21 Common Sales Objections (& How to Respond to Them)

Sales objections are common in every industry.

Think about it— how many objections have you gotten that sound something like, “We don’t need that right now,” or worse… 

“.” 

(In case you’re wondering, that represents no reply at all.)

This is because businesses are constantly changing and evolving, which can make it difficult for buyers to know exactly what they need. 

As a result, it’s important to be prepared with how you’ll address common objections. 

This post discusses the different types of objections and 9 of the most common sales objections you'll encounter–and how to respond to them.

There are five types of sales objections; we’ll go over each one in more detail below. 

Lack of budget

Your prospect may tell you that they don’t have the budget for your product or service. This may be because they don’t see the value in what you’re offering, or it may be a genuine issue.

If it’s the latter, there are a few things you can do.

1. Try to understand why they don’t have the budget. Is it because it’s too expensive? Or is it because they have other priorities? Once you understand the reason, you can try to address it.
2. If they have other priorities, you could try to sell them on the value of your product (e.g., implementing your product will save their team ~10 hours of work per week).
3. You could also ask them what their budget is and see if there’s anything you can do to work within that budget. For example, you can offer a payment plan, different payment terms, delayed contract start times, or include referral/case study work.
4. Get creative with pricing/billing if it's a customer you really want to win.

A sample response to this objection might be:

“I understand that you may not have the budget for our product right now, as is often the case when I speak to new clients. Can you tell me a little more about how you have justified purchases in the past for other solutions? I might be able to offer a solution that would work better for you.” 

OR

“I know budget is often a sticking point. Can we work together to build a business case that would allow you to seek budget approval?”

Lack of trust

Your prospect may not trust you, your company, or your product.

This is especially true if they are unfamiliar with your product, in which case they have every right to be wary. 

Their trust needs to be earned.

There are a few things you can do to overcome this objection.

1. Try to build trust by being transparent and honest. 
2. You can also try to build trust by being a credible source of information. Share relevant articles, blog posts, or case studies (a.k.a. social proof) that show why your product is trustworthy.
3. If you have any awards or recognition, be sure to mention them as well.
4. In addition to being transparent and honest, it’s also essential to be helpful. Show them that you’re an expert in your field and that you’re there to help them solve their problem. If you can provide valuable information without selling them anything, they’ll be more likely to trust you.

A sample response to this objection might be: 

“Our product excels at XYZ for revenue teams. If you’re looking for a solution for your {other type of} team, we have features they can benefit from, but our main focus is helping revenue teams reach their full potential.”

OR 

“It sounds like you don’t have much experience with our product. I’d be happy to share some case studies or blog posts that show why our product is trustworthy. We can also set up a call with an existing customer if you're open to it. Would that be helpful?” 

Lack of need

Your prospect may not see the need for your product or service.

This could be because they’re not aware of the problem that your product solves, or it could be because they don’t think the problem is big enough to warrant a solution.

Follow the steps below to overcome this objection: 

1. Attempt to identify the need. By doing your research ahead of time, you should have already uncovered their pain points. Bring those up and ask questions. The more you know about their needs, the better equipped you’ll be to sell them on your product.
2. Explain how your product will solve their problem and make their life easier. Be sure to use specific examples and data to back up your claims.
3. If they’re still not convinced, try using a case study or testimonial. Show them how someone else in a similar situation was able to benefit from your product.
4. If you’re still having trouble overcoming this objection, try offering a free trial or a money-back guarantee. This will show them that you’re confident in your product and that they have nothing to lose by trying it.

A sample response to this objection might be: 

“It sounds like you’re unsure if our product is right for you. Can you tell me how much time you’re currently spending on {task/problem that can be solved with your solution}? What if you could cut that time in half?”

OR

“I completely understand why you might not see the need for our product. A lot of people feel that way at first. But let me explain how it could help you. In XYZ situation, our product was able to do ABC. Do you think you might be facing a similar situation?” 

Lack of urgency

When a matter isn’t urgent, it’s easy to push it aside and forget about it. This is often the case with sales objections.

Your prospect may not see the urgency in solving their problem, so they’re not motivated to take action.

You can be real about this objection. It’s common and perfectly understandable. The key is to help them see the urgency in taking action.

