Common Sales Objections and Rebuttals for CRE B2B
Objections are an everyday part of sales, but that doesn’t make them any less problematic. They may feel like roadblocks standing between you and a successful deal, but they are actually opportunities to engage, understand, and resolve concerns. Successful sales development reps realize that effectively handling objections can increase engagement and build trust between them and prospects. But exactly how do you effectively handle objections?
Whether you're a seasoned sales pro or just starting your sales journey, mastering the skill of objection handling is crucial for achieving sales success. Fortunately, dealing with sales objections is a skill that you can learn, practice and apply. Let’s look at some common sales objections and rebuttals you can use to overcome them.
What is a Sales Objection?
You know it when you run into it, but exactly what is a sales objection? Any resistance or hesitation expressed by a potential customer during the sales process is a sales objection. It is important to realize that having objections is natural. While the word “objection” feels final, it’s really just a normal part of decision-making. Asking yourself questions like, “Do I really need this?” or “Will this really solve my problem?” helps you consider your options more fully so you can make a decision you’re ultimately happy with.
Think about a purchase you’ve made, especially a significant one, and the concerns you had prior to actually making a commitment. That same thought process is going on with each prospect you speak with. Your goal is to understand objections, learn how to address them and provide solutions so that you can ultimately guide prospects toward a positive buying decision.
List of Objections in Sales with Examples
The following objections represent some of the most common objections in sales that potential customers raise during the sales calls, whether by phone or in person. Generally, your rebuttals are part of the sales process with warm and hot prospects, which are people who’ve shown some level of interest in your product or service. Cold calling conversion rates tend to be very low in many industries (Source: LinkedIn), so spending time on rebuttals to cold leads may not be the best way to spend your time.
In the section that follows, you'll find rebuttal examples for sales objections.
Common sales objections related to price and budget constraints
It's too expensive.
There are more affordable solutions out there.
I can't afford it within my budget.
Common sales objections related to timing
Now is not the right time.
We don’t have the time or staff to take on anything right now.
We aren’t considering new acquisitions until next quarter.
Common sales objections related to need and perceived value
I don't think I need it.
We don’t really have a problem, everything is working fine as it is.
I don't see the value in your product.
I don’t think our problem is large enough to warrant this.
Common sales objections related to trust
I haven’t heard of your company before.
I'm not convinced it/your company will deliver as promised.
Common sales objections related to risk and uncertainty
What if it doesn't work for me?
I need more information.
Additional common sales objections
Comparison: Competitor X offers a better solution. Competitor X has a more affordable solution.
Authority: I need to consult with my supervisor.
Lack of urgency: I'm not in a hurry to make a decision.
Lack of awareness: I didn’t know that a product like this existed.
Previous bad experience: I had a negative experience with a similar product.
Special requirements: This won’t work, I require specific customizations.
By understanding and addressing these types of objections, you can navigate them more effectively and increase the number of deals you close.
Overcoming Sales Objections: 20 Sales Rebuttals
Understanding common sales objections is one thing, but how do you overcome them? The following are simple entry points for you to overcome the initial objection, pivot the conversation, and re-engage the prospect.
Rebuttal scripts related to price and budget objections
Price rebuttal: "While the upfront cost may seem high, our product offers significant long-term savings and a strong return on investment. Let me share some case studies showing how our solution has worked out for customers similar to you."
Budget constraint rebuttal: "Let's explore flexible payment options or discuss how our product can deliver cost savings or increased revenue that outweighs the initial investment."
When in doubt, you can also run your objection through an AI tool such as ChatGPT. We asked, "What are three good rebuttals to sales objections for a B2B company in commercial real estate, if the objection is about price or budget?" We used our own brand, Biscred, as an example:
Objection: "Your solution is too expensive." Response: "I understand that budget is a critical factor. What we've found is that many CRE professionals see Biscred as an investment rather than an expense. For example, with our platform, you can precisely target decision-makers based on asset class and seniority, eliminating time spent chasing the wrong leads. This focus helps teams reduce their acquisition costs by up to 30% while increasing deal velocity. Does that align with the kind of ROI you're aiming for?"
Objection: "We don’t have the budget for this right now." Response: "That makes sense. Many of our clients initially had similar concerns. However, they realized that continuing with traditional methods often meant missing out on faster, more efficient prospecting. For example, Biscred helps you bypass guesswork with access to over 2 million CRE professionals and their contact information, cutting down your outreach time significantly. Could we explore how this could save both time and resources for your team?"
Rebuttals related to timing
Timing rebuttal: "I definitely understand that timing is important, but delaying the decision might result in missed opportunities/lost revenue. Let's briefly talk about the benefits of acting now."
