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21 Common Sales Objections and How to Handle Them Like a Pro

If you work in sales, you've probably heard "We're not interested" or "Let me think about it" more than a few times. Converting a prospect into a customer is tough work, and with the wrong tools, it's even harder. 

For a sales team, these sales objections can feel like an insurmountable wall between them and closed deals. 

Missing out on potential revenue due to mishandling sales objections is as good as leaving money on the table. 

What if you could proactively address and resolve potential sales objections? Learn how to overcome the most common sales objections and uncover the sales superpower to reinforce your message: video. 

The art of handling sales objections: Understanding and empathizing with customers

Handling sales objections starts with understanding your prospects’ needs and pain points and showing how your product addresses them. 

Rather than pushing prospects to buy your product, the aim is to build a genuine connection and position your product as a solution to their problems. But first, you need to listen to their issue and truly understand their message and the unsaid “why” behind your prospect’s objection.  

Active listening and an empathetic problem-solving approach will be the key to uncovering opportunities despite sales objections. A recent study found that 49% of customers seek empathetic customer service.

Customer priorities in a company

How do you infuse empathy into your approach to turn sales objections into firm decisions? Here are some ways:  

  • Ask open-ended questions: Encourage prospects to elaborate on their concerns.

  • Reflect back: Summarize what you’ve heard to ensure you understand their perspective.

  • Validate concerns: Avoid dismissive language. Instead, validate their concerns using phrases like “I understand your situation” before discussing solutions. 

  • Put yourself in their shoes: Visualize yourself in the same situation to understand their concern and gain a better perspective. 

  • Build rapport: Look for shared interests or experiences to connect with them.

  • Pay attention: Focus on the prospect’s words rather than on your next response.

For example, if a customer says, “I'm not sure your product is right for us,” instead of immediately launching into a sales pitch, you could respond with:

“I hear you. Can you tell me a little more about your specific concerns?”

This shows you’re not just trying to sell your product but are genuinely interested in solving their problem. This approach also opens the door for a deeper conversation, eventually turning prospects into loyal customers within the sales pipeline.  

Types of sales objections to prep for and ways to overcome them

1. Lack of perceived need 

The phrase “We don’t need it” doesn’t always have to be a full stop. Instead, it could be more like a comma, indicating a pause in the conversation. 

Here's what it could mean:

  • Timing: It might not be the right timing for the prospect. However, they might show interest in your product in the future. 

  • Lack of information: They might not be aware of the problem your product solves. For example, think about explaining the benefits of a Tesla to someone who drives a gas-guzzling vehicle. 

  • Status quo bias: It’s possible they’re simply resistant to change. Remember Kodak? The company dominated the photography industry but clung to film even as digital photography revolutionized the market.

  • Hidden objections: There might be something they’re not voicing out loud—for example, budget constraints.

  • Brush-off: Maybe there’s no hidden meaning after all and the prospect genuinely doesn’t need your product. 

How to overcome this: 

One way to overcome this objection is by asking probing questions to discover hidden pain points and the real reason behind the lack of interest. 

Try to find out what the true blocker is by asking questions like:

  • “Can you help me understand what’s behind that feeling?”

  • “What are your current priorities and challenges?”

Once you know their pain points, demonstrate how your product can help and improve their business. 

Top it off with compelling evidence using case studies and testimonials. Use a screen recording and sales video software like Loom to share a short video showing how others in your industry or someone with similar challenges are benefiting from your solution.

For example, Intercom, a customer messaging platform, used Loom to create personalized outreach messages and show value to potential clients, increasing revenue. 

Loom’s team capitalized on this opportunity by creating a brief Loom video showcasing Intercom’s success story with tangible revenue figures.

Loom’s personalized testimonial

This personalized video testimonial approach can be highly persuasive and just the nudge needed to convince hesitant prospects about the value of your product. 

2. Budgetary constraints 

As they say, “Money talks.” In sales, sometimes it whispers, “We can’t afford it.” But don’t let this deter you.

It could mean several things: 

  • They genuinely have a tight budget. 

  • They’re having a hard time seeing the value in your product. 

  • It could be a way to get a lower price. 

How to overcome this: 

With the right approach, you can overcome these price objections.

Start by highlighting how your product or service will generate revenue and give a higher return on investment (ROI) to compensate for the cost in the long term. For example, an expensive pair of running shoes might appear costly up front, but they save you money by protecting your knee joints in the long run.

