How to Handle Objections in Sales Calls

Have you ever found yourself in a sales call, confidently presenting your product or service, only to be met with objections that leave you feeling stuck? Don’t worry, you’re not alone.

Handling objections is a common challenge in the world of sales, but it doesn’t have to be a roadblock on your path to success. In fact, objections can be viewed as opportunities to understand your prospects better and address their concerns head-on.

So, how can you navigate through objections gracefully and turn them into wins? In this article, we’ll explore effective strategies and practical tips to help you handle objections like a pro.

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Whether you’re a seasoned salesperson or just starting out, these techniques will empower you to confidently overcome objections and close more deals.

Let’s dive in and master the art of objection handling together.


The Foundations of Sales Objections

Understanding Sales Objections

Every sales rep, at some point in their career, encounters sales objections. An objection is, in essence, a prospect’s explicit indication of a specific reason why they are hesitant to make a buying decision.

The first objection may be related to price, the product or service, or even the timing of the purchase. In some cases, an objection may signal legitimate reasons not to buy. In others, it might merely be a stalling tactic.

The key is understanding the real objection behind the words. Sales objections are often misunderstood as a rejection. Still, most objections are not outright rejections, but rather the prospective buyer’s concerns or questions that need to be addressed.

These objections arise throughout the buying process, and as a sales rep, your job is to overcome sales objections and convince the prospect that your product or service will meet their needs.

The Role of Objections in the Sales Process

Contrary to what most salespeople might think, objections are not a roadblock in the sales process. In fact, they can serve as stepping stones that lead to a successful sale.

When a prospect raises an objection, they provide you with the opportunity to answer their questions, address their pain points, and better showcase your product or service’s value proposition.

Sales objections give you a deeper insight into your prospect’s business, helping you tailor your sales pitch to fit their unique needs.

In essence, handling sales objections effectively is an indispensable part of the sales process, and every sales rep should consider it a core component of their sales skills.

Types of Sales Objections

There are various types of sales objections, and understanding these can help you prepare for and show how to handle objections in sales calls effectively. Some of the most common sales objections include price objections, product objections, and timing objections.

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  1. Price Objections: These are among the most common sales objections, where the prospect believes that the price of your product or service is too high. In some cases, they may claim to find a similar solution for half the price.
  2. Product Objections: These objections usually revolve around the prospect not seeing the value in your product or service, or not believing that it can address their pain point or solve their business problem.
  3. Timing Objections: Here, the prospect might feel that it’s not the right time to make a purchase or switch from their current solution.

However, it’s important to remember that not all objections are explicit. Some may be implied in a prospect’s comments or questions, while others might require a bit more active listening and open-ended questions to uncover.

A seasoned salesperson knows that to overcome sales objections, they must first understand them, and then respond appropriately.

We’ll delve deeper into the techniques of handling sales objections in the following sections. But remember, these techniques are not a one-size-fits-all. They will need to be tailored to each unique sales situation and prospect.

Don’t forget to sign up for Mailarrow, our powerful cold email outreach software, to help you in managing your sales process more effectively.

The Art and Science of Overcoming Sales Objections

Empathy and Understanding: The Key to Handling Objections

The first step to overcoming sales objections is understanding your prospect’s concerns and empathizing with them. This isn’t just about identifying what the objection is, but also why it exists.

This understanding comes from a deep dive into your prospect’s business and the challenges they face. Empathy, active listening, and open-ended questions are fundamental tools at your disposal.

Empathy allows you to connect with your prospect on a deeper level, reassuring them that you’re there to help, not just to sell.

Active listening ensures that you understand the objections raised and the underlying concerns or pain points that have led to those objections. Open-ended questions, on the other hand, allow you to uncover more information about the prospect’s concerns, needs, and potential objections.

Addressing the Most Common Sales Objections

Knowing the most common sales objections can prepare you for what’s likely to come and enable you to devise effective ways to handle these objections.

