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.
After you’ve reviewed the examples of sales objections and rebuttals below, put your skills to the test. Learn how SDRs and BDRs are using artificial intelligence tools like Chat GPT to hone their sales pitches.
Types of Sales Objections
The following objections represent common concerns that potential customers raise during the sales process. Some of them you may hear verbatim, but others you will hear stated in various ways. Your goal is to understand the objection regardless of the exact words used to express it by understanding the sentiment behind the objection.
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: 14 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.
Rebuttals related to price and budget
Price: "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 constraints: "Let's explore flexible payment options or discuss how our product can deliver cost savings or increased revenue that outweighs the initial investment."
Rebuttals related to timing
Timing: "I definitely understand that timing is important, but delaying the decision might result in missed opportunities/lost revenue. Let's briefly talk about some of the benefits of acting now."
Rebuttals related to need and perceived value
Need: "Let me show you how our product addresses common pain points and enhances your productivity or efficiency."
Perceived value: "I’d love the opportunity to demonstrate the value of our product by highlighting its key features and sharing success stories from our satisfied customers."
Rebuttals related to trust
Trust: "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."
Rebuttals related to risk and uncertainty
Risk: "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: "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."
Additional rebuttals
Comparison: "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: "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: "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: "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: "I apologize for your previous 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: "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.