Mastering objection handling in sales can turn a “no” into a “yes.” Discover proven techniques to confidently address concerns and close more deals.
Objection handling in sales gets you responses like:
- “Let’s do this.”
- “I’m ready to buy.”
- “When do we start?”
Instead of:
- “It costs too much.”
- “We need more time.”
- “I’ll think about it.”
When you handle objections well, you stop losing deals to hesitation. You turn doubts into decisions.
In this article, you’ll discover:
- What is objection handling is?
- Why does it matter for your bottom line?
- 21 of the most common sales objections with word-for-word responses
- A proven 7-step framework for managing objections confidently
Let’s get started
Table of Contents
A. What is objection handling in sales?
Objection handling is the process of addressing prospect concerns that prevent them from buying your product or service.
It’s not about arguing or pressuring prospects into submission. Instead, it’s about understanding their hesitations and providing clarity that moves the deal forward.
Every objection represents a barrier – whether real or perceived that stands between your prospect and their purchase decision. These barriers typically involve money, timing, need, authority, or trust.
Why are objections actually good news?
Here’s something most salespeople don’t realize: objections are buying signals.
When a prospect objects, they’re still engaged in the conversation. They’re thinking about your solution and how it fits into their world. That’s far better than complete indifference.
According to HubSpot research, sellers who successfully address objections can achieve close rates as high as 64%. That’s nearly two-thirds of deals won simply by handling concerns effectively.
The key is viewing objections as opportunities to provide information, build trust, and demonstrate value. Each objection you overcome brings you one step closer to closing the deal.
B. 21 of the most common examples of sales objections: types and responses
While there are countless variations, most sales objections fall into predictable categories based on the BANT framework – Budget, Authority, Need, and Timing.
Let’s explore the 21 most common objections you’ll encounter and how to handle each one effectively.
Budget objections
1. “It’s too expensive.”
This is the most common objection you’ll hear. Price concerns often mask deeper issues about perceived value.
How to respond:
“I’d love to unpack how our solution solves [specific problem] you mentioned. Let me share a case study showing how a similar company achieved [measurable ROI] within [timeframe].”
Tip: Don’t immediately discount your price. Instead, reinforce the value and return on investment your solution delivers.
2. “We don’t have the budget right now.”
This objection signals cash flow issues rather than a lack of interest.
How to respond:
“I understand budget constraints. Many of our clients started with our [smaller package/phased approach]. This allows you to see results without a massive upfront investment. Would that work better for you?”
3. “We need to use that budget somewhere else.”
Prospects often earmark resources for competing priorities.
How to respond:
“That makes sense. One of our customers had the same concern. After implementing our solution, they increased ROI by [percentage], which freed up the budget for other initiatives. Could I show you how that worked?”
Tip: Use social proof to demonstrate how your solution creates rather than consumes resources.
4. “I can get a cheaper version somewhere else.”
This objection requires you to differentiate on value, not price.
How to respond:
“I appreciate you doing your research. What specific features are most important for solving [their problem]? Our solution offers [unique features] that directly address [pain point], which cheaper alternatives can’t provide.”
5. “Your pricing is too complicated.”
Complex pricing structures confuse prospects and create friction.
How to respond:
“Let me simplify this for you. Based on what you’ve shared, [specific plan] would be the best fit because [reasons]. I’ll walk you through exactly what you’re paying for and the ROI you can expect.”
Authority objections
6. “I need to talk to my boss first.”
This could mean they lack decision-making power or they’re unsure about your company.
How to respond:
“Absolutely. To help you make the strongest case to your team, what concerns do you think they’ll have? I can provide you with a business case template and supporting materials that address those specific points.”
7. “I’m not authorized to sign off on this purchase.”
Don’t waste time with someone who can’t make decisions.
How to respond:
“No problem. Who would be the right person to discuss this with? Could you introduce me, or would you prefer I reach out directly?”
8. “The decision-maker isn’t convinced.”
If your internal champion can’t sell it, you’re stuck.
How to respond:
“I’d love to address their concerns directly. Could we schedule a brief call with them? I can clarify any questions and ensure they have all the information needed to make the best decision.”
Need and fit objections
9. “We don’t need this right now.”
This objection requires qualification to understand if it’s real or just a brush-off.
How to respond:
“I understand. Can you help me understand what challenges you’re currently focusing on instead? I’m asking because [your solution] might actually help with those priorities too.”
10. “We’re already using a competitor.”
This is actually a gift, they’ve already recognized the need.
