How to Overcome Any Sales Objection and Close Your Next Deal

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How to Overcome Any Sales Objection and Close Your Next Deal

Sales objections come with the territory of doing business. And no matter how much you might believe in your product, you’re going to run into skeptics and leads that stonewall you.

That’s not necessarily a bad thing, though.


Because the more you understand why people walk away from a deal now, the easier overcoming sales objections become in the future.

The ability to swiftly respond to sales objections may be make-or-break—and could help you close your next deal. That’s why we created this step-by-step guide on how to effectively diffuse the seven most common sales objections from potential customers:

  1. Pricing problems
  2. Sales skepticism
  3. “Imperfect” timing
  4. Competitor concerns
  5. Commitment issues
  6. The need for approval
  7. Complacency
  8. Bonus: Know when to walk away

1. Pricing problems

“There’s just no room in our budget…”

“I’m interested, it’s just a matter of the price tag…”

“I bet we could shop around and find a better deal…”

No surprise here: people want to get their money’s worth.

While your gut reaction might be to offer some sort of onboarding discount, doing so devalues your product from the get-go.

Likewise, it shows that you’re willing to cave at the first sign of push-back.

Given that it’s so easy for leads to obsess over a price point, salespeople need to shift the focus to the ROI of the product in question.

Pointing to specific trends and data, you can paint a picture of satisfied customers who’ve made the most of their investment.

“The majority of our customers begin to see a return on their investment within three months…”

“Our clients saved an average of $4,700 last year through using our service…”

In some cases, you might legitimately run into leads on a tight budget as opposed to bargain hunters. These people are interested, but they’re hung up on the idea of a sizable upfront investment.

Offering month-to-month pricing is a good way to encourage leads to test the waters of your service. This also removes the perceived risk of paying too much upfront.

And on the flip side, offering a lower price point for an annual subscription might make your lead feel like they’re scoring a bargain by committing now:

Pro-tip 👇

Seal the deal.

Learn how to close sales efficiently, from overcoming objections to persuading prospects to take action, with this free handbook.

2. Sales skepticism

“Sure, it all sounds good on paper but…”

“We’ve heard this sort of pitch before…”

“How do I know you can actually deliver on all of this?”

Many consumers today are skeptics and rightfully so.

Put yourself in the shoes of any given lead. Chances are they’ve been burned in the past by sub-par products that seemed like a “sure thing.”

To overcome sales objections from these skeptics, you need to find ways to help them let their guard down.

Much like pricing objections, customer data and hard numbers can do the trick.

For example, look internally to see if you can point to any of the following to give skeptics some peace of mind:

  • Customer testimonials
  • Case studies and success stories
  • Positive ratings and customer reviews (“We have a 4.5 rating and over 300 reviews on Capterra”)

“I totally understand your concerns. We actually had a recent company very similar to your own share their success story with us…”

Ideally, you can point to examples of customer success that mirror the lead you’re speaking to in terms of company size, scope and revenue.

For example, Bitly has a comprehensive ebook highlighting a number of customer success stories of brands using their platform. This provides proof not only that their product is worthwhile, but also serves a variety of customers with specific needs:

Bitly Social Proof

In short, a combination of empathy and social proof can seal the deal with skeptics.

3. “Imperfect” timing

“Now’s not exactly the best time…”

“We’re actually pretty swamped right now…”

“I just don’t see it happening at the moment, but maybe a few months down the line…”

Spoiler alert: there is no “perfect time” for a sale.

Sales objections regarding time are all-too-common. In the case that somebody claims that now’s not a good time, take their word for it.

Press them to explain why it’s not a good time to put the ball back in their court.

“We hear you loud and clear. If you don’t mind me asking, why isn’t now a good time? Are you planning on some big changes in the near future?”

More likely than not, the conversation will go in one of three directions:

  1. They’ll open up about why it’s not a good time, highlighting one of the other six objections on this list (no budget, thinking about going with a competitor)
  2. They’ll reveal that they actually aren’t interested (at this point, walk away)
  3. They’ll provide a legitimate reason (the company is restructuring, going through a buyout), in which case you can set up a call for the future

You may also run into a situation where it’s a bad time for the particular person you’re talking with. In that case, ask if there’s someone else your lead could hand off the conversation to in order to keep the ball rolling.

4. Competitor concerns

“You know, your competitor is offering the same service for half the cost…”

“We’ve actually been trying to pick between a few different vendors…”

“Everyone we know is actually using [competitor] right now…”

Overcoming sales objections concerning competitors can be tricky if you aren’t exactly a household name.