Next, quantify the benefits using tangible data and case studies to support your claims. 

To sweeten the deal, offer flexible payment options, including:

  • Installments: Break down payments into smaller installments. 

  • Tiered pricing: Offer different levels of service or features for various budgets. It’s like choosing between economy, business, or first-class: same destination, different price points.

  • Bundle: Offer complimentary services or discounts bundled as a package. 

Don’t be afraid to negotiate to reach an agreement that can benefit both parties. 

3. Entrenched competition 

Ever tried to get a true-blue Apple fan to use an Android phone? That’s the challenge of facing entrenched competition—loyalties run deep. 

And loyalty isn’t the only hurdle. Here’s what else you might be up against: 

  • Inertia: What if they’re used to their current product, and switching could be a hassle? For example, moving your accounts to a new bank can be taxing even if you get better rates at another institution.

  • Fear of the unknown: Many worry about disrupting their routine and encountering new problems. 

  • Contractual obligations: They might have a binding contract with your competitor, making switching difficult even if they want to.

Unless a contract binds your potential customers, the right approach can help you win them. 

How to overcome this: 

A good rule of thumb is differentiating yourself from competitors rather than merely competing. Highlight your unique selling point. What do you do better than competitors that might encourage the prospect to make a switch? Is it superior customer service, better tech, or distinctive features?

For instance, Pepsi challenges Coca-Cola’s dominance by targeting a younger audience and emphasizing a modern image.

Pepsi does this by associating its brand with youth culture icons, trending memes, and the latest pop culture moments. Its ad campaigns also incorporate upbeat music and vibrant visuals that resonate with younger consumers, helping Pepsi carve out a niche in the market.

Pepsi ad campaigns appeal to younger audiences to differentiate the brand from competitors

Another way to get a leg up on the competition is to capitalize on their weaknesses without bashing or mentioning them directly. If your competitors have weaknesses, fill those gaps for your target audience. For example, if they are known for slow customer service, emphasize your fast response times.

Pro tip: Offer incentives like discounts, free trials, or other perks to further encourage prospects to switch. 

4. Stalling or delay tactics

Sometimes it feels like you’re just inches away from the final deal, and the prospect pulls out the “Let me think about it” card. It might be a ploy to stall the deal. 

The good news is that when prospects stall, it’s not always a hard “no.” It could mean:

  • A genuine need for time: Decision-makers in a company often include multiple stakeholders. They consider various factors and often need to consult their team and gather more information before making a decision. 

  • Risk aversion: They might be afraid of making the wrong decision and of unforeseen risks. 

  • There’s no pressing need: They’re probably not ready to implement your solution. It’s like a leaky faucet—annoying but not yet an emergency. 

  • Negotiating tactics: It could also be a way to negotiate prices one last time. 

How to overcome this: 

It might feel like a stalemate, but adding a little finesse to your sales prospecting can turn hesitation into a decision.

  • Ask clarifying questions. Start by asking clarifying questions to get to the bottom of their hesitation. For example: 

    • “What specific information do you need to make a decision?” 

    • “Are there any concerns holding you back?”

  • Gauge their expressions. Pay attention to their verbal and nonverbal cues. Do they appear hesitant due to budget constraints, or is there something else? 

  • Provide solutions and document benefits. Once you understand the prospect’s concerns, acknowledge them and provide solutions head-on. For example, if the implementation process worries them, outline a detailed plan that explains how you’ll assist them. 

  • Ask follow-up questions regularly. Don’t be afraid to follow up a couple of times. Studies suggest that 80% of sales require five follow-ups after the initial meeting, so don’t let those leads go cold. 

  • Create a sense of urgency. Tell your potential customers if their problems can worsen without your solution. You can also create a sense of urgency by mentioning limited-time offers or upcoming price increases.  

Pro tip: Leverage video recordings to document your product’s functionality and benefits. 

If your prospects are doubtful about how a specific feature works, record a quick Loom video sharing your screen to demonstrate it. 

For example, Customer Success Managers at Trustmary, a SaaS company that helps collect reviews, use Loom videos to demonstrate their features to existing and potential customers.

This also saves time and allows prospects to watch and share the information with their team at their convenience.

Once you’ve addressed their concerns, give them time to consider it with their team. 

5. Lack of trust 

Trust is the foundation of any successful sales relationship. 

