How to Handle Objections in Sales Calls: 45 Top Strategies


Knowing how to handle objections in sales calls is among the most important skill for any business. Handling customer objections is an art that can turn prospective buyers into loyal customers. This guide will explore 45 practical strategies to help you navigate these challenges and propel your sales to new heights.

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What are Sales Objections?

how to handle objections in sales calls

‘Sales objections’ are concerns or questions raised by potential customers during the sales process. These objections can revolve around various issues such as price, product features, or even timing. They act as barriers that prevent the closure of a sale.

Sales objection is not a roadblock but a signpost indicating that the prospect needs more information or reassurance to move forward in the sales process. Therefore, learning how to handle these objections effectively is a critical part of your sales best practices. Overcoming objections is a fundamental part of the sales process, as it helps build trust with the customer, showcases your product’s value, and moves the prospect closer to a buying decision.

The Importance of Strategies to Overcome Sales Objections

The effective objection-handling process is not just about clinching a deal; it’s about fostering strong relationships with customers and improving your overall sales figures. Below are a few reasons that highlight the importance of objection-handling techniques to overcome sales objections:

  • Building Trust: When sales reps respond to objections effectively, it builds trust with the customer. By addressing their concerns, you show that you understand their needs and are willing to provide solutions that work for them.
  • Showcasing Product Value: Effective objection-handling skills give you a chance to highlight your product’s value. It provides an opportunity to explain how your product or service can solve the customer’s problems or meet their needs.
  • Improving Conversion Rates: Effective objection-handling techniques can lead to higher conversion rates. By addressing objections, you eliminate barriers to purchase, leading the prospect closer to the buying decision.
  • Enhancing Customer Satisfaction: When objections are handled appropriately, it leads to higher customer satisfaction. Satisfied customers are likely to become repeat customers and may also refer others to your business.
  • Providing Learning Opportunities: Each objection is an opportunity to learn more about your customers’ needs and preferences. This information can be used to improve your products, services, and sales techniques.

Understanding objection-handling skills is critical in the sales process. In the following sections, we will discuss some of the most common sales objections and provide practical strategies for overcoming them.

Handling Objections in Sales: Your Guide to 45 Common Obstacles

Effective objection handling requires a thorough understanding of the customer’s concerns and a well-thought-out response. Practicing your responses can help your team effectively learn how to close a sale. So this step should be a critical part of your company’s sales training. Let’s explore the top 45 common sales objections together with objection handling tips.

Common Sales ObjectionsResponse Strategy
It's too expensive.Shift the conversation from price to value.
We're already using another product/service.Highlight your product/service advantages.
I need to consult with my team.Provide them with information to advocate for your solution.
We don't have budget right now.Understand their budget cycle, highlight potential savings.
I'm too busy right now.Show empathy, highlight potential costs of inaction.
I don't see the need for your product/service.Understand their pain points and tailor your pitch.
Your product/service is too complicated.Simplify your explanation and use visuals.
I'm not authorized to make this decision.Provide materials for the decision-maker.
I've never heard of your company.Share testimonials, case studies, or achievements.
I don't understand your product/service.Break down complex features into simple benefits.
I need to think it over.Provide additional information or propose a follow-up call.
I've had a bad experience with a similar product/service.Empathize and explain how your product/service is different.
I don't see the value.Illustrate the benefits in a resonating way.
I need to get competitive bids.Communicate your unique value proposition.
I don't have time to implement a new solution.Highlight long-term time savings and offer implementation support.
The ROI is unclear.Provide examples showing financial benefits.
I'm under contract with another vendor.Respect their commitments, discuss post-contract solutions.
I don't like contracts.Explain contract benefits and offer flexible terms.
I need a more customized solution.Discuss potential customization options.
I'm not interested.Maintain a positive relationship for future conversations.
I need to do more research.Provide additional resources for their research.
Your solution lacks feature X.Discuss available features and potential future developments.
We're too small for your product/service.Show how your solution scales down.
We're too big for your product/service.Show how your solution scales up.
I don't trust your company.Share testimonials, case studies, or offer a trial period.
Your product/service doesn't integrate with our current tools.Discuss potential workarounds or future plans for integration.
Your product/service is new.Discuss the benefits of your innovative product/service.
Your company is too small.Reassure stability and commitment to customer service.
We're happy with how things are.Uncover potential unnoticed pain points.
We're going through organizational changes.Offer help for smoother transition.
We've tried something similar before and it didn't work.Focus on improvements since their last experience.
I need to prioritize other initiatives first.Acknowledge their priorities and open for future opportunities.
I'm not the right person to speak with.Ask for the right person to speak with.
I need a more industry-specific solution.Show how your product/service meets unique industry needs.
There's too much competition in your market.Emphasize what sets your company apart.
I've heard negative things about your product/service.Clarify misconceptions and share positive testimonials.
I'm not ready to leave our current solution.Ask about unmet needs for future opportunities.
We're not ready for such a big change.Discuss support through the transition phase.
I've heard your product/service is difficult to use.Offer a demonstration or trial period.
We don't have the technical skills to use your product/service.Discuss support and training options.
Your solution is overkill for us.Focus on the most relevant features for their business.
We're in a contract with a competitor.Respect current obligations and propose future check-in.
I need to focus on the core aspects of my business right now.Explain how your product/service can streamline their processes.
We're not ready to make a decision.Offer to provide any additional information they might need.
I'm just not convinced.Recap conversation, address specific concerns or questions.

