Objections are a natural part of the sales process—but they don’t have to be deal-breakers. With the right approach, each objection becomes an opportunity to build trust, clarify value, and move the deal forward. This sales objection handling guide gives you clear, professional responses to the most common objections salespeople face—from pricing concerns to timing issues—so you can handle pushback with confidence and close more deals.

Dos:

Do Ask Open-Ended Questions

Encourage the prospect to share more about their needs, challenges, and goals.

Example: “What are some of the biggest challenges you’re facing right now in \[specific area]?”

Do Actively Listen:

Listen to understand, not just to respond. Reflect back what you’ve heard to confirm understanding.

Example: “It sounds like you’re struggling with \[issue]. Is that correct?”

Do Focus on Building Rapport:

Create a personal connection by showing genuine interest in the prospect’s business and goals.

Example: “I noticed you recently expanded your operations in \[location]. How has that impacted your team?”

Do Tailor Your Pitch to Their Needs:

Customize your messaging to address their unique challenges and pain points.

Example: “Based on what you’ve shared, it sounds like our \[solution] would help you reduce \[specific pain point].”

Do Set Clear Next Steps:

Clearly outline the next action after the call, whether it’s scheduling a demo or sending over a proposal.

Example: “The next step would be for us to schedule a demo. Does \[date and time] work for you?”

Do Keep the Conversation Focused on Value:

Emphasize how your solution addresses their specific needs, not just the features of your product.

Example: “By implementing this, you’ll be able to save \[amount] in \[cost], which will help you \[achieve goal].”

Do Use Positive Language:

Frame challenges as opportunities for growth and improvement.

Example: “This solution will give you the ability to not only solve \[problem], but also help you scale as your business grows.”

Do Follow Up Promptly:

After the call, send a summary email that reiterates what was discussed, along with next steps.

Example: “I wanted to confirm what we discussed on our call and outline the next steps for you.”

Don’ts:

Don’t Talk Too Much About Your Product Without Understanding Their Needs:

Avoid jumping into a pitch without first understanding their challenges and goals.

Example to avoid: “Let me tell you all about our product first!”

Don’t Interrupt the Prospect:

Let the prospect speak. Interrupting can make them feel unheard and undermine trust.

Instead, use phrases like: “Please, go on,” or “I’m listening.”

Don’t Overwhelm Them with Too Much Information:

Keep your explanation concise. Focus on the top 2-3 benefits that directly address their needs.

Avoid: “Let me explain everything our product can do in detail.”

Don’t Talk Negatively About Competitors:

Avoid badmouthing other solutions. Focus on why your product is the best fit without disparaging others.

Example to avoid: “Unlike \[competitor], we don’t have \[negative feature].”

Don’t Skip Over Price Discussions:

Be transparent about costs early on to avoid misunderstandings later.

Avoid: “I can’t really talk about pricing until later in the conversation.”

Don’t Be Pushy:

Don’t pressure the prospect into a decision. Be respectful of their timeline and decision-making process.

Example to avoid: “You need to decide today if this is going to work for you.”

Don’t Ignore Their Objections:

Address concerns directly rather than glossing over them. Ignoring objections can make prospects feel unheard.

Example to avoid: “Don’t worry about that issue, we’ll take care of it later.”

Don’t Use Jargon or Complex Terms:

Speak in clear, simple language. Avoid industry jargon or overly technical terms that may confuse the prospect.

Example to avoid: “Our SaaS solution uses an AI-driven machine learning algorithm for predictive analytics.”

Additional Tips:

Keep the Call Brief but Effective: A well-structured call should last around 10-20 minutes—enough time to understand needs, present value, and set next steps.

Stay Positive and Confident: Confidence in your solution is key. Even if the prospect is unsure, maintain a positive attitude.

Ask for Permission to Continue: If the conversation is getting off-track, ask if they’d like to hear more.

Example: “Would you like me to elaborate on how this would specifically work for your company?”

By following these dos and don’ts, you’ll ensure that your sales calls are productive, client-focused, and lead to stronger relationships and more closed deals.