Objection Handling: 25 Common Sales Objections, Techniques & Scripts

Feeling like a rubik’s cube player trying to navigate objection handling?  

It’s all about spotting those out-of-place colors and making smart moves to achieve a perfect agreement. Every twist and turn takes you closer to solving the cube.

Here at Sparkle, even our sales experts have been tangled in that web!  

But fear not, we’ve mastered the top 25 common sales objections. 

Want to know?

Let’s dive in!

Key Takeaways

• Sales objections are a natural part of the buying process. Mastering objection-handling techniques is crucial for sales professionals. It allows them to overcome resistance, build trust, and close more deals successfully.
• Common sales objections across budget, product fit, trust, timing, and competition are addressed. Specific examples and effective response strategies are provided for each scenario. This equips sales professionals to handle a wide range of customer concerns and resistance points.
• To master objection handling, sales professionals must utilize active listening, empathy, flexibility, and data-driven insights. They should continually refine their skills through practice and stay current with the latest tools and techniques.

What Is a Sales Objection?

A sales objection is a concern or reason expressed by a potential customer that prevents them from moving forward with a purchase.

It is a natural part of the buying process, where the prospect voices their doubts, fears, or uncertainties about the product, service, or the deal itself. Objections can arise due to various factors such as price, timing, lack of trust, or unclear benefits. 

What Is Objection Handling?

Objection handling is the process of addressing and resolving concerns, doubts, or resistance expressed by a potential customer during the sales process, to make a purchase.

A prospect’s concerns or doubts, “Lack of budget,” “I need to think it over,” or “Your product is too complicated” are the objections that can put brakes on a sale.

4 P’s of Objection Handling

An effective approach to objection handling that caters to customer needs and concerns follows the 4 P’s framework:

• Prepare: Think about the concerns and have thoughtful answers prepared. Do some research, collect information, and practice how you would handle situations.
• Probe: Ask probing questions to dig deeper and understand the real reason behind the concern by listening attentively.
• Proceed: Directly address the objection with a solution offering proof, options, or agreements.
• Prevent: Aim to prevent concerns by taking proactive measures. Be open about what you’re doing, establish practical expectations, and address potential issues upfront.

Importance of Objection Handling in Sales

Do you know? 60% of customers say no four times before saying yes. As a result, mastering the art of objection handling turns hard for sales professionals.

Being able to handle objections by not taking “NO” for an answer, is what separates the real closers from the rest. Be the real closer by understanding the importance that results in:

• Improved Customer Engagement – Demonstrates understanding and commitment, building trust and strengthening relationships.
• Higher Conversion Rates – Skillfully navigating objections reduces barriers and increases successful conversions.
• Competitive Edge – Providing customized solutions and adaptable strategies differentiates you from competitors.
• Increased Productivity – Efficiently addressing objections maximizes productivity and closes more deals in less time.

Overcoming 25 Common Sales Objections

It is understood that sales conversations don’t always go according to plan. Every salesperson faces objections. 

Let’s explore some common examples aligning with various types of sales objections. So that you can be prepared to turn them into opportunities!

25 Common Sales Objections Budget/Pricing: “It’s too expensive.” “The price is higher than what we’re currently paying.” “We don’t have the budget for this.” Product Fit: “We don’t need this product/service.” “This doesn’t align with our current priorities.” “Our current solution is working fine.” Trust/Credibility: “I’ve never heard of your company.” “We’re happy with our current vendor.” “I’m not sure if your company will be around in the long run.” Timing/Priority: “We’re in the middle of a budget freeze.” “We just signed a contract with another vendor.” “We’re currently in the process of restructuring our department.” Competition: “We’re considering other options.”  “I found a cheaper alternative.” “Your competitor offers X feature that you don’t have.” Authority-Related: “I need to discuss this with my supervisor/manager.” “This needs to be approved by the board.” “I’m not the decision-maker.” Brush-Off: “I don’t have time to discuss this right now.” “Just send me an email, and I’ll review it later.” Contract and Commitment: “The contract terms are not flexible enough for our needs.”  “We’re not ready to commit to a long-term agreement.” “I’m concerned about being locked into a contract.” ROI and Value: “I’m not convinced that the ROI justifies the investment.” “We’ve had negative experiences with similar solutions in the past.”

Budget/Pricing:

1. “It’s too expensive.”

