How to Manage Sales Objections: Turn Hesitation Into Opportunity

Sales objections—they come in all shapes and sizes and can spark up at any point in the conversation.

I’m sure you’ve been there: you’re in the middle of what you believe is the perfect pitch, your product is solving the prospect’s problems, the energy is high, you’re connecting on a personal level, and just when you think they’re on board, CRASH! You get hit with a “Your product is too expensive” or “We prefer to keep this in-house.”

Feeling that punch in the gut and scrambling for the right response to counter the prospect’s concerns can be challenging. 

Imagine a world where you feel confident in the face of objections. A world where you anticipate them and are equipped with the right techniques to overcome them smoothly.

In this article, we’re going to explore exactly that. We’ll dive into how to manage sales objections, helping you turn those roadblocks into stepping stones and those lost deals into closed ones.

8 Types of Sales Objections and How to Overcome Them 

All salespeople, more or less, have to prepare for many of the same sales objections. Yes, the nature of your product or service could bring some unique twists into the mix, but the backbone of objections remains the same across the board. 

Knowing these objections, understanding their roots, and having effective strategies to overcome them is the key to consistent sales success.

Pricing Objections

As salespeople, we know this one all too well.

“Your price is too high!” When you hear this, don’t take it as a slap to your product’s worth. Your potential customer is saying, “I don’t see the value you’re offering for this price.” This is your cue to illustrate that value in detail

Show how your product improves processes, saves time, increases revenue, or eliminates pain points. Make it so they can’t imagine their operation without your product, and the price won’t seem so scary.

Common types of pricing objectives include:

  • “We have no money.”
  • “We’ve already spent our budget.”
  • “I need to allocate this budget elsewhere.”
  • “Your product looks great, but the price is too high.”
  • “I don’t want to be stuck in a contract.”
  • “The ROI potential just isn’t there.”
  • “Another option is cheaper.”

How to Overcome Pricing Objections: 

Start by understanding their true objection—is it lack of budget or lack of understanding your value? Try to focus on explaining the value your product or service delivers—for example, will it save them time in support costs? 

Sales Objections - Pricing Is One of the Most Common Objections in Sales

Source: Unsplash

Product Fit Objections

In many cases, product fit objections are nice ways of saying, “I don’t understand your product” or “I’m not sure how it will benefit us.” 

It’s your role as a salesperson to bridge that understanding gap. The best way to do this? Ask questions.

A simple “Can you help me understand your current process?” or “What are the biggest challenges you’re facing?” can go a long way. These questions spark dialogue where your prospect reveals their pain points. Now you can align these issues with the solutions that your product brings to the table.

Common product fit objections include:

  • “Your product doesn’t meet our needs.”
  • “This product doesn’t work with our [X].”
  • “Your product is too complicated for me.”

How to Overcome Product Fit Objections 

There are two ways to deal with product fit objections. If they truly don’t understand your product, then a demo might be the right step. This will give you a chance to show what your offering does—some people learn better by seeing than hearing. Or, they may have a pain point they’re not clearly expressing—in that case, work to get to the bottom of their true issue. 

Competition Objections

“We’re already working with your competitor.” When you hear this, know they’ve already recognized the need for a product or service like yours. That’s half the battle won! 

Now, the other half can be tough because your competitor may offer more features or have a lower price.

But that shouldn’t be a deal breaker. Your job now is to show the prospect how your product or service provides a better overall value. 

Do you provide better customer service? More hands-on support? The potential for a greater ROI? Or a more comprehensive solution? Make it clear why making the switch is worth it.

Common competition objections include:

  • “You’ve got a great product, but we’re going to go with [the industry standard].”
  • “I’m already locked into a contract.”
  • “Your offer/product/company is not good enough.”
  • “I’m happy with [X competitor].”
  • “[X competitor] told me [false statement] about your product/company.”

How to Overcome Competition Objections 

This is when your UVP (unique value proposition) comes into play. Don’t trash your competitor, but take the time to explain how your product or service is a better fit for them. Do you prioritize small businesses or offer onboarding support? Review common complaints from your competitors and explain how your offering stands out. 

Implementation Objections

Implementation objections tie in closely with product fit objections. The difference here is that the customer understands what your product does but is unsure if the implementation process is worth the hassle.

A common implementation objection like: “Your product seems too complicated to implement” signals a fear of disruption or change. 