How to respond:
“That’s great that you’re already addressing this. How’s that working for you? What do you wish worked better? Our solution differs in [specific ways] that might solve those gaps.”
Tip: Never badmouth competitors. Instead, highlight your unique strengths and differentiators.
11. “We’re happy with the way things are.”
Prospects who claim satisfaction need to be challenged gently.
How to respond:
“That’s wonderful to hear. I’m curious – how are you currently handling [specific challenge]? Most companies in your industry struggle with [common pain point]. Have you experienced that?”
12. “I don’t see how this can help me.”
This signals a need for better education about your value proposition.
How to respond:
“Fair enough. Based on what you’ve shared about [their situation], here’s specifically how we help: [concrete example with metrics]. Does that address your concern?”
13. “Your product doesn’t have [specific feature].”
Missing features can be deal-breakers or opportunities for creative solutions.
How to respond:
“You’re right that we don’t have that built-in. However, many clients use [integration/partner solution] alongside our platform, which provides that functionality. Would you like me to explain how that works?”
Tip: Offer workarounds or ask if the missing feature is truly a must-have.
14. “This looks too complicated for my team.”
Complexity concerns often hide fears about change management.
How to respond:
“What specifically seems complicated? Our onboarding process is designed to get your team up to speed in [timeframe], and we provide [specific support]. Plus, we’ve successfully onboarded teams at [similar companies].”
Timing objections
15. “Now isn’t the right time.”
Timing objections require you to determine if it’s a legitimate delay or an excuse.
How to respond:
“I understand timing is important. What would need to change for this to become a priority? Also, what’s the cost of waiting another [quarter/year] while [problem] continues?”
16. “Call me back next quarter.”
This might be legitimate or a polite brush-off.
How to respond:
“Absolutely. Before I let you go, will the budget be available next quarter? And are there any concerns I should address now to make that conversation more productive?”
17. “We’re too busy right now.”
Busy prospects need you to respect their time while staying on their radar.
How to respond:
“I completely understand. What if I send over a brief resource about [specific value proposition]? You can review it when you have time, and we can talk if it resonates. Does that work?”
Trust and credibility objections
18. “I’ve never heard of your company.”
Unknown companies face an uphill battle for credibility.
How to respond:
“That’s fair. We’re a [brief description] that helps [target audience] with [specific problem]. We work with companies like [recognizable clients]. I’d love to show you how we’ve helped businesses similar to yours achieve [specific results].”
19. “I saw a bad review about your company.”
Negative reviews need to be addressed head-on.
How to respond:
“Thanks for bringing that up. We actually resolved that [specific issue] and now offer [solution/improvement]. I can share a recent case study showing how we’ve addressed this. Would that be helpful?”
Tip: Show that you’ve learned and improved from past mistakes.
20. “We had a bad experience with a similar product.”
Past negative experiences create strong resistance.
How to respond:
“I’m sorry to hear that. What specifically went wrong? Our approach is different because [key differentiators]. Let me show you how we prevent those issues.”
21. “Just send me some information.”
This is often a polite way to end the conversation.
How to respond:
“Happy to do that. What specific information would be most helpful? Also, I have just two minutes to highlight how we help companies like yours with [specific problem]. Is now convenient?”
C. How to successfully handle objections in sales?
Responding to objections effectively requires a systematic approach rather than improvisation.
Here’s a proven 7-step framework that top sales teams use to turn objections into opportunities.
Step 1: Prepare and anticipate
Research your prospect thoroughly. Understand their industry challenges, company goals, and potential concerns. Review similar deals and note which objections came up most frequently.
Create an objection response template that covers the most common scenarios. Having these responses ready doesn’t mean you’ll sound scripted. It means you’ll sound confident and prepared.
According to sales expert Laura Youngblom, from Sell It, “By consistently preparing for potential objections, you will learn more about your customers and what’s holding them back”.
This preparation transforms your entire approach to sales conversations.
Step 2: Listen actively without interrupting
Active listening is the golden rule of successful objection handling. Give your prospect space to fully express their concern without cutting them off.
Your body language matters too, even on phone calls. Lean in, take notes, and show genuine interest in understanding their perspective.
Research shows that 71% of customers want personalized sales experiences. They can tell when you’re listening to understand versus listening to respond.
Sometimes, silence after they finish speaking encourages them to share more information. That additional context often reveals the real objection hiding beneath the surface concern.
Step 3: Acknowledge and validate their concern
Validation doesn’t mean you agree that their objection is insurmountable. It means you recognize their concern as legitimate and important.
Try responses like:
- “That’s a valid concern.”
- “I appreciate you being upfront about that.”
