Introduction

This guide provides a comprehensive list of over 50 common sales objections and a framework for how to effectively overcome them. The key to handling objections is to listen, understand, and reframe the conversation around value. This guide is designed to be a quick-reference tool for sales professionals to build confidence and close more deals.

The A-E-R-S Framework for Objection Handling

Acknowledge & Empathize: Validate the prospect's concern to show you're listening. Phrases like, "I understand how you feel," or "That's a valid point," can build rapport.
Explore: Ask open-ended questions to dig deeper into the objection. Understand the "why" behind their statement.
Reframe & Respond: Connect their concern back to the value your solution provides. Reposition the objection as a reason to buy.
Secure: Confirm you've addressed their concern and ask for the next step. "Does that make sense?" or "Are you ready to move forward?"

Price & Budget Objections

Objection: How to Overcome It

1. "It's too expensive."

Acknowledge & Explore: "I understand that price is an important factor. When you say 'expensive,' what are you comparing it to?" Reframe & Respond: "We're not the cheapest option, but we're the most valuable. Our clients see an average ROI of X% within the first year. Let's break down the cost versus the long-term value for your business."

2. "We don't have the budget for this right now."

Acknowledge & Explore: "That's completely understandable. Many businesses are being cautious with their spending. When do you expect your budget to be reviewed?" Reframe & Respond: "I hear you. However, the cost of inaction can often be higher than the investment. Let's explore a phased approach or a smaller pilot project that can fit within your current budget and start generating results now."

3. "I can get a similar service for cheaper."

Acknowledge & Explore: "I appreciate you doing your research. It's important to compare your options. What are the key features of the other service you're considering?" Reframe & Respond: "It's true that there are cheaper alternatives. However, we pride ourselves on our comprehensive approach and dedicated team of experts. Cheaper options often mean sacrificing quality, support, or results. Can I show you a case study that highlights the difference in ROI?"

4. "There's no room in the budget for this."

Acknowledge & Explore: "I understand. Was this something that was originally budgeted for?" Reframe & Respond: "Let's work together to build a business case that you can take to your finance team. We can demonstrate the potential ROI and show how this investment will pay for itself."

5. "I need to get approval from my boss/finance."

Acknowledge & Explore: "Of course. What does that approval process look like?" Reframe & Respond: "Let's schedule a meeting with you and your boss. I can walk them through the solution and answer any questions they may have. I can also provide you with a detailed proposal and ROI projection to support your case."

6. "We're a startup and need to be careful with our spending."

Acknowledge & Explore: "That makes perfect sense. Every dollar counts when you're starting out." Reframe & Respond: "We've worked with many startups and understand the importance of a lean budget. That's why we offer flexible packages and can focus on the services that will give you the most immediate impact and help you grow faster."

7. "I'm not sure the ROI will be worth it."

Acknowledge & Explore: "That's a very valid concern. How do you currently measure the ROI of your marketing efforts?" Reframe & Respond: "We can provide you with a detailed projection of the expected ROI based on our experience with similar clients. We also offer transparent reporting so you can track the results in real-time."

8. "Can you give me a discount?"

Acknowledge & Explore: "I understand you're looking for the best possible price. Can you tell me a bit more about your budget constraints?" Reframe & Respond: "While we don't typically offer discounts, we can explore options like a longer-term contract or a customized package that can provide more value for your investment."

9. "We have other priorities for our budget right now."

Acknowledge & Explore: "I understand. What are some of your other priorities?" Reframe & Respond: "It sounds like you have a lot of important initiatives on the go. Let's discuss how our solution can actually help you achieve those other priorities faster or more effectively."

10. "The price is higher than I expected."

Acknowledge & Explore: "I appreciate your honesty. What was your budget for this project?" Reframe & Respond: "Let's review the proposal together. I want to make sure you understand the full value of what's included. We can also look at adjusting the scope to better align with your budget."

Time & Urgency Objections

Objection: How to Overcome It

11. "I'm too busy right now."

Acknowledge & Explore: "I understand you have a packed schedule. What are your biggest priorities at the moment?" Reframe & Respond: "That's exactly why our service is so valuable. We take the marketing off your plate so you can focus on what you do best. How about we schedule a brief 15-minute call next week to explore how we can save you time in the long run?"

12. "Call me back next quarter."

Acknowledge & Explore: "I can certainly do that. What's going to be different for you next quarter?" Reframe & Respond: "The market is moving fast, and waiting could mean falling behind your competitors. Let's schedule a brief chat now to see if we can put a plan in place that you can execute when you're ready."