The price exceeds their budget or perceived value. Highlight the unique value and long-term benefits, demonstrating how it can save money or generate a strong ROI.

Response: “I hear your concern. Let’s focus on the value [product] delivers. By investing in this solution, you can expect to see [specific benefits] that will ultimately save you money in the long run.”

2. “The price is higher than what we’re currently paying.”

They are comparing prices without considering the additional value. Emphasize the advanced features and enhanced benefits that justify the price difference, helping them understand the added value they’ll receive.

Response: “[Product] offers advanced features such as [feature 1] and [feature 2] that your current solution doesn’t provide. These enhancements can lead to [benefit 1] and [benefit 2], justifying the price difference.”

3. “We don’t have the budget for this.”

Work with them to identify areas where your product can reduce costs or optimize spending, and explore alternative pricing models or payment plans.

Response: “I understand budget is a concern. Let’s look at your current expenditures and see if there are any areas where [product] can help you reduce costs, freeing up the budget for this investment.”

Product Fit:

4. “We don’t need this product/service.”

Ask questions to uncover their challenges and objectives, then clearly articulate how your product solves their specific problems and delivers tangible benefits.

Response: “You mentioned earlier that you’re facing challenges with [specific problem]. [Product] is designed to address that exact issue by [solution]. Let me show you how it can benefit your team.”

5. “This doesn’t align with our current priorities.”

Demonstrate how your product supports and enhances their current priorities, helping them achieve their objectives more efficiently or effectively.

Response: “[Product] directly supports your key priorities of [priority 1] and [priority 2]. By implementing this solution, you can expect to see [specific outcomes] that contribute to your overall business goals.”

6. “Our current solution is working fine.”

Highlight the unique features and capabilities that set your product apart, sharing examples of how others have achieved better results by switching.

Response: “While your current solution may be meeting basic needs, [product] offers advanced capabilities such as [capability 1] and [capability 2]. These features can help you achieve [benefit 1] and [benefit 2], taking your operations to the next level.”

Trust/Credibility:

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

Provide background information about your company’s history, achievements, and customer success stories, offering references or case studies to establish trust.

Response: “We’ve been in the industry for [number] years and have successfully helped companies like [client 1] and [client 2] achieve [specific results]. I’d be happy to provide references who can speak to the quality of our product and support.”

8. “We’re happy with our current vendor.”

Acknowledge their satisfaction, but highlight the unique benefits and value-added services that differentiate your offering, explaining how it can complement or enhance their existing setup.

Response: “It’s great that you’re satisfied with your current vendor. However, [product] offers unique advantages such as [advantage 1] and [advantage 2] that set us apart. These benefits can directly impact your [specific department or process].”

9. “I’m not sure if your company will be around in the long run.”

Share information about your company’s growth, financial stability, and long-term vision, highlighting your customer retention rate and commitment to being a reliable partner.

Response: “We’ve been in business for [number] years and have a strong financial foundation. Our client retention rate is [percentage], reflecting the long-term value we provide. We’re committed to being your reliable partner now and in the future.”

Timing/Priority:

10. “We’re in the middle of a budget freeze.”

Acknowledge their constraints, but explore critical areas where your product can help save money or optimize operations, offering a detailed proposal for when the budget freeze lifts.

Response: “I understand the current budget constraints. Let’s plan ahead and get [product] on your radar for when the budget freeze lifts. In the meantime, I can provide you with a detailed proposal and ROI analysis to help secure funding when the time is right.”

11. “We just signed a contract with another vendor.”

Inquire about their specific needs or challenges, highlighting how your product can complement or fill gaps in their current setup, positioning it as a valuable addition.

Response: “[Product] can actually complement your existing vendor’s solution by [specific benefit]. It integrates seamlessly and can help you get even more value from your current investment.”

12. “We’re currently in the process of restructuring our department.”

Position your product as a tool that supports and streamlines its restructuring efforts, emphasizing how it optimizes processes, reduces costs, and sets them up for long-term success.

Response: “Implementing [product] during your restructuring can actually help streamline the process. It offers [specific features] that can support change management, ensure a smooth transition, and set your department up for long-term success.”

Competition:

13. “We’re considering other options.”

Differentiate your product by highlighting its unique features, benefits, and competitive advantages, offering a side-by-side comparison or a free trial to demonstrate superiority.