The key here is to highlight the benefits and features that set your service apart from the pack.

Maybe your solution is simpler than your competitors. Perhaps it’s quicker to set up. Either way, try to move the conversation away from price point if that’s what your prospects keep harping on.

“We understand that [competitor] offers a lower price service, but there’s a reason for that. With [competitor], you’re missing out on our key features such as [x, y, and z]...”

This sales objection is all about framing. Sure, you might offer a similar service to a number of competitors, so ask yourself: what are they lacking?

To make your value proposition loud and clear, you might want to consider setting up a competitive matrix to show off to your leads.

Below is an example from OptinMonster, who actually have multiple matrices to highlight what their competitors lack and how they stand tall when stacked side-by-side:

OptinMonster Competitive Matrix
These comparisons are invaluable for explaining why your service beats out the competition at a glance.

5. Commitment issues

“We’re not looking to get locked into another contract.”

“I don’t know. Maybe we could set up some sort of trial run?”

“Listen: I’m on the fence. I’ll have to think about it...“

Let’s be honest: some people are just plain wishy-washy.

And others understandably don’t want to get tied into long-term contracts.

Beyond month-to-month contracts, airtight cancellation policies and money-back guarantees can provide those on the fence with some much-needed peace of mind. Check out how Adaptiv clearly spells out how customers can cancel anytime so they don’t feel “trapped” in a contract:

Cancel Anytime

Emphasizing speed, support and ease-of-setup are also critical if you have a lead that’s sitting on their hands. Note that you and your team will take care of the legwork of getting them started and will provide any necessary support.

In other words, frame the sale as low-risk, high-reward.

6. The need for approval

“Sounds good, but at the end of the day it’s not my decision…”

“I’ll have to talk it over with my team - we’ll see what they say…”

“I’m sold. My manager might need some convincing, though…”

Sometimes you’ll run into a situation where the person you’re speaking to isn’t the one calling the shots.

That’s totally fine. Simply ask your prospect whether or not there’s a higher-up they can pass you off to.

“Hey, I totally understand. Perhaps we could hop on a call with your manager to iron out the fine details?”

This sort of sales objection can actually be a blessing in disguise.

After all, if you can convince one person in a company that your service is up to snuff, chances are you can convince someone else, too.

Just don’t be surprised if you need to “start from scratch” with whoever you talk to if they’re not already familiar with you.

Likewise, you might run into some of the other sales objections on this list in the process.

7. Complacency

“To be honest, we’re good with the way things are…”

“I get what you’re saying, but I just don’t see the need…”

“We’ve been doing things this way for years. You know what they say: ‘if it ain't broke, don’t fix it’...”

These are the people that might see some value in your product but don’t have a pressing reason to make a purchase.

It’s your responsibility to compel them to take action.

By asking questions which highlight potential problems or pain points, you can raise awareness that sheds light on why your product is necessary to solve them.

“If you don’t mind me asking, how does your company plan on dealing with growing the trend of [x]?”

“How much time (or money) are you currently spending on [task]?”

“What service are you currently using to take care of [x]?”

Then, you can point to statistics or a case study (here's how to create one) that speaks to these trends.

This framing approach both keeps the conversation moving while also showing your legitimate interest in your lead’s current situation.

Finally, know when to walk away.

To wrap things up, let’s make something clear:

Overcoming sales objections isn’t about pushing people to their breaking points.

Sometimes what seems like a sales objection is actually a sign to walk away from an opportunity.

At the end of the day, some people just aren’t a good fit for your product or business. Rather than waste valuable time, it pays to know when to cut your losses and move on.

What are some notable red flags to watch out for during sales calls and meetings? Here are some tell-tale signs that someone isn’t a good fit:

  • They’re laser-focused on bargaining or continuously bring up competitors offering lower price points
  • They can’t (or refuse) to wrap their head around your product, challenging your every point
  • They continuously brush you off or cut you off when you’re trying to talk

At the end of the day, sometimes you have to trust your gut. Rather than spend your time and energy on leads who’ll never buy, focus on closing people with legitimate sales objections who are almost there.

Do you have a strategy for overcoming sales objections?

It’s frustrating when you’re on the cusp of closing a lead and they throw you a curveball.

Hey, we totally get it.

The good news? You don’t have to get blindsided by objections if you can predict them beforehand.

And the more you interact with prospects and empathize their concerns, the easier the act of overcoming sales objections becomes in the future.

We want to hear from you, though. What are the most common sales objections you encounter on a day-to-day basis? Tell us your sales stories and make sure to @ us!