Calm down their nerves by presenting a well-structured implementation plan. Show how you’ll provide support and guidance every step of the way. Make it evident that the transition will be smooth and the long-term benefits far outweigh the short-term adjustment period.

Common implementation objections include:

  • “We don’t have the ability to implement this solution.”
  • “Your product will disrupt our workflow.”
  • “We can’t risk any downtime during the transition.”
  • “We don’t have a dedicated IT team to manage this.”

How to Overcome Implementation Objections 

If you offer onboarding support, now is the time to share that information. Do you offer a one-on-one consultation or a personal contact while they are onboard? Is there a way to automate part of the process? If not, explain the onboarding process and the opportunity losses they might face if they don’t make the switch. 

Timing Objections

“We’re too busy right now” or “It’s not the right time” are classic brush-offs. They’re not about time; they’re about priorities. You need to highlight the cost of inaction and create a sense of urgency without being too pushy

If they’re quick to dismiss you, reassure them that you won’t take up much of their time or schedule a follow-up call. Then show them how your solution will save time, reduce costs, or mitigate risks in the long run.

Common timing objections include:

  • “Your solution isn’t a priority right now.”
  • “Just email me more information and I’ll get back to you.”
  • “I don’t have time to talk right now.”
  • “We’ll buy soon.”
  • “I’ll think about it.”
  • “There’s too much going on right now—call me back next quarter.”

How to Overcome Timing Objections 

If you’re not able to get the prospect to agree to moving forward now, make sure to schedule a follow up email sequence (yay for automation) or make a note in your CRM to follow up in a few weeks. 

Sales Objections - Use CRM to Capture Relevant Details, like this example from Close CRM

Trust-Based Objections

“We’ve never heard of your company.” or “Can you provide some customer references?” These objections are about a lack of trust and credibility. You need to build that trust with social proof. Share case studies, customer testimonials, and success stories. 

Offer a free trial (but not too long) or a money-back guarantee. Show them you stand behind your product and will be there to support them.

  • “I’ve heard negative feedback about your company.”
  • “I don’t see many reviews or testimonials about your product.”
  • “Your company seems too small or too new.”
  • “You don’t have any clients in our industry.”
  • “I’ve had a bad experience with a similar product before.”

How to Overcome Trust-Based Objections 

Now is the time to whip out that social proof. Have you been reviewed by top sites in the industry? Do you have a killer G2 score? Do you have case studies or reviews from well-known brands? Now’s the time to show your prospect that your team knows what they’re doing and other folks trust you. 

Gatekeeper Objections

“You need to talk to my boss.” Ah, the classic gatekeeper. 

Don’t give up on these types of objections too quickly. The gatekeeper can play a significant role in the buying process if you play your cards right. 

Show them respect, build rapport, and demonstrate the value your product brings. They could become your internal champion and help pave the way to the decision-maker.

Common gatekeeper objections include:

  • “I can’t sell this to my team.”
  • “We’re downsizing right now.”
  • “I can’t make a commitment until I meet with [other decision-makers].”
  • “I’m not authorized to sign off on this commitment.”
  • [Economic buyer] “I’m not convinced.”
  • “I’m part of a buying group.”

How to Get Past Gatekeeper Objections 

This is when it pays (literally, in some cases!) to be personable. Get the person on your side and ask them to refer you to the right person. If you can turn a gatekeeper into an internal champion, you’ll be on your way to closing the deal. 

Need-Based Objections

“We don’t see a need for your product.” In some cases, there may be a lack of need, and the best thing to do is just walk away. In other cases, it’s another invitation to showcase your product’s value. 

Illustrate their world with and without your product. Turn that lack of perceived need into a must-have.

Common need-based objections include:

  • “We’ll buy if you add these features.”
  • “Your product/service is a fad and won’t last.”
  • “I’m happy with the way things are.”
  • “[X] problem isn’t important to me currently.”
  • “I don’t see how your product will help me.”
  • “You don’t understand my needs: I need [X] not [Y].”

How to Handle Need-Based Objections 

In some cases, need-based objections may be the point at which you walk away from a sale. If the customer truly can’t live without X, Y, or Z features that you don’t offer, there’s no point in arguing. In some cases, however, focusing on value can help.

For example you might say, “No, we don’t currently offer X, but we do offer Y and you can get similar functionality through our integrations.” Or maybe Y is comparable to feature X in some way. The goal is to show prospects either they don’t need the feature they think they do or there’s another way to get the same results. (But only, of course, if it’s true!)  