Response: “[Product] stands out from other options in the market due to its [unique selling point 1] and [unique selling point 2]. These features provide [benefit 1] and [benefit 2], which are essential for a company like yours.”

14. “I found a cheaper alternative.”

Emphasize the total cost of ownership and long-term value your product delivers, highlighting advanced features, reliable support, and superior customer experience that justify the investment.

Response: “While there may be cheaper options, it’s important to consider the total cost of ownership. [Product] offers [benefit 1], [benefit 2], and [benefit 3], which can lead to significant cost savings and ROI over time.”

15. “Your competitor offers X feature that you don’t have.”

Acknowledge the competitor’s feature, but emphasize your solution’s comprehensive nature and how it addresses their needs, mentioning upcoming enhancements.

Response: “While our competitor may offer X feature, [product] provides a more comprehensive solution that includes [feature 1], [feature 2], and [feature 3]. These capabilities are specifically designed to address your unique needs and challenges.”

Authority-Related:

16. “I need to discuss this with my supervisor/manager.”

Offer to schedule a joint meeting with their supervisor/manager, preparing a tailored presentation that addresses concerns and demonstrates value.

Response: “I completely understand. Let’s schedule a meeting with your supervisor/manager so I can present the benefits of [product] and answer any questions they may have. I’ll come prepared with a tailored proposal and ROI analysis.”

17. “This needs to be approved by the board.”

Provide compelling materials (case studies, ROI analysis, business impact projections) to help build a strong case for board approval, offering support throughout the process.

Response: “I’ve worked with many companies where board approval is required. I can provide you with a comprehensive presentation, including case studies and ROI projections, to help you make a strong case to the board.”

18. “I’m not the decision-maker.”

Collaborate to identify key decision-makers and influencers, offering to arrange a meeting or presentation showcasing your product’s benefits to all relevant parties.

Response: “I understand you may not be the final decision-maker. Let’s work together to identify the key stakeholders and arrange a meeting where I can present the benefits of [product] to everyone involved. I’ll tailor the presentation to address each stakeholder’s specific concerns and requirements.”

Brush-Off:

19. “I don’t have time to discuss this right now.”

Respect time constraints, offer a concise overview of your product’s benefits, and suggest scheduling a brief follow-up discussion at a convenient time.

Response: “I understand your time is valuable. Let me give you a quick 2-minute overview of how [product] can specifically benefit your team. If it resonates, we can schedule a more detailed conversation at your convenience.”

20. “Just send me an email, and I’ll review it later.”

Send a comprehensive email with relevant information, but emphasize the value of a short phone call to discuss specific needs and tailor the information.

Response: “I’ll definitely send you an email with all the relevant information. However, a quick 5-minute call would allow me to understand your specific needs and tailor the information accordingly. This way, you’ll have the most pertinent details to review when you have time.”

Contract and Commitment:

21. “The contract terms are not flexible enough for our needs.”

Explore specific concerns, and propose alternative options or modifications to address needs, demonstrating willingness to find a mutually beneficial agreement.

Response: “I understand the importance of flexibility. Let’s review the specific terms that are causing concern and explore how we can modify them to better align with your organization’s needs. We’re committed to finding a mutually beneficial agreement.”

22. “We’re not ready to commit to a long-term agreement.”

Offer flexible options (trial period, shorter initial contract) to allow evaluating benefits without a lengthy upfront commitment.

Response: “I hear your hesitation about a long-term commitment. We offer flexible options such as [option 1] and [option 2] that allow you to experience the value of [product] without a lengthy contract. Let’s discuss which option would work best for your current situation.”

23. “I’m concerned about being locked into a contract.”

Highlight termination clauses, satisfaction guarantees, or provisions that provide flexibility and peace of mind.

Response: “I completely understand your concern. Our contracts include a [termination clause or guarantee] that provides you with the flexibility to [specific terms]. This ensures you have the peace of mind to move forward with [product] while minimizing risk.”

ROI and Value:

24. “I’m not convinced that the ROI justifies the investment.”

Present case studies or examples of customers who achieved significant ROI, and walk through a personalized ROI calculation based on their specific situation and goals.

Response: “I appreciate your need to see a strong ROI. Our customers in similar industries have achieved [specific ROI metric 1] and [specific ROI metric 2] by implementing [product]. I can walk you through a detailed case study that demonstrates how these results were achieved.”

