How to handle objections in sales calls (+templates)

It would be a dream come true for sales professionals to always hear that astounding "yes" during their sales conversations, but the reality is far different.

Selling isn't as straight forward as that. And you know better than anyone, that, objections arise more often than not.

It might be a budget objection from the decision maker. Or, a series of other concerns about the current solution. And handling these typical sales objections is a skill that many sales reps mustmaster.

Overcoming objections in sales isn't just about moving the deal forward.

This is actually the easy bit.

It's more about understanding the prospect's business, actively listening to their concerns, and addressing their pain points.

It's a nuanced dance between the sales pitch and the prospect's company needs, between money objections and decision-making authority.

And while customer objections can sometimes feel like roadblocks, they'reactually opportunities in disguise – opportunities to better understand prospective customers, to practice active listening, and to tailor your unique selling point in a way that resonates with them.

So, in this article you'll discover effective strategies to handle sales objections and turn them into stepping stones for success.

We've even included some sales objection templates you can use too.

Why should you handle objections in sales calls?

Handling sales objections during sales calls can be challenging and time-consuming, but it's a keypart of the sales process. Here's why:

Builds customer loyalty

Addressing common sales objections transparently and honestly are the main criteria for building customer trust. And without trust, you can't even dream about building loyalty.

When prospects feel their concerns are being actively listened to, they're more likely to trust your sales reps.

Scenario:

Increases sales conversion

When a prospective buyer raises an objection, it's often a sign they're interested but need additional information or reassurance to progress the buying process.

Scenario:

Enhances product understanding

When you take the time to address sales objections, you often cover finer details of your product or service. This educates any prospective buyer, but also improves the sales team's understanding of the product's capabilities and limitations.

Scenario:

Identifies areas for improvement

Sales objections can be a goldmine of information for customer service, or product development. When multiple customers raise the same sales objections, it's a clear sign there's room for improvement which deserves budget allocation.

Scenario: If you consistently hear objections about the lack of a specific feature, this might deserve budget allocation for adding it in the next product update. Once implemented, a follow-up call can show how you've addressed the objection, possibly converting them into customers.

Strengthens sales skills

The act of overcoming common sales objections is a skill that gets better with practice. Each objection handled equips the sales team with objection-handling skills, crucial for navigating complex sales scenarios.

Scenario:

Most common sales objections

There's probably 27,394 sales objections you can encounter, but the reality is that most sales reps encounter a smaller set of common sales objections repeatedly. These often revolve around price, value, timing, and trust.

Here's that list:

#1 “Price is too high”

It's a common sales objection, and not always easy to overcome. Clients often have budget constraints or may not fully understand the value your product or service offers.

This objection is usually a sign that they need more information to justify making the investment.

Example: A client might say, "Your software subscription is too expensive compared to others."

🥊 How to beat it: Shift the conversation from price to value. Instead of lowering your price, demonstrate the unique benefits and long-term savings your solution offers.

Follow the AIDA framework. Use case studies, testimonials, or ROI calculations to show how your product or service can save them money or generate more revenue in the long run.

Sample response:

By focusing on the value and ROI, you can help the client see beyond the initial price tag and consider the long-term benefits.

#2 "I don't trust your product”

One of the barriers you may encounter is a lack of trust in your company or product. This is especially common if you're a new player in the market or if the client has had a bad experience in the past with similar products or services.

Example: A client might say, "How do I know your service is reliable? I've never heard of your company before."

🥊 How to beat it: Building trust is crucial. You can do this by offering social proof such as testimonials, case studies, or industry awards. Transparency in your operations and business practices can also help.

Sample Response: "I completely understand I have to earn your trust... We've got numerouscase studies and testimonials from satisfied clients that I'd be happy to share. Also, we're certified by [Relevant Industry Bodies], which vouches for our credibility.

Would you like to take a look at these resources?"

#3 "It's not the right time"

Timing can be a significant hurdle in the sales cycle. Clients may be wrapping up their fiscal year, undergoing internal changes, or simply may not have the bandwidth to consider new vendors. This is fair enough, but you're not at a complete loss here.

Example: A client might say, "We're interested, but we're in the middle of budget reviews, so it's not a good time."