13. "We're not ready for this yet."

Acknowledge & Explore: "I understand. What needs to happen for you to be ready?" Reframe & Respond: "Let's work together to create a roadmap. We can start with a small discovery project to help you prepare and ensure you're ready to hit the ground running when the time is right."

14. "I need to think about it."

Acknowledge & Explore: "Of course. What are the key things you need to consider?" Reframe & Respond: "Let's schedule a follow-up call for tomorrow. That will give you some time to think, and we can address any remaining questions you have."

15. "It's not a good time for our company."

Acknowledge & Explore: "I understand. What's happening at the company right now that makes this a bad time?" Reframe & Respond: "Sometimes, the most challenging times are the best times to invest in growth. Let's discuss how our solution can help you navigate the current challenges and come out stronger."

16. "I'm in the middle of another project."

Acknowledge & Explore: "I understand. What's the other project you're working on?" Reframe & Respond: "We can work around your schedule. Let's get the paperwork out of the way now, and we can schedule the kickoff for when your other project is complete."

17. "We're going through a reorganization."

Acknowledge & Explore: "That sounds like a big undertaking. What's the goal of the reorganization?" Reframe & Respond: "A reorganization can be a great time to implement new solutions that will support the new structure. Let's discuss how we can help you achieve the goals of your reorganization."

18. "I'm not the right person to talk to."

Acknowledge & Explore: "Thanks for letting me know. Who would be the best person to speak with about this?" Reframe & Respond: "Would you be able to make an introduction for me?"

19. "Just send me some information."

Acknowledge & Explore: "I'd be happy to. To make sure I send you the most relevant information, can you tell me what you're most interested in?" Reframe & Respond: "I'll send you an email with some information, and let's schedule a brief 15-minute call for later this week to discuss it and answer any questions you have."

20. "I'm not interested."

Acknowledge & Explore: "I understand. Can I ask what's not of interest to you?" Reframe & Respond: "I appreciate your honesty. Would you be open to a brief conversation to see if there's any way we can provide value to your business? If not, I won't take up any more of your time."

Trust & Credibility Objections

Objection: How to Overcome It

21. "I've never heard of your company."

Acknowledge & Explore: "That's understandable. We're a growing company, and we're always working to get our name out there." Reframe & Respond: "We've been in business for X years and have helped over Y clients achieve their goals. I'd be happy to share some of our case studies and client testimonials with you."

22. "I've had a bad experience with a similar company."

Acknowledge & Explore: "I'm sorry to hear that. What happened with the other company?" Reframe & Respond: "We're different. We pride ourselves on our transparency, communication, and results. We'd be happy to connect you with some of our current clients so you can hear about their experience working with us."

23. "How do I know you're the experts?"

Acknowledge & Explore: "That's a great question. It's important to work with a team that knows what they're doing." Reframe & Respond: "Our team has a combined X years of experience in the industry. We're constantly learning and staying up-to-date on the latest trends. I can share some of our team's certifications and awards with you."

24. "Your company is too small/too big."

Acknowledge & Explore: "I understand your concern. What are the advantages of working with a company of [prospect's preferred size]?" Reframe & Respond: "As a [our size] company, we're able to provide the best of both worlds. We're small enough to provide personalized attention to each of our clients, but we're large enough to have the resources and expertise to deliver results."

25. "I need to see some proof."

Acknowledge & Explore: "Of course. What kind of proof would be most helpful for you?" Reframe & Respond: "I can send you some of our case studies, client testimonials, and a demo of our platform. Would that be helpful?"

26. "You don't understand my industry."

Acknowledge & Explore: "That's a valid point. Every industry is unique. What are some of the specific challenges in your industry?" Reframe & Respond: "While we may not be experts in your specific industry, we are experts in marketing. We're confident that we can apply our expertise to your industry and deliver results. We're also quick learners and would be happy to do a deep dive into your industry to ensure we're on the right track."

27. "I'm not comfortable sharing my data with you."

Acknowledge & Explore: "I understand your concern. Data security is a top priority for us." Reframe & Respond: "We have strict data security protocols in place to protect our clients' information. We'd be happy to provide you with a copy of our security policy and answer any questions you have."

28. "I've read some bad reviews about your company."

