22 Common Sales Objections and How to Overcome Each One

Overcoming sales objections and closing more deals requires three things: knowledge, confidence, and action. 

In the words of Brandon Bornancin, CEO at Seamless.AI, the most common mistakes people make when handling objections in sales comes down to:

“Not [knowing] what is needed to get the deal done across the finish line. The second factor is fear. You might have the knowledge, but you’re scared to ask the questions, you’re scared to follow up…You need to put in the activity [to close the deal].”

Objections are a natural part of the sales process. Handling these sales rejections with finesse and creativity can turn the tables in your favor and increase your chances of closing the deal.

Not sure how to respond or handle sales objections? We’ve compiled a list of 22 most common sales objections you’ve probably encountered in B2B sales prospecting. You'll learn the following:

• Common types of sales objections
• Actionable tips on how to handle each sales objection
• Best practices to handle sales objections 

📘 Related: Mastering the Art of Closing Sales: 15 Proven Techniques

What are sales objections?

First we need to understand what makes up a objection in sales. Sales objections aren’t always a simple, “No.”

Sales objections are the reasons why a prospective customer isn’t willing to buy your product, or a friction point that’s blocking them from getting fully onboard with your solution. 

According to Hubspot’s survey with over 1,000 global sales reps, managers, and leaders,

• 44% of sales deals fail due to objections.
• The average salesperson hears 10 objections per day.
• Only 27% of salespeople are able to overcome objections effectively.

These reasons can be almost anything, from not having enough time to simply not having any interest. While sales objections can become a bottleneck issue that slows down a deal or kills it altogether, they’re not impossible to overcome.

In fact, reframing these moments of rejection in your sales outreach as opportunities for redirection can help you turn a “No” into a “Yes, I’m interested.” 

Listen to what Seamless.AI CEO Brandon Bornancin has to say about handling common sales objections like "I'll get back to you" in this Sales Secrets podcast episode.

Why do prospects give sales objections?

There are many types of common objections in sales, and they happen all the time. The best way to address any concerns from prospects is to proactively learn what type of reservations they might have.

Whether you’re an experienced SDR with a full collection of sales rebuttals in your pocket or just starting out in sales, it’s important to understand why people give sales objections in the first place. When you’re crafting your objection handling strategy, this is a great place to start: ✨Create a core response for each general type of sales objection and tailor each core message or response to the specific objection as you talk to more prospects.

No matter what the specific excuse is, these are the 5 root issues that the majority of objections stem from: 

• Lack of time
• Lack of budget
• Lack of interest
• Lack of knowledge
• Lack of trust

According to Hubspot,

“A successful sale usually happens because the product or service you sell was within the prospect's budget, you had the authority to convince them, they actually needed the service or product, and the timing was right.”

This idea is commonly referred to as BANT (Budget, Authority, Need, and Timing). When you’re having trouble closing a deal, take a moment to think about BANT and which concerns you’re seeing in your prospects’ sales objections.

22 Examples of sales objections to overcome

While there’s no silver bullet for objection handling in sales, it’s important to be aware of the most common objections in B2B sales. Preemptively knowing what objections your prospects might have before doing your email outreach or cold calls can help you prepare for your conversations. The last thing you want is to get hit with a pain point you never thought of and stumble through the rest of your sales call.

Here are some common objections in B2B sales and exemplary responses you can tailor for each specific situation:

1. “I’m not interested.”

According to Jim Edwards’ Copywriting Secrets, people buy for 10 reasons:

• To make money
• To save money
• To save time
• To eliminate effort
• To escape pain
• To increase comfort
• To achieve greater results
• To increase praise
• To feel more loved
• To increase popularity or social status

If someone is saying that they aren’t interested, it’s likely because you haven’t tapped into one of these desires. You haven’t given them a reason to say “Yes” and purchase. 

You want to get your prospect interested by tailoring your response to appeal to one or more of these needs. Get them interested in learning more by demonstrating how your solution addresses their greatest concerns and propels their team or wider organization forward toward their goals.

