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Common Sales Objections and How to Address Them

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Tamara is a seasoned copywriter with a unique blend of legal expertise and business acumen, and a passion for writing.

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Common Sales Objections and How to Address Them

Common Sales Objections and How to Address Them

You know the drill. You’re deep into your pitch, and just as you’re about to close the deal, the client throws a curveball. “It’s too expensive,” “I need to think about it,” “We’re happy with our current supplier” – sound familiar?

As a sales professional, you know how difficult it can be to hear that the customer is not interested in your product or service or simply rejects your efforts. But what if we take a different approach to this uncomfortable situation and see the potential for a successful sale even if the odds are against us?

The idea behind this article is to give you the ideas, tips and tricks you need to help you navigate common sales objections more easily. We will cover topics from understanding the psychology driving objections, to the best ways to communicate with empathy while converting those objections into successful sales.

What Are Sales Objections?

To better understand sales objections, simply imagine a day in the life of a salesperson. When you spend much of your work day passionately presenting products or services to many different potential customers, and often during your presentation, a potential customer interrupts you with a “but,” a “however,” or a “I’m not interested in that, at this time.” That is a sales objection. At its core, a sales objection is concern or hesitation expressed by a potential customer that acts as a barrier to completing a sale. 

Sales objections are just one of the aspects of the sales process. Still, they’re often misunderstood or mishandled by sales professionals. Considering that objections are a completely natural part of the process and often only a simple hesitation to make a purchase, it is vitally important to your job as a salesperson to learn how to overcome them. 

If you think about the statistics that 60% of customers typically say “no” four times before they say “yes,” it’s clear that sales objections are quite common and, therefore, nothing to be afraid of. Whether the hesitation is about price, timing, need, or trust, every objection is a puzzle piece that, when addressed, can help any salesperson complete the puzzle by overcoming it and making a sale.

Now, let’s move into our discussion of the most common sales objections and how to address them like a pro.

Common Types of Sales Objections and How to Handle Them

A study from Invesp found that 80% of sales require five follow-up calls. So, it’s safe to say that the average salesperson experiences every sales objection in the book, at least at some point in their career, since sales objections come in many different forms. Although some are more challenging than others, all of them can be managed with ease. If you’re new to sales, you need to become familiar with the most common objections while learning how to overcome them, to transform challenges into triumphs.

“It’s too expensive” — The Classic Money Hurdle

This is the phrase every salesperson hears from budget-conscious customers. However, these words don’t always signal a concern about an actual money deficit or even a high-priced product. Sometimes, it’s more about the value the customer does not see. 

Most people hesitate to spend money if they don’t see the worth of a service or a product. It’s a completely natural and expected reaction for most people. The question here is, what can you, as a sales professional, do if your potential client says it’s too expensive?

Solution: Showcase the value. You can explain in detail the benefits, offer comparisons, and demonstrate ROI in a relatable manner. Focus the customer’s attention on how the product or service represents an important investment in a better future, not on the transaction as a payment for a product or service. 

“I need to think about it” — The Indecision Tango

Every salesperson can expect a good negotiation dance from time to time, especially when trying to upsell from a lower-priced product or service, to a higher-priced one. This dance can sometimes feel endless if the potential buyer says something along the lines of “I’ll think about it.” This simple-sounding phrase is often just an automatic response; a telltale sign of a prospect’s deeper fear of uncertainty.

Solution: Understand their hesitations. Are they truly unsure about the product’s fit? Are they really concerned about timing? Or do they just need to see more evidence that this higher-priced product will do more for them than the lower-priced alternative? Dive into these concerns with empathy and provide additional information to help the prospect feel more confident as they make their decision.

“I’m happy with my current supplier” — The Loyalty Loop

Sales is all about retaining customers, right? It’s great to hear that someone is a loyal fan of a brand, but what if that’s not your brand? Keep in mind that loyalty is admirable, but it is not unbreakable.

Solution: Even though it might be tempting, according to LinkedIn, you should never engage in bashing the competition. Instead, you should elevate your offer. You can do this by emphasizing what sets you apart, whether it’s superior quality, customer service, or innovation. Make your customers believe they are making the right choice.

“I’m not the decision-maker” — The Redirect

In many cases, this can be an honest answer. There are situations where customers don’t want to take a risk with new products or services if the rest of the family, or someone else in the company for B2B sales, needs to have a say in the final decision. 

So, if you see a man with a list in his hands, chances are he is on a mission only to get the product that is on that list. But, even though this sales objection is tricky to handle, it’s not impossible.

Solution: Begin with a lighthearted appreciation of honesty, then pivot your strategy. If you can’t reach the decision maker, you can offer to make their life easier by crafting an irresistible message they can present to the ones whose input he must secure. As you do this, remember: You are not just selling a product–you’re offering a solution. So. Put yourself in this prospect’s shoes as you craft this message, because empathy can go a long way toward helping you know what to say.

