integrate with our existing systems."

5. No Immediate Need: "We don't have an immediate need for this."

6. Lack of Understanding: "I don't fully understand how your product works."

7. Security Concerns: "How can I be sure my data will be secure with your solution?"

8. Compliance Issues: "Does your product comply with industry regulations?"

9. ROI Uncertainty: "We're not sure if we'll get a good return on investment."

10. Too Complex: "Our team might find it too complex to use."

11. Bad Past Experience: "We had a bad experience with a similar product in the past."

12. Not Enough Features: "Your product lacks some of the features we need."

13. Too Many Features: "Your product has too many features; we only need a few."

14. Resistance to Change: "We're comfortable with our current processes."

15. Lack of Time: "We don't have the time to implement a new system."

16. Skepticism: "I'm not convinced this will solve our problems."

17. Long Implementation: "How long will it take to implement your solution?"

18. Customization Needs: "We need a highly customized solution."

19. Limited IT Resources: "Our IT team is overwhelmed with other projects."

20. Need for Approval: "I need to get approval from higher-ups."

21. Need More References: "Can you provide more customer references?"

22. Too Expensive: "Your pricing is too high for our budget."

23. No Budget Approval: "I can't make decisions without approval from the finance department."

24. Lack of Trust: "I'm not sure we can trust your company."

25. Concerns About Downtime: "What happens if your service experiences downtime?"

26. Need for a Trial: "Can we try it out before committing?"

27. Limited User Training: "Our team doesn't have time for extensive training."

28. Scalability Worries: "Will your solution scale with our growing needs?"

29. Compatibility Issues: "Will it work with our existing software?"

30. Unclear Pricing: "Your pricing structure is confusing."

31. Hidden Costs: "Are there any hidden costs we should be aware of?"

32. Need for Guarantees: "Can you provide a satisfaction or performance guarantee?"

33. Too New or Small: "Your company is relatively new or small; can we trust you?"

34. Data Migration Concerns: "How difficult is it to migrate our data?"

35. No Support for Legacy Systems: "We still rely on some legacy systems."

36. Lack of Case Studies: "Do you have any case studies in our industry?"

37. Decision Delay: "We need more time to make a decision."

38. Vendor Lock-In Fear: "What if we want to switch providers in the future?"

39. Lack of Time for Evaluation: "We're swamped with other projects right now."

40. Need for Custom Reports: "Can we create custom reports with your software?"

41. Inadequate Training Resources: "We don't have resources to train our team properly."

42. Concerns About Data Ownership: "Who owns the data on your platform?"

43. Mobile Compatibility: "Is your solution mobile-friendly?"

44. Industry-Specific Features: "Does your product cater to our industry's specific needs?"

45. ROI Calculation Needed: "Can you provide a clear ROI calculation?"

46. Need for Legal Review: "Our legal team needs to review the contract."

47. Change Management Concerns: "How will we manage the transition?"

48. Lack of Social Proof: "We need more social proof and testimonials."

49. Too Many Vendor Meetings: "We're talking to too many vendors right now."

50. Stakeholder Buy-In: "We need to get buy-in from all stakeholders."


It is important to understand the importance of being able to handle objections when engaging in a sales call. Through practice, honing your skills around objection handling can be achieved with time, patience and determination.

By using active listening techniques, stock responses, understanding motivations and empathizing with the customer's needs in the discussion, you can tackle sales objections head-on. It requires confidence and consistency to have a successful outcome on every call.

Whether you read through our article for tips or took away essential lessons from your own experiences, remember that every sale journey begins with either overcoming or embracing an objection and make it yours.

Let us partner with you to drive growth, nurture leads, and achieve sales success. Get in touch with us now!
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