1. “It’s too expensive.”

how to handle objections in sales calls

Price objections are among the most common objections. When faced with this objection, the goal is to shift the conversation from price to value. Explain how your product or service offers a return on investment, solves their problems, or meets their needs in ways that justify the cost.

2. “We’re already using another product/service.”

This objection signals that the prospect is comfortable with their current solution. Your task is to highlight how your product or service offers distinct advantages or additional benefits. Show them what they might be missing out on, and provide evidence, if possible, of how others in similar situations have benefited from your offering.

3. “I need to consult with my team.”

When a prospect needs to consult with their team, it’s important to equip them with the information they need to advocate for your solution. Offer to provide additional resources or even offer a group presentation to address any potential objections from the team.

4. “We don’t have the budget right now.”

how to handle objections in sales calls

For budget objections, try to understand the prospect’s budget cycle and if there’s a possibility for future allocation. If your offering can lead to cost savings in the long run, highlight this. You may also explore flexible payment options if it applies to your business.

5. “I’m too busy right now.”

Timing objections can be tricky. Show empathy and respect for their time and highlight the potential costs of inaction. If your product or service can save them time in the future, make sure to highlight this aspect.

6. “I don’t see the need for your product/service.”

If a prospect doesn’t see the need for your product or service, it may be an issue to understand their pain points. Use this as an opportunity to ask questions and delve deeper into their needs. Once you fully grasp their situation, you can tailor your pitch to show how your solution addresses their unique challenges.

7. “Your product/service is too complicated.”

how to handle objections in sales calls

Complexity objections often arise when the prospect doesn’t understand your product or service. Simplify your explanation, use layman’s terms, and consider using visuals or demos to illustrate how your product works.

8. “I’m not authorized to make this decision.”

When you’re speaking to someone who isn’t the decision-maker, try to get in touch with the person who is. Ask if you can provide any materials or information to help present the value of your product or service to the decision-maker.

9. “I’ve never heard of your company.”

Objections about company reputation or brand recognition can be addressed by sharing customer testimonials, case studies, or notable achievements. This can help build confidence in your company and its offerings.

10. “I don’t understand your product/service.”

how to handle objections in sales calls

Similar to the complexity objection, comprehension objections require you to clarify your product or service. Break down complex features into simple benefits and ensure the prospect understands how your offering can solve their problems or meet their needs.

11. “I need to think it over.”

Hesitation and indecisiveness can often be overcome by asking open-ended questions to understand their concerns better. Offer to provide additional information or resources or propose a follow-up call to address any lingering questions or concerns.

12. “I’ve had a bad experience with a similar product/service.”

To handle past negative experiences, acknowledge their past experience and empathize with their concerns. Then explain how your product or service is different and how you’ve addressed the issues they had with the other product or service.

13. “I don’t see the value.”

how to handle objections in sales calls

This is also one of the most common objections. If a prospect doesn’t see the value in your product or service, illustrate the benefits in a way that resonates with them. Use examples, case studies, or testimonials that showcase the benefits and value of your offering.

14. “I need to get competitive bids.”

When a prospect is shopping around, ensure you’ve clearly communicated your unique value proposition. Also, remind them of the costs, not just monetary, associated with switching providers, like the time and resources needed for onboarding, training, and implementation.

15. “I don’t have time to implement a new solution.”

For time investment objections, highlight the long-term time savings and efficiencies they’ll gain with your product or service. If possible, offer support or services to assist with the implementation process.

16. “The ROI is unclear.”

how to handle objections in sales calls

If the return on investment (ROI) is unclear, provide concrete examples or case studies showing how other customers have benefited financially from your product or service. Make the ROI as clear and tangible as possible.

17. “I’m under contract with another vendor.”

When dealing with existing contractual obligations, it’s important to respect their commitments. Ask about the terms of their contract and discuss potential solutions for when the contract ends or if there are possibilities for early termination.

