What is a Sales Objection?

When we think about objections, the first word that comes to mind is no. An objection can be expressed in a number of ways but it all boils down to when you’re not able to satisfy what they want.

Sales objections are usually seen as a negative thing, but they can actually be good because it shows that the buyer is not ready to buy from you. It doesnt mean anything about your product or service.

No one said that the journey to becoming a successful salesperson is easy. It’s often filled with rejection and disappointment, but it also has moments of triumph.

Selling can be a difficult process, but the end result is worth it. With lots of ups and downs along with objections from buyers, one has to have patience in order to convince them.

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Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

The 10 Most Frequently Occurring Types of Sales Objections

Common sales objections fall into four common categories, no matter what product or service you are selling. Here are the top sales objections.

1. Lack of need

Sometimes buyers dont see the need to solve a problem or they may not think there is one. In this case, what you are selling does not resonate with them and so they do not buy.

How do you go about learning the needs of your customer?

  • I was initially focused on selling the process, not the result. But prospects would rather hear about how you will make their lives better and position themselves at a higher value to them.
  • In order to be a successful salesperson, you need to know your clients industry. Take the time and effort in studying what they do as well as their competitors. This will give you insight on how exactly to help them by giving them ideas or providing value for something that needs improvement.
  • When you find something about your client, take the time to investigate it more deeply. Dig deep and try to uncover what is causing their need.
  • When you are looking for a solution to your clients needs, explore all of the possibilities. Ask yourself many questions and do research on different solutions so that when it comes time to make a decision there will be more than one option.

2. Lack of urgency

Buyers dont see the full value of your solution because they are too busy with other things. When urgency is an issue, there are more important priorities that take precedence over projects.

If prospects dont show urgency, it means you haven’t communicated the value of your offer.

In handling objections in sales, you can show your prospect that you are worth their time by

  • The key to pain-based selling is identifying your customer’s pains and then making them see how you can help alleviate that pain.
  • A successful sales pitch should go beyond the immediate discomfort of a customer’s pain points and talk about how your product will solve their problem in the long run.
  • It is important to be able to show the numbers behind ROI, dollar value and profit margins for business-to-business companies. These are hard metrics that will prove how valuable your product or service really is.

3. Lack of trust

When buyers feel uncertain about you, your solution or company they may not believe that what you say is true. In this case, there might be a need and want to address it but the buyer does not trust in your ability.

How to overcome objections from customers? Trust is a key factor in sales, and you can earn it by making the following two moves:

1) Be genuine and open:

The worst thing you can do is to come off as a cheesy salesman. Don’t be self-centered, focus on helping your prospect rather than pushing sales.

When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough motivation. However, people are not only motivated by a paycheck.

Balance is key when it comes to sales. Sometimes you have a discussion about your product and other times the conversation can be more personal or light-hearted, for example discussing current events or talking about one of your clients.

4. Lack of budget

While pricing is the most common objection, sometimes a customer will disguise their true motives. Its important to find out what they are really after.

The way you identify objections that arise is by categorizing them and then responding to the objection with a proper response.

You can tackle the lack of money objection by:

  • One way to make the purchase of a product seem more accessible is by breaking it down into smaller chunks. For example, instead of talking about how much something costs in total dollars you can break that cost up into hours or weeks.
  • Focus on the value of your product. Sell the benefits and tell people why they should buy it before you start talking about price.
  • Offering a solution in parts instead of one all-inclusive package can make your offer more appealing to clients. You should give them the option to pick and choose what they want.

5. Product Objection

A customer may voice an objection related to a product. For example, they might say “This product is not as good as what your competitor offers” or “Your model sounds complicated and we would prefer a simpler one.” These comments show that the prospect has concerns about how well this particular type of item will work for them.

When a customer has never seen the product before, they may not know what it does or how to use it. This can be especially true when dealing with complex products that affect company operations.

