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Handling objections in sales: Transform setbacks into success with this comprehensive guide

Published on
Mar 28, 2024


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Have you ever been hit with a hard 'no' during a sales pitch and felt stuck? It definitely does not feel great to hear, but handling objections in sales is also extremely difficult. If not handled well, these might just end in a loss of a great deal. But what if we tell you that those tough objections could actually be stepping stones to success? We are going to discuss some simple tricks to handle objections so smoothly that your next 'no' might just become an 'I'll buy it!' 

We understand the challenges you face when dealing with difficult objections from customers. Whether you've recently encountered a tough situation with a client or you're seeking new approaches to resolve objections, we're here to equip you with the tools and techniques you need to glide through these situations effectively.

Importance of objection handling in sales

Imagine you're giving a sales pitch. Everything's going smoothly until your prospect raises an objection.

Handling objections in sales may feel daunting at first, but it's a crucial skill that can make or break a deal. When you address objections head-on, you demonstrate your expertise and build trust with your prospect, increasing the chances of closing the sale successfully.

Handling objections in sales is a critical skill that can significantly impact the outcome of a deal. It's natural to feel apprehensive when objections arise, but addressing them directly is key to demonstrating expertise and building trust with prospects. By effectively handling objections, you not only overcome barriers to closing the sale but also strengthen your relationship with the prospect. So, while it may seem challenging at first, mastering the art of objection handling is essential for sales success.

Common fears and misconceptions about objections

Overcoming sales objections can be intimidating. They might make you feel like you’ve failed or that your product isn’t good enough. But here’s the truth: handling objections in sales is a part of the whole process. They don’t mean your prospect isn’t interested; they simply mean they have questions or concerns that need addressing. By reframing objections as opportunities rather than obstacles, you can approach them with confidence and turn them into selling points.

Overcoming sales objections can be intimidating and trigger common fears, such as:

  1. Feeling like you’ve failed
  2. Doubting the quality of your product

Thus, by reframing objections as opportunities rather than obstacles, you can:

  1. Address them with confidence
  2. Leverage them as selling points

This perspective shift allows you to navigate objections more effectively and enhance your sales success.

Preview of objection handling techniques in sales

So, how exactly do you handle objections in sales? We’ll get into the specific techniques shortly, but first, let's understand why prospects raise objections. Often, objections arise because prospects have concerns or doubts about your product or service, or they may be hesitant due to past experiences or misconceptions. Now, here’s a sneak peek at some key techniques:

1. Active listening: Before addressing an objection, you need to truly understand it. Practice active listening by fully engaging with your prospect’s concerns and asking clarifying questions to get to the root of the issue.

2. Acknowledge and validate: Don’t dismiss your prospect’s objections or try to sweep them under the rug. Instead, acknowledge their concerns and validate their perspective. This shows empathy and builds rapport, laying the foundation for a productive conversation.

3. Provide solutions: Once you’ve identified the underlying reasons behind the objection, it’s time to offer solutions. Whether it’s addressing specific concerns, providing additional information, or offering alternatives, tailor your response to meet your prospect’s needs and resolve their concerns.

Why do prospects raise objections?

Before we start addressing objections, it's important to understand why prospects raise them in the first place:

  • Prospects raise objections as a natural part of the decision-making process.
  • Reasons for objections vary, including genuine concerns about the product/service, budget constraints, or uncertainty about the value proposition.
  • Addressing objections helps guide prospects towards a positive decision.
  • This process facilitates moving the sales process forward.

Types of sales objections

Sales, while rewarding, can sometimes feel like a battlefield, with objections cropping up as obstacles along the way. However, mastering the art of handling objections in sales can turn these setbacks into opportunities for success. 

You might come across different types of objections in your sales conversations.

An infographic detailing strategies to overcome sales objections related to price, need, trust, and time.

1. Price-based objections

Let’s take an example where you find yourself delivering a promising pitch when suddenly, your prospect presents a challenge – "Your product/service is too expensive." Price-based objections represent one of the most prevalent challenges encountered in sales.  These objections usually come up when people feel the product or service is too expensive for what it offers.

To effectively address these objections, it's crucial to clearly jot down the benefits and value proposition of what you're offering, helping prospects understand why the investment aligns with their needs and objectives. Additionally, providing flexible pricing options or demonstrating a clear return on investment can further resolve concerns and strengthen the value proposition.

2. Need-based objections

Ever had a prospect say, "I don't think I need this"? That's a need-based objection. These objections arise when there's a disconnect between what you're offering and what the prospect believes they require. To overcome this hurdle, it's crucial to uncover the prospect's pain points and demonstrate how your solution directly addresses their needs.

By actively listening to their concerns and empathizing with their situation, you can tailor your pitch to highlight the specific benefits that align with their needs and preferences. This personalized approach not only addresses their objections but also increases the likelihood of closing the sale.