“Now’s not a good time” — Mastering the Moment

Timing might be everything, but bad timing doesn’t have to be a deal breaker for your sales. Most people have a plan for future purchases and some kind of budget that they consider every day. Sometimes, the time just isn’t right, but you can still make it happen.

Solution: First of all, you need to acknowledge that the timing might not be the best, depending on the product or service you are offering. Sometimes, this statement means the customer doesn’t have the money or the time to think about your sales pitch. But, don’t let that stop you. Think of this stop sign as an opportunity to nurture the relationship between you and the prospect. Keep them informed and engaged so that when the time is right, you’re the first person they think of.

Active Listening: The Key to Overcoming Objections

There is one universal way to deal with all objections, not just the typical ones we mentioned. In day-to-day sales, you will encounter different people with various needs and even more diverse spending habits. So, what’s that secret to the recipe you need to get beyond objections and arrive at your intended sales destination? This recipe has but one ingredient — active listening.

This might be surprising to hear, considering how most salespeople focus their attention on the talking part of the sales process. Well, the primary key to overcoming objections is learning to reverse the roles and by taking active listening from the back seat, putting it in the front seat, and allowing it to drive the conversation toward sales. 

The Components of Active Listening

Full Attention

Everyone loves attention, and your potential customers are no different. So, take time to focus your attention on maintaining eye contact and show undivided attention to the prospect. In addition, show that you are engaged by nodding or by attentively listening if you are on the phone with the client. The goal is to make the potential customer feel seen and heard.

Reflect and Clarify

Be sure to mirror the prospect’s concerns to show your understanding of their needs. Use phrases like, “If I’m hearing you correctly…” or “It sounds like your main concern is…” Showing understanding not only clarifies their objection, it makes the prospective customer feel valued. Keep in mind that people love to talk about themselves, so you can add a question or two that will give them a chance to talk about themselves, to deepen the bond and gain more trust.

Read Between the Lines

Communication might be the key, but not everyone is chatty. This simply means you need to pay attention to both words and non-verbal cues (the tone of their voice, body language, and even hesitation). When you become good at reading between the lines, you will become better able to spot what’s really going on behind most sales objections. 

Responding Thoughtfully

Once you have a full picture of your prospects and you truly understand their objections, always respond with thoughtfulness. Tailor your response to the prospective customers’ needs and show them that you are offering a solution that is not the same “expected” and generic responses they are used to hearing.

Active Listening in Action

Imagine a scenario where a prospect says, “I’m not sure your product will integrate well with our existing system.” 

As an active listener, you can first acknowledge this concern and perhaps say, “It sounds like seamless integration is important for you.” Then, you might ask a follow-up question to understand better, like, “Can you tell me more about your current system?” This approach will not only uncover more details about the objection, it will also help to build trust and rapport.

The Outcome of Active Listening

If you are still wondering why active listening is the number one tool you can use to make more sales, now is the perfect time to begin actively listening and learning how it can help you achieve a dual purpose. 

First, active listening will enable you to gain a deeper understanding of the prospect’s objections, allowing you to address them more effectively. Second, you demonstrate empathy and build a more trusting relationship. This “twofer” combo is often the key to transforming sales objections into new sales opportunities.

Although your role, as a salesperson, is all about finding the perfect ways to tell a story and sell a product or service, if you learn to use it correctly, active listening can serve as a bridge between sales objections and solutions. By mastering active listening, for your prospective customers, you become not just a salesperson but a trusted advisor.


Sales objections are very common, and, according to Invesp, are often one of the reasons why 48% of salespeople give up on their prospects and never make a follow-up attempt. But, in reality, sales objections are nothing more than natural reactions and human ways of dealing with choices. Most of the time, in sales, a “no” is more of a “maybe,” if you learn how to listen and adjust your approach.

A “maybe” could be all you need to discover a way to dig deeper into understanding the root cause of your prospect’s worries. Is there a tight budget, a lack of perceived value, unclear understanding of the benefits, or just a desire to hold off on spending at this time? By using active listening and considering the solutions we have given you in this article, you are now one step closer to overcoming more objections, turning more “no’s” into “yes.” 

And remember. Even if you are not able to sell the product or service right away, using techniques to help you overcome objectives will help you form stronger relationships with your prospects. The goal should not always be focused on instant results. It should always be focused on strengthening the bonds that will help you achieve even higher sales in the future.


What is the most effective way to handle price objections?

The most effective way to talk about price objections is to focus the client’s attention on the value your product or service offers. Don’t talk about the price; talk about making their life easier while explaining cost benefits and return on investment.

How can I better prepare for handling sales objections?

Objections will be there, but you can be prepared to handle them better every day. Start by understanding your product inside and out, knowing your target audience, and anticipating their objections. It’s a good idea to role-play different scenarios and prepare responses to some of the most common objections. This way, you will seldom be surprised, because you will always be prepared to handle anything that comes your way.

Is it possible to turn every sales objection into a sale?

You might not be able to turn every objection into a sale, but you will always gain valuable insight into what objections really mean. Understanding the reasons behind objections can help improve your approach and increase your future chances for sales success.