🥊 How to beat it: *Make your credibility obvious. Whether it's a trial period, a phased implementation plan, or deferred payment options, demonstrate you can adapt to their timeline.

If the timing isn't right, don't force the sale. It's better to revisit it at a more convenient time rather than burn bridges now.

Sample response:

#4 "We're already working with a competitor"

Brand loyalty or existing contracts often deter clients from considering your product or service. They may feel that the transition isn't worth the hassle or that they're already getting a good deal.

Example: A client might say, "We're already under contract with [Competitor], and we're happy with their service."

🥊 How to beat it: Differentiation is key here. Highlight what sets your product or service apart from the competition. Offer a side-by-side comparison or even a free trial to showcase your advantages.

Sample response: "I understand the comfort of sticking with a provider you're happy with. However, our solution offers unique features like [X and Y] that you won't find with [Competitor].

Would you consider a no-obligation trial to understand these benefits firsthand?"

#5 "I'm not seeing the value"

Sometimes clients don't see how your product or service could benefit them. Often, this is because they don't fully understand the features and advantages you offer.

Example: A client might say, "Your product seems good, but I don't see how headless commerce fits into our operations."

🥊 How to beat it: This objection usually the prospect needs more information. Use this opportunity to clarify how your product or service solves their specific problems or enhances their operations.

Sample response: "I appreciate your sincerity. Our product is designed to solve [specific issues] and has been shown to improve operational efficiency by X%. I can provide a detailed walkthrough to show exactly how it would fit into your current operations. Would that be helpful?"

These are just the few most common sales objections. But what about unexpected objections? Is there a way to handle those that come out of nowhere? You can do it with our 4 P's of handling sales objections.

The 4 P's of sales objection handling

Probe

The first step in overcoming sales objections is to probe the client for more information. Often, objections aren't fully articulated, and it's essential to understand the root cause of the concern.

Client: "I'm not sure this is the right fit for us."

Turn it around by: asking open-ended questions to get to the heart of the objection. This will give you valuable insights into the client's needs and concerns.

"I understand that you're hesitant. Could you please elaborate on what specifically makes you feel this isn't the right fit?"

Paraphrase

Once you've probed for more information, the next step is to paraphrase the sales objection. This shows the client that you've listened and understood their concern, and it gives you a chance to clarify any misunderstandings.

Client: “Well, we're a small team, and I'm worried this solution is too complex for us."

Turn it around by: repeating the most common sales objection back to the client in your own words to confirm your understanding.

"So if I'm understanding correctly, you're concerned that our solution might be too complex for a smaller team like yours, is that right?"

Present

Now, it's time to present a solution to the sales objection. Consider directly tackling the issue, fortified by evidence, testimonials, or logical explanations.

Client: "Your pricing is way above our budget."

Turn it around by: crafting a customized response that directly confronts the client's budget concerns, supported by data or examples.

"I understand that budget is a big concern for you. However, our product offers features that provide long-term cost savings and efficiency gains.

“We've had clients with similar budget constraints who found the ROI to be well worth the initial investment. Would you be interested in reviewing some ROI calculations?"

Push

The final P stands for "Push," where you gently usher the client toward a resolution or next step. This could be a commitment to purchase, a follow-up meeting, or another form of progression in the sales cycle.

Client: “Well, I think the product is a good fit for us, but I'm still not 100% sure”

Turn it around by: asking for a commitment or suggest a next step that moves the client closer to a decision.

"Now that we've addressed your concern about complexity, would you be interested in a free trial to experience our user-friendly interface firsthand?"

Best practices for overcoming sales objections

Below, you'll find a set of ideas you can use to overcome sales objections – not only in your calls.

Listen

Pay close attention. Active listening allows you to understand the root cause of the sales objection, and makes it easier for you to get into creating a tailored response to common objections.

Action steps: [x]Maintain eye contact. If it's a video call, maintaining eye contact shows you're engaged. [x]Nod and acknowledge. Simple gestures like nodding can indicate that you're listening. [x]Don't interrupt! Allow the client to fully express their objection before you respond.

Tools to use: Consider using note-taking apps or CRM software to jot down key points as you listen. You can also integrate them with call center software for more visibility into your calls with transcripts, analytics, or VoIP options.

