Most Common Sales Objections & How to Handle Them


Most customer objections fit into a handful of categories. The purpose of understanding these categories is to have prepared responses for them, so that when you see an objection coming, you know how to handle it.

Here are some of the most common objections to sales:

Vague Objections

Vague objections are a red flag and usually mean that the prospect isn’t a good fit. Either they don’t have a need for your product/service, they don’t see the value in your product/service, they have questions they are too lazy to define, or they have something they aren’t willing to share with you. You will hear:

“I need to sleep on it.”

“Let me get back to you.”

“I want to think it over.”

Vague objections indicate that you need to step back, ask questions, and help the customer share their honest objection(s).

Respond by questioning …“we completely understand, let me ask you, do you think you are a bad fit, don’t have a need, don’t see the value, or is it something else?...” Then reply “Okay, tell me more about that…”

Objection: Aren’t The Right Fit

In this objection, the customer either doesn’t fit your customer profile or they don’t think they are the right fit for your product/service. You will often hear:

“This is cool, I could see this really working in this other industry.”

“We aren’t really looking to do that.”

First, ensure they fit your customer profile and were qualified before trying to make a sale. It’s not worth your time trying to sell to someone who would never buy your product/service. Try to develop a very targeted market so you can avoid these objections before they occur. If you think they fit your target market, but they don’t feel the same way, then ask them questions about their process and problems. Tell them what others are doing and experiencing so they start to see how they fit the market.

Respond by questioning… “tell me more about how you currently go about doing this…”

Objection: Don’t See a Need

In this objection, the customer clearly fits your target market but doesn’t see a need for your product/service. You will often hear things like:

“We already have a way to do that.”

“We’ve been successful enough without it.”

“That’s not really a problem for us.”

Probe to understand your customers perception of their current process and problems. Another great reason to have a very targeted market is so you can come prepared with information about industry challenges. They might not think they have a need, so you must help them understand current or future problems that they could be facing. They won’t want to hear they have problems, so don't tell them their sh*t stinks. Instead, try to sell them on the upside.

Respond by saying…“Wow! It sounds like you know your stuff. Tell me more about your plans for growing your business…”

Objection: See a Need but Don’t See Value in Your Offering

In this objection, the customer meets your target market profile, and has a need for your product or service, but doesn't see the value added in your offering or is working with other solutions that they prefer. You will often hear things like:

“We already do this.”

“How do we know if it will work.”

“This won’t integrate with our process.”

“I want to check a few other options.”

“We are going to try to do this in-house.”

Counter this objection by going to your value proposition and probe whether or not they face the issues your product/service solves. Then go to the differentiation charts to identify how you are a better solution then the competition.

Respond by saying…“where do you see areas for improvement in your current process or current solutions…”

Objection: See a Need but Timing or Skill is Wrong

In this objection the customer meets your customer profile, has a need, and sees the value in using your product/service, but timing or their ability to use the product/service is wrong. You will often hear things like:

“We don’t have time for this.”

“We don’t have the time to learn something new.’

“We have to make some internal changes first.”

“We are too close to year end, check back later.”

Time equals money. Many customers will see the value of a product or service but will still say no because they think it will take too long to implement, or the timing just isn’t right. If they think it is going to take too long to implement, you need to be prepared to show them otherwise or build trust and really push the value proposition. If they say the timing is not right, you need to instill a sense of urgency so they are afraid of missing out.

Respond by saying…“we've had other customers feel that way, they found that by signing up now…”

Objection: Price is Too High

Whenever a prospect tells you that your price is too high it is often a good sign. It means they are considering your product but don’t see the cost benefit or are trying to negotiate. You will hear things like:

“We can’t afford this.”

“I have to get approval for this.”

If a prospect thinks your price is too high then you haven’t gotten the value across to them. You need to step back and start asking them questions about their problem and current solutions. If the customer needs to get approval, then get some sort of buy-in or commitment from them and learn as much as you can about their approval and decision making process.

Respond by saying…“I understand how you feel about the price. One of our customers [insert real name] felt the same. They found that…” or “Tell me more about your approval process? Who makes the decisions? Are you on board if we can get their approval? Would you like me to forward them the information?”

Objection: See a Need but Don’t Trust ScoutSheet

In this objection, your prospect has a need and desire to buy a product/service like yours but they don’t trust you. You will often hear things like:

“We know someone that tried you and it didn’t work.”

“We are concerned with your quality and service response time.”

“We have proprietary information that we cannot share.”

This objection usually means that you haven’t built enough trust with the client or they have heard a negative experience with your company. The best way to gain trust is to ask questions and take the time to listen to them. Share your story, value statements, client success stories, etc.

Respond by saying…“I understand how you feel. Tell me more…”

Objection: Legitimate Constraints

There are certain objections that include legitimate constraints preventing a client from using your product.

“We are closing down our business.”

“I just had a baby.”

“I will be unable to access internet for next 6 months.”

Respond by saying…“Thanks for sharing…do you mind if we touch base in….do you know of anybody else that would be a good fit for us in your organization or elsewhere.”