✍️ Example response:

• “Would you be interested in learning how you can get back two hours a day for your sales efforts?”
• “What are some tools that you are currently interested in? Companies like [Company A and B] have experienced [key benefit] from using our solution. I’d love to understand where your interest lies right now and help tailor our solution to your unique needs.”

2. “I don’t have time.”

When a prospect says, “I don’t have time,” they’re essentially saying: “I don’t have time to integrate a new product or tool into my current workflow”, or “I don’t have time for this on top of the laundry list of tasks I have on my plate.”

There are a few ways you can respond to the prospect’s lack of time, but the most important thing to do is to immediately show empathy and understanding. Thank them for their response and let them know that you get where they’re coming from. Maybe your prospect is stretched thin with responsibilities and they genuinely don’t have the bandwidth to maintain contact with you, or maybe now isn’t the best time for them.

✍️ Example response:

• “I completely understand you must be swamped with [XYZ]. Is there a better time I can reach out to you again?”
• “Is there anything specific blocking your calendar that I can help you with?”
• “I understand your time is valuable, which is why I wanted to introduce you to this [tool, feature, product, strategy] that actually helps you do [XYZ] within a matter of minutes.”

3. “It’s too expensive.”

The majority of the time when a prospect says, “It’s too expensive,” they aren’t being transparent. 

Often they actually can afford it. Whether it’s that new pair of shoes or the latest iPhone—people figure out a way to pay for anything and everything they really want.

What they’re really saying is that they don’t want to spend their hard-earned money on your solution because they don’t think it’s worth it. 

That’s where you come in: it’s your job to make them aware of the value of your solution and to probe deeper into the reasons behind their hesitancy. 

Show empathy about strict budgets and demonstrate the value of your product beyond the price tag. 

✍️ Example response:

• “I understand that cost is an important factor. Let me break down the value our product brings and see if we can tailor a pricing plan to fit your budget.”
•  “How much does your current solution cost? We offer a more flexible pricing plan so you pay for only what you need and add on features as needed.”
• “What would justify the price for you? Are there specific features that you consider non-negotiable?”
• “Outside of price, what other factors are top-of-mind for you?”

In your response, focus on showcasing studies that speak to your solution’s key benefits and value.

4. “I need to ask my boss/team.”

This one can be interpreted as a blow-off in disguise (in most cases). While it’s important to help the prospect get their entire team on board to start working with your product, your response to this statement should accomplish two things:

1. Provide assistance, information, or sales materials to your prospect to present to their boss.
2. Include a follow-up to avoid letting the conversation die after your response.

✍️ Example response:

• “Absolutely, I’d be more than happy to provide you with any additional information to help you pitch this to your team more effectively.”
• “If this decision were solely up to you, what would you do?”
• “If your boss said YES, what would be the next steps?”
• “If your boss said NO, what would be the next steps?”

5. “I already have a solution.”

Simply because the prospect already has a solution in place doesn’t mean it’s the best option for them. This is your opportunity to shine light on the unique benefits or value your solution provides in comparison to already existing solutions. 

However, you don’t want to immediately start selling your solution in a pushy or sales-y way

Gong notes that top reps respond to objections by asking questions 54.3% of the time compared to 31% for average sales reps. Start by asking probing questions about their current solution and open up the conversation to gauge the prospect’s relationship with this competitor.

One thing to keep in mind for your response: You never want to try to replace what the prospect is using. This is an uphill battle.

Instead, push to supplement what the prospect is already using to strengthen the process they already have. If they are open to exploring supplementary products, then you just created an entry-point to sell the prospect on your solution!  

Once you have the prospect interested, offer a free demo or a free trial to hook them.

✍️ Example response:

• “And how do you currently feel about your solution? Is there any capability or feature that you wish your current solution could provide?”
• “Glad to hear you already have a solution in place. We’ve helped many other businesses upgrade and enhance their current setup. Can we discuss what challenges you’re facing to see if there’s room for improvement?”

6. “I don’t see the value.”

As innovative, helpful, or amazing as you think your product is, not everyone will understand the value of what you’re bringing to the table from the get-go. When faced with this sales objection, there are a few ways you can respond: 

• Offer a product walkthrough
• Provide evidence-based insights about the value of your product
• Ask more questions about their unique pain points.

