One of the biggest obstacles to making a sale is objection handling: The potential customer has decided that they don’t want the product your salesperson is selling. Although the initial reaction is usually disappointing, your salespeople should look at it as an opportunity to learn more about the customer and the specific problems they face.

“Salespeople need to learn that an objection isn’t rejection, it’s an invitation to understand your buyer better,” Russell Zack, Head of Revenue at Second Nature

What You’ll Learn

• Effective strategies for handling common sales objections.
• Techniques to keep emotions out of sales calls.
• Seven specific methods to overcome objections related to price, timing, value, competitor relations, hesitation, lack of time, and lack of interest.
• How to use AI tools like Second Nature to improve objection-handling skills.
• The importance of preparation and practice in handling sales objections.
• How sales objections can be turned into opportunities to close deals.
• The role of sales managers in coaching and supporting sales reps in objection handling.

Customers can have many valid reasons to say “no” right now, including price, timing, or having a relationship with your competitor. But after hearing the customer out and learning why they don’t want to buy, your salesperson could end up making a sale after all. Handling objections in sales is a real skill and not something that comes naturally, which is why we’ve brought together 7 tips on how to overcome objections in sales that your reps can use on a regular basis.

How to keep emotions out of sales calls

When going into a sales call, it’s important for your salespeople to keep their emotions out of the equation. After all, failure to make a sale is not usually personal. In many cases, a client has very good reasons for saying no to a sale.

Acting defensive about a “no” will most likely make things worse, decreasing the opportunity to still make a connection with a potential customer. Make sure your salespeople avoid defensive statements, including defending the company’s products or services, because it doesn’t really matter how your salespeople feel about a product. It’s more important how the customer feels.

“Defensiveness shuts down conversations. Listening opens them up. Opening the conversation is the best possible step that salespeople can take,” Russell Zack

Instead of getting upset, the best salespeople try to learn more about why a customer doesn’t want a product. Sometimes they end up making a sale after all, by answering a customer’s objection and alleviating all concerns.

7 ways to handle common sales objections

Here are the most common types of sales objections and the best ways for your salespeople to overcome them.

Objection 1: Price

“The product is too expensive”
“We don’t have the budget for this right now”
“We can get a similar product elsewhere for a lower price”

Response:
Ask clarifying questions to understand budget constraints. Then emphasize the value and ROI of your solution. If affordability is the issue, break down benefits in terms of cost savings.

Objection 2: Purchase Timing

“It’s not a good time for us to make a purchase right now.”

Response:
Dig deep to understand their timeline, then align your implementation plan with their internal schedule to show long-term benefits. If they’re not ready to buy now, position yourself as their next logical step.

Objection 3: Value

“We don’t think your solution delivers more value than our current solution”
“Your solution is too complicated”
“Your solution doesn’t integrate well with our current setup”

Response:
Clarify the pain points your product solves, using examples and case studies to demonstrate real outcomes. If complexity is the concern, highlight ease-of-use and support.

Objection 4: Competitor Relations

“We’re happy with our current solution”
“X competing product is more effective than yours”

Response
Acknowledge existing relationships respectfully, focusing on what makes your offering unique. Avoid negative talk about the competition and just showcase specific features or results that differentiate your product.

Objection 5: Hesitation

“We prefer to work with vendors that we already know”

Response

Identify the root causes of the customer’s reluctance. Often it’s down to past failures. Offer testimonials, proof of success, and reassurance to show that you’re a trusted partner.

Objection 6: Lack of Time

“I can’t talk right now”

Response
Listen for cues that the customer can’t focus and feels overwhelmed, then ask for a time and date for a follow-up call. Respect their current bandwidth while keeping the conversation open.

Objection 7: Lack of Interest

“We’re not interested right now”
“This isn’t relevant for our company”

Response
If your solution is not a good fit, acknowledge it graciously. Leave the door open for future discussions and stay polite; you never know when you might talk to them again.

Use Second Nature to hone your salespeople’s objection-handling skills

Not everyone is a natural at handling sales objections. Many people will get flustered or defensive when objections are raised in a sales call. This is where preparation and practice can make a huge difference. Role-playing and handling objections can go a long way to making the sales sales process go more smoothly when the actual time comes to have that discussion with a potential customer. 

Practicing with Jenny, Second Nature’s AI sales coach, your salespeople can get a better grasp on handling sales objections during their calls. On top of that, the role plays with Jenny are recorded and analyzed automatically, allowing your salespeople to immediately see where they can improve their objection-handling skills. This way, they can avoid the awkwardness that sometimes comes up with such calls.

In addition to the salespeople themselves, Second Nature also provides important data to the sales managers, so they know if there are any problem areas when it comes to objection handling with a particular salesperson. This, in turn, allows the sales managers to zero in on where it makes the most sense to work more closely in one-on-one sessions with the salesperson to help them work on perfecting their responses when objections are raised.

Sales objections don’t have to derail the deal

There’s no reason why sales objections should be the end of the road for your sales deals. When you use Second Nature to prepare your sellers with the skills to demonstrate the real value of your product, listen to the prospect’s true concerns, and maintain a positive relationship even in disappointment, they’ll be better equipped to know how to handle objections in sales, and you’ll see more closed deals and increased revenue. 

Key Takeaways

• Stay calm: Emotions don’t help—understanding does.
• Listen first: Let the prospect explain their concerns.
• Price: Emphasize value, not cost.
• Timing: Show how your timeline works for them.
• Value: Tie features to specific pain points.
• Competitors: Respect the relationship, highlight differentiation.
• Hesitation: Address past trauma with proof.
• Time: Reschedule and follow up.

Related Resources

• The new ‘ABC’s of Sales: Always Be Coaching
• New Template Library: Tap Into Sales Training Best Practices Quickly
• How to transform your sales coaching from ad hoc to structured

FAQs

What is the best way to overcome sales objections?
Practice active listening, understand the concern, and highlight how your product solves their pain point.

Should I offer discounts when objections come up?
First, explore the objection and focus on value. Sometimes price isn’t what’s really stopping them from making the deal.

How does Second Nature help with objection handling?
It provides realistic AI role plays for sales reps to practice, improve, and get feedback on their objection-handling skills.

When should you walk away from a sales objection?
If a prospect clearly isn’t a fit, it’s better to end the call on a positive note and revisit later.