8 Compelling Reasons to Equip Yourself for Handling Sales Objections

Most salespeople are coming up with answers to objections on the fly.

That’s a huge mistake.

What you need is to develop an objection management document.

Successfully manage any objection by downloading your free objection management template.

But first, let’s look at all the reasons why “computing” an answer to an objection in real time is a bad idea:

  • It’s going to take focus and attention away from the customer while you’re trying to formulate your response.
  • Your answer will probably be longer than it should be because you’re communicating in a stream of consciousness style.
  • You’re not going to seem confident.
  • The quality of your answer will heavily depend on your state at the present moment. And let’s be honest, sometimes when we’re cold calling, we’re not in the best state.

Instead, when you prepare in advance to overcome customer objections, you gain these benefits:

  1. Confidence boost: There’s a distinct difference between winging it and knowing your stuff. When you’re prepared, you radiate self-confidence, because you’ve taken the time to map out potential concerns and you’ve got solid, thoughtful responses to them.
  2. Better relationships: Objections are opportunities in disguise—a chance to engage in deeper conversations with your prospects. By understanding and addressing their concerns, you demonstrate empathy and respect for the prospect’s needs. Although prospects might not realize it at first, every time you overcome one of their objections, you end up strengthening your relationship with them.
  3. Increased sales: It’s simple math. The better you become at dealing with specific objections, the higher your chances of closing deals.
  4. Improved product knowledge: Preparing for potential objections means doing your research. Whether that be deep-diving into the features and benefits of your product, performing a SWOT analysis, understanding the competitive landscape, or analyzing the specific pain points your product solves. This knowledge makes you a more competent, credible, and convincing sales professional.
  5. Competitive advantage: When you’re the one salesperson who can smoothly handle objections, you become a beacon of competence in a sea of competitors. Prospects appreciate a problem solver—someone who doesn’t buckle under pressure and is able to consult them through their challenges.
  6. Reduced stress: Anticipating objections can significantly reduce the anxiety associated with sales calls. When you’ve already visualized the conversation and prepared your responses, the fear of being caught off guard or stumbling over your words diminishes. You can approach each interaction with a calm, assertive demeanor that puts both you and the prospect at ease.
  7. Improved customer experience: Preparation doesn’t only benefit you, it also positively impacts the experience of your prospects. Customers appreciate being heard and understood. When you respond thoughtfully to their objections, it shows that you value their perspective and are willing to invest time and effort into meeting their needs.
  8. Consistent messaging: Having an objection management document ensures that you are providing consistent answers across the board. This doesn’t just make you look more professional but also ensures that all potential clients get the same accurate information about your product or service.

Look, you don’t want to sound like a robot and read an exact rebuttal from a script every time a prospect objects. But, you do want to be prepared.

Have an objection management document by your side and let it serve as your playbook.

With it, you’ll be able to confidently respond to common objections while maintaining the flexibility to adapt to unique circumstances.

7 Tips to Manage the Most Common Sales Objections Successfully

Okay, so preparation is important if you want to manage common B2B sales objections successfully, which is why we mentioned a few ways to handle specific objections earlier. However, not all objections are created equally. 

So how exactly should you handle objections when you’re in the middle of a call? 

Well, there are a few strategies involved.

1. Understand the Objection

Understanding an objection is like peeling back an onion—there are often multiple layers that need to be uncovered.

It’s about figuring out the real issue and not just focusing on what’s said on the surface. This requires strong active listening skills, coupled with insightful questioning.

For instance, when a prospect says, “I think your solution is too complex for our needs,” there could be several underlying factors driving this objection: 

  • They might be afraid of the learning curve that comes with new technology.
  • They might have had a negative experience with a complex solution in the past.
  • They might be doubting their team’s ability to adapt to a new system.

Rather than jumping straight into defense mode, take a moment to acknowledge their concern. 

Say something like: “I can understand how the complexity can seem intimidating. It’s natural to feel cautious about implementing new solutions, especially if they appear complex at first glance.” 

This shows empathy and makes the prospect feel heard. 

Next, dig deeper to understand their specific concerns. 

You can ask open-ended questions like “Could you tell me more about your previous experiences with similar solutions?” or “Are there specific features in our solution that you’re finding particularly complex or challenging?”