✍️ Example response:

• “I appreciate your honesty. Are there any specific challenges or needs you’re facing that you’re concerned about? I can help explain how our solution addresses those pain points, and more.”
• “I completely understand; most people don’t know how much they can benefit from [product or solution] until they really experience it themselves. Here’s a few insights on the value of our solution from our current customers: [List 2-3 insights or unique selling points about your product].”
• “Fair point. I understand that hearing about the benefits of our solution is different from actually experiencing it yourself. Would you be interested in a free trial or self-guided product demo?”

7. “I heard bad things about your product.”

Your prospect might have done research on your product and came across bad reviews, negative word-of-mouth rumors, or even worse, bad press. In this case, it’s important to acknowledge their concern and to clarify any misunderstandings or false rumors if necessary.

This one might sting a little, but keep in mind that this is a chance for you to understand the impression prospects might have about your product. Once you identify what’s bothering prospects, you can work with your team to make changes or switch up your B2B prospecting approach.

✍️ Example response:

• “I’m sorry to hear that. Can you share more details about the concerns you’ve heard? We’re constantly trying to improve and address feedback.”

8. “I’m shopping around for more quotes.”

When your prospect responds with this sales objection, this signals to you where your prospect might be in the sales funnel. You can assume that they’re either currently in the market for a solution while comparing prices, or they’re simply curious about what pricing options they have to consider if they need the tool in the near future.

The key to your response is that you should understand the type of pricing plan or model that your prospect is most interested in. Craft your response to learn how you can help tailor the pricing structure to their needs.

✍️ Example response:

• “Totally understandable. While the price point is important, I’d love to help you understand the overall value of the product, plus the potential ROI you can get. What are some features you find the most valuable?”
• “Can we schedule a call to explore your needs and pain points? Let’s see if we can match or exceed some of the competing quotes you’re seeing.”

9. “Your solution doesn’t have the specific functionality I’m looking for.”

When responding to this callout and listening to your prospects, try to practice active listening. You can direct the conversation to understanding your prospect’s pain points and needs on a deeper level by giving them the chance to explain their unique challenges. 

If you don’t currently offer the specific feature or functionality your prospect wants, it’s important to take note of it in your sales conversations, especially if it comes up regularly. This signals to you that this specific feature should be prioritized in your product roadmap in the near future.

✍️ Example response:

• “What specific feature or functionality are you looking for? We often customize solutions and may have upcoming features in our roadmap that align with your needs.”
• “I appreciate your clarity. While we currently don’t offer this specific functionality, we have this feature on the roadmap launching soon.”
• “Do you have any other concerns or challenges you want to address? While we specialize in [solution], we also offer a wide range of features in this area.”

10. “Your product isn’t compatible with the rest of our tool stack.”

Needless to say, your product doesn’t exist in a vacuum by itself. Every tool or solution sits in an ecosystem of other tools that work together to help a team achieve their goals, AKA a product ecosystem. It’s important to also consider the wider ecosystem of other tools that prospects use in their tech stack. Does your product integrate with the rest of their precious toolbox?

It’s like trying to sell a super rare and expensive spice to a baker who mainly focuses on baked goods. They might be intrigued by this rare spice but if it doesn’t work or add enhanced taste to their current ingredient list, it wouldn’t make sense for them to add it in.

It’s the same with tech stacks in the B2B industry. You could have the most robust and comprehensive solution for a single problem, but if it doesn’t grow, integrate, or enable automations with your other tools, you’re better off looking for another product that can. Integrations, automations, and API compatibility are the name of the game for most companies.

✍️ Example response:

• “Thanks for letting me know. We’re always looking to expand our APIs and integrations to make sure our solution is able to work and scale with our customers’ toolstacks. What are some of the requirements or tools in your current tech stack that are non-negotiable for you?”
• “We’ve successfully integrated with various tool stacks. Can we discuss your current stack and explore how our product can fit in?”

11. “Your competitor is cheaper.” or “Your competitor offers [feature] that you don’t.”

Again, when it comes to sales objections related to pricing, it’s important that you figure out what type of pricing structure works best for your prospect without compromising too much. 