  1. Price Objections: When faced with price objections, don’t immediately offer a discount. Instead, reinforce the value your product or service brings to the table. Show them how your product or service can help solve their pain points and deliver a good return on investment (ROI). Use social proof such as testimonials or case studies to back up your claims.
  2. Product Objections: When a prospect raises objections about your product or service, take the time to understand their concerns. Is it a feature they believe is missing, or do they not understand how your product can help them? Address these objections by showcasing how your product or service can solve their business problem, and provide examples of other customers who have successfully used your product to overcome similar challenges.
  3. Timing Objections: When the objection is about the timing, it could be that the prospect is currently comfortable with their status quo. Your job as a sales rep is to help them understand the potential consequences of not acting now. Show them how your product or service can solve their current or future issues, improving their business operations.

The Power of Social Proof in Overcoming Sales Objections

One of the most effective tools to overcome sales objections is social proof. Social proof comes in various forms, from testimonials and reviews to case studies and industry awards.

It provides validation that your product or service delivers on its promises and helps build trust with your prospect.

When a prospect raises an objection, relevant social proof can help address it. For example, if a prospect is worried about the cost, a case study that showcases how another client achieved significant ROI can help overcome that objection.

Remember that every sales conversation is an opportunity to learn more about your prospect and their needs. And with every objection handled, you’re one step closer to closing the deal.

Mastering the Tactics of Objection Handling

The Power of Listening in Sales Conversations

Listening is a crucial skill in any sales call. By practicing active listening, sales reps can truly understand the prospect’s pain points, needs, and objections.

This understanding allows the sales rep to respond appropriately and offer the best solution that fits the prospect economic buyer’s business needs.

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Active listening involves not only hearing the words but also noticing the tone, pace, and underlying emotions. It helps a sales rep detect any objections even before they are explicitly stated, thus enabling a proactive response.

By demonstrating that you understand and care about your prospect’s concerns, you build trust and pave the way to a successful sale.

The Role of Questions in Handling Sales Objections

Asking open-ended questions is a powerful tactic to overcome objections. Such questions encourage the prospect to share more about their concerns, providing you with the necessary information to handle the objection.

For example, if a prospect raises a price objection, you could ask: “Can you help me understand why you feel our product is too expensive?”. This open-ended question encourages the prospect to share more about their budget constraints, allowing you to position your product’s value against the perceived high cost.

Overcoming Objections Through Value Proposition

The value proposition is a core component of your sales pitch. It’s what sets your product or service apart from the competition. When objections arise, reinforcing your value proposition can help overcome these objections.

If a prospect believes that your product or service is too expensive, you can overcome this objection by focusing on the unique value your solution offers.

You can explain how your product saves time, increases revenue, or solves a major business problem better than any alternative solution. By doing this, you’re turning the conversation from price to value, thereby effectively overcoming the price objection.

Proactively Handling Objections

Proactive objection handling is all about anticipating the objections that a prospect might raise during a sales call and addressing them even before they are brought up.

This approach requires an in-depth understanding of the typical sales objections within your industry and your product or service.

By proactively addressing objections, you’re showing your prospects that you understand their concerns and have a solution ready.

This approach not only instills confidence in your prospect but also streamlines the sales process, bringing you closer to closing the deal.

Make sure to check out Mailarrow, our cold email outreach software that assists you in keeping track of all your prospect interactions and sales calls. It’s designed to help you anticipate and handle sales objections more effectively.

The Psychology Behind Sales Objections

Understanding Your Prospect’s Real Objections

Sometimes, the objections raised by your prospect aren’t the real objections. They could be surface-level concerns that hide deeper issues.

As a sales professional, it’s crucial to identify these real objections to offer a solution that truly meets the prospect’s needs.

For example, a price objection might not always be about the cost. It could be an indication that the prospect doesn’t see enough value in your product or service to justify the price.

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Or it could reflect uncertainty about whether your solution is the best fit for their needs. So, instead of rushing to offer a discount when you hear a price objection, try to dig deeper and uncover the real objection.

