Running a business is not an easy undertaking and one that requires you to learn a great deal more than you started with. When it comes to successfully selling a service or product to a customer you must focus on offering accurate details, awarding the customer of usage, and ensuring your product/service is easily available. However, these are just the easy basics that everyone can cover – the issue most business owners have a hard time handling is sales objections. A sale objection is as the name suggests the reason why a sale is abandoned in the middle of the process. 

Defeating sales objections includes effective usage of complaint handling. An easy process that has been broken down into a number of steps. Allowing you a chance to take in every single step in detail, so you too can overpower sales objections. Overcoming these objections is key in order to hit your quota month after month.

Overcoming Common Sales Objections

Handling common sales objections can be easy when using these four practices. A simple approach that sets up a smart system to ensure you are offering your customers the best representation possible. While keeping in line with your brand’s policy to comply with customers.

Listen to the Customer

sales objection

Rather than leading the conversation, sit back and let the customer talk. Offering them ample time to finish their objective. Yes, while you might be able to anticipate the buyer’s objection before they have finished typing or talking, that does not mean you get to be impatient. 

Once they have finished you can start off your response with a polite tone. Never, cut a customer off in the middle, or jump at them with an answer. Offer them the respect they deserve by allowing them time to finish. This will help them feel like you are interested, and in return increase the chance of closing the deal. 

Understand Their Issue

A rigid mindset will not get you far in business, which is why you must be open to learning and accepting matters as they come to life. In simple words, people are complex beings. You cannot always understand what they mean, or you may misinterpret or be misinterpreted. This is why it’s important to phrase your text in a way that highlights your level of understanding. Focusing on the aspects they touch, can help you form a response that makes them feel understood. 

For instance, you can start the response with a “Just to be clear and ensure we are on the same page..” ending with a question. This way you can offer a well-structured response, one that does not leave room for misinterpretation. 

Furthermore, if things are unclear it’s best to clarify the objective before offering a response. Focus on asking open-ended questions, one that lets the customer identify their objective. 

Respond in a Certain Manner

Remember you are not here to judge whether the issue is a serious one or not, you are simply here to answer your customer’s sales objection in the best possible manner. If you make your customers feel like they are not being taken seriously, then you have lost an old or potential client. 

Moreover, if the objections raised are something you do not have the authority to handle, do not be dishonest. Let the customer know that you need time to speak to your supervisor or check on some more information before you offer them a response. 

Confirm their Status

Repeat the objection and verify that if you’re able to overcome it will the customer be willing to move forward with the order. This is a crucial step, as there is no need to overcome an object if the customer is not interested in moving forward. 

Some prospective customers will never make a purchase, yet keep coming back with objectives to test your service. Brush them off with a polite response, and keep up with the system until they take the hint. 

How To Effectively Use These Four Steps?

When looking for a way to use these four steps in an effective manner using the example we have listed below. 

Prospective Client

  • I can’t complete this order because I am afraid of colours, and there are a bunch of them on your company logo.

Start by Listening

  • Let them explain why they are scared of colours, and where it comes from.

Time to Understand

  • Just to be clear, you are saying you are afraid of colours, and even looking at colours in the logo makes you uncomfortable?

Followed by a Response

  • “I completely understand, triggers like that can have a serious effect on your life. I think we might be able to remove the colours from the logo and create a black and white logo – Would that help?”

Perfect Time to Confirm

  • Great! So if we go ahead and remove the colours from the logo, then we can go ahead and complete the order?

With these steps and a simple approach, you can easily identify and overcome various sales objectives. 

Common Sales Objections & Appropriate Responses

To help you get a better idea, we have listed down some of the most common sales objectives, and how you should answer them.

Prospective Customer

It’s too expensive: This is the single most common sales objection you will hear. The prospect starts by stating how they cannot afford the product. Or they have found the product at a cheaper price. 


Deal with the objection by highlighting the quality of your product. Letting the prospective customer know that your product offers a higher quality, unique features, guarantee, and other aspects that make it superior to the one they are comparing it with. Finish the conversation with a limited-time discount or an incentive that pushes them in the right direction. 

Prospective Customer

Send me information:  Roughly translates into “I am not interested, or have another objection”. When you face such an objection before you have submitted a pitch, or you have explained the service or product. Know that you are being brushed off. 


Here your response may differ based on the sales objection that has come to light. If the objection comes before you pitch, then respond with an “If you could give me a few minutes, I will be able to explain..” followed by an impressive take that ropes in the perspective. However, if it occurs after the pitch then respond with a “May I ask you a couple of questions to understand why you are not interested?”. 

Prospective Customer

I am happy with what I have – there are times when the customer is happy with what they have, or just fine going about life with what works for them. This is when the prospective customer does not see a reason to upgrade or to purchase a new product.


This is a tricky one and requires a shot of fear. Start your approach with a “your competitors are upgrading, and it might set you back”, “there is a limited time discount to help you save money”, “the new range offers an efficient and effective working system” making them feel like they are missing out on an opportunity is the right way to go about the process. Once the fear starts to peak through, you can easily convert your prospective client into a new client.  

Prospective Customer

I am afraid it won’t work out – it is common for prospective customers to take on a new company or product. Their objection comes from concerts that the new product or service will have a negative impact on their business, or not match their requirements. 


At this point, you can offer your prospect proof in the shape and form of testimonials and reviews. Additionally, you can share details of your money-back guarantees, product warranty, check warranty, and so on. Lastly, it’s best to encourage them to ask questions that offer them the information they need regarding your business. 

These are some of the most common sales objections you may have to face, but these are just the beginning. When working with prospective clients you will soon learn that there are no limits to sales objection and can take over if you are unable to keep a cool head.

This is why we suggest you take each sales objection with an open mind. Let the customer express themselves fully rather than engage in a verbal argument. Your main goal is to ensure sales. One of the most challenging aspects of being a customer-owner is that “the customer is always right”, even when they aren’t.