1. Start by explaining why their problem needs to be solved urgently. Is it costing them money? Is it preventing them from reaching their goals? Is it causing them stress? The more you can help them see the urgency and what they're losing by waiting, the more likely they’ll be to take action.
2. If that doesn’t work, try using a scarcity tactic. This could mean offering a perk (e.g., extra time with an implementation team, more support hours, strategy resources, co-marketing opportunities, etc.) that expires soon.

A sample response to this objection might be: 

“Do you mind if I ask why you’re not ready to take action on this? Is there something holding you back?” 

OR

"Based on the criteria we discussed earlier in the evaluation, we calculated that this problem was costing you $_ per month.  If we can get started with implementation, that problem goes away and saves you that money. Delaying will cost you that much until the problem is solved."

Lack of authority

Last but not least, one of the most common sales objections that salespeople face today is a lack of authority.

In other words, the prospect doesn’t feel like they have the power to make a decision.

This objection is common in larger companies where multiple decision-makers are involved in the buying process.

If your prospect isn’t one of those decision-makers, you’ll need to ask them to reach out or guide you toward those who are.

1. One way to do this is by explaining the consequences of not taking action. What will happen if they don’t solve their problem? Will it cost them money? Will it affect their job performance?
2. Help them see why it’s important for them to take action, and make your prospect a “hero.”

A sample response to this objection might be:

“I completely understand why you might not feel like you have the authority to make a decision. Can you tell me who I can speak to to discuss the results of our evaluation?” 

OR

“I know that it can be tough to make a decision when there are other people involved. But from what you’ve told me, it sounds like this is a problem that needs to be solved urgently. If you don’t take action, the consequences could be XYZ. Is there someone else you need to involve in the decision-making process? I’d be happy to reach out to them.” 

Have you ever been in a situation where you’ve tried to sell something, but the other person just wasn’t interested? It’s frustrating to say the least.

Objection handling is an important skill for salespeople because it allows them to overcome objections and continue the sale.

It’s a cycle of questions and responses that helps the salesperson understand the objection and find a way to overcome it.

According to Sales Growth, there are three main steps in objection handling:

• Understanding the problem
• Diagnosing the root cause
• Fixing it for good

When you combine these three steps, you create a powerful force that can help you overcome almost any objection.

That takes us back to the importance of it all—objection handling is important because it can help you close more sales. More sales = more commission = more money in your pocket = more happiness.

Kidding. Money doesn’t buy happiness. We know that…

Anyway.

The point is, objection handling is important because it can help you close more sales (and make more money). And who doesn’t want that?

Active listening: The first step in overcoming any objection is to listen to what the prospect is saying. This might seem like common sense, but you’d be surprised how many salespeople try to jump in and fix the problem without really understanding it. The key to active listening is to focus on understanding the objection first, not on immediately coming up with a response.

Repeating to ensure you’ve understood their objections: Once you’ve listened to the objection, repeat it back to the prospect in your own words. This will help to ensure that you’ve understood their objection, and it will also give them the chance to elaborate if they need to.

Validating their concerns: The next step is to validate the prospect’s concerns. This doesn’t mean that you agree with their objection, but it does mean that you understand why they’re feeling this way.

Asking follow-up questions: Don’t just reply with a generic answer to the objection. Take the time to ask follow-up questions that will help you understand the objection better. Giving up straight away isn’t an option-- remember, you’re trying to overcome the objection and continue the sale.

Leveraging similar objections from customers: Previous prospects have likely had similar objections to the one you’re currently dealing with. Use their objections to your advantage and leverage them in your response. You can even mention how they became a happy customer despite their initial objection.

Setting up a follow-up meeting: Time is a significant factor in objection handling. If they don’t have time to talk now, ask them when would be a better time to call back. If they’re not ready to make a decision yet, schedule a follow-up call. 

Pro tip: Use Mixmax’s one-click meetings feature to embed your availabilities directly into your message and secure that follow-up meeting.

Here’s an interview we did with Leslie Venetz, CEO of Sales Team Builder, where she shares tips on how to respond to sales objections:

1. We're not interested

Ah, the “we’re not interested” objection. This is a common one, but it’s not necessarily a bad thing. Just because they’re not interested now doesn’t mean they never will be.

