15 Objection Handling Tips & Common Sales Objections


Have you ever encountered resistance from potential customers while trying to close a sale?

These roadblocks, known as sales objections, are a natural part of the sales process. Understanding how to effectively handle objections can greatly increase your chances of success.

In this article, we will explore what sales objections are, the common types of objections you may encounter, and provide you with valuable tips and strategies to overcome them.

What is a sales objection?


Before we dive into objection handling techniques, let’s first understand what sales objections actually are.

In simple terms, a sales objection is a barrier or concern raised by a potential customer that prevents them from moving forward with a purchase.

Objections can come in various forms, such as questions, doubts, skepticism, or resistance.

Types of Sales Objections


Sales objections can stem from different underlying reasons. Here are some common types of objections you may encounter:

Lack of Budget

One of the most common objections is when a potential customer claims they don’t have enough budget to make the purchase. This objection typically arises when the customer perceives the cost as too high or doesn’t see the value in relation to the price.

Lack of Trust

Trust plays a crucial role in any sales transaction. If a potential customer lacks trust in your company, product, or service, they may raise objections related to credibility, quality, or previous negative experiences.

Lack of Need

Sometimes, prospects may not see the immediate need or relevance of your offering. They might question whether your product or service can address their specific pain points or if it aligns with their goals.

Lack of Urgency

When a potential customer feels no urgency to make a purchase, objections related to timing and prioritization can arise. They may delay or postpone the decision, leading to missed opportunities.

Lack of Authority

In some cases, the person you are interacting with may lack the authority to make the final decision. This objection often arises in B2B sales, where multiple stakeholders are involved, and approvals from higher-level executives are necessary.

50 Common Sales Objections

In addition to the types mentioned above, several objections are commonly encountered in sales.

These objections may be specific to your industry or product, but they generally fall into categories like price, competition, product fit, or contractual terms.


Here’s a list of 50 common objections:

  1. “Your product is too expensive.”
  2. “We don’t have the budget for it.”
  3. “We’re already satisfied with our current solution/provider.”
  4. “I need more time to think about it.”
  5. “I don’t think your product/service is the right fit for us.”
  6. “We’ve had a negative experience with a similar product/service before.”
  7. “I’m not sure if we really need this.”
  8. “I need to consult with my team/partners before making a decision.”
  9. “I’m worried about the implementation process.”
  10. “I’m concerned about the level of support after the sale.”
  11. “We’re in a contract with another vendor.”
  12. “I’ve heard mixed reviews about your company/product.”
  13. “Your product doesn’t have all the features we need.”
  14. “I’m not convinced that your product will deliver the expected results.”
  15. “We’re focusing our resources on other priorities right now.”
  16. “I’m not comfortable with the contract terms and conditions.”
  17. “Your product/service seems too complicated.”
  18. “I’m not familiar with your company/brand.”
  19. “I don’t see the urgency in making this purchase.”
  20. “We’ve decided to go with a competitor’s offering.”
  21. “I don’t trust the claims you’re making.”
  22. “I’ve been burned by similar solutions in the past.”
  23. “I’m concerned about the compatibility/integration with our existing systems.”
  24. “We’re undergoing a restructuring and can’t make any decisions at the moment.”
  25. “I’m not the decision-maker in this process.”
  26. “Your product/service is too new in the market.”
  27. “I’m skeptical about the return on investment (ROI).”
  28. “We’ve had a bad experience with salespeople in the past.”
  29. “I don’t have the time to implement and learn a new system.”
  30. “I’m unsure if your product/service can handle our scale/requirements.”
  31. “We’re cutting back on expenses.”
  32. “I don’t see the value in your offering.”
  33. “We’ve had poor customer service experiences with other companies.”
  34. “I don’t think our team has the necessary skills to utilize your product/service.”
  35. “I don’t trust the security measures of your product/service.”
  36. “We’re waiting for a new version or update of your product/service.”
  37. “I don’t have the authority to make purchasing decisions.”
  38. “We’re not ready to make a commitment at this time.”
  39. “I don’t believe your product/service is reliable.”
  40. “We’ve had issues with implementation or onboarding in the past.”
  41. “I’m not sure if your product/service aligns with our company culture.”
  42. “We’re considering other options before making a final decision.”
  43. “I’m concerned about the long-term costs and maintenance of your product/service.”
  44. “We’ve had negative experiences with similar vendors in the past.”
  45. “I don’t think your product/service is user-friendly.”
  46. “We’re satisfied with our current internal solution or workaround.”
  47. “I’m not convinced that your product/service is innovative enough.”
  48. “We’re hesitant to switch from our legacy system to a new solution.”
  49. “I don’t see how your product/service will give us a competitive advantage.”
  50. “We’re in the midst of a company-wide change, and it’s not the right time.”

