Objections Handling in Sales Calls

How To Handle Objections In Sales Calls

Objection handling refers to the process in which a sales representative successfully handles any concerns a potential customer might have regarding the product or service. This crucial step in the sales process requires the salesperson’s ability to respond efficiently, removing doubts and providing information to bridge any gaps in the customer’s understanding.

Most of the time, objections often revolve around pricing, product suitability, or credibility issues. Handling objections is significant as it decides the eventual fate of the call. Ignoring the objections of potential clients can cost a potential sale, rewarding your competitors. 

Professional objection handling alleviates customers’ concerns and increases the chances of a sale. On the contrary, failure in objection handling can be detrimental to a business. If you face the same objections and struggle to address these objections, this article is for you. This article is the ultimate guide for any sales representative aspiring to become a successful salesperson. 

What is a Sales Objection?

A sales objection represents a potential customer’s hesitation in buying your product or service. On the surface, a sales objection seems like a sales refusal, but this is the opportunity to understand the customer’s exact requirements and present your product or service accordingly.

In simpler terms, a sales objection occurs when a sales prospect shows a concern that is an obstacle to making a purchase, hinting that you need to explain the benefits of your product or service more appealingly. A customer concern reveals the customer did not understand how the product meets his requirements. 

Why is Sales Objection Handling important?

Handling objections is vital for the success of the sales process; When customers raise objections during the sales process, this hints they are hesitating about the purchase and need further discussion.

This stage opens the possibility of sale because the customer has not outrightly rejected the product and has developed his interest but needs a bit of clarity before the formal purchase. They need to understand the worth the product will create and the impact it can bring in their lives.

A professional salesperson engages customers in an effective conversion to remove their concerns and close the sale. Better negotiations and a perfect pitch are keys to success at this stage of the sales process. 

Common Sales Objections?

Knowing common sales objections is critical because it allows salespeople to foresee and effectively address customer concerns. A sales professional should prepare to face allegations and build skills in negotiations.

Expertise in sales and product knowledge can enhance customer trust, ultimately increasing the chances of a close sale. Here are some common sales objections customers raise during a sales process. 

1. Financial Constraints

Financial-Constraints-common sale objections

Most of the time, customers raise cost-related concerns, and rightly so, because purchase costs hard-earned money. By focusing on this aspect, a sales representative should align the product’s benefits to leave budget concerns behind. Showcasing a product effectively always attracts customers, increasing the probability of sales.

A better proposal is the key to a successful sale process. By effectively portraying the value and needs a product fulfils, sales representatives transform the perspective of potential customers regarding the product or services. When faced with this issue, this is important to understand the legitimacy of the concern. During times of inflation like these, everyone becomes cautious in money matters. 

So, a sales representative should stop and reflect upon the objection. He should be clear that the asked price is not excessive, and its value compensates for the price. In case of budget-related concerns, a salesperson should position the product differently, where, instead of money, the product’s value and utility become the focus point.

Another effective way to address financial concerns is to highlight pain points that the product will heal. If a customer comprehends the exact value of the product, and how the product matches the customer’s needs, he will be more likely to close the sale, ignoring the costs the product incurs. 

2. Lack of Decision-Making Power

Lack of decision-making authority in sales refers to the incapacity of the customer you are engaged in a sales process. The customer lacks the power to make a final call regarding the purchase and can require final approval from his higher-ups.

If the objection arises due to insufficient decision-making power, you should convert this potential customer into a believer in your product.

You should highlight the benefits of your product or service, highlighting how it provides efficiency and productivity. Adept handling of the authority-related objection, you might turn a lack of decision-making into support of your product.

3. Lack of Requirement

In the background of a sale process, requirement concerns arise when the potential customer doesn’t feel a need for the product or service. In other words, the customer misses a compelling reason for purchase.

Lack of Requirement-common sale objection

Furthermore, when a potential customer raises this objection, it reflects their absence of mind during the proposal stage, and the customer did not comprehend the proposal. To handle this situation, you should ask questions to understand their requirements and sense the reasons behind their lack of interest.

When you trace the reasons behind hesitation, reposition your product and service and provide in-depth information. Try to cover every product benefit, you never know which point helps, and the customer agrees to make a sale. 

Initially, it might seem like a straight refusal, but it is time to reflect upon the presentation skills and reassess the customer’s requirements. In other words, this is an opportunity to refine your pitch and connect the missing dots to make your proposal more attractive and appealing.

4. Lack of Priority

Lack of priority in the sales process suggests the customer does not feel an urgency for the product or service. He might doubt the product’s utility and relevance to the present requirements. Another reason behind the lack of priority could be that the product is highly unnecessary and an immediate purchase.

It can lead to questions about product value and relevance and a potential delay in sales. In that case, you must know product value and how early purchases can bring more benefit for the customer.   

To handle this objection, ask them why this product or service is irrelevant. You can ask about their focus and connect your product with their current requirement. Asking about their priorities allows a salesperson to reposition a product or service to match customers’ needs. If the customer does not need the product, schedule an appointment or ask for a later sales call

5. Trust Deficit

Trust among customers is crucial for the success of a business, as it helps retain customers, enhances brand value and increases profits. The trust deficit is when a customer is dissatisfied with the product and service. Simply, they doubt your credibility and product’s value and quality.