Acknowledge & Explore: "I appreciate you bringing that to my attention. We take all feedback seriously, and we're always working to improve." Reframe & Respond: "We've helped hundreds of clients achieve their goals, and the vast majority of them have been very happy with our services. I'd be happy to connect you with some of our satisfied clients so you can hear about their experience firsthand."

29. "You're a new company."

Acknowledge & Explore: "I understand your hesitation. It's natural to be cautious about working with a new company." Reframe & Respond: "While our company may be new, our team has a wealth of experience in the industry. We're passionate about what we do, and we're confident that we can deliver results for your business."

30. "I don't trust salespeople."

Acknowledge & Explore: "I understand. The sales profession doesn't always have the best reputation." Reframe & Respond: "I'm not here to sell you something you don't need. My goal is to understand your challenges and see if we can help. I'm committed to being transparent and honest with you throughout this process."

Need & Value Objections

Objection: How to Overcome It

31. "I don't see the need for this."

Acknowledge & Explore: "I understand. What are your current marketing efforts, and how are they performing?" Reframe & Respond: "Let's explore some of the areas where our solution can help you improve your results. For example, we can help you increase your website traffic, generate more leads, or improve your conversion rates."

32. "We're doing fine without it."

Acknowledge & Explore: "That's great to hear. What's working well for you right now?" Reframe & Respond: "It sounds like you have a solid foundation in place. Our solution can help you take your results to the next level. Let's discuss how we can build on your current success and help you achieve even greater growth."

33. "I don't understand what your product does."

Acknowledge & Explore: "I apologize if I haven't been clear. What part of the product is confusing to you?" Reframe & Respond: "Let me give you a quick demo of the product and show you how it can help your business. I'm confident that once you see it in action, you'll understand the value it can provide."

34. "This is just a nice-to-have, not a must-have."

Acknowledge & Explore: "I understand your perspective. What are your must-have priorities right now?" Reframe & Respond: "Let's discuss how our solution can help you achieve your must-have priorities. For example, if your top priority is to increase revenue, I can show you how our solution can help you generate more leads and close more deals."

35. "We've tried something like this before, and it didn't work."

Acknowledge & Explore: "I'm sorry to hear that. What happened with the other solution?" Reframe & Respond: "Our solution is different. We've learned from the mistakes of other companies and have built a better product. I'd be happy to show you how our solution is different and why it will work for your business."

36. "I don't have the technical resources to implement this."

Acknowledge & Explore: "I understand. Implementing a new solution can be a challenge." Reframe & Respond: "We have a dedicated team of implementation specialists who will work with you every step of the way. We'll handle all the technical heavy lifting so you can focus on your business."

37. "Your product is too complicated."

Acknowledge & Explore: "I understand your concern. We've designed our product to be powerful, but we also want it to be easy to use." Reframe & Respond: "We offer comprehensive training and support to help you get the most out of our product. We also have a dedicated customer success team that is always available to help you with any questions you have."

38. "I'm not the decision-maker."

Acknowledge & Explore: "Thanks for letting me know. Who is the decision-maker for this type of purchase?" Reframe & Respond: "Would you be able to make an introduction for me? I'd be happy to walk them through our solution and answer any questions they have."

39. "I'm happy with the way things are."

Acknowledge & Explore: "That's great to hear. What's working well for you right now?" Reframe & Respond: "It sounds like you have a good system in place. Our solution can help you make it even better. Let's discuss how we can help you automate some of your manual processes and free up your time to focus on more strategic initiatives."

40. "This isn't a priority right now."

Acknowledge & Explore: "I understand. What are your top priorities at the moment?" Reframe & Respond: "Let's discuss how our solution can help you achieve your top priorities. For example, if your top priority is to reduce costs, I can show you how our solution can help you save money on your marketing spend."

Competition & Existing Relationship Objections

Objection: How to Overcome It

41. "We're already working with another company."

Acknowledge & Explore: "That's great. How is your relationship with them?" Reframe & Respond: "We're not looking to replace your current provider. We're looking to supplement the work they're doing and provide you with additional value. Let's discuss how we can work together to help you achieve even greater results."

42. "I'm happy with my current provider."

Acknowledge & Explore: "That's great to hear. What do you like most about working with them?" Reframe & Respond: "It sounds like you have a great relationship with your current provider. We're not asking you to switch. We're simply asking you to consider adding our solution to your marketing mix. I'm confident that we can provide you with additional value that you're not currently getting."

43. "We're locked into a contract with another company."

Acknowledge & Explore: "I understand. When does your contract expire?" Reframe & Respond: "Let's schedule a meeting for a few weeks before your contract expires. That will give us plenty of time to discuss your options and see if our solution is a good fit for your business."