- “Many of our best clients had that same question initially.”
According to Tushar Jain, co-founder of Enthu.AI, “Authenticity builds trust faster than any script ever could. Your prospects can smell fake from a mile away. They’ve heard every pitch, every canned response, every “circle back” and “synergy” buzzword imaginable.”
This acknowledgment creates psychological safety. Your prospect’s defenses come down when they feel heard.
Step 4: Explore the root cause
The first objection you hear might not be the real one. For example, a price objection could actually mask concerns about ROI, implementation challenges, or internal politics.
Ask open-ended questions to dig deeper:
- “Can you tell me more about that?”
- “What specifically concerns you about [objection]?”
- “Help me understand what’s behind that concern.”
This exploration phase is critical. You can’t effectively respond to an objection you don’t fully understand.
Active listening during this phase often reveals that prospects are using surface objections as smokescreens for deeper fears.
Step 5: Respond with tailored solutions
Now that you understand the real objection, provide a specific response.
Generic answers won’t cut it. Your response must directly address their unique situation with concrete examples and proof.
Use this response framework:
- Reframe the concern: Show how it’s actually an opportunity
- Provide proof: Share relevant case studies, data, or testimonials
- Offer solutions: Give specific ways you’ll address their concern
- Check for understanding: “Does that address your concern?”
Responses should be concise, under 125 words. Longer explanations actually decrease engagement.
Keep your tone calm and consultative, not defensive or pushy.
Step 6: Confirm resolution
After responding, verify that you’ve actually resolved the objection.
Don’t assume silence means agreement. Explicitly ask:
- “Does that answer your question?”
- “Do you feel comfortable moving forward on this point?”
- “Are there any other concerns about this?”
Confirmation prevents misunderstandings that derail deals later. It also shows you genuinely care about their comfort with the solution.
If they’re still uncertain, explore further. Pushing forward when objections remain unresolved damages trust and kills deals.
Step 7: Document and learn
Record which objections come up most frequently. Note which responses work best and which fall flat. Share these insights with your team.
Leading organizations track objection-to-meeting conversion rates. They measure which objection types convert versus which signal true disqualification.
This documentation creates a continuous improvement loop. Over time, your entire team gets better at handling objections, and your close rates improve dramatically.
D. Improve your sales objection handling with Enthu.AI
Mastering objection handling takes more than knowing the right responses. You need real-world practice, consistent feedback, and the ability to spot patterns in your conversations.
Newer sales reps often struggle with objections because handling them requires deep product knowledge, competitive awareness, and understanding customer pain points. But even experienced sellers face challenges. Buyer expectations shift constantly, and objections become more complex as deals grow larger.
To stay sharp, your team needs ongoing coaching and practice. Reviewing recorded calls, analyzing what works, and getting manager feedback all help reps refine their approach before high-stakes conversations happen.
Modern AI tools can now accelerate this improvement process by giving your sales team scalable, data-driven ways to master objection handling. Platforms like Enthu.AI’s conversation intelligence help you transform training with:
- AI-powered conversation analysis that transcribes every call with speaker labels and timestamps
- Automatic objection identification that spots exactly where prospects push back and how reps respond
- Custom scoring criteria that evaluate empathy, active listening, and response effectiveness
- Personalized coaching moments based on actual performance gaps, not generic training
- Objection-to-conversion tracking that shows which responses work and which fall flat
- Seamless CRM integration so you get insights without changing your workflow
Technology helps reinforce fundamentals and speeds up improvement. But the human element still matters most.
Ready to transform how your team handles objections?
Request for a FREE demo today!
FAQs
1. How do you handle objections in sales?
Handle objections by following a systematic approach: Listen actively without interrupting, acknowledge the concern sincerely, ask questions to understand the root cause, respond with tailored solutions and proof, then confirm the objection is resolved. Never argue or dismiss concerns. Instead, view objections as opportunities to provide value and build trust.
2. What are the 5 steps for objection handling?
The five core steps are: (1) Listen actively to fully understand the concern, (2) Acknowledge and validate the objection, (3) Explore deeper through open-ended questions, (4) Respond with specific solutions and proof, and (5) Confirm resolution before proceeding. This framework, known as LAER (Listen, Acknowledge, Explore, Respond), increases close rates significantly when applied consistently.
3. What are the three golden rules for objection handling?
The three golden rules are: Never interrupt while the prospect is speaking, always validate their concern before responding, and provide specific proof rather than generic claims. These rules build trust and credibility. When prospects feel heard and respected, they’re more receptive to your solutions and more likely to move forward with the purchase.