Maybe there’s a reason why your competitor is cheaper than you. If so, this is your opportunity to lay out your sales rebuttals to why the pricing is the way it is (better quality or more guaranteed results), and to explain the overall value propositions of your product beyond the price tag.

✍️ Example response:

• “I understand on a monthly basis, our competitors may seem cheaper. However, we actually conducted a competitive ROI analysis recently on how our pricing compares to our competitors in terms of ROI and overall value. Here are a few insights we found: [XYZ].”
• “What are some of the specific features you find valuable? I’ll explain how our overall value and pricing models are better tailored for your needs.”
• “They may be cheaper, but I can promise you that the quality of our solution is unmatched. Let’s discuss how we price our plans and how we can tailor it to your budget.”

12. “I’m looking for a more all-in-one solution rather than a tool specialized in one functionality.”

This sales objection in particular is a hot-button topic in the B2B industry. Your response depends on how well-versed you are in the compared value between your product and other competing “all-in-one” tools. 

It’s also important to respond with evidence-based information, like success stories or testimonials from customers or an ROI comparison analysis between your product and an “all-in-one” alternative.

✍️ Example response:

• “All-in-one solutions are definitely attractive in theory, but I’d love to discuss with you the benefits of using a more specialized tool that brings unmatched quality and value for a specific challenge.”
• “Tools that offer a highly tailored solution for a specific problem can grow and bend with your evolving tool stack over time with a full suite of integrations. Are there any specific integrations that are necessary for your tech stack?” 
• “While a competing all-in-one solution sounds easier to manage, you’re actually locking yourself into longer contracts and pricing plans that you don’t need.”
• “After using an all-in-one tool, many customers come to us after realizing they ended up only using one or two main features from an all-in-one solution. They weren’t getting the most value out of what they were paying for. I’d love to discuss this in more detail and learn more about your concerns.”

13. “Send me the information and I’ll think about it.”

This one makes you hold your breath. 

If you get a prospect who tells you to just send them some info, acknowledge this for what it is—a blow-off objection. And dig deeper.

This is the time to ask questions and take action: schedule a follow-up call, send them more information, and open up the conversation to learn more about the prospect’s specific needs.

✍️ Example response:

• “Sure thing! But before I shoot something off to you, I want to make sure that you’re getting relevant information that speaks to your situation.”
• “What problems are you looking to solve?”
• “What are you looking for in a solution?”
• “How soon do you want to start seeing results?”

14. “This looks too complicated for my team to learn.”

While you might have won over the heart of your sales prospect, it’s important to understand how your product will do in the hands of an entire team or organization that adopts it. You need to respond with different ways you can provide support for onboarding and walkthrough videos to help make it easier for their team to learn and adopt.

✍️ Example response:

• “I completely understand your concern. Onboarding a new tool or solution isn’t always easy, but that’s why we have a full Support team who is available via [contact info] at every step of the onboarding process. What are some of the specific parts of the tool that concern you the most?”
• “If you’re concerned about the time it takes for your team to learn this tool, leave it to us. We have a full library of help videos and a support team that’s available 24/7 to help you through the process. Can you let me know what specific challenges you foresee with onboarding?”

15. “I don’t want to be locked in a contract.”

This sales objection is related to the topic of all-in-one tools vs. highly specialized, individual tools. Most “all-in-one” solutions claim they do it all, so their customers might have experienced being stuck in a sticky pricing contract to use all of their features.

Whatever their reason for not wanting to be stuck in a contract, your job is to communicate the flexibility of your pricing plans and (if applicable), the option to pick and choose which features the prospects want to pay for.

✍️ Example response:

• “Understandable. Software lock-in is always a concern. If you’re not ready to commit to a contract-based plan, let’s discuss some of the ways we can customize your pricing plan to allow more flexibility.”
• “I understand that flexibility is important, and we want to tailor your plan to your budget. Let’s discuss your preferred terms and I’m sure we can find an arrangement that meets your needs.”

16. “I don’t need this.”

This one might catch you off guard, especially if you thought the prospect was a highly qualified lead. When running into this sales objection, it’s time for you to dig into the reasons why. Ask the prospect what they’re currently doing to solve their pain points, or whether they simply don’t need this now but they might later on.