These questions will give you a more detailed picture of the prospect’s concerns so that you can address them head-on.

Fully understanding a prospect’s objection helps you better understand their specific needs and can help prepare you when future prospects echo a similar objection.

Use this information to refine your sales pitch, your product demonstrations, or even your product or service.

2. Proactive Objection Handling

Proactive objection handling is like playing a game of chess—predicting your opponent’s moves and staying one step ahead. 

Anticipating potential objections helps you maintain control of the sales conversation and portrays you as confident and well-prepared.

Take integration issues, for example—a classic stumbling block in SaaS. Don’t just cross your fingers, hoping prospects won’t bring it up.

Bring it up proactively in your pitch: “You’re probably thinking about how this might integrate with your current systems. Well, our software plays nice with most platforms and we have a dedicated team to ensure a seamless integration process.”

Another common objection you can address proactively is on the topic of data security. 

You should get ahead of this concern with something like: “Data security is a big topic nowadays, right? This is something we’ve made our top priority. We have X, Y, and Z to ensure your data stays secure.”

See what we’re doing here? We’re addressing the objections before they’re even spoken. It’s all about being proactive, not reactive. 

By getting ahead of the objection, we are effectively defusing it. This is not only an effective technique to keep the conversation on track, but it also showcases your understanding of your prospect’s concerns, making you appear empathetic and knowledgeable.

3. Responding to Objections and Providing Solutions

Responding to objections isn’t about defending your product or service tooth and nail. In fact, it shouldn’t be about that at all. 

What it should be is: 

  1. Acknowledging your prospect’s concerns
  2. Empathizing with their situation
  3. Presenting a suitable solution (yours) 

This three-step process can significantly help to turn a “Hmm, no maybe later” into a “Yes! Let’s do it.”

For example, if a prospect is concerned about the time it takes to implement your solution, your first step is acknowledging their objection. 

You could say, “I see where you’re coming from. Time is indeed an important factor to consider.” This assures the prospect that you’ve heard them—validating their concern.

Next, express empathy toward their situation. 

Say something like, “I completely understand that a long implementation process can disrupt your workflow, and I recognize how important it is for you to minimize downtime.” This statement shows that you’ve put yourself in their shoes and understood their perspective.

Finally, provide a solution. Explain how your company can alleviate their concerns: “That’s why we’ve developed a streamlined implementation process and provide full support throughout. In fact, we’ve seen companies similar to yours up and running within X days. We also understand that every company’s needs are unique, so we’ll work closely with you to ensure a smooth implementation.”

How to Manage Sales Objections - Provide a Solution

4. Emphasizing Success Stories

Leveraging success stories is an incredibly effective method of overcoming objections. It provides concrete examples of how your product or service has helped others in similar situations, making it more relatable and real to the prospect. 

Success stories allow you to demonstrate the value of your offering without making it feel like a hard sell.

For example, if a prospect says, “I’m not sure your solution will work for us,” your first response should be understanding their doubt and empathizing, as mentioned in the tip above.

But, this time, instead of discussing how your product or service offering is the solution to their pain points, you could use a success story showcasing how another client overcame the same problem.

Try something like: “We had a client in a similar position with similar doubts. They were unsure about the effectiveness of our solution, but they decided to try it. After using our product, they experienced significant improvements in areas like X and Y.”

It’s important to choose a success story that is as close as possible to the prospect’s industry, size, and the problem they’re facing. This makes the story more relatable and convincing.

Finally, offer to connect the prospect with that client (if the client’s up for it): “If it would help, I can arrange a call or a meeting with them. They can share their experiences, and you can ask any questions. Would that be helpful?”

Success stories are powerful because prospects tend to trust the experiences of their peers more than promotional content. 

When they hear about real-world experiences and outcomes, it makes the benefits of your product more tangible and compelling—making it easier for them to visualize their own success with your solution.

5. Stay Calm and Be Patient

Sometimes the sales game can get a little—well, stressful. 

Prospects can become frustrated, impatient, or overly critical. At times like these, your demeanor can make all the difference in keeping the conversation on track and maintaining a positive rapport with the prospect.

Understand that objections are not personal attacks; they’re just part of the sales process. Prospects are actively seeking the best solution for their needs, just as you’re trying to provide it.

So, when faced with objections, take a moment to compose yourself. Responding to objections with patience and composure portrays a level of professionalism that prospects appreciate. It communicates that you are confident in your product or service and are dedicated to finding a solution that best meets their needs.

