Sales objections are an inevitable part of the sales process. Prospects may raise concerns or doubts about your product, service, pricing, or company.

As a salesperson, it’s crucial to anticipate and address these objections effectively to move the sale forward.

When we hear the word: “No,” we often assume there is nothing we can do about it; the decision is made. But this is not true. There are ways to handle this effectively. 

This article will explore seven common sales objections and provide effective strategies for overcoming them. It will help you close more deals and build stronger relationships with your prospects.


Short on time? Here’s a quick overview of some of the principles you can use when handling sales objections:

  • Understand the root cause of the objection
  • Address objections with empathy and active listening
  • Provide relevant examples and social proof
  • Highlight the value proposition and benefits
  • Ask thoughtful questions to uncover real concerns
  • Be prepared with persuasive counterarguments
  • Follow up persistently but respectfully

Want to learn how to get 10, 15, 30 or more high-quality sales appointments each month? If so, click here to watch my free Masterclass training.

What are the best ways to handle sales objections?

Here are 5 common sales objections and effective responses:

1. “It’s too expensive”

Price objection

This is one of the most common objections salespeople face. Price concerns often stem from a lack of understanding of your product or service’s true value. To overcome this objection, you must shift the focus from the cost to the long-term benefits and return on investment.

An appropriate response can be: “Some of our clients initially had the same concern, but after experiencing [the benefits], they found it a worthwhile investment.” 

For even better results, I recommend handling the price objection before someone even books a sales call with you.

For example, in my appointment funnel, I use a video sales letter to explain our value. Then, before they schedule a call, I get leads to fill out an application form, which qualifies leads to ensure they have the budget to work with me. In other words, I actually tell people the value and pricing upfront before they schedule a call.

When you set up your marketing strategy this way, you’ll only get sales calls from people who already know you’re pricing, and they’re 90% ready to buy. As a result, the pricing objection no longer even comes up.

Some additional tips to overcome the pricing objection in sales include:

  • Provide helpful educational content
  • Show them plenty of client case studies & testimonials
  • Offer payment plans

2. “I need time to think about it”

Timing objection

This is another common sales objection, often phrased as: “Right now is not the best time” or “I need some time to think about it”.

This objection often indicates that the prospect is interested but not fully convinced or ready to decide. Respecting their decision-making process while gently nudging them towards a commitment is essential.

Here is a good response: “That’s not a problem. When are you looking to make a decision?” Then make a note to schedule a follow-up call on this date.

This predisposes the potential buyer to prolong the sale and commit to a follow-up.

They should acknowledge their need for additional time and, if appropriate, ask clarifying questions to understand if there is a deeper cause for concern or hesitation. This shows that you value their input and are committed to addressing their needs.

3. “I don’t have the authority to make this decision.”

In larger organizations, decision-making processes often involve multiple stakeholders, and the person you’re speaking with may not have the final authority to make a purchase decision. This objection requires a strategic approach to navigate the organization’s decision-making process.

Start by acknowledging their role and expressing your understanding of the organizational dynamics. Then, ask questions to identify the key decision-makers and their specific concerns or evaluation criteria.

Offer to provide additional resources, such as product demos, case studies, or ROI calculations, to help them build a compelling case for your offering. Additionally, request an introduction to the relevant decision-makers or stakeholders to present your value proposition directly.

One piece of advice is to try prospecting more effectively. If you are facing an authority objection, it helps to ensure you reach out to the decision-maker when generating leads.

4. “I’m not sure”

If your buyer is unsure about a) if they need the product/service or b) whether it is a good time, a good price, or a good idea for whatever you are selling, here is the best response to nail it:

“It’s normal to feel unsure when making a decision like this. Let’s break down the options and explore the pros and cons together.” By doing this, you can appeal to the part of the brain that makes rational decisions.

Our brains are hardwired to react with fear before we can reach the frontal cortex, where rational decision-making occurs. Thus, indecision-based sales objections are a testament to this.

So, respond with: “Are there specific factors or concerns making the decision difficult for you? I’m here to help address any questions or uncertainties.”

5. “I’m not convinced your product/service will work for us.”

This objection often stems from a lack of understanding or trust in your offering’s ability to meet the prospect’s specific needs or requirements. To overcome this objection, you need to build credibility and provide concrete evidence of your product or service’s effectiveness.

Start by acknowledging their concern and expressing your commitment to ensuring a successful implementation. Then, provide specific examples or case studies of how your offering has helped similar organizations or clients achieve their goals.

Offer to conduct a detailed needs analysis or provide a proof of concept to demonstrate how your solution can be tailored to their unique requirements. Additionally, highlight your company’s expertise, certifications, or industry recognition to reinforce your credibility.


Overcoming sales objections is a critical skill for any successful salesperson. By understanding common objections, actively listening to your prospect’s concerns, and providing persuasive counterarguments, you can effectively address their doubts and move the sale forward.

Remember, objections are often opportunities in disguise. They allow you to uncover the real concerns and tailor your approach to meet the prospect’s specific needs.

Stay confident, persistent, and focused on delivering value, and you’ll be well on your way to closing more deals and building long-lasting relationships with your clients.