Prospects need to feel fully confident in your product without any fear of potential risks. Otherwise, a lack of trust can become a roadblock in closing the deal. 

There could be several reasons behind this lack of trust: 

  • Skepticism: They doubt your claims and experience or the ability to deliver. 

  • Uncertainty: They’re unsure of your company’s reputation. 

  • Fear of the unknown: They fear getting locked into a bad contract or deal. 

Here’s how you can overcome this: 

You can’t demand someone’s trust; you have to earn it. There are two effective ways to earn your prospect’s trust and help them make the final decision: 

  • Be transparent. Don’t hide any of your limitations or risks from a potential customer. At the same time, be transparent about your pricing and payment terms. 

  • Provide proof. Encourage prospects to read your online reviews while sharing detailed case studies and testimonials from existing customers. You can also offer free trials and demos to put them at ease. 

Remember, you’re making a deal with another human, not just a potential sale. Instead of following the pushy salesman archetype, be a genuine problem-solver for your client. Most importantly, only make promises you can deliver and maintain a high level of service. 

21 common sales objections and responses to overcome them   

Here are some common sales objections and quick rebuttals to help you keep the conversation going:

Sales objections based on doubts about necessity or value 

  • Objection 1: “We’re not interested at this time.”

  • Objection 2: “This isn’t a priority for us right now.” 

  • Objection 3: “We don’t have a need for this product/service.”

  • Objection 4: “I don’t see the value proposition for our company.”

These objections might seem to suggest a complete dead-end situation, but all is not lost. It’s possible your prospect isn’t aware of the problems your product solves.  

You can flip the script by asking probing questions to uncover your prospect’s needs: 

  • “I understand. Can you help me understand what’s behind that feeling? Perhaps there’s a way we can help address your specific needs.”

  • “What product/service are you currently using to address [specific pain point]?”

  • Objection 5: “Your product/service is too expensive.”

  • Objection 6: “We're facing budget cuts and need to prioritize other expenses.”

  • Objection 7: “We’d need to see a stronger ROI before making this investment.”

This type of response can be discouraging at first. But if you look at the positive side, it means that the prospect is interested in the product if you could show what value your product brings or find a way to reduce the price. 

You could respond with something like: 

“I understand your budgetary concerns, but I’d love to discuss how our solution can deliver a strong ROI and potentially save you money in the long run.”

  • Objection 8: “Your competitor offers a similar product for a lower price.”

This objection is all about perceived value. You can change the perception by responding with something like: 

“I understand the concern about price. Could you tell me more about your budget and priorities so we can explore options that fit your needs?”

  • Objection 9: “We’re locked into a contract with [competitor name].”

While you probably can’t do anything about it at the moment, you can contact your prospect again when they’re nearing their renewal date. For that, respond with: 

“I understand the constraints of a contract. While you might not be able to switch immediately, let’s discuss your contract’s renewal date. Once your contract expires, we can explore how our solution better aligns with your needs and goals. In the meantime, I’d be happy to provide you with additional information and resources to consider for the future.”

  • Objection 10: “We’ve had a good experience with [competitor name] so far.”

  • Objection 11: “We’re already working with someone else.”

For these two objections, you could respond with something like: 

“That’s great! What are some of the things you love about your current provider? Perhaps we can offer those same benefits, plus a few additional ones you might not be aware of.”

Once you get a more tangible answer from your prospect and know a bit more about their needs, respond with your product’s unique selling point and quantify the benefits:  

“I understand that price is a consideration, but it’s important to look at the bigger picture. While our competitor may be cheaper upfront, our product offers [unique benefits/features] that will result in [quantifiable outcomes], ultimately making our solution a smarter investment in the long run.”

Sales objections that hint at hesitancy or delaying tactics

  • Objection 12: “We need to think about it.”

  • Objection 13: “I need to talk to my boss/team.”

  • Objection 14: “Can you send me more information to review?”

These objections often stem from the need for more information or the request for more time to make a decision within the internal team.

You could respond with something like: 

“Absolutely! To help you make an informed decision, what specific questions or concerns can I address? I‘d also be happy to provide additional materials, case studies, or a personalized demo to share with your team.”

This keeps the conversation focused on the prospect’s needs while also showing your willingness to help every step of the way.  

  • Objection 15: “Let's revisit this at a later time/next quarter.”

This suggests that while they’re interested, it’s probably not the right time, or they need some additional information. 