Overcoming Sales Objections: The Role of Emotions

Sales is not just about logic and facts; emotions play a significant role. Understanding this emotional aspect can help you better address and overcome sales objections.

A prospect’s concerns often arise from fear — fear of making a mistake, fear of change, or fear of wasting money. Recognizing these emotional obstacles allows you to address them directly and reassure the prospect.

Providing social proof is a great way to alleviate these fears. When a prospect sees others similar to them having success with your product or service, it can calm their fears and overcome objections related to risk or uncertainty.

Addressing the Most Common Sales Objections: Fear of Change

One of the most common sales objections is the fear of change. This fear can keep a prospect stuck in the status quo, even if they acknowledge that your product or service could benefit them.

Here, it’s your role as a sales rep to help the prospect see that the potential benefits of your solution outweigh the perceived risks of change.

To overcome this fear, illustrate how easy it will be to implement your product or service. Share success stories of other customers who made the switch and saw positive results. And assure them of the support they’ll receive during the transition.

Remember that as you navigate these sales conversations, Mailarrow, our cold email outreach software, can provide you with valuable insights and tools to manage your sales process effectively.

The ability to track and analyze your prospect interactions can help you understand and overcome sales objections more successfully.

The Role of Follow-Up in Handling Sales Objections

Persistence Pays: Overcoming Objections Through Follow-Up

Objections in sales calls don’t necessarily indicate a dead-end. Quite the contrary, they often signal interest and engagement from the prospective buyer.

The sales process doesn’t have to end when you encounter objections. A thorough follow-up can make all the difference in turning those objections into opportunities for closing more deals.

A well-crafted follow-up can address a prospect’s concerns and keep your product or service top of mind. This is your chance to provide additional information or offer solutions that help overcome the objections raised.

For instance, if the prospect is concerned about the implementation process, a follow-up email can include a detailed implementation guide or an offer to do a walkthrough.

The Power of Personalization in Overcoming Objections

Personalization is an effective tool in overcoming objections. This extends not only to your sales pitch but also your follow-ups.

A personalized follow-up shows your prospect that you understand their unique needs and concerns and that you’re offering tailored solutions to address these.

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For instance, if the biggest objection here is about price, don’t just send a generic discount offer. Instead, demonstrate the specific value they will get for their investment, highlighting the features and benefits that directly address their pain points.

Nurturing Prospects to Overcome Sales Objections

Not all objections can be overcome immediately, especially when dealing with significant investments or major changes to a prospect’s business operations. In such cases, nurturing the prospect’s company over time can be key to overcoming objections.

This nurturing process involves staying in touch with the prospect, providing them with valuable information, and offering ongoing support to address their concerns.

Over time, these actions build trust and rapport, which can help overcome sales objections and lead to a successful sale.

Whether it’s persistence, personalization, or nurturing, Mailarrow, our cold email outreach software, can support you in effectively following up and overcoming objections.

It offers advanced features to manage and analyze your sales conversations, helping you stay on top of your sales game.

Incorporating Social Proof to Overcome Sales Objections

Leveraging Social Proof to Address Objections

Social proof, such as customer testimonials, case studies, or positive online reviews, can be a powerful tool in overcoming objections.

It works by showcasing how other customers have benefited from your product or service, which can help ease concerns and persuade prospects.

For example, if a prospect objects due to doubts about the effectiveness of your product or service, sharing a case study of a customer with similar needs who achieved significant results can help overcome that objection.

The prospect will see that others have successfully used your product, which boosts their confidence in its potential benefits.

Using Social Proof to Handle Price Objections

Price objections are among the most common sales objections. Prospects may feel that your product or service is too expensive, or they may be comparing your pricing with a competitor offering a similar product or service at half the price.

In these situations, social proof can be extremely effective. By highlighting success stories of customers who saw significant returns on their investment, you can illustrate the value and potential ROI of your product or service, helping to justify the cost and overcome the price objection.

