Sales objections are a normal part of the sales process, but they can be frustrating. If you’re not prepared to handle them, they can derail your entire sale. That’s why it’s important to have a solid objection-handling strategy. We’ll share the best practices in this post, complete with sales objection handling scripts that you can use!

Sales Objection Handling Scripts

An objection handling script is a tool used by salespeople to overcome objections from potential customers. The script lists pre-planned responses to common objections, such as price, that can be easily memorized and used in a sales pitch.

By using a script, salespeople can prepare for objections and keep the conversation moving towards a sale.

How objection handling works

Salespeople often encounter objections to their pitch and offer when trying to qualify, nurture, or generate leads. They then have to overcome these objections to don’t lose the deal. The seller should listen to any objection and acknowledge it.

It can be difficult to handle objections on the spot, so sellers often prepare by creating an objection handling script and a list of ready-made rebuttals for common objections.

This process will help you succeed in any objection handling situation.

  1. Recognize Common Objections: There are a lot of common objections to sales that stem from price and priority, lack of knowledge, time, or irritation. There are also company-specific objections. Ask your sales team for help.
  2. Have a Framework. An effective objection-handling system is to listen to, acknowledge, explore, and rebut (LAER). Use the correct technique based on the root cause of the objection to determine the rebuttals.
  3. Write the Rebuttals to Make it Easy: Create a script that outlines your plan and includes verbiage for each stage. Also, create a document that lists the common objections and the solutions you have come up with.

Once you have a script for objection handling and a list of objections and rebuttals, it is easy to remember them both and use them when needed. Remember that objections will be heard at every stage of the sale. This includes when the lead answers your cold calling and says “I am busy” to when you ask for the sale. Keep these documents handy in any conversation with a prospect.

Don’t let the myth that objection handling is like flieswatting fool you. It’s not enough to dismiss objections by presenting intelligent rebuttals. It starts with a conversation. Ask questions to get to the bottom of the prospect’s concern. They often hide it behind vague language like “not interested.” Only then can you give the perfect rebuttal to close the deal.

Objection handling is the act or skill of responding to a lead’s concern with empathy and sound rebuttals that overcome their hesitation and continue the deal. It’s important to be prepared for sales objections at all stages of the sales process. Salespeople can overcome objections using techniques, specific rebuttals, and a script for objection handling.

The Difference Between Objections and Conditions

This is called “objection handling.” You can’t “handle” conditions.

Conditions can be seen as constraints to some people. It is important not to be pushy in situations where someone does not want to do something, such as purchase a home they cannot afford or list a home where they won’t make enough money to pay off the mortgage.

Resistance to your offer represents objections.

Conditions are actual barriers that prevent people from using your product or service, while obstacles are merely doubts that prevent them from buying.

Example conditions include:

The first and second conditions are that they have already signed another listing agreement and don’t want to sell until such-and-such a date. The third and fourth conditions are that they don’t have the resources to come to closing to sell if underwater, and they are not interested in buying or selling.

1. Introduce yourself

This part is deceptively simple, but reps often trip up during the introductory phase. Be concise, straightforward, and truthful.

While being elusive about who you are and what you’re trying to sell might give you time, it’s rude and annoying to your potential customer.

There are a few ways your intro can go wrong. Avoid these common errors:

Hi, my name is ________ and I work for ________. It’s nice to meet you!

Here’s a sample message:

“Hey, this is [Brad] from [LucidChart]…”.

“I’m sorry, but I’m currently unavailable. Can I call you back later?”.

This objection is common during a sales pitch. Don’t just plow ahead with your pitch. Instead, stop and listen to what the customer is saying.

While you may get a few more seconds on the phone with a prospect, it will only show them that you aren’t listening to them or respecting the time they have set aside to speak with you.

A great way to respond to this answer is with a “No problem! Is there a better time we can chat?” This shows them that you value their time.

Sounds good! Is there a specific time that would be a better time to talk? This response shows that you respect their schedule and are giving them some control.