Script to follow: "I hear you're concerned about [objection]. Let's investigate this more so I can fully understand your needs."

Empathize

Validate the customer's concerns. Empathy can defuse tension and make the client more receptive to your subsequent response.

Action steps: [x]Acknowledge the emotion. Use phrases like "I understand how that could be concerning." [x]Restate the concern. Briefly restate the objection to show you've listened. [x]Express solidarity. Mention that others have had similar concerns and that they'revalid.

Tools to use: Emotional intelligence training, active listening workshops.

Script to follow: "I understand how [objection] could be a concern for you. You're not alone; others have felt the same way, and it's a valid concern."

Analyze

A nuanced understanding of the objection will enable you to provide a more targeted solution. The better you analyze, the better you deliver.

Action steps: [x]Ask clarifying questions. Get more details to understand the objection fully. [x]Identify the root cause. Determine the underlying issue driving the objection. [x]Summarize understanding. Confirm with the client that you've understood their objection correctly.

Tools to use: SWOT analysis, objection-handling frameworks, timesheets.

Script to follow: "Could you help me understand what specifically about [objection] is most concerning for you? So, if I understand correctly, the main issue is [summarized objection], right?"

Respond

A targeted response is more likely to resolve the objection and move the sales process forward.

Action steps: [x]Present options. Offer multiple solutions if possible. [x]Use data. Back up your solution with data, case studies, or testimonials. [x]Confirm understanding. Ask the client if your solution addresses their concerns.

Tools to use: Repository of case studies, testimonials, data points, CRM software for quick access to resources.

Script to remember: "Based on what you've shared, I believe [solution] would address your concerns about [objection]. Here's some data that supports this approach. Does this resolve your concern?

Clarify

Asking for clarity ensures that you fully understand the objection, which is crucial for providing an accurate solution.

Action steps: [x]Ask for details. Use questions like "Could you elaborate on that?" [x]Encourage expression. Prompt the customer to express their thoughts freely. [x]Summarize. Recap what you've heard to confirm understanding.

Tools to use: Note-taking apps, active listening techniques.

Script to follow: "Could you elaborate a bit more on your concern about [objection]? So, you're saying [summarized objection], correct?"

Pause before responding

Pausing allows you to collect your thoughts and prevents knee-jerk reactions that may not fully address the objection.

Action steps: [x]Take a breath. Literally take a moment to breathe. [x]Count to three. Give yourself a few seconds to think. [x]Always acknowledge. Let the customer know you're considering their point carefully.

Tools to use: Mindfulness techniques, stress balls (really!).

Script to follow: "That's an interesting point you've made. Let me think about it for a moment."

Use evidence

Concrete evidence adds weight to your counter-arguments and can quickly resolve objections.

Action steps: [x]Cite data. Use relevant statistics or figures. [x]Share testimonials. Offer quotes from satisfied customers. [x]Refer to case studies. Provide real-world examples of how your product solved similar issues.

Tools to use: Repository of testimonials, data points, and case studies.

Script to follow: "I understand your concern. However, 90% of our clients have reported [benefit]. Would you like to see some case studies?"

Be honest

Honesty builds trust and shows that you value the customer's needs over making a quick sale.

Action steps: [x]Admit limitations. If you don't have an immediate solution, say so. [x]Promise follow-up. Assure the customer that you'll seek a solution. [x]Set a timeline. Give a timeframe for when you'll get back to them.

Tools to use: CRM for follow-up reminders, company knowledge base.

Script to follow: "I don't have an immediate solution for [objection], but I'll consult with my team and get back to you within 24 hours."

Offer alternatives

Providing alternatives shows flexibility and a willingness to find a solution that suits your customer's needs.

Action steps: [x]Suggest options. Provide different solutions that could resolve the objection. [x]Explain benefits. Outline the advantages of each alternative. [x]Ask for feedback. Invite the customer to share their thoughts on the options presented.

Tools to use: Product catalogs, feature comparison charts.

Script to follow: "I understand that [option A] might not work for you. How about [option B or C]? Each has its own set of benefits."

Leverage team knowledge

Using the expertise of your team can provide more comprehensive answers to specific objections.