Building Trust with Social Proof

At its core, overcoming objections is about building trust. Prospects need to believe in the value of your product or service and trust that it will deliver the promised results. Social proof helps build this trust by providing real-world evidence of your product’s success.

When prospects see that other businesses – particularly ones they respect or identify with – have benefited from your product, they’re more likely to believe in its value. This increased trust can help overcome a range of objections and bring you closer to closing the sale.

Remember that tools like Mailarrow, our cold email outreach software, can help you manage and track your use of social proof across sales conversations.

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With its powerful features, you can easily store and share customer testimonials or case studies, making it easier to provide social proof whenever you need to overcome objections.

The Art of Questioning to Overcome Objections

Unearth Real Concerns with Open-Ended Questions

Sales objections can often mask deeper concerns or misunderstandings about your product or service. To uncover these hidden issues, you must employ the art of questioning.

Open-ended questions play a critical role in understanding a prospect’s real objections and how to handle them.

Open-ended questions allow the prospect to express their views, concerns, and doubts freely. They also enable you to collect valuable information about the prospect’s business needs and pain points.

For example, asking “What are your key concerns about adopting our solution?” can reveal the underlying issues that need addressing to overcome typical sales objections.

Discovering Prospect’s Pain Points Through Active Listening

Active listening complements open-ended questioning in unearthing prospect’s real objections. It involves giving your full attention to the prospect, understanding their words, and responding thoughtfully.

By practicing active listening, you can grasp the nuance behind their objections, which can provide insights on how to overcome them.

For instance, a decision-maker might object due to concerns about the disruption caused by implementing a new system.

Through active listening to sales professionals, you might discover that their primary pain point is the prospect of staff resistance. Addressing this concern specifically will help overcome this objection and advance the sales process.

The Question-Listen-Respond Cycle

The question-listen-respond cycle is integral to handling objections effectively. After asking an open-ended question and actively listening to the prospect’s response, it’s vital to respond appropriately.

This could be by clarifying their concern, providing additional information, or proposing a solution that addresses their specific objection.

Remember, the goal isn’t just to overcome objections but also to build a relationship with the prospect. By showing them that you understand their needs and concerns, you can create a strong rapport that facilitates not just a single sale, but a long-term business relationship.

Utilizing a tool like Mailarrow, our cold email outreach software, can help you manage these interactions efficiently.

It enables you to track and analyze sales conversations, equipping you with crucial insights into the prospect’s objections and concerns, and aiding you in crafting tailored responses.

The Bigger Picture – Handling Objections in the Sales Cycle

Positioning Objection Handling in the Sales Cycle

The sales cycle encompasses several stages – from lead generation to closing the sale – and handling objections is a crucial part of this process.

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Sales objections can occur at any point in the sales cycle, and understanding this can help sales reps prepare and respond effectively.

Recognizing where objections arise in the sales cycle is essential for strategic sales objection handling. For instance, objections during the prospecting stage might be different from those encountered during the negotiation stage. This distinction informs the approach to overcoming these sales objections.

How Objection Handling Influences the Buying Process

Objection handling isn’t just about addressing a prospect’s concerns; it’s also about guiding them through the buying process. Each objection overcome is a step forward in this process, bringing the prospect closer to the decision-making stage.

By efficiently handling sales objections, sales reps can control the direction of the sales conversation and guide prospects towards a favorable outcome. In essence, handling objections in sales, is about leading the prospect from a state of uncertainty to one of confidence and readiness to purchase.

Role of Objection Handling in Sales Strategy

Handling objections is also an essential component of the broader sales strategy. Successful objection handling can inform the development of sales techniques, shaping the sales pitch, and informing the value proposition presented to prospects.

Understanding the most common why sales reps’ objections and developing effective responses can help create a more compelling sales strategy. This strategy isn’t only beneficial for individual sales reps; it can be instrumental in driving success across the sales team.

In this vein, leveraging a tool like Mailarrow, our cold email outreach software, can be invaluable. It enables you to record, analyze, and learn from your sales calls, providing insights that can enhance your objection handling skills and overall sales strategy.