18. “I don’t like contracts.”

If a prospect objects to contracts, explain why you have them and how they protect both parties. If possible, offer flexible terms or consider a trial period to alleviate their concerns.

19. “I need a more customized solution.”

how to handle objections in sales calls

For objections about customization, clarify what specific needs they have that your current offering doesn’t meet. If it’s within your ability, discuss potential customization options. If not, explain how your product or service can still meet their needs.

20. “I’m not interested.”

Handling flat rejections can be tough. Instead of pushing, thank them for their time and ask if you can check in at a later date. This maintains a positive relationship and leaves the door open for future conversations.

21. “I need to do more research.”

This objection can be handled by offering to provide additional resources or information to help them in their research. You could also ask what specific information they’re looking for and provide it immediately if you can.

22. “Your solution lacks feature X.”

how to handle objections in sales calls

Acknowledge the gap and then discuss the features your product does have and how they can still meet the customer’s needs. If that particular feature is in development, let the prospect know.

23. “We’re too small for your product/service.”

Reassure the prospect that your solution can scale down to their size. Discuss how other small businesses have found success with your product or service.

24. “We’re too big for your product/service.”

Discuss how your product or service can scale to meet the needs of larger businesses. Provide examples of other large companies you’ve worked with, if applicable.

25. “I don’t trust your company.”

how to handle objections in sales calls

Addressing trust issues might involve sharing testimonials, and case studies or offering a trial period to allow the prospect to experience your product or service firsthand.

26. “Your product/service doesn’t integrate with our current tools.”

If your product or service does indeed integrate, explain how. Suppose it doesn’t discuss potential workarounds or future plans for integration.

27. “Your product/service is new.”

Address this concern by discussing the innovation and benefits that your product or service brings. You can also discuss any testing, research, or customer feedback that supports your offering.

28. “Your company is too small.”

how to handle objections in sales calls

If a prospect is worried about your company’s size, reassure them of your stability and commitment to customer service. Discuss your company’s growth plans, if applicable.

29. “We’re happy with how things are.”

This objection could be an opportunity to discuss the benefits of your product or service that the prospect may not have considered. Ask questions to uncover potential pain points they may not be aware of.

30. “We’re going through organizational changes.”

Offer to help make the transition smoother or more efficient with your product or service. Alternatively, propose to reconnect after they’ve completed their organizational changes.

31. “We’ve tried something similar before and it didn’t work.”

how to handle objections in sales calls

Ask for more information about their past experience and explain how your product or service is different. Focus on the lessons learned and improvements made since their last experience.

32. “I need to prioritize other initiatives first.”

Acknowledge their current priorities and ask about their timeline for revisiting your solution. Keep the conversation open for future opportunities.

33. “I’m not the right person to speak with.”

Ask if they can direct you to the right person. If they can’t, try to find out who the decision-makers are and reach out to them directly.

34. “I need a more industry-specific solution.”

how to handle objections in sales calls

Discuss how your product or service can meet the unique needs of their industry. If possible, share examples of how other companies in the same industry have successfully used your product or service.

35. “There’s too much competition in your market.”

Emphasize what sets your company apart from the competition. This could include your unique value proposition, superior customer service, or innovative features.

36. “I’ve heard negative things about your product/service.”

Acknowledge their concerns and clarify any misconceptions they may have heard. This could involve providing more information about your product or service or sharing positive customer testimonials.

37. “I’m not ready to leave our current solution.”

how to handle objections in sales calls

Respect their loyalty to their current solution and ask about any pain points or unmet needs they may have. This could pave the way for future opportunities if their current solution.

38. “We’re not ready for such a big change.”

Change can be intimidating. Address this by discussing how your team can support them through the transition and how your product or service is designed to make this change as smooth as possible.

39. “I’ve heard your product/service is difficult to use.”

Assuage their concerns by offering a demonstration or trial period to show how user-friendly your product or service is. You can also highlight any training or support you offer to new users.

40. “We don’t have the technical skills to use your product/service.”

how to handle objections in sales calls

Discuss the level of technical skill needed to use your product or service and the support available to users. If necessary, offer training or discuss how your product is designed for ease of use, regardless of technical skill level.

41. “Your solution is overkill for us.”

To address this, focus on the most relevant features of your product or service for their business. Show them how they can use your solution in a way that fits their needs without having to utilize all the features.

42. “We’re in a contract with a competitor.”

When a prospect is in a contract with a competitor, respect their current obligations and propose a check-in closer to when their contract is up. You could also discuss what your product or service could offer them once their current contract ends.

43. “I need to focus on the core aspects of my business right now.”

how to handle objections in sales calls

Empathize with their focus and explain how your product or service can help streamline or improve their core business processes, allowing them to focus more effectively on what matters most.