Action steps: [x]Identify the expert. Know who on your team can best address the objection. [x]Facilitate introduction. Briefly introduce the expert and their credentials. [x]Hand over. Allow an expert to handle the objection.

Tools to use: Internal communication tools like Slack, team directories.

Script to follow: "For your specific concern about [objection], I'd like to bring in [Expert's Name], our [Expert's Role], who can provide more insight."

Confirm understanding

Confirming ensures that you've successfully addressed the objection and allows you to progress the sales campaign.

Action steps: [x]Ask for confirmation. Directly ask if the objection has been resolved. [x]Clarify any doubts. Offer to answer any remaining questions. [x]Summarize the resolution. Recap how you've addressed the objection.

Tools to use: Follow-up emails to confirm resolution, CRM for tracking.

Script to follow: "Have we successfully addressed your concern about [objection]? Is there anything else you'd like to know?"

Keep emotions in check

Maintaining a professional demeanor ensures that the conversation stays productive.

Action steps: [x]Be mindful. Be aware of your tone and body language. [x]Avoid defensive reactions. Keep the focus on solving the problem. [x]Practice patience. Give the customer time to express themselves.

Tools to use: Mindfulness apps, emotional intelligence training, experience.

Script to follow: "I understand that this is a significant concern for you, and I want to address it as thoroughly as possible."

Pivot to value

Shifting the focus to value can help the customer see beyond the immediate objection.

Action steps: [x]Highlight benefits. Emphasize the positive outcomes of your product or service. [x]Show ROI. Use data to demonstrate the return on investment. [x]Ask value-based questions. Encourage the customer to consider the value proposition.

Tools to use: ROI calculators, value proposition statements.

Script to follow: "While I understand the concern about [objection], have you considered the value in terms of [benefit/ROI]?"

Trial close

Why It's Important: A trial close gauges the customer's readiness to proceed and can help you decide on the next steps.

Action steps: [x]Pose a closing question. Ask a question that invites the customer to move forward. [x]Evaluate response. Listen carefully to the customer's answer. [x]Decide on next steps: Based on the response, either proceed or address remaining objections.

Tools to use: Closing techniques training, CRM for tracking responses.

Script to follow: "Now that we've addressed [objection], would you be ready to move on to the next step?"

### Document and learn Documenting objections and successful counter-arguments helps you and your team improve over time (and who knows when you'll need it again?).

Action steps: [x]Take notes: Document the objection and how it was handled. [x]Review: Periodically review objection-handling cases for insights. [x]Share knowledge: Disseminate successful strategies with your team.

Tools to use: CRM for documentation, internal wikis for knowledge sharing.

Script to follow: "I'll make a note of this objection and how we resolved it for future reference."

Templates to use to overcome objections in sales calls

Navigating through common sales objections is a challenge that most salespeople face during prospecting calls.

To help you overcome objections and address your prospect's concerns effectively, we've curated a set of templates that offer example rebuttals and strategies for moving forward in the sales process.

General sales call objection handling template

Introduction

• Sales reps: "Hello [Customer's Name], this is [Your Name] from [Company Name]. How are you today?"
• Customer: "[Response]"
• Sales reps: "Great to hear! I'm reaching out to discuss [Product/Service]. Have you had a chance to consider our offer?"

Identifying the sales objection

• Customer: "[Objection or Concern]"
• Sales reps: "Thank you for sharing that, [Customer's Name]. May I take a moment to address your concern?"

Acknowledge the sales objection

• Sales reps: "I understand where you're coming from, and it's a valid point. Many of our clients have had similar concerns."

Probe for more information -Sales reps: "Could you please elaborate a bit more on [specific objection], so I can provide the most accurate solution?" -Customer: "[Elaboration]"

Address the sales objection

• Sales reps: "Based on what you've said, [Product/Service] actually [addresses the objection by showcasing a feature, providing a case study, or offering a workaround]."

Confirm resolution

• Sales reps: "Does that resolve your concern, or is there anything else you'd like to know?"
• Customer: "[Response]"

Close or next steps

• If sales objection is resolved:
  • Sales reps: "Great! Shall we proceed with [next step in the sales process]?"
• If sales objection is not resolved:
  • Sales reps: "I appreciate your honesty. Would it be alright if I took this feedback to our relevant department and followed up with you at a later date?"