If you’re using a solution like Seamless.AI’s prospecting tools, you’ll find less prospects coming back to you with this rejection, especially with our real-time data verification and Buyer Intent Data.

✍️ Example response:

• “How are you currently dealing with or solving [problem/pain point/challenge]? There might be some aspects you haven’t considered. I’d love to shine some light on these specific points for you.”
• “I appreciate your honesty. Most of our customers don’t realize they need a solution like ours until they’re deep into [problem]. I’d love to help you preemptively become aware of these issues and share how our solution can help mitigate these risks before they even occur.”

17. “This isn’t my priority right now.”

This one’s similar to the dreaded, “I don’t need this.” Maybe this isn’t their priority right now because of stretched bandwidth or budget constraints, or maybe they have larger problems on their plate right now. If applicable, it’s important that you communicate the value of preemptively addressing an issue before it becomes an actual problem for them.

✍️ Example response:

• “I appreciate your honesty. A lot of our customers actually avoided using a solution like ours until they felt like they actually encountered [describe problem]. I’d love to help you preemptively become aware of these issues and share how our solution can help mitigate these risks before they even occur.”
• “I understand you must be swamped with other priorities. Can we reschedule a meeting for another time when this might be more top-of-mind?”

18. “I’ve never heard of your company.”

You should take this sales objection as a blessing in disguise. With no prior knowledge of your product or brand reputation, this is your opportunity to mold their first impression and perception of your product. Respond with testimonials, case studies, mentions of other clients you’ve worked with, and more evidence-based insights about the key benefits your product brings.

✍️ Example response:

• “I’m glad I can introduce you to us. We’ve already worked with [notable clients or achievements]. I can provide references and case studies if you’re interested. Let’s schedule a call so I can introduce you to our solution and how we help businesses like yours.”
• “I’m honored to be the first to introduce you to [company name]. Here are a few things to know about us: [List brief mission statement and 3 key benefits]. We’ve helped businesses like you [achieve XYZ]. Let’s schedule a call so I can give you a proper introduction to what we can do for you.”

19. “I’m not the right person to consider this.”

Don’t sweat this one. All you need to do is ask to be directed to the right person or decision-maker. The important part of your response is to get the prospect to follow-up with you rather than simply blowing you off.

✍️ Example response:

• “No problem at all. Can you direct me to the right person or team? I’d be happy to provide them with the information they need to make an informed decision.”

20. “I’ve used similar products before and didn’t like them.”

While your prospect may have a biased opinion about your product based on past experiences with similar products, this sales objection opens up the opportunity for you to differentiate your tool from others. 

Try to figure out what exactly didn’t work for the prospect with past experiences, and use those points to make your case on how your product delivers above and beyond their expectations.

✍️ Example response:

• “I’m sorry to hear that. Can you share the specific aspects of challenges you experienced in the past with those products? I can help explain how we’ve differentiated ourselves from those tools.”
• “What specific issues did you face in the past with the previous products? I’d love to understand your concerns so you can see how our solution specifically addresses those pain points.”

21. “I don’t have support for this internally.”

Gathering stakeholder support and leadership buy-in for your product may seem difficult, but it’s important for you to help prospects overcome this by understanding exactly what is important to their organization’s decision-makers. 

Start by asking questions about their internal team’s specific needs and concerns. Digging in deeper and learning what’s fueling this sales objection should be your priority. Once you learn what that is, it’s your job to craft a sales rebuttal with a variety of sales enablement pieces or offers. 

To name a few sales enablement content pieces to have on hand:

• One-pagers outlining specific use cases and benefits tailored to an ideal customer profile’s unique needs
• Slide decks that go into more detail about the key benefits
• Case studies that show customer success with other notable, satisfied clients
• Customer testimonials from customers in the same ICP or industry
• Product walkthrough videos
• Offers for a free trial
• Ebooks
• Whitepapers
• Webinars

You should use a variety of sales enablement pieces throughout your sales outreach. The great thing is you can probably re-use many assets for the other sales objections we mentioned above (after learning about the prospects’ specific concerns!).  