3. Trust-based objections

Trust is the cornerstone of any successful sales relationship. When a prospect voices concerns about the reliability or credibility of your product/service or your company as a whole, you're dealing with a trust-based objection. Building trust requires transparency, authenticity, and a genuine commitment to addressing the prospect's concerns head-on.

Let us take an example here. Imagine you're a salesperson pitching a new software solution to a potential client. During the presentation, the client expresses doubts about the security measures of your software, questioning its reliability. This doubt represents a trust-based objection. To address it, you provide transparent information about the robust security protocols implemented in your software, showcasing your commitment to data protection. You also offer to connect the client with existing customers who can vouch for the reliability of your product. Through transparent communication and genuine efforts to address concerns, you work towards building trust and overcoming the objection.

Thus, to overcome trust-based objections, focus on providing clear and honest information, offering testimonials or case studies to demonstrate credibility, and being responsive to any doubts or questions the prospect may have.

4. Time-based objections

"I need more time to think about it." Sound familiar? Time-based objections often arise when prospects feel pressured to make a decision or are uncertain about committing to a purchase. Overcoming these objections involves providing additional information, addressing any lingering doubts, and offering reassurance about the value and benefits of your offering. 

To address this, consider proposing a follow-up meeting to discuss any remaining questions or concerns, allowing the prospect the time they need to make an informed decision.

5. Other objections

You might also face many other objections specific to your industry, product, or customer. These could range from objections related to competition to objections based on specific features or functionalities. 

To address these objections effectively, it's essential to understand the root cause and tailor your response accordingly.

Importance of active listening during objection handling in sales

In sales, objections are like unexpected detours on the road to closing a deal. They disrupt the flow of your pitch and can make you feel like you've hit a dead end. However, objections aren't dead ends—they're opportunities waiting to be seized. 

The key to unlocking these opportunities? Active listening.

Why is active listening crucial during objection handling in sales?

Imagine you're on a sales call, confidently explaining your product, when suddenly, the prospect raises an objection. Whether it pertains to pricing, features, or general suitability, your response in that critical moment can dictate the outcome, potentially sealing the deal or forfeiting the opportunity altogether.

In such instances, the practice of active listening becomes paramount.  Instead of just waiting for your turn to speak or trying to dismiss the objection, active listening means truly understanding the prospect's point of view. This means paying close attention not just to what someone says, but also to how they say it, their body language, and any concerns they might not directly express.

Techniques for effective listening

So, how can you become a better listener? It starts with being present in the moment. Put away distractions, focus on the conversation at hand, and resist the urge to formulate your response before the prospect has finished speaking. Instead, give them your full attention, nodding or using verbal cues to show that you’re engaged.

Another technique is to paraphrase what the prospect has said. This not only demonstrates that you’ve been listening attentively but also allows you to clarify any misunderstandings and ensure you’re on the same page.

How Oliv's call recording and summarizing features enhance listening skills?

One tool that can greatly enhance your listening skills is Oliv’s call recording and summarizing features. By recording your sales calls, you can review them later to pick up on nuances you may have missed at the moment. You can also use the summarizing feature to capture the key points of the conversation, helping you to identify recurring objections and patterns that you can then address more effectively in future calls.

Tips and strategies for handling objections in sales

In sales, objections are like unavoidable hurdles that can either hinder your journey or become opportunities for advancement. How you handle objections in sales can make all the difference in closing a deal or losing a potential customer. 

Now, we will explore some effective strategies for objection handling in sales and turning them into opportunities for growth and success.

1. The power of storytelling in overcoming objections

In the art of sales, storytelling can be a powerful tool for objection handling in sales. Instead of just giving numbers and facts, telling a good story can make your pitch more relatable and connect with your prospect on a deeper level. By sharing relevant anecdotes or case studies, you can handle objections in sales in a more engaging and persuasive manner.

2. Knowing when to walk away – The art of selective objection handling in sales

While persistence is often acknowledged as a virtue in sales, there are times when knowing when to walk away can be just as important. When you encounter objections that seem impossible to overcome or when your product doesn't fit the prospect's needs, it might be better to step back gracefully instead of wasting time and resources on something unlikely to succeed. By practicing selective objection handling in sales, you can focus your energy on prospects with a higher likelihood of conversion, ultimately maximizing your efficiency and success rate.

3. The role of empathy in overcoming objections

Empathy plays a vital role in overcoming objections. By putting yourself in the prospect's shoes and understanding their perspective, you can respond in a more empathetic and understanding manner. This helps build rapport and trust, making it easier to address their concerns and handle objections in sales.

Quick tips on reading between the lines with real-time guidance

Reading between the lines is a skill that can greatly enhance your ability for objection handling in sales. With Oliv's real-time guidance, you can learn to decipher the underlying motivations behind the objections raised by prospects. This allows you to customize your responses more effectively and address their concerns in a meaningful way, ultimately leading to a more successful sales outcome.