Sign-off

• Sales reps: "Thank you for your time, [Customer's Name]. Looking forward to speaking with you again soon. Have a great day!"

Price objection handling template

Introduction

• Sales rep: "Hello [Customer's Name], this is [Your Name] from [Company Name]. How are you today?"
• Customer: "[Response]"
• Sales rep: "That's great to hear! I'm reaching out to discuss [Product/Service]. Have you had a chance to consider our offer?"

Identifying the sales objection

• Customer: "It's a bit too expensive for us right now."
• Sales rep: "Thank you for being upfront about that, [Customer's Name]. May I take a moment to address your concern about the price?"

Acknowledge the sales objection

• Sales rep: "I understand that budget is a crucial factor for you. It's a common concern we hear, and I appreciate your honesty."

Probe for more information

• Sales rep: "Could you please share what specific budget constraints you're facing? This will help me tailor a solution that might better fit your needs."
• Customer: "[Elaboration]"

Address the sales objection

• Sales rep: "Based on your budget, you might be interested in our tiered pricing options or payment plans. We also have a case study showing how our product pays for itself within X months due to [specific benefits]."

Confirm resolution

• Sales Rep: "Does that make the pricing more manageable for you, or is there something specific you're looking for?" Customer: "[Response]"

Close or Next steps

• If sales objection is resolved: Sales rep: "Fantastic! Shall we proceed with finalizing the payment details?"

• If sales objection is not resolved: Sales rep: "I understand, and I appreciate your transparency. Would it be alright if I took this feedback to our team to see if we can work out a more suitable pricing option for you?"

  Sign-off

  • Sales rep: "Thank you for your time, [Customer's Name]. I'll be in touch soon to follow up. Have a great day!"

Feature gap objection handling template

Introduction Sales rep: "Hello [Customer's Name], this is [Your Name] from [Company Name]. How are you today?" Customer: "[Response]" Sales rep: "That's wonderful to hear! I'm reaching out to discuss [Product/Service]. Have you had a chance to review our features?"

Identifying the sales objection Customer: "I like what I see, but your product is missing [Specific Feature]." Sales rep: "Thank you for bringing that up, [Customer's Name]. May I take a moment to address this feature gap?"

Acknowledge the sales objection Sales rep: "I understand that [Specific Feature] is important for your needs. It's something we've heard from other customers as well."

Probe for more information Sales rep: "Could you help me understand how critical [Specific Feature] is for your operations? This will allow us to find the best possible solution for you." Customer: "[Elaboration]"

Address the sales objection Sales rep: "While we may not have [Specific Feature], our product excels in [Other Features] that provide similar benefits. Additionally, [Specific Feature] is on our roadmap for the next quarter."

Confirm resolution Sales rep: "Would the upcoming addition of [Specific Feature] or our existing features be sufficient to meet your needs?" Customer: "[Response]"

Close or Next steps If sales objection is resolved: Sales rep: "Great! Would you like to proceed with a trial period to experience our current features?" If sales objection is not resolved: Sales rep: "I appreciate your feedback. Would it be alright if we kept you updated on the development of [Specific Feature]?"

Sign-off Sales rep: "Thank you for your time, [Customer's Name]. We value your input and look forward to potentially working together in the future. Have a great day!"

Trust and credibility objection handling template

Introduction Sales rep: "Hello [Customer's Name], this is [Your Name] from [Company Name]. How are you today?" Customer: "[Response]" Sales rep: "Great to hear! I'm reaching out to discuss [Product/Service]. Have you heard of us before?"

Identifying the sales objection Customer: "I've heard of you, but I'm not sure about your company's reliability." Sales rep: "I appreciate your honesty. May I address your concerns about our trustworthiness?"

Acknowledge the sales objection Sales rep: "It's completely understandable to question a company's credibility when considering a partnership."

Probe for more information Sales rep: "Could you specify what makes you uncertain about our reliability?" Customer: "[Elaboration]"

Address the sales objection Sales rep: "Thank you for sharing. We have various testimonials, case studies, and industry certifications that vouch for our credibility. Would you like me to share those with you?"

