Learn the differences between leads, prospects, and opportunities. Understand how to turn leads into prospects and opportunities.
Sales objections are concerns your leads, prospects, or customers bring up throughout the sales process that express a hesitancy to move forward with a deal. Salespeople give rebuttals, or strategic responses, to overcome sales objections, which typically stem from pricing, priority, lack of knowledge, timing, and/or irritation. At each step in the sales process, there are common sales objections that you can prepare for by creating and documenting effective rebuttals.
We’ll cover common objections throughout the sales process and the best rebuttals, including:
Because there are common sales objections you'll hear at specific points along your sales process, we recommend identifying them and crafting ready-made rebuttals you can tailor to your audience. Before reading our list of most common sales objections and best sales rebuttals, take a look at our free objections and rebuttals script below:
We created a free objection handling script with verbiage that you can use for any objection you come across. The script is easy to customize and comes with blanks you can fill in to tailor to your unique situation. To learn more about using the script as part of the objection handling process as a whole, read our ultimate guide on objection handling — there, you’ll discover information about the main causes of objections and how to overcome each with tailored techniques.
Sales reps that handle sales prospecting hear many different objections throughout. When cold calling, emailing, and canvassing, many leads will be ready to get you off the phone before they even know what it is you offer. Most objections you'll hear will come from irritated leads, those who lack the time or reason to speak with you, or who have little understanding. Below are the most common objections you’ll hear during lead generation, and the best ways to answer them.
Sales Objection Type: Irritation
Sales reps often hear the objection “not interested” when they’re cold calling. It often comes early in the call before the rep has even had a chance to make their elevator pitch — as soon as the irritated lead smells a sales call.
To diffuse this irritation, first tell them you understand they’re likely annoyed that they’re receiving calls when they’re busy, then ask for a minute to explain why you’re calling. If this objection came after your pitch, ask what they find uninteresting so you can be targeted and reverse that feeling.
Sales Objection Type: Irritation
It’s often an underlying frustration with cold callers and emailers that fuels the aggressive objection of “Where’d you get my info?” Leads are expressing that they don’t know you and didn’t ask to be contacted by you. Other times, you’ll encounter this when following up with an inbound lead who simply forgot they’d submitted an online form and gave you the information.
The best remedy is an honest answer to their question, followed by a hint at your value proposition. This will set them at ease and pique their interest. On the other hand, if the lead has given you their contact information in an opt-in form, simply remind them and ask about their experience with the lead magnet, thereby getting rid of their lack of knowledge and forming rapport.
Sales Objection Type: Irritation
If a lead asks why you’re calling them, it’s likely because they’re annoyed and don’t want to talk to someone trying to sell them something. They also likely feel like they’re part of an indiscriminate list of names.
To alleviate this irritation, make the lead understand that you’re not just calling them on a whim, but are specifically interested in talking to them because they fit your target audience’s profile in some way. This can make them feel like you might actually have something they’ll find valuable. For example, mentioning a common pain point held by other people similar to the lead is always a good way to win their favor, even if they don’t have that exact pain point.
Sales Objection Type: Time
Sometimes when contacting a lead for the first time, they’ll tell you they don’t have time to speak with you or learn about your offer. Bad timing is likely causing this reaction. Perhaps they’re busy at the moment you cold called. However, it could also be a matter of priority. They might think talking to you is less important than doing their work or scrolling through LinkedIn.
To overcome this objection, tell the lead you understand they can’t talk right now, and then ask for a different time frame when they might be more available. This takes care of the timing issue. To also attend to any priority problems, consider hinting at your value proposition so they know why they should make time for you.
Sales Objection Type: Time
This objection is most common during cold calls and is usually due to a lack of time to hear your pitch. The lead is asking you to send something in an effort to get you off the phone, or, in some instances, to actually learn about your solution — that is, on their own time.
Whether it’s a lack of time, or irritation masquerading as it, the best approach to overcoming this objection is asking what the lead wants to learn more about, agreeing to email some resources to them, and lastly, scheduling time for you to call back and hear their thoughts about the resource. This should get you another meeting on the calendar.