A calm response could be: “I understand your concerns, and I appreciate you expressing them—it helps me understand your needs better. Let’s take some time to address each so I can provide you with the best solution possible.”

It’s also important to understand that a “no” today may be a “yes” tomorrow. Sales is often a long game; patience can eventually lead to progress. 

Keeping the conversation cordial and professional, even in the face of objections, leaves the door open for future discussions.

6. Dealing with Competition Objections

Dealing with competition objections is a chance to differentiate yourself and shine a spotlight on what makes your offering unique.

Suppose a prospect says, “We’re already happy working with Competitor X.”

First things first: don’t side-step it. Instead, validate their point, saying, “Absolutely, Competitor X is a great company.” This statement shows you’re not shying away from the competitor talk. You’re candid, transparent, and ready for the dialogue.

Next, you need to start gathering information. Try something like, “How has your experience been with Competitor X so far?” Ask about what works well, what doesn’t, what they wish it had, etc. 

This line of questioning allows you to uncover any potential pain points or areas of dissatisfaction that your product or service could address.

Once you’ve collected this information, it’s your turn to change the narrative: “Based on what you’ve shared, it seems like our product could provide some unique benefits that you might not be currently getting from Competitor X.”

Now, it’s your time to spotlight your value proposition.

Follow up with: “Despite the strengths of Competitor X, we offer some unique features like XYZ. These were created to address challenges like yours, and we believe they offer a significant value that goes beyond what Competitor X provides.”

By understanding what the prospect likes and dislikes about your competitor, you can shift the conversation so that they begin to see your offering not as an alternative, but an upgrade.

7. Dealing with Pricing Objections

Pricing objections are the most common type of sales objections you’ll have to manage. But luckily, there are a few strategies to deal with them.

When a prospect objects at the price, it’s often less about the actual figure on the invoice, and more about the perceived value they believe they’re getting for their buck. 

They might say, “Your product is too expensive,” but beneath that statement, they’re generally questioning, “I don’t quite see the value in shelling out this much.”

Now, here’s where things get interesting. As a sales rep, you can steer this price-related objection toward a conversation about value. 

Your aim? To get the prospect to understand that the ROI they gain from your product or service far outweighs the upfront cost.

First up, acknowledge their cost concern: “I understand why you might think the price is high. It’s a significant investment, and you naturally want to be sure it’s worth it.”

Next, close the gap between price and value: “Our product was designed to solve problems A and B, but it also offers long-term benefits like Y and Z. With it, some of our customers have saved X hours per week. I can share some case studies to back this up.”

You want to paint a picture showing how these advantages will generate a return beyond the initial cost.

Now, what do you do if a discount request pops up? Many sales reps fold too soon and give a discount immediately. In the long run, this isn’t sustainable and can drastically affect both brand equity and your business’s margins. 

There are a few ways to handle this, but one approach is to ask the prospect about their priorities and motivations: 

“Would you like to share more about what’s most important to you? Understanding your needs better might help us find a mutually beneficial solution.” 

This allows you to gauge their pain points better and align your offering accordingly.

If they persist with the discount request, respond by offering added value instead of lower pricing. You could say, “We believe strongly in the value our product delivers, and so we tend not to discount. However, we can explore if there is any additional value or functionality we can provide that would make our solution worth the cost.”

This approach achieves two things:

  1. It affirms your product’s value
  2. It shows your willingness to go the extra mile 

Your prospect doesn’t just want a cheaper deal—they want reassurance that they’re making a wise investment. 

By focusing on the value rather than the cost, you’re better equipped to convince them that your product is worth the price tag.

Managing Sales Objections Means Uncovering a Deeper Understanding of Your Prospect’s Pain Points

Good sales objection handling takes time, practice, and patience. 

While personal skills play a big role, having the right tools—like a comprehensive CRM—can increase a sales team’s effectiveness significantly.

For instance, Close enables you to keep track of all customer interactions, including previous objections and how they were addressed. This information can be vital in preparing for future objections, understanding common concerns among your prospects, and refining your strategies for overcoming them.

All-in-all, embrace sales objections as a chance to showcase your product’s value and your expertise as a salesperson. With thorough preparation, empathy, and the help of powerful tools, you can turn almost any objection into an opportunity.

Cody Arsenault

Leave a Comment