Sales scripts can be a helpful tool for salespeople, providing an outline to support natural conversations with prospects. They can be especially useful when objections arise, helping to keep the conversation on track. However, it’s important not to rely too heavily on a script, as this can lead to robotic-sounding sales reps and frustrated prospects.

If you rely too heavily on a script, you may have robotic and repetitive conversations. This will only frustrate your prospects and may even result in them hanging up on you.

As a salesperson, it’s important to keep conversations natural and flowing. One way to do so is by following a tried and true template for your sales calls and learning how to handle customer concerns.


2. Build rapport

It’s tough to build strong relationships within a short amount of time, especially when you’re on a phone call.

How can you build a rapport with your prospect?

The key to establishing a good connection is finding something in common with your prospective customer. This could be as simple as commenting on their recent business success or sharing a mutual acquaintance.

Please do some research on your prospective client before you call them. Where are they based?

What sort of education have they completed? Have they been to any industry events recently?

Have they been promoted to a new position?

When you’re on the phone with a prospect, try to establish a personal connection. This will show that you care about them and not just their money. Try to find commonalities or something important to both you and them. This will make it much easier to build a relationship.

Here’s a sample message:

Hi, this is [Brad] from [LucidChart].

“Your team’s recent award win in Business Magazine is well-deserved – congratulations!”.

[Potential Objection].

When a sales phone call or email chain is cut short, it is usually because the salesperson failed to build rapport with their prospect properly. The rep must convince their customer that what they have to say is worthwhile to continue the conversation.

While connecting with your lead is crucial, it should never be insincere, contrived, or rude. When identifying a connection, make sure you’re:

When reaching out to a prospect, you must personalize your questions, comments, and concerns. This will establish trust and rapport between you and the prospective customer.

How can I make my questions unique to the prospect? How can I make an unexpected question?

The run-of-the-mill questions that you ask your prospects elicit the same responses.

Asking more unique and personal questions makes the other person think carefully about their response. This shows them that you care about what they have to say and that you’re interested in what they offer.

Don’t ask questions that could potentially make the person uncomfortable or cross any lines. Be friendly, but maintain a level of professionalism.

Asking inappropriate or irrelevant questions of a prospect can instantly make them lose confidence in you and hurt your chances of closing the deal.

If you want to build a rapport with your prospect, you should focus your conversation on building mutual respect and a genuine interest in their business. By focusing on this, you’re more likely to earn their trust and keep their attention on you.

3. Briefly explain the reason for the call

Don’t hide your intentions behind a veil of mystery. Be upfront about the purpose of your call and outline your plans for the conversation.

When making a sales call, you always want to introduce yourself and explain why you’re contacting the person. This will ensure everyone is clear on the situation so you can have a successful interaction.

For example, you might say:

Hi, this is [Brad] from [LucidChart].

I just saw that your company just won ___ in ____. Congrats!

My name is ______________________ and I’m with ______________________. We’re launching a set of new visual sales tools designed to help your salespeople succeed.

Do you have 10 minutes to spare?

This short, concise statement is your “elevator speech.” It’s your 30-second sales pitch. It tells the person why they’re getting called, how long you’ll be on the phone, and what the call will be about.

“I understand, but I’d like to ask you a few questions to see if we can help.”.

Unfortunately, this can happen from time to time. But don’t give up!

There are many reasons why someone might say they aren’t interested. Maybe they can’t afford it, or they don’t see a benefit.

The best way to get past an objection is by understanding it. If you don’t understand what’s causing their objection, you won’t be able to do anything about it. By asking the right questions, you can get to the bottom of their problem and develop a solution.

Asking questions is a great way to understand a prospect’s problem and concerns. Once you understand them, you can tailor the responses to their specific needs.

4. Build Credibility in Your Sales Pitch

How can you build trust with potential customers?

Be transparent. Be responsive. Be consistent. If you want to build credibility with potential customers, focus on the prospect, demonstrate your expertise, be transparent and responsive, and be consistent.

Remember, this phone call is not about you. It’s all about your prospective customer.

As you work on your sales pitch, focus on your prospect’s needs and wants. What are their pains and worries?