Sales Objection Type: Priority
Sometimes you end up pitching to somebody who isn’t a decision maker — this especially happens on cold calls — and they let you know that they can’t personally choose whether to purchase your product. They have to talk to someone else, and perhaps are hesitant to start that conversation with a higher-up because they don’t yet see your product as necessary, and so they don’t want to waste their manager’s time.
The goal here is to get on the phone with a decision maker, or at least figure out how to do so. Ask the person who is in charge of these decisions and ask if they’ll connect you with them. If they don’t want to, you’re going to have to sell them a bit harder. Focus on how it’ll benefit both their manager and them. If it was a property manager, you might say it’ll help you do move-out inspections more quickly, and it’ll help the VP double the buildings they manage this year.
Sales Objection Type: Lack of Knowledge
When you hear this objection, you have to fill in the lead’s limited understanding. The lead obviously missed something important, either during a pitch, presentation, or their own research. They therefore desire further explanation.
To overcome this objection, first figure out exactly what they want to know more about. Is it the whole product or a specific feature? Then, explain the product or feature in a different way than the first time. Tell them what it is and what it’s designed to do in clear language. Also, consider sharing use cases to help them visualize how they’d use it.
Sales Objection Type: Lack of Knowledge
During a cold call or sales call, your lead may express that they already get something similar from another provider. This could be due to a lack of awareness. Sometimes you’ll find that the lead’s provider actually serves a different need than your product or service, and the lead is just unclear about the difference. On the other hand, they might actually have someone doing it for them — a trickier type of objection to overcome, but doable.
To deal with this objection, first gather a bit more information, as opposed to immediately countering what they’re saying. Once you know what you’re up against, you can give your unique selling proposition and more information that elevates your business above their current provider and fills the lead’s lack of knowledge. If you find that they’re just confused about how you fill a different need than their current provider, explain the difference.
Sales Objection Type: Lack of Knowledge
Salespeople are encouraged to get every form of contact possible from their leads during cold calls. Sometimes this makes leads uncomfortable, and, because of a lack of know-how about your intentions, they object.
To overcome their hesitation, acknowledge their concern and tell them what you’ll do with the info and why it will benefit them. This is meant to put the lead at ease by engendering in them feelings of self-interest, or even empathy. If they see that collecting their data will help them, or businesses like them, they’ll be more understanding.
Lead nurturing involves a lot of relationship building and guidance from a sales rep, so many common sales objections pop up during this process. The objections you might hear in this stage are around priority and lack of knowledge about the value of your product or service. When nurturing leads, you can solve many of the objections with some product information or with questions that help you learn more about the lead’s interest level and pain points.
Sales Objection Type: Priority
When a lead says they aren’t ready to buy, it’s often because they don’t prioritize the purchase. There’s likely something else they’d rather be spending their money or time on, whether that’s a competing investment or some internal project.
In this case, you first need to figure out why the lead is dragging their feet on this venture. After you’ve figured out what they’re prioritizing, or why they think they can wait, create a sense of urgency that inspires them to move this project up on their list of things to do. Mention an opportunity they’re missing or a way they’ll benefit from planting the seed now.
Sales Objection Type: Priority
This objection is a more specific version of the last, and it shows a more quantitative concern from the lead. In most cases, the lead has the money available, but might be allocating it to something else they prioritize over your offer.
A quantitative concern can easily be rebutted with a straightforward, quantitative answer. The idea is to stress the time or money that they save by buying sooner. This can help them see why prioritizing your solution in their budget is worthwhile. If they seriously lack the finances to go forward with your solution, that’s another story. Perhaps you have a more affordable option or payment plan you can offer them that will still relieve their major pain point.
Sales Objection Type: Lack of Knowledge
This sales objection differs slightly from the last, because it’s a signal that the lead may not even be considering a purchase at the moment. Instead of saying they aren’t ready to buy yet, they are saying they don’t even see a reason to buy yet. This is because they lack understanding about the value of your solution.