If customers voice objections to your product, you have the responsibility of explaining it in detail. You can prepare for this by:

  • The product is available for purchase with a warranty and an instructional video on how to use it.
  • Using testimonials to describe the value of a product.
  • A product demonstration is the best way to sell a customer on your products.
  • The author’s claim is supported by research from industry and third-party sources.

6. Lack of Authority

When I first began hiring salespeople, a typical objection was that prospects didnt have the authority to purchase. They may suggest they don’t call the shots around when it comes to purchasing.

One way to make your closing conversations more effective is by finding out as much information about the person you are speaking with. Ask questions such as:

  • The department they work in
  • How you can reach out to them
  • Their availability
  • Whether they have to answer to someone else in the company.

You can also ask your target to give you an overview of their product or service before the meeting. This will make it easier for them to explain what they are looking for in a salesperson, and all that is left on your end is supplementing any gaps

7. Source Objection

Source objection example is when you present a product to someone, they may be interested in it but not because of the company or salesperson. This is called source objection.

I have found that being prepared for anything is the best way to handle any situation in sales.

A prospect may mention your company’s reputation, security or stability. You can use these comments as an opportunity to elaborate on the strengths of you andor your business.

Talk about how you work with the customer and provide security. Give information on your company to show that it has been around for a while.

The end goal of any sales call is to build trust with your prospect.

8. Contentedness Objection

Customers can be content with their current product, but this doesnt mean that they are fully satisfied. They may say things like I am happy with XYZ or Thanks but we already use XYZ.

When faced with a customer who is contented, you need to find out why they are not looking for other options. Ask them what about their current productservice makes it great and if there’s anything that could be improved.

Identifying what your product offers that the competition does not is one of the best ways to set yourself apart. This will help you come up with a Unique Selling Point and show prospects how their lives would be improved by using your offer.

When presenting, it is important to be able to back up your points with evidence.

9. Time-related Objection

Time-related objections are often the same as other types of sales objections. Buyers use time to mask their real objection, which is usually a lack of resources.

When a prospect says they are too busy to talk, it is best for the salesperson to ask what’s keeping them preoccupied. This will help uncover any hidden motives and may even yield more time on the call.

Your buyer might be using this “busy” excuse to reject your offer, but it’s possible that they are just overestimating the time and resources required.

Its easy to be skeptical of a time-sensitive job if the person knows how long it will take and they don’t feel like that’s worth their while.

In overcoming sales objections, you can explain that this offer will not take up a lot of time and the value gained from it is worth your while.

10. Aggressive Objection

Prospects can be tough. Some will reject you outright in the rudest way possible.

how do you overcome objections from customersour first instinct might be to try and talk the person down, but remember that some people are just naturally harsh. You have to remain calm if you want things will get better.

In customer objections, prospects also have the right to feel comfortable in their own skin. If you are constantly pushing them, they will eventually get tired of your constant high-pressure sales tactics.

If you are unable to work with the prospect, it is possible for your colleague to take over.

Remember that prospects are not always the best fit for your company. If you sense they might be interested in other options, end the conversation on a high note and let them know about opportunities at another firm.

How to Handle Objections in Sales?

As a salesperson, you will come across many objections during your day. To navigate these challenges, it is important to learn how to respond in the right way.

In this article, I will explore the most common objections you are likely to face in your daily operations and how to deal with them.

Objection #1: The price is out of my range

As mentioned earlier, price objection is one of the most common types of sales objections youll face. It can be difficult to know how to deal with it as sometimes prospects will use your offer’s high price point as a way for them politely turn down an offer.


Sorry, Im not interested in your offer. The price is a little bit too high for me right now.


In the long run, this offer will be worth it. It will have a positive impact on your company in the following ways: XYZ. One of our clients had those same concerns but now he is very happy with his results.

I also had to ask about the costs of their new hires. I needed a way to incentivize salespeople without going overboard on base pay and commissions.