Frameworks for handling objections: Turning setbacks into opportunities

When it comes to sales, objections are an unavoidable facet.  Accomplished sales professionals excel at skillfully handling objections, turning them into valuable opportunities.

Let's look at three effective frameworks to help you handle objections and keep sales conversations moving smoothly.

1. The LAARC method: Listen, Acknowledge, Assess, Respond, Confirm

  • Listen: The first step during objection handling in sales is to actively listen to your prospect. Allow them to express their concerns fully without interrupting. This demonstrates respect and shows that you value their perspective.
  • Acknowledge: Once the prospect has voiced their objection, acknowledge it sincerely. This doesn't mean you agree with them, but rather that you understand where they're coming from. Empathy goes a long way in building rapport and trust.
  • Assess:  Pause and assess the objection. Is it a real concern, or is there a deeper issue behind it? Understanding the root cause of the objection will enable you to tailor your response more effectively.
  • Respond: Craft your response carefully, addressing the specific points raised by the prospect. Avoid generic rebuttals and instead focus on providing relevant information or solutions that alleviate their concerns.
  • Confirm: After delivering your response, confirm with the prospect that you've addressed their objection satisfactorily. This ensures clarity and allows you to proceed with the conversation on solid ground.

2. The Feel-Felt-Found technique

  • Feel: Begin by empathizing with the prospect's feelings. Acknowledge that you understand how they feel, validating their emotions and creating a sense of connection.
  • Felt: Share a similar experience that you or someone else has had in the past. This demonstrates empathy and reassures the prospect that they're not alone in their concerns.
  • Found: Finally, transition to what you or others have found to be true after overcoming similar objections. Offer insights or solutions based on these experiences, guiding the prospect toward a resolution.

3. The 4-step objection resolution model

The image outlines 4-step model for handling objections: Acknowledge, Explore, Respond, and Confirm.
  • Acknowledge: Start by acknowledging the objection raised by the prospect. Avoid brushing it aside or downplaying its significance.
  • Explore: Dive deeper into the objection by asking clarifying questions. Understand the underlying reasons behind the objection to tailor your response accordingly.
  • Respond: Craft a well-thought-out response that addresses the prospect's concerns directly. Provide relevant information or solutions that demonstrate your commitment to addressing their needs.
  • Confirm: Finally, confirm with the prospect that you've effectively addressed their objection. Seek their agreement or feedback to ensure mutual understanding and move the conversation forward positively.

Handle objections in sales like a pro with Oliv

As mentioned before, in the world of sales, objections are inevitable. But what sets top performers apart is their ability to handle objections in sales like a pro. Here, Oliv helps you to master objection handling in sales, helping you turn setbacks into opportunities for success.

Utilizing Oliv's pre-meeting research for tailored responses

Before even picking up the phone, Oliv equips you with valuable pre-call research. By delving into customer data and insights, Oliv helps you understand your prospect's pain points, preferences, and objections before they even voice them. Armed with this knowledge, you can customize your responses to address their concerns directly, making your pitch more compelling and relevant.

How Oliv's live guidance can help you navigate objections in real time

During sales calls, objections can arise unexpectedly. This is where Oliv's live guidance truly shines. With real-time guidance, Oliv offers suggestions and strategies to overcome objections. Whether it's providing alternative solutions, sharing success stories, or offering relevant statistics, Oliv ensures you have the tools you need to keep the conversation moving forward smoothly.

The importance of updated CRM for objection handling

In the dynamic landscape of sales, maintaining an updated Customer Relationship Management (CRM) system plays a pivotal role in adeptly managing objections. Here’s why:

  • - It provides insights into customer preferences, past interactions, and pain points, allowing sales professionals to anticipate objections accurately.
  • - Real-time information enables prompt responses to customer concerns, preventing roadblocks in the sales process.
  • - Personalized engagement is facilitated by customizing approaches based on individual customer profiles.
  • - A centralized CRM promotes seamless collaboration among team members, ensuring a cohesive objection handling approach.
  • - Analysis of CRM data helps identify recurring objections and patterns in customer feedback.
  • - Continuous CRM updates with new techniques and best practices drive continuous improvement across the sales team.
  • - Ultimately, an updated CRM streamlines objection handling processes, improves customer relationships and drives sales growth.


Mastering objection handling in sales is crucial for success, and Oliv provides the tools and techniques to turn setbacks into opportunities. By reframing objections as opportunities, actively listening to prospects, and utilizing effective objection-handling frameworks, you can become a pro at handling objections in sales with confidence and finesse.

If you have encountered unique objections or developed effective strategies for handling them, we would love to hear your experiences. 

With that said, are you eager to enhance your objection handling in sales skills? Why not try out Oliv for yourself with a complimentary demo? Explore how Oliv's pre-call research, real-time guidance, and CRM integration can transform your sales approach and lead to even greater success. 

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