Confirm resolution Sales rep: "Do these credentials alleviate your concerns?" Customer: "[Response]"

Close or next steps If sales objection is resolved: Sales rep: "Excellent! Shall we move on to discussing how our product can benefit you?" If sales objection is not resolved: Sales Rep: "I understand. Would you be open to a trial period to test our reliability?"

Sign-off Sales rep: "Thank you for your time, [Customer's Name]. Looking forward to earning your trust. Have a great day!"

Timing objection handling template

Introduction Sales rep: "Hello [Customer's Name], this is [Your Name] from [Company Name]. How are you today?" Customer: "[Response]" Sales rep: "That's good to hear. I'm reaching out because I think our [Product/Service] could really benefit you. Is now a good time to talk?"

Identifying the sales objection Customer: "I'm interested, but now is not a good time for us to make a purchase." Sales rep: "I understand. May I inquire about the timing concerns you have?"

Acknowledge the sales objection Sales rep: "Timing is crucial, and I appreciate you sharing that with me."

Probe for more information Sales rep: "Is your timing related to budget cycles, project timelines, or something else?" Customer: "[Elaboration]"

Address the sales objection Sales rep: "Given your timeline, our product could still offer value by [explain how the product fits into their timeline]."

Confirm resolution Sales rep: "Would this align with your timing?" Customer: "[Response]"

Close or next steps If sales objection is resolved: Sales rep: "Great, let's discuss how we can integrate our product into your timeline."

If sales objection is not resolved: Sales rep: "I understand. Would it be alright if I followed up closer to your ideal timeframe?"

Sign-off Sales rep: "Thank you for considering us, [Customer's Name]. Speak to you soon!"

Competitor preference objection handling template

Introduction Sales rep: "Hello [Customer's Name], this is [Your Name] from [Company Name]. How are you today?" Customer: "[Response]" Sales rep: "I'm glad to hear that. I noticed you're currently using [Competitor's Product]. May I ask how it's working for you?"

Identifying the sales objection Customer: "We're happy with [Competitor's Product] and not looking to switch." Sales rep: "That's fair. May I discuss what sets us apart from [Competitor's Product]?"

Acknowledge the sales objection Sales rep: "I understand brand loyalty and why you might prefer [Competitor's Product]."

Probe for more information Sales rep: "Could you share what specific features or benefits you enjoy from [Competitor's Product]?" Customer: "[Elaboration]"

Address the sales objection Sales rep: "Those are strong points. However, our product offers [Unique Features/Benefits] that [Competitor's Product] doesn't."

Confirm resolution Sales rep: "Would these additional features be of interest to you?" Customer: "[Response]"

Close or next steps If sales objection is resolved: Sales rep: "Fantastic! Would you be open to a side-by-side comparison or a trial?"

If sales objection is not resolved: Sales rep: "I appreciate your time. May I check back in a few months to see if anything has changed?"

Sign-off Sales rep: "Thank you for your time, [Customer's Name]. Have a great day!"

Do you always have to handle objections in sales process?

In short – no, you don't always have to handle objections in sales calls.

It's important to actively listen and respond appropriately to various types of sales objections, but there are instances where it may not be worth your time or effort.

For example, if the buyer is consistently rude or makes negative claims that are unfounded, it might be an explicit indication that they aren't a good fit for your business.

In such cases, even the best example rebuttal may not resolve the underlying business problem. During a prospecting call, especially when making cold calls, assess the situation and request clarification to identify if continuing the conversation will be usefull For both sides.

If the prospects behavior suggests that they're unlikely to engage in a constructive manner, it might be more strategic for you to end the sales negotiation early and focus on more promising leads.

Now, it's your your turn

Overcoming objections is a crucial part of the sales process that every sales rep should master.

It's not just about handling the most common sales objections. It's more about understanding the prospect's business, identifying their pain points, and offering a current solution that aligns with their needs.

Active listening it enables you to respond appropriately and tailor your sales call to address specific objections in sales. And then, the sales team should be equipped with example rebuttals and social proof.

Use testimonials or case studies to provide credibility and assurance to the decision maker.

Remember, the goal is not just to overcome sales objections but to move the prospect further along in the sales process – possibly leading to a follow-up call or even a closed deal. So, the next time you're on a prospecting call, use these strategies to turn sales objections into opportunities.

Your sales reps will thank you for that as well.