The rebuttals to this objection should be more focused on discussing their pain point and highlighting the costs of letting it go unsolved. It’s like a dentist telling a patient the side effects of not getting their tooth pulled ASAP — rot, pain, and all the other unsavory outcomes. You could also help them visualize the benefits they’ll miss out on by waiting to act. For instance, a stockbroker might say “buy now when the market’s low or you’ll miss out.”
Sales Objection Type: Lack of Knowledge
If the lead has heard from you, they’ve probably heard from other providers in your market. So, there’s a chance that they’re going to get sold on another product before yours. While turning this around can be difficult, it also tells you that they’re ready to buy. They just need a bit more information in regards to why yours is a better choice.
First, figure out what they like about the other solution, and then start selling them on why yours is better for what they need, thereby filling their incomplete knowledge. Never disparage the other product or service. That will come across as an insult to their intelligence and judgment. Instead, focus on how your solution is better suited to their specific needs, providing them with information that can help them see what the competing sales rep might’ve left out.
Sales Objection Type: Lack of Knowledge
When a lead mentions that they’re looking into another product because it’s cheaper, you have identified what sets the other product apart. Usually, they make the objection because they have little or no understanding of the value in your solution that justifies the higher price.
Lean into your unique selling proposition to overcome this objection. Show them why your product is worth its higher price, and give them some reasons why the competitor might be able to charge a lower rate. Make sure these reasons will be unappealing to the customer. If the customer values customer service, and you know the competitor doesn’t offer much of it, use that as a reason.
Sales Objection Type: Lack of Knowledge
Sometimes a prospect will become concerned about your business after seeing a few bad reviews. With no side of the story except the customer’s, the prospect might take the review as truth. They therefore hold a misconception about your business you must correct.
To overcome this objection, first figure out what review they saw that unsettled them. Then address their lack of knowledge by explaining the cause of that bad review. Perhaps it was from an unfair customer or about a problem you’ve fixed in your updated product or service. Lastly, explain why it won’t happen to this new lead.
The objections you hear can change once final numbers are brought out and it’s time to close the deal. Once your prospects see the line-by-line breakdown, in many industries, some serious concerns arise, especially about pricing and terms of the agreement. It’s natural for your lead to have questions about pricing details due to their lack of knowledge of industry standards. These are to be expected, and below we’ll show you how to answer them.
Sales Objection Type: Pricing
Once a prospect sees the final cost of your product or service, they may be dissatisfied with it. Most pricing objections arise because the prospect cannot clearly see how your solution is valuable to them. They might’ve forgotten how much they need a solution to their problem, or just lack enough proof of results.
Focus on explaining why the product or service is worth the price. Quantitative estimates and case studies are effective ways to show just how much the solution will benefit the buyer, both in the short and long term. Sometimes telling a story about a customer who held the same feelings, but over time was amazed by the results, is a good way to alleviate their pricing concerns.
Sales Objection Type: Lack of Knowledge
Many industries have required taxes and/or industry-standard fees that are added during the closing process. When a prospect sees this additional fee on the contract, they might become confused and therefore object because of their limited understanding.
Your rebuttal should focus on stressing the fact that these fees are required or common throughout the industry. Also, be sure to explain why the fee helps you better serve them. If your prospect is continuing to push back on the fee, you can use it as a bargaining chip and make a trade for something you might want. For instance, if they’re on monthly billing and you want them to pay in full for the year, you could offer to waive the fee if they agree to do so.
Sales Objection Type: Pricing
This is a common objection used to get a lower price during the closing process. It’s usually pricing concerns causing this objection. They’re trying to figure out how to get you to lower your price.
The rule of thumb for forming these objections is simple: If they don’t have proof in hand, it’s not your responsibility to take them at their word. Be careful not to tell them that you think they’re lying to you, or that they could lie to you. Focus instead on stressing that you can’t consider an offer that you haven’t seen, or asking them why they didn’t take the better deal when they got it.