What is objection handling?


Objection handling is the process of addressing and resolving the concerns or objections raised by potential customers.

It involves listening attentively, empathizing with their perspective, providing relevant information, and ultimately guiding them towards a positive buying decision.

15 Tips for Handling Objections

Here are some effective tips for handling objections in sales:

  1. Listen actively: Pay close attention to the objections raised, allowing the prospect to express their concerns fully.
  2. Empathize and validate: Show empathy by acknowledging the customer’s viewpoint and validating their concerns.
  3. Ask questions: Seek clarification and ask open-ended questions to better understand the objection and its underlying reasons.
  4. Prepare in advance: Anticipate common objections and be prepared with well-thought-out responses.
  5. Highlight benefits and value: Clearly communicate the benefits and unique value proposition of your product or service.
  6. Provide evidence and social proof: Back up your claims with data, case studies, testimonials, or success stories to build trust and credibility.
  7. Address objections proactively: Address potential objections before they arise by incorporating them into your sales pitch.
  8. Stay positive and confident: Maintain a positive attitude and convey confidence in your ability to address the objection effectively.
  9. Offer alternatives: If the objection is valid, suggest alternative solutions or options that may better suit the prospect’s needs.
  10. Demonstrate expertise: Showcase your industry knowledge and expertise to instill confidence in the prospect.
  11. Tailor your response: Customize your response to address the specific concerns of each prospect, showing that you genuinely understand their situation.
  12. Use storytelling: Paint a vivid picture of how your product or service has helped others overcome similar objections or challenges.
  13. Keep emotions in check: Remain calm and composed, even if faced with difficult or aggressive objections.
  14. Practice objection handling: Role-play objection scenarios with colleagues or mentors to sharpen your skills.
  15. Follow up: After addressing the objection, follow up with the prospect to ensure their concerns have been resolved and to continue nurturing the relationship.

The Best Method for Handling Objections (7 Steps)


When it comes to objection handling, a systematic approach can help you navigate through the process effectively. Follow these steps:

  1. Listen and acknowledge: Allow the prospect to express their objection fully. Listen attentively and acknowledge their concern without interruption.
  2. Clarify and question: Seek clarification by asking open-ended questions to gain deeper insights into the objection.
  3. Reframe the objection: Restate the objection in a way that shows you understand it and can address it appropriately.
  4. Provide a response: Offer a well-prepared response that addresses the objection and highlights the benefits and value of your product or service.
  5. Handle additional objections: If multiple objections are raised, address each one individually, following the same process.
  6. Confirm understanding: Seek confirmation from the prospect that their objection has been effectively addressed and that they are satisfied with the response.
  7. Proceed with the sale: Once the objections are handled, continue the sales process and guide the prospect towards the next steps.

Objection Handling Strategies

In addition to the tips and method mentioned above, consider implementing these objection handling strategies:

Strategies for Lack of Budget Objections

  1. Emphasize the return on investment (ROI) and long-term cost savings your product or service can provide.
  2. Offer flexible payment methods or discounts for early adoption.
  3. Showcase success stories or case studies where customers achieved significant results despite budget constraints.

Strategies for Lack of Trust Objections

  1. Provide social proof, such as testimonials, reviews, or industry awards, to establish credibility.
  2. Offer guarantees, warranties, or trial periods to reduce perceived risk.
  3. Demonstrate your expertise through relevant industry knowledge and certifications.

Strategies for Lack of Need Objections

  1. Uncover the prospect’s pain points and demonstrate how your offering can solve their specific challenges.
  2. Share success stories of customers with similar needs and how your product or service addressed them effectively.
  3. Tailor your pitch to highlight the unique features that directly align with the prospect’s requirements.

Strategies for Lack of Urgency Objections

  1. Create a sense of urgency by offering limited-time promotions, discounts, or bonuses.
  2. Highlight the potential consequences or missed opportunities of delaying the decision.
  3. Share success stories where prompt action led to significant benefits or competitive advantages.

Strategies for Lack of Authority Objections

  1. Offer to provide additional information or materials that the prospect can share with decision-makers.
  2. Arrange a meeting or presentation specifically for the higher-level executives to address their concerns directly.
  3. Offer to assist in preparing a compelling business case or proposal to gain buy-in from decision-makers.

Why is Objection Handling Important?

Effective objection handling is crucial for sales success because it allows you to address the concerns of potential customers and guide them towards a positive buying decision. 

By overcoming objections, you build trust, credibility, and rapport with prospects, increasing the likelihood of closing a sale. 