In my experience, the best way to motivate a salesperson is by providing them with clear direction. If they know how much I am willing to spend on their offer and what type of incentives are available for exceeding quota then it’s not hard at all to get motivated.


The companys representative promised me that this investment would be highly valuable for my company.

Objection #2: Ill get back to you

This is a classic objection from prospects who may not want to answer you in the moment because they need approval from their boss before answering.


I am sorry, but I need to speak with my boss before making a decision. Thank you for your time.”

I didn’t understand how to make a commission structure work for me, so I tried different types of pay and bonus plans. In the end, what was best for my company wasn’t necessarily enough motivation.

“We would be happy to set up a meeting with your superiors, so I can show them how our offer will benefit their business. What does next week sound like?”

Objection #3: I dont think your company is the right fit for us

Most clients will not tell you if they are unsure about doing business with you. As a salesperson, it is up to your intuition and experience in the field to read between the lines.


When the interviewer responded to my offer, he told me that it sounded good but his company was not a good fit.

I am not just selling the same thing as my competitors. I offer something that is different and better.

I like your honesty, but we have one of the best XYZ in the market. Our clients know this and many appreciate our product. We can offer you a trial period at discounted rates if you want to try it out and see how good it is for yourself.

Objection #4: I like your offer, but I dont need it right now

I learned this lesson the hard way. The other day, I walked into a store and told them that we didnt need anything from their shelves. Sure enough, they looked at me like I was crazy.


Im sorry, but I dont think this is a good fit for me. Thank you so much for your time and consideration though!

I’ve learned that salespeople need a lot more than just the promise of money. They also want to feel challenged and have opportunity for growth.

Im glad you were honest with me. But, I don’t think this is the best solution for your business and clients.”

Ive had clients that were not responding to my offers. I found out by researching their competitors and then completely changed the offer.

A Clear and Simple Procedure for Overcoming Objections

If you want to be a successful salesperson, make sure that you know how to handle objections and get the sale back on track.

When a seller hears an objection, they may try to address it right away. They want the close so badly that they don’t give themselves time to think about what was said.

However, this may lead to unspoken objections and concerns. Asking the buyer What else? will allow them room to speak their mind without feeling as if they are being interrogated or belittled.

I have found that when someone is expressing their objection, it’s not always the real problem.

Understand the objection. If you followed step one, you should know that often buyers are not ready to articulate their true issue because they have an underlying problem which is different from what they first tell you.

When you are faced with an objection, it is important to get at the heart of what that person is saying. You should use “why” questions when speaking with them in order to clarify.

  • Why do you think that?
  • Why is that important?
  • What made you think of that?

After listening to their concerns, address them and explain what you will do. The most important concern should be addressed first.

If you dont address any objections that come up, then they will linger and become more difficult to answer. Be sure not to let an objection go unaddressed for too long.

Confirm that the buyer is satisfied with your resolution. If they have any other concerns, address them before moving forward.

Some objections are so complicated that they require an in-depth discussion. If this is the case, arrange to continue discussing it at a later date.

This process is so powerful and effective because it solves the problem most salespeople face: they rush to overcome sales objections too quickly. Buyers dont like that, and it puts them on the defensive. With these four steps, reps are more likely to earn trust from prospects before dispelling their concerns.

Anticipating Common Objections

When you are in the position of hiring salespeople, think about what objections they might have. Write them down and then ask yourself how to overcome these problems.

  • When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough sales motivation. However, people are not just motivated by money.
  • There are a few things that you can do to avoid this objection in the future. You should anticipate any objections upfront, before they have time to voice them. This will help keep your sales process moving quickly.

To overcome objections, you should consider how to handle them before they happen and practice what your response will be.

The next time you are faced with an objection, try to listen carefully and understand the person’s point of view. Then respond by acknowledging their concern or problem without being defensive about your productservice. The final step is confirming that they have made a good decision.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
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