What problems do you face that you’d like this solution to? What solutions have you used before?

Why didn’t they succeed?

Listen to your prospects. Ask them questions about their business.

To build credibility and trust in your customer relationships, it is important to listen to and understand what your customer needs. By demonstrating your understanding of their situation, you will create a foundation on which your relationship can flourish.

If you want to establish your authority, highlight your past achievements and explain how your product or service was instrumental to your success.

Back up your statements with facts and statistics. Also, share testimonials from satisfied customers.

These tactics will build trust with your prospects and show them that you know what you’re talking about.

Example script:

Hi, this is [Brad] from [LucidChart].

I just saw that your company just won ___ in ____. Congrats!

I would like to introduce our new visual sales tools designed to help your salespeople succeed.

Can I have 10 minutes of your time?

If you’re looking to increase the rate you sell, our Sales Solution is exactly what you need. We helped companies like Salesforce increase their selling rate by 1000%. There’s no reason you can’t achieve the same.

“We already have [your competitors] working with us.”.

These sales objections can be a real pain, but the beauty is that the groundwork for selling the product or service has already been done. The prospect has already recognized the problem and knows they need to find a solution.

Find out what’s working and what isn’t working with your current provider. Then, dig deeper to find out what other needs you have that your offering can fill.

Then talk about how your product or service can help them and why they should consider making the switch.

Having a strong, organized, and easy-to-follow sales process is crucial to success in sales, and LucidChart can help.

Organize your sales pitch into easy-to-use flow charts using pre-made templates that are easy to navigate.

How to Handle Sales Objections

When dealing with objections, you have three main options:

The best way to handle objections is to steer the discussion away from those topics. This enables you to focus on your value propositions rather than potential concerns.

The other option is to politely and professionally address any prospect’s rejections.

Redirecting is another option when handling an objection. However, this should only be done once you’ve determined your prospect is unreceptive.

Let’s say, for example, that the prospect replies, “No, we don’t have any budget for that.”.

You use:

“I get where you’re at. I’m currently not trying to sell anyone on anything, but I’m curious if anything out there could help with your problems?


“I totally understand. I was actually just sharing an idea that I think could help [Company Name] [Specific Benefit of Your ProductService].”.

Redirection can be an incredibly effective way of closing a sale, as the technique allows you to take control of the conversation with your prospects and steer them towards a close.

Redirection can be an effective way to uncover additional challenges a prospect may have and help open them up, especially during a deal’s early discovery stages. You can gain valuable insights that could potentially make or break the sale by redirecting the conversation.

Tips for Handling Objections

  • Be honest. These are your potential clients. This is not a time to sell toasters, but you are beginning a relationship. Trust is what you need to build. It would help if you were honest with yourself and the market about what you expect.
  • Listen. Do not just recite your scripts. Engage them with their objections and show that you are listening. Ask open-ended questions.
  • Empathize. Don’t delegitimize their concerns. If you are a new agent and just got your license, this valid concern is for a home seller. It doesn’t have to be. Instead, show them how you will overcome their objections instead of denigrating the validity of their objection.
  • Tell stories. Telling the story of past clients and how they were helped can be a great way to help them. The human brain is wired to think in narratives. Just as you did in high school, tell a story. First, introduce the characters. Next, the conflict and rising action. Finally, the heroic climax where their conflict has been defeated leads to the display of happiness and triumph.

When pitching, it’s vital to avoid bombarding your prospects with too much information. It’s more effective to hone in on the benefits of your product or service and frame your value in terms of how it solves problems for your customers. It’s also important to learn how to handle common objections to your sales pitch.

Don’t counter the objection with an immediate defense; instead, shift the focus to a solution. Finally, don’t get discouraged if you get a “no” from a potential client.


If you’re looking for the best practices for handling sales objections, look no further! This post covers everything from how to anticipate objections to using objection handling scripts. With these objection handling scripts, you’ll be able to handle any objection that comes your way.

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Justin McGill
About Author: Justin McGill
This post was generated for LeadFuze and attributed to Justin McGill, the Founder of LeadFuze.