Specific Types of Sales Objections and Strategies to Overcome Them

Price Objections and the Value Proposition

Price objections are common and can be challenging to overcome. Prospects may object due to budget constraints or the perception that your product or service isn’t worth the asking price. The key to handling price objections is to emphasize the value proposition.

If your product or service can help a prospect solve a significant business problem, that’s value. By demonstrating this value and potential return on investment, you can overcome most objections just based on price. Remember, it’s not about being the cheapest; it’s about providing the best value.

Objections to Product or Service Features

Objections to product or service features are also common. Prospects may feel that your offering lacks a specific function they need, or they might be satisfied with their current solution’s features. Overcoming these objections involves highlighting your product’s unique advantages and how they can address the prospect’s pain points.

For instance, if your product lacks a feature that the prospect’s current solution has, you might highlight how other features of your product can achieve similar results or provide other unique benefits.

Decision-Making Objections

Some objections arise from the prospect’s decision-making process. The decision maker might be unsure, need approval from others in the buying group, or may be reluctant to change the status quo. Handling these objections involves understanding the prospect’s buying process and providing the information and reassurance they need to make a decision.

For instance, if the decision maker needs approval from other decision makers or stakeholders, you could offer to present your product’s benefits to the entire buying group, addressing their concerns and facilitating the decision-making process.

With a tool like Mailarrow, our cold email outreach software, you can prepare and manage your responses to common objections. By storing and analyzing sales calls and emails, Mailarrow can provide insights that help you handle common objections more effectively.

The Importance of Follow-Up in Handling Sales Objections

Using Follow-Up to Address Objections

Sometimes, you won’t be able to overcome a sales objection during a single sales call or conversation. In these cases, the follow-up becomes a critical part of the process. A well-crafted follow-up can provide additional information, address outstanding objections, and keep the dialogue open with the prospect.

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For instance, if a prospect raises a concern about a specific feature your product lacks, you could follow up with information on upcoming updates or alternative ways your product can meet their needs. This demonstrates your commitment to addressing their objections and can move you closer to a successful sale.

Following Up with More Social Proof

One of the most powerful ways to overcome objections in a follow-up is to provide more social proof. By sharing case studies, testimonials, or success stories from satisfied customers, you can dispel doubts and reinforce the value of your product or service.

If a prospect is concerned that your solution won’t work for their business, a case study from a similar company that achieved success with your product can be a game-changer. This kind of social proof can assuage their objections and move them closer to a purchasing decision.

The Role of Persistence in Overcoming Objections

Persistence is crucial when dealing with objections. Most salespeople encounter objections, but those who persist, follow up, and continue to address the prospect’s concerns are the ones who close more deals. Even if you can’t immediately overcome an objection, showing that you’re committed to helping the prospect find a solution can keep the door open for future sales opportunities.

Using a tool like Mailarrow, our cold email outreach software, can make the process of following up and overcoming objections more manageable.

It allows you to track interactions, schedule follow-ups, and provide the consistent engagement needed to handle sales objections effectively. In the following section, we’ll wrap up with an exploration of advanced strategies for handling sales objections.

Advanced Strategies for Overcoming Sales Objections

Identifying the Real Objection

While prospects may voice several objections, often, there’s one central, unspoken concern that underlies the others. This is the “real objection,” and identifying it can unlock the path to overcoming the other objections.

For instance, a prospect might voice concerns about price, features, and implementation process. However, the real objection could be a fear of change or uncertainty about their ability to use your product effectively. Once you address this real objection, the others become easier to overcome.

Dealing with “Half the Price” and Money Objections

Many sales reps dread the “half the price” objection or other money objections. When a prospect says they can get a similar product for half the price, it’s essential to respond appropriately. Rather than immediately offering a discount, try to dig deeper to understand the prospect’s value perception.

Ask open-ended questions to identify their pain points and needs. Highlight the unique benefits your product offers that the cheaper alternative does not. Often, when prospects see the additional value they’ll receive, they’re more willing to consider your product despite the higher price.

