One of the most common challenges within any sales call is objection handling. There is always a tendency to think ‘ Oh it’s the price, I ‘ll just drop it and see what happens’ This is not the answer, it doesn’t help as we discussed in our previous blog about the price objection.

Let’s look at the other objections and how we can handle them.

It is totally unrealistic for the sales process to be objection free, it’s human nature to question, whether to seek further clarification on the information you have given or a fundamental disagreement about something.

Clients are going to be naturally cautious about parting with budget especially in the current, they need to be absolutely sure that they are buying into the right product or service.

Objections are simply another way of saying ‘I’m not sure’ or ‘I have concerns’ In truth, it means that we have not been clear enough in our presentation but luckily we have been given another chance.

The best way to deal with objections is to anticipate them and then plan your call accordingly. Once the client has voiced concerns it’s a tough job trying to convince them otherwise.

Negativity within a sales call is a sign that you have not made the client need your product sufficiently to make the sale. We have looked at appropriate questioning, listening and selling benefits previously- that is why they are so key to successful selling.

Having said that, a client that doesn’t raise objections is usually not interested at all in your product of service, so we should regard objections as positive signals that your proposal is under consideration.

So let’s look at the three broad types of objections:

1. Invalid or false objections

These are totally irrational objections – they usually occur in a string or very early in a call ( when it is far to early to decide why there is an objection)

2. Hidden

They are hidden because the client doesn’t want to voice them or actually doesn’t get the chance to. If the Client should be saying yes to you but isn’t then ask yourself – did they give you the opportunity to? stop talking and try and find out why they are not buying.

  • Price (it’s far too expensive)
  • I’ll give it some thought ( I’m not convinced)
  • Excuse, such as meeting, time, holiday  ( I’m not convinced)
  • Ego ( I’m testing you )

3. Genuine

  • Not happy with a feature of the product
  • Needs further information
  • Does not understand what you have said
  • Simply not convinced
  • Internal budgets, timing.
  • Loyalty to the competition

So how do we deal with objections?


Let the client voice their concerns, do not interrupt, they may tell you a key piece of information that can help you change their mind.


Let the client know that you understand and appreciate their perspective, ask further questions so that you are sure you are giving the right answer.


Be calm and logical in your approach, revisit the client’s needs and match them appropriately to the benefits of your product or service. Always keep something up ‘the magic sleeve’ to add extra clout to your presentation.


Always use a closed question to confirm that the client is in agreement with what you have presented.


Once you have gained agreement, close again …

For further information on tackling each of the 3 objections or to talk about specific daily objections contact us

Written by Anita-Clare Field

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Anita-Clare Field

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