It also enables you to differentiate yourself from competitors and position your product or service as the optimal solution.

Strategies for Overcoming Objections


To overcome objections successfully, consider these strategies:

  • Anticipate objections: Identify common objections in your industry and develop responses in advance.
  • Prepare supporting materials: Gather testimonials, case studies, and data that reinforce the value and effectiveness of your offering.
  • Focus on benefits: Clearly communicate the benefits and unique value proposition of your product or service to address objections effectively.
  • Leverage objections as opportunities: Use objections as opportunities to gather more information about the prospect’s needs and tailor your response accordingly.
  • Continuously improve: Regularly review objection handling scenarios and learn from your experiences to refine your approach.

Sales Objections with Example Responses

Here are some examples of common sales objections and possible responses:

Lack of Budget

  • Objection: “Your product is too expensive.”
    • Response: “I understand that price is a consideration. However, let me break down the cost for you and show how our product can actually save you money in the long run. Our solution offers automation features that can streamline your processes, reducing labor costs and improving efficiency.”
  • Objection: “We don’t have the budget for it.”
    • Response: “I completely understand budget constraints. However, investing in our product can deliver substantial returns. We offer flexible payment options, including monthly installments, to help you manage your budget effectively. Additionally, our clients have seen an average increase in revenue by X% after implementing our solution.”
  • Objection: “We’re focusing our resources on other priorities right now.”
    • Response: “I appreciate your focus on priorities. However, our product can directly contribute to your current goals. By optimizing your operations and saving time, you can reallocate resources to those priorities. Let’s discuss specific areas where our solution can align with and support your ongoing initiatives.”
  • Objection: “Your product/service is beyond our allocated budget.”
    • Response: “I understand the constraints of your allocated budget. However, let’s explore the potential cost savings and revenue growth our product can generate. Through a detailed analysis, we can identify areas where implementing our solution can generate enough value to justify the investment, making it a wise financial decision for your organization.”
  • Objection: “We need a more affordable option.”
    • Response: “I hear your concern about affordability. While our premium package provides the most comprehensive features, we also have a more cost-effective option that caters to budget-conscious customers. This option still offers the core functionalities you need, allowing you to benefit from our product within your budget limitations.”

Lack of Trust

  • Objection: “I’ve heard negative things about your company.”
    • Response: “I’m sorry to hear that you have concerns. We have made significant improvements to address any past issues. To provide you with peace of mind, I can connect you with a few of our long-standing customers who can share their positive experiences with our company and the value they’ve gained from our product.”
  • Objection: “I’m skeptical about your product/service delivering what you promise.”
    • Response: “I understand your skepticism, as trust is crucial. Our product has a proven track record of success, and we stand behind our promises. To alleviate your concerns, we offer a no-obligation trial period, allowing you to experience the product firsthand and witness the benefits it brings. We’re confident that once you see the results, your trust will be reinforced.”
  • Objection: “Can you provide references or case studies to validate your claims?”
    • Response: “Absolutely! We have an extensive library of customer references and case studies that highlight the real-world impact our product has had on businesses similar to yours. I can provide you with specific examples that align with your industry and demonstrate the tangible results our customers have achieved by implementing our solution.”
  • Objection: “I’m not familiar with your company or brand.”
    • Response: “I understand your concern. We are a reputable company with a strong presence in the market. We’ve been serving clients in [industry/vertical] for [number of years], and our customers value our expertise and dedication. We have received industry recognition, such as [awards or certifications], which further validates our commitment to quality and customer satisfaction.”
  • Objection: “I’ve been burned by similar solutions in the past.”
    • Response: “I can understand why you might feel hesitant due to past experiences. We have taken those concerns into account when designing our product. Our approach focuses on providing a seamless implementation process, robust customer support, and ongoing training to ensure your success. We can also connect you with customers who have had similar experiences and can share their positive journey with our product.”