✍️ Example response:

• “I understand that pushing any solution to the big table can be difficult. Can you share the potential objections from your team you’re concerned about? I can send over a more detailed overview in [XYZ format] that you can share with your org’s decision-makers.”

22. “I don’t trust products like yours.”

This particular sales objection is another trust-based hesitance. It’s very similar to a prospect saying “I tried similar products before and didn’t like them.” However, the nuance with the objection “I don’t trust products like yours,” is that the prospect might not have experienced similar products before. They might be basing their objection on a bad review they heard of, or any kind of stigma that might be related to your solution.

The goal of objection handling for this statement is to figure out exactly why the prospect doesn’t trust your product. 

✍️ Example response:

• “I’m sorry to hear that. We’re always working to build trust with every client we work with. Can you share your specific concerns or doubts with me? If you’re not sure about us yet, I can also go ahead and arrange a trial period to let you experience the product firsthand.”
• “Have you used a product similar to ours before? I’d love to show you how our solution solves [XYZ] to help you feel more confident in a solution like ours.”

Objection handling best practices

👇Regardless of the reason why your prospect is hesitant to jump on a call with you, here are a few best practices you should keep in mind for handling objections in sales: 

• Practice active listening: Before immediately jumping into defense mode, stay quiet and listen. Take note of what your prospect is really telling you, especially during your sales calls. 
• Have situational awareness and build trust: When it comes to building trust with sales prospects, focus on being a “considerate consultant” beyond just an “enthusiastic advocate.” This means prioritizing the prospect’s best interest over making a quick sale and being excessively enthusiastic.
• Show empathy and acknowledge their response: Maybe your prospect truly does believe in your solution but they don’t have the internal support or budget to give you the greenlight. Show empathy for their situation and acknowledge the validity of their concerns. The more empathy you have, the more likely the prospect will be to revisit the conversation at a better time.
• Share a compelling testimonial: If the prospect seems uninterested, sharing a success story or testimonial from a satisfied customer can pique their curiosity. This adds credibility to your offering and demonstrates how your product/service has positively impacted others in a similar situation.
• Highlight unique selling points: Distinguish your product/service from competitors by emphasizing its unique selling points. Explain how your offering stands out and addresses specific needs or challenges the prospect may not have considered.
• Offer a limited time promotion or discount: Creating a sense of urgency can spur action. Consider offering a limited-time promotion or discount exclusively for the prospect, enticing them to take another look at what you have to offer.
• Ask for feedback: Feedback is so important. Whether positive or negative, feedback is the key to understanding your prospects more. Asking the prospect for feedback on why they aren't interested shows that you value their opinion and opens the door for you to address any concerns they may have.
• Always ask questions: According to Gong’s study on sales objections, the best salespeople respond to objections by asking questions — at a rate of 54.3% of the time compared to 31% for average sales reps.
• Plant a seed for future engagement: If the prospect remains adamant about not being interested, gracefully exit the conversation while leaving the door open for future opportunities. Offer to send them valuable resources or periodic updates on industry trends, which may eventually spark their interest.
• Share industry insights: Position yourself as an industry expert by sharing relevant insights, trends, or statistics that are pertinent to the prospect's business. This not only builds credibility but also keeps them engaged in the conversation.
• Personalize your approach: Connect with the prospect on a personal level by finding common ground. This can create rapport and make the conversation more engaging and relevant to their needs.
• Offer a free trial or sample: Sometimes, a prospect might be hesitant because they haven't experienced your product/service firsthand. Offer a free trial or sample to let them explore the benefits without any obligation.

📘 Related: Tips to be a Great SDR

Transform common sales objections into closed sales deals

The main takeaways you can learn from encountering many common sales objections are:

• Always ask questions,
• Personalization is key.
• Initiate action and keep the conversation moving.

And while you may become the master of sales rebuttals over time, keep in mind that your end goal is to close deals with prospects. Without learning how to overcome sales objections, closing deals becomes more difficult. Use this list of strategies and example responses to common sales objections to help you close more deals with confidence and handle rejection in sales more proactively.

📘 Related: Why Sales Scripts are Important

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