To keep the conversation going, try responding with something like: 

“Of course! While we can revisit this later, would you be open to a quick 15-minute discovery call to ensure I understand your needs fully and can tailor our solution accordingly?”

  • Objection 16: “We don’t have time right now.”

This objection indicates a lack of urgency. While there’s not much you can do, you can subtly ensure the conversation continues.

Respond with, “I respect your time. When would be a better time to reconnect and discuss how our solution can help you achieve your goals?”

  • Objection 17: “We’re unfamiliar with your brand/company.”

  • Objection 18: “Your company seems too new/small for us.”

These objections often come from risk-averse buyers who prefer to stick with established brands they know and trust.

When faced with these common objections, you can respond with:

“I understand your hesitation. While we’re a new/small company, we’re proud of our [achievements/customer satisfaction ratings]. I’d be happy to share case studies and testimonials from our satisfied clients who can attest to our expertise and commitment to delivering results.”

This response acknowledges their concern while highlighting your company’s strengths and providing social proof to build credibility.

  • Objection 19: “We’ve had negative experiences with similar products in the past.”

  • Objection 20: “I’m not sure if your solution is reliable/secure.”

  • Objection 21: “We’ve heard negative things about your company.”

These types of objections are a little tricky. You’re dealing with someone who has either heard something negative about your company or has had bad experiences with a similar product/company. 

Convincing a prospect in this situation requires more finesse than in others. 

Ask them to elaborate on their bad experience or the negative things they’ve heard. Then, address those concerns with tangible details about your company’s satisfied customers. 

In case of negative feedback, accept past mistakes and explain the changes that have been made internally to prevent such issues from occurring again.

“I’d love to hear more about [your concerns/negative experiences/negative things you’ve heard].” We take feedback seriously and are always looking for ways to improve.”

You can go on to mention: 

“I’d be happy to share testimonials from satisfied customers, demonstrate our security measures, or connect you with our team to answer any specific questions you may have.”

Video as a sales superpower: How to use it when objections arise

Sales conversations are often abstract. You’re describing a product or service, but the prospect can’t envision or experience the benefits you’re describing. 

This can create a disconnect, leading to missed opportunities, especially if they’ve already expressed objections. 

That’s where videos come into the picture. Video messaging boosts sales conversions because it brings your message to life and can break through objections that words alone can’t conquer. Videos are also personal, build trust, and showcase your product or service. 

For example, Tyler Hakes of Optimist, an SEO agency, uses Loom to quickly record and share personalized videos about the problems his course solves and the benefits his prospects will receive. 

Tyler Hakes, founder of Optimist, introduces his marketing course in this quick Loom video

Such videos are the closest to being there in person, making them perfect for addressing objections, providing demos, and building relationships. It’s no surprise that short video content drives 64% of scheduled prospect meetings

Luckily, screen-recording enterprise sales software like Loom has made recording screens and sharing personalized sales messages easier. You can also use Loom to create and share product demonstrations and testimonials, making your sales pitch more engaging and impactful.

Ready to turn objections into closed deals? Here are some ways you can use videos to overcome different types of sales objections: 

  • Lack of perceived need: When a prospect claims they don’t need your product, the apparent solution is demonstrating its benefits. A quick product demo video can help you explain the problem your product solves and highlight its benefits in a way that’s impossible to relay through text alone.

  • Lack of budget: While a spreadsheet showing your ROI figures and case studies is great, a video showcasing a customer success story with concrete ROI figures can be far more persuasive.

  • Entrenched competition: Create a video highlighting your unique selling proposition and advantages. 

  • Stalling or delay tactics: Record a quick, personalized video message addressing your prospect’s concerns and creating a sense of urgency that can nudge them toward a decision.

  • Lack of trust: Build trust by recording a video showcasing a detailed case study or a behind-the-scenes look at your company, team, or customer service process.

Whatever objection you address, focus on your product’s value and be personal and authentic.

Continually improve your sales process

Sales reps require more than just scripted responses to overcome customer objections. It’s about truly understanding and addressing your prospect’s pain points, building genuine connections, and providing tailored solutions.

Meanwhile, don’t overlook the role of sales video content and tools in the buying process.

For example, Loom helps you record a quick video showcasing your product, its benefits, and case studies with a single click. 

When you give your messaging a face and vocal tone, it becomes more personal and memorable. 

Ready to overcome sales objections and turn them into sales deals? Start your free trial to create sales video content with Loom.


Jul 9, 2024

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