Lack of Need

  • Objection: “I don’t see how your product can solve our current challenges.”
    • Response: “I appreciate your perspective. Let’s dive deeper into your specific challenges. I believe that our product can address those pain points effectively. I’ll walk you through some use cases where clients with similar challenges found significant value in our solution. By understanding your unique requirements, we can tailor our offering to provide the most relevant and impactful solution for you.”
  • Objection: “We’re already satisfied with our current solution/provider.”
    • Response: “I’m glad to hear that you have a solution that meets your needs. However, it’s always beneficial to explore alternatives that can potentially bring additional value and innovation. Our product offers features that go beyond what your current provider offers, such as [specific differentiating factors]. Let’s discuss how these unique features can enhance your current processes and provide additional benefits.”
  • Objection: “We’re not facing that problem currently.”
    • Response: “I understand that the problem may not be evident at the moment. However, let’s consider the long-term implications and future challenges you may encounter. Our product is designed to not only solve your current problem but also future-proof your operations by providing scalable solutions and proactive features. Investing in our product now can save you time and resources when similar challenges arise in the future.”
  • Objection: “We’ve recently implemented a similar solution.”
    • Response: “That’s great to hear that you’re proactive about finding solutions. However, our product offers unique differentiators that set us apart from others in the market. We can provide you with a comparison of our features, benefits, and customer satisfaction rates, allowing you to see the added value and potential improvements you can gain by switching to our solution.”
  • Objection: “I don’t think your product fits our industry/vertical.”
    • Response: “I understand your concern about industry fit. Our product has been successfully implemented across various industries and has a flexible architecture that can be tailored to specific needs. We have worked with companies similar to yours and have demonstrated significant results. I would be happy to share specific case studies and success stories from clients within your industry to showcase the applicability and benefits of our solution.”

Lack of Urgency

  • Objection: “I don’t see the urgency in making this purchase.”
    • Response: “I understand your perspective. However, let’s consider the potential impact of delaying your decision. Our product can provide immediate benefits, such as cost savings, increased efficiency, or competitive advantages. By acting now, you can start reaping those rewards sooner and gain a head start over your competitors.”
  • Objection: “We have other projects taking priority at the moment.”
    • Response: “I appreciate your current priorities. It’s important to consider that our product can actually complement and enhance those projects. By incorporating our solution, you can expedite the completion of other projects, streamline processes, and achieve better overall results. Let’s explore how our product can align with and support your existing initiatives, making them more successful.”
  • Objection: “We’re in the early stages of considering this purchase.”
    • Response: “I understand that you’re in the early stages of your decision-making process. It’s worth mentioning that the sooner you begin exploring our solution, the sooner you can start reaping the benefits. By engaging with us now, we can provide you with valuable insights, custom demos, and consultations that will help you make an informed decision efficiently.”
  • Objection: “We have a lengthy approval process that could delay the implementation.”
    • Response: “I understand that navigating the approval process can be time-consuming. By starting the process now, we can work closely with your team to provide the necessary information, documentation, and support to expedite the approval process. Additionally, we can help create a comprehensive business case that highlights the value and ROI of our product, making the approval process smoother.”
  • Objection: “I need more time to evaluate other options.”
    • Response: “I respect your desire to thoroughly evaluate your options. It’s essential to consider that our product has unique features and benefits that differentiate us from the competition. I encourage you to explore those aspects during your evaluation. In the meantime, I can provide you with additional resources, customer testimonials, and case studies to help you make an informed decision efficiently.”

Lack of Authority

  • Objection: “I need to consult with my boss before making a decision.”
    • Response: “I understand the need to involve key decision-makers. To assist you in presenting the information to your boss, I can provide you with a comprehensive report that highlights the benefits, ROI, and successful case studies. Would it be helpful if we schedule a call or meeting with your boss to address any questions or concerns directly?”
  • Objection: “I don’t have the authority to make purchasing decisions.”
    • Response: “I understand the importance of involving the right decision-makers. Could you please guide me to the person who holds the authority in your organization? I would be more than happy to schedule a meeting or call to discuss the details directly with them and address any concerns they may have.”
  • Objection: “Our decision-making process involves multiple stakeholders.”
    • Response: “I understand the complexity of decision-making processes involving multiple stakeholders. It would be beneficial to schedule a meeting or presentation to involve all the relevant parties. This will allow us to address their specific concerns, provide comprehensive information, and ensure that all voices are heard during the evaluation process.”
  • Objection: “I need approval from our finance/legal/IT department.”
    • Response: “I appreciate the need for internal approvals from different departments. To facilitate the process, I can provide you with all the necessary information, documentation, and even arrange a separate meeting with our finance/legal/IT experts to address any specific concerns they may have. We want to ensure a smooth and efficient approval process.”
  • Objection: “Our company requires a competitive bidding process.”
    • Response: “I understand that your company follows a competitive bidding process. To ensure transparency and fairness, we can provide you with all the required documentation, including pricing details, product specifications, and references. This will enable you to include us in the bidding process and evaluate our offering alongside other competitors.”

Sell More Today by Handling Sales Objections Effectively

By mastering objection handling techniques, you can significantly enhance your sales performance.

Remember, objections are not roadblocks but opportunities to demonstrate your expertise and showcase the value of your offering.

Utilize the tips, strategies, and example responses provided in this article to handle objections with confidence and guide your prospects towards successful sales outcomes.