We’ve all had experiences where we think the deal is going well before the dreaded objection is played. Suddenly, your sale has been derailed by the proverbial handbrake and everything comes to a screeching halt. A prospect will suddenly tell you that your price is too high, they don’t have the budget, or they aren’t sure about your product/service’s value add.
The good news is that objections aren’t dealbreakers. In fact, we have a saying in our organization: “Objections are from heaven.” While I know it sounds crazy, but hear me out–objections are a perfect way for you to address concerns, emphasize on value, and build stronger relationships with your clients.
Whatever level you’re in your sales cycle, we’ll show you 5 surefire ways of turning objections into opportunities.
What is objection handling?
Objection handling is a crucial part of the sales process. This is the best situation to be in, because you’ll be able to address and overcome customers’ concerns. As a sales professional, this is your chance to turn a hesitant prospect into a loyal customer.
Most objections stem from two main issues:
- Miscommunication: Your clients don’t fully understand the value of your product or service.
- Misinformation (Missing Information): You haven’t provided the key details they need to feel confident about buying.
The key to this is anticipation. By anticipating these objections before they’re raised, you can proactively address them with valuable dialogue, instead of reacting reflexively.
Common Types of Objections
1. Budget/Price Objections
“It’s too expensive.”
“We don’t have the budget.”
If you’re in sales, you’ve probably heard these objections countless times. But before jumping to offer a discount, take a step back and assess the real crux of the objection.
Is the price genuinely too high compared to the market rate? Or does the prospect simply not see the full value of your product or service yet?
If it’s a matter of price, slashing numbers isn’t always the best move. Instead, focus on reinforcing the unique value your offering brings.
For example, let’s say your product is 20% more expensive than a competitor’s. Why? Maybe it’s built to last longer, offers superior service, or delivers better long-term results. Instead of competing on cost alone, highlight these differentiators and show how they directly solve your prospect’s pain points and drive better business outcomes.
Ultimately, price objections are often value objections in disguise. When you shift the conversation from cost to impact, you’ll find more opportunities to close the deal—without immediately resorting to discounts.
2. Authority objections
“I’ll need to get my boss’ approval on this.”
At first glance, this might seem like a straightforward objection. But is it really about needing approval, or is it a sign that your prospect isn’t fully convinced yet?
If your company is relatively new or not widely recognized in the industry, prospects may be wary to move forward. Many businesses prefer working with established brands that have a proven track record.
So how do you overcome this hesitation? Leverage social proof. Support your pitch with case studies, testimonials, and success stories from similar companies in their industry. Show how your product or service delivers real results, making it easier for your prospect to advocate for you internally.
But what if they genuinely aren’t the decision-maker? In that case, your goal should be to identify and connect with the true key stakeholders. If that’s not possible, equip your prospect with compelling data, clear benefits, and persuasive messaging to help them champion your solution within their organization.
By reinforcing credibility and ensuring the right people have the right information, you can streamline the approval process and increase your chances of closing the deal.
3. Lack of urgency objections
“This isn’t a top priority for us right now.”
This objection typically means your prospect doesn’t see an urgent need for your offering. Instead of pushing harder, take a step back and dig deeper.
Ask strategic questions to understand why addressing their challenge isn’t a priority at the moment. Are they focusing on other pain points first? If so, there may be an opportunity to position your solution as a way to help with those pressing concerns.
By aligning your offering with their immediate business goals, you can shift the conversation from “not now” to “let’s explore this further.”
4. Lack of need objections
“This isn’t something we need at our company.”
When a prospect says this, it’s often because they don’t fully understand how your product or service can benefit them—or they’re simply too busy to listen.
Instead of immediately trying to convince them, take this as a chance to qualify the prospect further. Use open-ended questions and active listening to uncover their pain points, challenges, and goals.
If your offering truly isn’t the right fit, you’ll know early and can move on. But if there is potential value, you can tailor your approach to show exactly how your solution addresses their specific needs—turning initial resistance into real interest.
Ready to Empower Your Sales Team and Transform Your Workplace?
Sales isn’t just about closing deals; it’s about resilience, growth, and building connections that last. At PowerUp Success, we help sales teams navigate challenges with confidence, embrace a growth mindset, and unlock their true potential.
Our range of signature programs is tailored to meet the unique needs and challenges of your industry. Whether it’s boosting team performance, enhancing leadership skills, or fostering collaboration, we’ve got the right learning solutions to get you there. The best part? We customize everything to ensure it fits your specific goals and vision.
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