Sales Objection Type: Lack of Knowledge
This objection occurs when a prospect has found a better price with a competitor and has proof to back up their claim. Usually, the reason they’re objecting is due to being uneducated around your product or service. They just don’t see how your solution is a better choice when it has a higher price tag.
To overcome this sales objection, give the same rebuttals as the “I Found a Cheaper Product” ones above, after figuring out the name of the competitor. Emphasize what your product brings to the table that makes it worth more money. For instance, show them features that matter to the lead but that the competitor lacks. This will bridge their gap in knowledge causing the objection.
Sales Objection Type: Lack of Knowledge
If you’re in an industry that offers a product warranty, customers will often try to flip your offer into an objection to shut the idea down. Their problem usually isn’t with your reliability, but with the idea of paying extra for a warranty. This is because they are unaware of its purpose.
To rebut this objection, focus on the value that the warranty brings, while also assuaging any new concerns about the longevity of the product. If they’re concerned about the product breaking, explain to them that this is extremely rare. If the lead pushes back a lot and there is an option to go without a warranty, simply offer it to them. There’s no need to lose a deal over a disagreement regarding the value of a warranty.
Objections don’t always end after the sale. Depending on your position, you may end up being the one to handle objections or concerns that pop up after the sale or between orders of a repeat-purchase product. Here are some of the common sales objections that take place after the initial sale that are usually born from irritation with results, and how to handle them.
Sales Objection Type: Irritation
Prospects making this objection are simply discouraged with the service they’re receiving. Perhaps they’re not seeing the desired results, or one of your sales reps has given them unreachable expectations. Dealing with this objection well will help you maintain a customer.
Regardless of what you promised them, you have to stress in your rebuttal that your product is going to work differently depending on the situation, and that it can take time to see the full effect of what you sell to them. Then figure out their exact problem and offer ways to help them fix it. And, be empathetic and understanding in your phrasing and tone when dealing with this objection. This will help you dissipate any anger or resentment they might feel toward you.
Sales Objection Type: Irritation
This objection is caused by frustration, likely because the product or service hasn’t met the customer’s expectations or they had a bad experience with customer service. It’s very similar to the last objection, though a bit more hostile.
Overcome this objection by asking questions to figure out what exactly went wrong. Once you uncover their issue, you can express regret for its occurrence and offer a way to remedy the situation. Ideally, try to get some time on the phone to talk with them about the issue and solutions. This way you can make them view you as a human, and not just as some business they can easily write off as unsatisfactory.
Sales Objection Type: Irritation
There are many legitimate reasons why a customer may want a refund, and if a product breaks and/or is covered by a warranty, then obviously you don’t need to worry about rebutting. This example is for those customers that are asking for a refund because they don’t like a product or service.
The strategy here is to give quality customer service and offer to educate the customer on how to get the most out of the product while showing you value them as a client. Be understanding and apologetic in order to ease any animosity they might be feeling toward your brand.
A sales objection is a lead’s voiced hesitation or concern that impedes the forward progress of a sale. Examples could be as vague as “I’m not interested” and as specific as “I don’t like feature X.” Objections can occur anywhere in the sales process, from the first cold call to the contract review. And salespeople have to overcome them in order to save the sale and continue pushing it toward a close. They do this with sales rebuttals.
A sales rebuttal is a strategic response to a sales objection that a salesperson says to the objecting lead in an effort to overcome the objection and move the deal forward. The ingredients of a good rebuttal are an acknowledgment of the objection, which makes the lead feel heard, and a fact-based reason why the objection may be unfounded. After hearing your rebuttal, the lead’s worry should dissipate, and they’ll be ready to move forward in the sale.
All of these are objections that you’re likely to hear throughout your sales process, and we suggest you write down these examples to give yourself a head-start on your objection handling. The best way to ensure your rebuttals sound natural is to practice and roleplay them. As you gain more experience, you’ll come up with even more ways to handle some of these situations, but these should start you on the path of being a quality objection handler.
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