25. “We’ve had negative experiences with similar solutions in the past.”

Acknowledge the concern, differentiate your solution, and offer evidence of successful implementations with similar clients.

Response: “I understand your concern based on past experiences. Our solution differs because [key differentiator 1] and [key differentiator 2]. I’d be happy to connect you with a reference client who had similar concerns initially. They can share how we addressed those issues and delivered superior results.”

5 Top Objection Handling Techniques

To truly master the art of objection handling, sales professionals must equip themselves with various techniques. That’s why our sales experts at Sparkle have come up with their “Top 10 Objection Handling Techniques.” 

By combining the following techniques with powerful sales technology tools, they can take their sales objection re-handling skills to the next level.

1. Listen Up:

“Lend an Ear, Show You Care”

By giving your full attention, you’ll uncover the real issues behind objections. Your clients will feel truly understood and more likely to open up about their concerns.

2. Ask Away:

“Inquire to Inspire Solutions”

Open-ended questions reveal hidden needs and goals. This helps you tailor your solution perfectly to your client’s situation, increasing the chances of a successful sale.

3. Bring the Proof: 

“Back It Up with Bulletproof Evidence”

Concrete evidence builds confidence in your solution. Clients feel more secure in their decisions when backed by data, leading to faster, more confident purchases.

4. Flip the Script: 

“Transform Objections into Opportunities”

Reframing objections as opportunities shows clients how your product solves their problems. They’ll see the value more clearly, making them more inclined to buy.

5. Tap into Fear of Missing Out (FOMO):

“Harness the Fear of Missing Out”

Highlighting potential missed opportunities creates urgency. Clients are motivated to act quickly, reducing the chance they’ll delay or look elsewhere.

10 Tips for Effective Objection Handling

To truly unleash the power of objection-handling techniques and sales stack tools, sales professionals must embrace a mindset of continuous improvement and ongoing learning.

Here are some actionable tips to optimize the objection-handling process:

• Regularly train on new sales stack tools and objection-handling capabilities.
• Continuously update product knowledge to address objections effectively.
• Foster a culture of knowledge sharing and continuous improvement within your sales team.
• Leverage data-driven insights from sales stack tools to identify patterns and make informed decisions.
• Personalize the sales experience by utilizing tools’ personalization capabilities.
• Stay agile and adaptable, adjusting strategies as market conditions and customer preferences evolve.
• Practice active listening and empathy to understand customer concerns fully.
• Role-play objection handling scenarios with colleagues for continuous skill development.
• Embrace a growth mindset to approach each objection as an opportunity for learning and refinement.
• If possible, record and review objection-handling conversations to critically analyze your approach and identify areas for improvement.

Objection Handling Scripts

Now that you have a clear knowledge of objection handling, let me walk you through a couple of examples. They illustrate how to navigate budget and ROI concerns, as well as differentiate your offering from competitors. 

Handling Budget and ROI Objections 

Addressing budget concerns by highlighting value propositions, offering customized ROI analysis, and discussing flexible pricing.

Rep: Hey [Prospect’s Name], it’s [Your Name] from [Your Company]. How’s your day going? Prospect: Good, thanks for asking [Your Name]. And you? Rep: Going well, thanks! Appreciate you making time for me.[Prospect’s Name], you mentioned budget concerns around [Your Solution]. Could you share more about your $50K marketing budget and the goal of a 25% increase in qualified leads? Prospect: Yes, our budget is tight at $50K this year, so we need at least a 25% uplift in qualified leads to justify any new investment. Rep: I understand, [Prospect’s Name]. Stretching that budget while driving more qualified leads is tough. Let me explain how our solution can deliver strong ROI: The AI-powered lead scoring identifies your hottest prospects for 40% more sales-qualified leads. The automated nurturing reduces cost-per-lead by 30% through personalized campaigns. And you gain a competitive edge with real-time buyer insights. We offer flexible pricing too. A company like yours recouped the investment in just 6 months from their increased pipeline. Why don’t we explore a customized ROI analysis based on your specific goals? I’m happy to dig into the numbers. Prospect: That’s promising. An ROI analysis tailored to our needs would be helpful. Rep: Great, I’ll put that together once you send over details on your current lead gen process, sales cycle, and revenue targets. Then we can review the projected ROI and find the right pricing model for maximum impact. Prospect: Sounds good, you’ll have that info in the next couple of days. Rep: Appreciate it, [Prospect’s Name]. I’ll follow up to schedule our analysis discussion. Let me know if any other questions come up. Looking forward to partnering with you. End.