44. "I have a friend/family member who does this for me."

Acknowledge & Explore: "That's great that you have someone you trust to help you with your marketing." Reframe & Respond: "It's always good to have a fresh perspective. We'd be happy to provide you with a complimentary review of your current marketing efforts and see if there are any areas where we can help you improve."

45. "Your competitor is offering me a better deal."

Acknowledge & Explore: "I appreciate you letting me know. What are the terms of their offer?" Reframe & Respond: "It's important to compare apples to apples. Let's review their offer together and see how it compares to ours. I'm confident that when you look at the total value, you'll see that our offer is the better deal."

46. "I've heard good things about your competitor."

Acknowledge & Explore: "They're a good company. What have you heard about them?" Reframe & Respond: "We have a lot of respect for our competitors. However, we believe that our solution is the best on the market. I'd be happy to show you a side-by-side comparison of our solution and our competitor's solution."

47. "We're a loyal customer of your competitor."

Acknowledge & Explore: "I understand. Loyalty is a great quality." Reframe & Respond: "We're not asking you to be disloyal. We're simply asking you to consider your options. The market is constantly changing, and it's important to make sure you're always getting the best possible solution for your business."

48. "I don't want to burn any bridges with my current provider."

Acknowledge & Explore: "I understand. It's important to maintain good relationships." Reframe & Respond: "We can work with you to make the transition as smooth as possible. We can even help you communicate the change to your current provider in a way that preserves your relationship with them."

49. "We're a small business, and we like to work with other small businesses."

Acknowledge & Explore: "I understand. There are a lot of advantages to working with a small business." Reframe & Respond: "We may be a larger company, but we have a dedicated team that works with small businesses. We're committed to providing you with the personalized attention and support you deserve."

50. "I'm not familiar with your company, but I know your competitor."

Acknowledge & Explore: "That's understandable. Our competitor has been around for a long time." Reframe & Respond: "We may be the new kid on the block, but we're quickly making a name for ourselves. We're confident that we can provide you with a better solution than our competitor. I'd be happy to show you how."

Stall & Indecision Objections

Objection: How to Overcome It

51. "I need to run this by my team."

Acknowledge & Explore: "Of course. What's your team's role in the decision-making process?" Reframe & Respond: "Let's schedule a meeting with you and your team. I can walk them through our solution and answer any questions they have."

52. "I'm not sure if this is the right solution for us."

Acknowledge & Explore: "I understand. What are your concerns?" Reframe & Respond: "Let's do a trial run. We can set you up with a free trial of our product so you can see for yourself if it's the right solution for your business."

53. "I need to do more research."

Acknowledge & Explore: "I understand. What kind of research would be most helpful for you?" Reframe & Respond: "I can provide you with some additional resources, such as case studies, white papers, and analyst reports. I'd also be happy to connect you with some of our current clients so you can hear about their experience firsthand."

54. "I'm not ready to make a decision yet."

Acknowledge & Explore: "I understand. What's holding you back?" Reframe & Respond: "Let's schedule a follow-up call for next week. That will give you some more time to think, and we can address any remaining questions you have."

55. "I'm waiting for [event] to happen."

Acknowledge & Explore: "I understand. What's the event you're waiting for?" Reframe & Respond: "Let's get the paperwork out of the way now, and we can schedule the kickoff for after the event."

56. "I'm just shopping around."

Acknowledge & Explore: "I understand. It's important to do your due diligence." Reframe & Respond: "What are the key things you're looking for in a solution? I'm confident that when you compare our solution to the competition, you'll see that we're the best choice."

57. "I'm not the one who makes the final decision."

Acknowledge & Explore: "Thanks for letting me know. Who is the final decision-maker?" Reframe & Respond: "Would you be able to make an introduction for me? I'd be happy to walk them through our solution and answer any questions they have."

58. "I'm happy with the status quo."

59. "I don't have time to learn a new system."

Acknowledge & Explore: "I understand. Learning a new system can be a challenge." Reframe & Respond: "We offer comprehensive training and support to help you get up to speed quickly. We also have a dedicated customer success team that is always available to help you with any questions you have."

60. "I'm not sure if my team will use it."

Acknowledge & Explore: "I understand your concern. User adoption is key to the success of any new solution." Reframe & Respond: "We can work with you to develop a user adoption plan. We can also provide training and support to help your team get the most out of our product."