Need rebuttal: "Let me show you how our product addresses common pain points and enhances your productivity or efficiency."
Here are two rebuttals using Biscred as an example, with the generative AI tool ChatGPT:
Objection: "Now isn’t the right time for us.”
Response: “I completely understand that timing is crucial, and many of our clients initially felt the same way. What they discovered, though, is that using Biscred early helped them build a pipeline for when their priorities shifted. For instance, by leveraging our database now, you could identify and nurture the right CRE decision-makers so that when you're ready, the groundwork is already laid. Would you be open to exploring how we could create that foundation together?”
Objection: “We’re not ready to make a move right now.” Response: “That’s fair—timing is everything. One thing to consider is the opportunity cost of waiting. CRE markets move quickly, and competition is fierce. Biscred helps you stay ahead by giving you instant access to senior-level contacts and asset-class-specific data, which could be a game-changer even during slower periods. Would it make sense to explore a phased approach that aligns with your current schedule and positions you to hit the ground running when the time is right?"
Rebuttals related to trust
Trust rebuttal: "I understand your concern. Fortunately, we have a proven track record and many happy customers. Allow me to share testimonials and case studies so you can see what their experiences have been like."
In the following script, we asked ChatGPT to generate a rebuttal for someone who says they've never heard of Biscred, so why should they trust us?
Prospect: “I’m not familiar with Biscred, so I’m hesitant to move forward.” Response: “That’s completely understandable—trust is essential in any partnership. To give you some background, Biscred is the only purpose-built sales and marketing enablement platform designed specifically for the CRE industry. We’ve helped teams at top CRE firms streamline prospecting with access to over 2 million verified professionals. Would it help if I shared a case study or connected you with another CRE professional who’s seen success with our platform? That way, you can hear firsthand how Biscred has made a difference for companies just like yours.”
Rebuttals related to risk and uncertainty
Risk rebuttal: “We offer a satisfaction guarantee/trial period, so you can experience the benefits without the risk. Your peace of mind is important to us.”
Uncertainty rebuttal: “I completely understand. What specific information or details would you like to know? I'm here to provide you with everything you need to feel well-informed.”
In this rebuttal script exercise with generative AI, our prompt asked, "What is a good rebuttal for someone who says, 'What if Biscred doesn't work for me?'”
Prospect: “What if Biscred doesn’t work for me?” Response: “That’s a fair concern, and it’s one we take seriously. We’ve designed Biscred to fit the unique needs of CRE professionals by providing highly targeted, human-verified data. That said, we also offer onboarding support and strategies tailored to your goals to ensure you see results. Plus, our track record speaks for itself—teams who use Biscred report up to a 30% reduction in time spent on prospecting. Would it help if we started with a pilot program or a smaller rollout, so you can experience the impact firsthand with minimal risk?”
Additional rebuttals to B2B sale objections
Here, we present a few more scripted sales objections with answers and responses that you can tailor to suit your brand.
Comparison
Objection: “Company G offers a cheaper solution.”
Rebuttal: Emphasize the value you bring, or the ROI your solution delivers above the competition (if that's true!). “While Competitor X may have some advantages, our product offers unique features and superior customer support that sets us apart. I’d appreciate a chance to show you what I mean.”
Authority
Objection: “I'm not the decision maker. My boss is."
Rebuttal: Make sure your point of contact has everything he or she needs to convince the boss or the buying committee. “Of course, I understand the importance of consulting your management team. Let's make sure you have all the info you need to present a compelling case.”
Lack of urgency
Objection: "I'm not rushing to decide."
Rebuttal: Avoid putting too much sales pressure on, but emphasize the benefits of now versus the future. “While there's no rush, acting now will allow you to start benefiting sooner. Let's discuss the potential advantages of getting started.”
Lack of awareness:
Objection: "I've never heard of this."
Rebuttal: Offering a demo of your product or service is the best way to create awareness. “Many customers initially weren't aware of our product either, but after discovering it, they found significant value. Let me share some key benefits with you.”
Bad experience:
Objection: "I've tried this before, and it didn't work."
Rebuttal: Empathize and relate to their bad experiences. It may be why you got into the business in the first place. “I hate to hear that you had a negative experience. I understand how that situation would make you cautious. Our product has been improved to address those concerns. Here's how...”
Special requirements:
Objection: "Nah, this won't work. We have very specific requirements."
Rebuttal: “We offer a range of customization options to meet your specific requirements. Let's discuss how we can tailor our product to your needs."
Just remember, you’ll need to listen and thoughtfully provide rebuttals using your own words and the information the prospect provided you about their company. Be prepared to move past the rebuttal with follow-up details and information to further ease their concerns.
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