Objection Regarding Competitor’s Solution

Differentiating solutions by unique features, capabilities, and total cost of ownership, and suggesting competitive analysis, demo, and pilot.

Rep: Hi [Prospect’s Name], it’s [Your Name] from [Company]. How are you doing today? Prospect: I’m doing well, thanks for asking [Your Name]. And yourself? Rep: Great, thanks. I wanted to follow up on our previous discussion about [XYZ solution/product] that could help with [key challenge/goal] you mentioned. To recap, our solution is designed to [brief value proposition]. It includes features like [key feature 1], [key feature 2], and [key feature 3] which give us an edge over competitors. We’re also offering an early subscription discount for customers who sign up now. Let me give you a quick overview of how it works… [High-level product/solution overview] Does this seem like it could be a good fit based on your current challenges and goals? Prospect: It does sound interesting. However, I’ve been looking at [Competitor]’s solution and it seems fairly similar. Their pricing is also a bit lower from what I understand. Rep: I appreciate you sharing that feedback. While there may be some surface-level similarities with [Competitor], I believe there are several key differences that set our solution apart. First, [highlight unique feature or capability]. This allows our customers to [benefit] which [Competitor] doesn’t offer. We’ve also made significant investments in [area], allowing us to [advantage]. [Competitor] hasn’t matched this based on our analysis. Regarding pricing, we’ve found that the total cost of ownership tends to favor our solution when accounting for [factor 1], [factor 2], and [factor 3]. I’m happy to walk through a detailed comparison if it’s helpful. Lastly, we have a proven track record with customers like [example 1] and [example 2] who chose us after evaluating [Competitor]. We’d be glad to connect you with them as references. Does this help clarify how our solution compares to alternatives you may be considering? Prospect: That’s helpful context. I wasn’t aware of some of those differences. I agree it would be valuable to see a more detailed competitive comparison to understand the differences, especially around the total cost of ownership. Rep:  Great, I’ll prepare a detailed competitive comparison, including pricing scenarios tailored to your business. This will clearly show how our solution delivers unique value. Let’s also schedule a demo for your team to see our platform’s advantages in action. Afterward, we can explore setting up a pilot to validate the benefits before fully investing. How does that sound? Prospect: Sounds good. Send over the competitive analysis and let’s book that demo. We can go from there to a potential pilot. Thanks for clarifying how your solution stands out. Rep:  Happy to help. I’ll follow up with the analysis and demo options shortly. Please reach out with any other questions. Looking forward to our next discussion! End.

FAQs

1. What is the boomerang method of handling objections?

The boomerang method of handling objections involves acknowledging the prospect or customer’s objection. Providing a counterpoint, and then redirecting the conversation back to the benefits or value proposition of your product or service.

2. What is the 5 F’s method of objection handling?

• Feel: Empathize with the prospect’s concerns
• Fact: Gather relevant facts about the objection
• Facility: Provide a solution or alternative
• Favor: Highlight the benefits and advantages
• Follow-up: Confirm understanding and address any remaining concerns

3. How can I improve my objection handling?

To improve your objection-handling skills, practice active listening. Anticipate common objections, prepare responses in advance to handle objections, remain calm and professional, and focus on providing value-based solutions.

4. How do you close a Sale?

To close a sale, summarize the key benefits and value proposition, address any remaining objections, create a sense of urgency, and ask for the commitment or purchase decision of the prospective buyer.

Optimize Objections

I hope I have covered a lot of ground when it comes to objection-handling techniques, tips, and scripts. But before wrapping things up, let’s recap the key takeaways:

• Objections are openings, not roadblocks.
• Leverage your sales stack for data-driven insights.
• Continuous practice breeds objection handling mastery.
• Empathy unlocks tailored solutions that resonate.

Objection handling is an art, no doubt. But with the right mindset, creativity, and the tools at hand, you’ll master it. So conquer those common objections and let your sales grow to new heights!

References

The Psychology of Sales: How You Can Close More Deals Faster, Learn G2

How to Analyze Customer Needs and Improve Your Approach Accordingly, Userpilot