They might feel your product or service is undeserving of their money. To bridge this trust deficit, you should ensure honesty and transparency in sales negotiations. Most of the time, customers look for validation, and for that purpose, share customer feedback, testimonials and recommendations.

Trust Conflict-Common Sale Objection

Offer them insights about retention late, customer loyalty and upselling ratio around your product. Listen to their concerns actively and provide relevant information to win a doubtful customer.

They always love associating with renowned brands and highlighting your brand’s performance and achievements is vital to establish credibility before customers. Sharing brand data alleviates the customers’ doubts and showcases the genuineness and honesty of your proposal. By acting upon these suggestions, you can turn an indecisive customer into a loyal customer. 

How to Handle Objections in Sales?

How to Handle Objections in Sales

It is critically important that a salesperson works towards Handling objections during sales, enabling the business to produce profits through sales.

Here are some steps to execute your plan. Spend your time acing these steps to ensure every prospect becomes a customer. 

i. Prepare

Before making a sales call, always prepare yourself. Make sure that you know what you are presenting to the potential customer.

Proposal details, pricing, product value and rebuttals are the areas to focus on before a formal call.

ii. Listen

When your prospect objects, you should listen actively and avoid an impulsive reaction.

Let your customer know you are listening and avoid interruption until they complete their point. 

iii. Understand

Generally, the first objection is a cover-up of actual concerns, and you should reach the bottom line. Ensure that you understand the right problem and ask questions for clarification. Encourage the customer to share what he needs to gain from the purchase.

iv. Confirm

When you have listened to the customer’s objections, convey to your customer that their concerns are valid. Everyone likes validation, and it is unrecommended to dismiss customers’ concerns straight away. 

v. Address

It is now time to address the customer’s concerns to put them at lease. Assure the customers that their concerns will end shortly. Start with the trivial and narrow down to the genuine issues. Let them know the product is worth their money.

LEAR Techniques To Handle Objections

LAER is a technique to handle objections, reduce tension and develop connections. LAER is a four-step technique that you can use to handle customer objections during the sales process.

A. Listen

Active listening indicates a salesperson’s focus on removing the customer’s legitimate concern and reveals that the customer deserves respect. Active listening shows that you care, support, and value what the other person is saying.

To make a sales process successful, salespersons should become empathetic, calm and tolerant. A professional salesperson avoids biases and discourages stereotypes. It means you listen to understand and not just respond.

When salespeople listen carefully and patiently, they build stronger relationships and create a sense of trust and understanding.

B. Acknowledgement

Acknowledgement is the significant step indicating respect, value and understanding you give to others. It means letting others feel you value their opinion and highly rate their concerns. Acknowledgement can build trust and relationships and let customers know they are valuable.

Through acknowledgement, customers feel valued and express their concerns openly, knowing they are engaged in a meaningful conversation.

Meaningful conversations in a friendly environment clear the way to better understanding and potential sales.

C. Explore

At the next stage, it is time for the salesperson to reflect on the situation and adjust accordingly. At this step, the salesperson finds More ways to learn about needs and requirements,

knowing customers are confused and need clarity. Apart from understanding needs, a salesperson modifies sales proposals to adjust to the customer’s needs.

D. Respond

At this stage, a salesperson repositions the product and service after gathering all the required information. A bit of fine-tuning and adjustments in the proposals can draw the customer’s attention, leading him to close the sale.

The information about a customer’s needs lets a salesperson take a targeted approach, bringing the desired results. The targeted response reveals the salesperson’s interest in providing the customer with an accurate solution.

It also shows customers that the salesperson is working hard, increasing the chances for meaningful conversation and sales. 

Frequent Objections Customers Raise

Here is a list that will help you prepare rebuttals to improve your sales skills and bring positive results.


  • Long Contracts Are Not For Me.
  • We’re currently using your competitor’s product and are happy with it.
  • I am looking for a more budget-friendly option.
  • It seems a bad investment. 
  • I do not see value in the deal
  • I am busy as hell. 
  • How did you get my contact?
  • Your company is a fraud. 
  • The proposition is beyond my understanding. 
  • We have other budget preferences. 
  • Can you contact me in the next quarter?
  • Your product costs way more than we expect. 
  • Your product is incompatible with our existing system. 
  • I will get back after market research. 
  • I am satisfied with what I have. 

Final Remarks - Sales Objections Handling

During the process of sales, salespersons often encounter objections from customers. These objections are usually related only to the surface level and are easy to address through an engaging conversation. Although trivial, they impede the sales process, blocking the opportunities for a sales pitch. 

Not always, but customers raise grave concerns about the products and services. For a successful sale, this is imperative that salespersons handle objections. 

Despite challenges, a salesperson should acquire relevant skills of product knowledge, market awareness, product competitors, consumer psychology, presentation skills, empathy, and active listening. A learned salesperson can easily handle objections, turning leads into prospects and further into customers. 


Zayne Z

Meet Zayne VoIP Blog's dedicated Content Researcher with 5+ Years Experience. Passionate about VoIP technology, he delivers accurate, engaging articles, keeping readers informed on industry trends with excellence.