44. “We’re not ready to make a decision.”

Patience is key here. Ask when they expect to be ready to make a decision and offer to provide any additional information they might need in the meantime.

45. “I’m just not convinced.”

This objection calls for a recap of the conversation, highlighting the key benefits and value your product or service can bring to their business. Offer to address any specific concerns or questions they still have.

Before we explore additional objection-handling skills, here is a short video by Jeremy Miner on how to handle sales objections.

Pro Tips for Handling Sales Objections

Here are some quick objection-handling skills and tips that can help you handle sales objections.

  1. Active Listening: Pay close attention to what your prospect is saying. Their words can give you clues about their underlying concerns and needs. For example, if a prospect says, “We’re currently using another product and it’s working fine for us,” they might be expressing a fear of change or disruption. Acknowledge this and assure them of a smooth transition.
  2. Empathy: Put yourself in the prospect’s shoes. Understand their fears and uncertainties. For instance, if a prospect objects due to price, empathize with their budget constraints and then highlight the potential return on investment your product/service offers.
  3. Patience: Give your prospect the time and space to voice their concerns. If a prospect says, “I need to think it over,” respect their need for time and arrange a follow-up call.
  4. Clarification: If an objection is unclear, don’t guess. Ask questions to clarify their concern. For example, if a prospect says, “I’m not sure about this,” you could respond with, “Could you tell me a little more about what you’re unsure about?”
  5. Tailor Your Response: Customize your responses to fit the unique needs and concerns of each prospect. If a prospect objects because “The solution is too complex,” highlight the support and training available to make their experience as straightforward as possible.
  6. Confidence: Have faith in your product or service and its ability to meet your prospect’s needs. If a prospect says, “I’ve heard your product has issues,” confidently address the concern by providing information about how these issues have been resolved.
  7. Address Objections Head-On: Ignoring objections can lead to lost sales opportunities. Tackle them straightaway. For example, if a prospect says, “Your product is too expensive,” rather than avoiding the topic, discuss the value your product delivers.
  8. Follow-Up: Always follow up after a sales call, even if the prospect still had objections. This shows your prospect that you value their business and are committed to meeting their needs. For instance, send an email summarizing the key points of the conversation and the next steps.
Pro Tips for Handling Sales ObjectionsExample
Active ListeningPay close attention to objections like, "We're currently using another product and it's working fine for us." They might be expressing a fear of change or disruption.
EmpathyIf a prospect objects due to price, empathize with their budget constraints and then highlight the potential ROI your product/service offers.
PatienceIf a prospect says, "I need to think it over," respect their need for time and arrange a follow-up call.
ClarificationIf an objection is unclear, like, "I'm not sure about this," ask questions to clarify their concern.
Tailor Your ResponseCustomize your responses to fit unique needs. If a prospect objects because "The solution is too complex," highlight the support and training available.
ConfidenceHave faith in your product or service. If a prospect says, "I've heard your product has issues," confidently address the concern by providing information about how these issues have been resolved.
Address Objections Head-OnIf a prospect says, "Your product is too expensive," discuss the value your product delivers instead of avoiding the topic.
Follow-UpAlways follow up after a sales call, even if the prospect still had objections. Send an email summarizing the key points of the conversation and the next steps.

Remember, objections are not roadblocks but opportunities to provide more information and build stronger relationships with your prospects.

FAQs: How to Handle Objections in Sales Calls

How can a sales rep effectively handle a sales objection during a sales call?

An effective way to handle a sales objection during a sales call is by actively listening to the prospect’s concerns, empathizing with their situation, and providing a tailored response that addresses their specific needs and concerns. It’s also important to show confidence in your product or service and to follow up after the call.

What are some of the most common sales objections?

Some of the most common objections include concerns about price, timing, need, authority, and trust. These objections often stem from a prospect’s uncertainty about the value of your product or service, their ability to afford it, or their readiness to make a change.

How can I improve my objection-handling skills?

You can improve your objection-handling skills by practicing active listening, empathy, and patience. It’s also helpful to continuously educate yourself about your product or service, as well as your prospect’s industry and needs. For example, you may create a buyer persona to help you understand your target clients before cold calling or reaching out to them.

What are some mistakes to avoid when handling sales objections?

Some mistakes to avoid when handling sales objections include interrupting your prospect, ignoring their concerns, and providing generic responses. It’s also important to avoid becoming defensive or argumentative. Instead, try to understand your prospect’s perspective and address their concerns in a respectful and understanding manner.



Antony Maina Antony Maina is a staff writer for Small Business Trends and has been a member of the team for 8 years. Antony covers business and technology and is also a successful freelance writer.