Learning from Each Objection

Every objection is an opportunity to learn and improve your sales process. By analyzing each objection and your response, you can refine your own sales pitch and approach, enhancing your ability to handle future objections.

As you engage in more sales conversations, use Mailarrow, our cold email outreach software, to record, track, and learn from your interactions. This invaluable tool can help you better understand common sales objections, develop effective responses, and ultimately close more deals.

Handling sales objections is both an art and a science. It requires a blend of empathy, active listening, strategic thinking, and persistence.

But with the right skills and tools, any sales professional can master the art of handling sales objections and achieve greater sales success. Now that you’re equipped with these insights and strategies, it’s time to put them into practice.

Sign up for Mailarrow, our cold email outreach software, and take your sales conversations to the next level. Overcome objections with confidence and close more deals with Mailarrow.

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What are the 4 P’s of objection handling?

The 4 P’s of objection handling are Probe, Paraphrase, Position, and Propose.

Probe involves asking open-ended questions to understand the customer’s objection further. Paraphrase is repeating the objection in your own words to ensure you’ve understood it correctly. Position involves sharing your viewpoint or providing information that addresses the objection. Finally, Propose is suggesting a solution or next step that addresses the prospect’s concern.

How do you effectively handle sales objections?

Effectively handling sales objections involves several key steps. First, listen actively to the objection and show empathy to the prospect’s concerns. Then, clarify the objection by asking open-ended questions. Provide a response that addresses the concern, using facts and examples where possible. Use social proof such as case studies or testimonials to support your argument, and always follow up after the conversation.

What are the 4 steps to overcoming sales objections?

The 4 steps to overcoming sales objections are:

  1. Listen: Pay attention to what the prospect is saying and don’t interrupt.
  2. Understand: Ask questions to clarify the objection and understand it fully.
  3. Respond: Provide a thorough and thoughtful response to the objection.
  4. Confirm: Ask the prospect if your response addressed their objection and if they have any other concerns.

How do you overcome sales objections?

Overcoming sales objections involves understanding the prospect’s concerns, addressing these concerns with clear and concise responses, using social proof to strengthen your argument, and following up consistently. It’s also essential to identify and address the real objection that might be underlying the ones voiced by the prospect.

What are the 5 steps to overcome objections?

The 5 steps to overcome objections are:

  1. Listen: Allow the prospect to voice their objections without interruption.
  2. Understand: Ask open-ended questions to fully understand the objection.
  3. Acknowledge: Show empathy and understanding towards the prospect’s concerns.
  4. Address: Respond to the objection with a solution or counter-argument.
  5. Confirm: Check with the prospect to ensure that your response has addressed their concern.

What are the 4 major sales objections?

The four major sales objections are:

  1. Price: The prospect thinks the product or service is too expensive.
  2. Need: The prospect doesn’t believe they need the product or service.
  3. Value: The prospect doesn’t see the value in the product or service.
  4. Trust: The prospect doesn’t trust the product, service, or the company.

What are the 7 ways to overcome objections?

The 7 ways to overcome objections are:

  1. Be respectful: Respect the prospect’s objections and never dismiss them outright.
  2. Understand: Fully understand the objection by asking open-ended questions.
  3. Respond: Provide clear, concise, and accurate responses to each objection.
  4. Use social proof: Use testimonials, case studies, and reviews to provide evidence for your claims.
  5. Be patient: Overcoming objections takes time, so be patient and persistent.
  6. Show empathy: Show understanding and empathy towards the prospect’s concerns.
  7. Follow up: Keep the dialogue open by following up and addressing further objections.

Serge Shlykov is the founder of Mailarrow. Rotterdam Business School graduate and a long-time software engineer he has been running his own agency and SaaS business before realizing how many people are struggling with cold email outreach. This made him create Mailarrow, the cold email outreach software that helps you build great relationships at scale. Find him on Twitter and LinkedIn

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