Overcoming Sales Objections

You’ve prepared all week for your sales call. Your pitch is flawless. You even made sure to practice your pitch in front of your colleagues. You’re ready. You’re as confident as can be. All of a sudden, though, it hits you - the word every sales person fears to speak out loud - an objection. A rush of fear and nervousness cloud your judgement and you immediately feel paralyzed. What do you do? You didn’t plan for any objections, your pitch was flawless and you knew it, everyone knew it for that matter.

Well, here’s a piece of valuable advice - you can’t avoid objections. Frankly, your prospect would already be your customer if they didn’t have any objections. Now that you know there’s no way AROUND objections, we’re here to give you some advice on how to work THROUGH objections.

Step 1: Preparation.

Set yourself up for success.

First, you need to take note of any objections that you have received in the past. This is where practice and experience are key. If you’re just starting off, then try to get some notes and information on past objections from your colleagues. Jot these down in a notebook or on a word document, and make sure to look over them a few times. Try to think back to the root of the issue. To do this, have some of these questions in the back of your mind:

  • Did the product not fit with the prospect’s needs?
  • Is it a price issue? A convenience issue? A time issue?


  • Does the prospect just not have the time or an interest?

Once you know what the most common root of the issue is, you can derive a strategy that focuses on covering the customer’s main concern in order to minimize objections. You know your product and its features, so really try to highlight your product’s benefits when deciding what your strategy should be.

Step 2: Be an active listener.

Build trust and establish a rapport.

When an objection is raised, make sure to listen. It’s important that your prospect gets the feeling you care about what their issue is. It’s very common for sales people to become defensive when they hear an objection, but an objection is actually a learning experience, and you should be viewing it as one too. The objection allows you to dig deeper into the issues that your prospects are dealing with, and thus, allows you to become more familiar with your product and its features.

Some techniques you could use to convey to your prospect that you are listening are:

  • Show that you feel their pain. Be empathetic and use words such as: I see…, I understand where you’re coming from…, you raise an interesting point…, Thank you for bringing that up…, etc.
  • Dig deeper: could you please tell me more about…, I think you mean…, is it correct for me to say…, Do I understand correctly…? What I’m hearing is…Etc.

Step 3: Provide a solution.

Sell a dream, Not a stationary product or service.

Now that you know more about your prospect’s pain, and they can feel that you understand them, it’s time to do what you’ve been waiting for - craft your objection response.

Don’t worry- this is the easy part. You’ve been given everything you need to know. Now, it’s just up to you to provide the perfect solution to your prospects pain. Start with phrases such as:

  • Get your prospect to envision the solution: Here’s what I can do for you…, imagine how much you could save if…, Our product won’t just help you solve XYZ but it will completely increase the productivity of…, etc.
  • Back you repose with evidence: Our other customers had similar issues before they used our product…, we helped COMPANY save XYZ when they used our product, did you know that COMPANY eliminated ISSUE by using our product…? (incorporate success statistics if possible).

Step 4: Confirm that you have covered the prospect’s concern.

Don’t leave any business unfinished.

At this point, you were most likely able to figure out the customer’s concern, build up trust, and provide a solution. You’re almost at the finish line, so why stop now? A marathon runner wouldn’t stop 300 meters from the finish line, would he?

It is so important to confirm that you have completely covered the prospect’s concern. Your prospects have very busy schedules just like you, and in most cases, won’t ask for more information. They will just cross your product off of their list if they don’t think it’s the perfect solution to their problem. Don’t rely on the prospect to ask questions, you need to be the one guiding the conversation. Here are some suggestions:

  • I just want to make sure that we covered everything…
  • Don’t you think this would be the perfect solution…?
  • Is there anything else I can tell you about XYZ…?
  • Was I able to make clear what our product can do for you…?
  • Do you have any more questions…?
  • Can I help you with anything else…?

Congratulations, you now know how to successfully overcome a sales objection. Don’t lose hope if you have troubles the first few times. Practice really does make perfect. Try to see what works best for you.

Also, don’t forget to document what the objection was and how you successfully overcame it!

Want some more guidance on how to handle sales objections? Download our Objection Handling guide below!

Get our Objection Handling guide now!

Published 5 months ago.

5 minute read.

Sarah Evans

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