Answer: "That's okay. I know you didn't ask me to call you. Before I hang up, if you don't mind me asking, is it because my timing is off, or is this completely irrelevant?"

⬆️ This one is courtesy of Josh Braun.

2. We're too busy

Don’t allow yourself to be brushed off, even if they are legitimately busy. Instead, take it one step further and ask them when would be a better time to call back.

Answer (by email): “Sounds like timing isn’t on our side to connect this quarter… no worries! Let’s find a time that works better with your schedule to connect. Please select an option in my poll below:

Which month would be better for me to reconnect?”

• September
• October
• November
• December

Fun fact: The Mixmax poll feature is a great way to gather information from your prospects. You can use it to find out when would be a good time to reconnect or to get a better understanding of their needs. It’s an easy way to get feedback and helps you overcome the objection of being too busy.

3. We're not sure what we need

This is an opportunity to learn more about the prospect’s needs. By asking follow-up questions, you can get an adequate understanding of their requirements and see if your product is a good fit for them.

Answer: "No worries. A lot of our customers don’t know exactly what they need when they come to us. Can you tell me more about the problem you’re trying to solve? That way, I might be able to offer some suggestions.”

4. We don't have the budget for that

Budget is always a tricky subject, but everyone has one. This objection is common, but it’s not always accurate. There are ways to work around budget constraints, and you should explore those options with the prospect.

Answer: “Thanks for sharing, [Name]. Hope I’m not overstepping my boundaries here. From your experience have you seen non-budgeted projects get funding if it was a big enough problem for the business?”

⬆️ This one is courtesy of Salman Mohiuddin.

5. That's not our priority right now

Why is it not a priority? Could it be a priority in the near future?

Answer: "I know my timing is probably off but when does this become more of a priority?"

⬆️ This one is courtesy of Belal Batrawy.

6. We're happy with what we have

You’ll get this objection a lot, especially from companies that have been using the same product for a long time. It’s important to show them how your product is different and focus on value proposition.

Answer: “That's awesome! My goal is not to convince you to switch right now. I'm here to learn from you, and maybe share some insights that could make a difference. Does that sound good?"

⬆️ This one is courtesy of Jack Wauson, SDR manager at Mixmax.

7. We're already using a similar product

It’s not always easy to convince someone to switch products, but it doesn’t mean it’s impossible. Note: don't trash the competition, it makes you sound desperate and annoying.

Answer (by email): “I understand you’re using [Competitor] today. A lot of our customers were using [Competitor] before they decided to switch to us.

<Insert Survey* with this question> Curious, what is [Competitor] missing today to be the ABSOLUTE perfect tool for your sales team?”

Mixmax in-email poll & survey feature

*One of the best ways to overcome objections is by using data. With the Mixmax survey feature, you can easily create polls and surveys to get feedback from your prospects. This helps you better understand their needs and see if your product is a good fit for them. It’s an easy way to get feedback and is a crucial tool in the sales process when it comes to objection handling.

8. We've heard bad things about your product

This one can be tricky, but you have to stay calm and always be professional. You can use this as an opportunity to learn more about the prospect’s concerns and see if there’s anything you can do to address them.

Answer: “Oh, I'm sorry to hear that. We're not always the right fit for everyone. Can you tell me more about the specific concerns you’ve heard?”

9. I'm not the right person...

So they’re not the right person, but do they know who is? If not, can you help them find the right person? If they do know who the right person is, can you set up a meeting with that person?

Answer: “That’s fine! It was nice speaking with you. Do you have any idea who the right person would be that I could speak with? If so, could you introduce me?”

OR

“No problem! Could you intro me to the right person? I’ll be happy to reach out.”

10. I’ve got it taken care of

Here’s an objection handling framework that Armand Farrokh from 30 Minutes to President’s Club shared on LinkedIn (see post) for when a prospect tells you that “they’ve got it taken care of”.

Answer: I should’ve assumed you had something in place. Just so no one calls again, is it that you’ve got something going on internally, or you’re working with a vendor like [A,B,C]? 

(WAIT FOR ANSWER) 

Honestly, I’m impressed. When someone’s this good at doing this themselves, they don’t switch. But every once in a while, things like [X,Y,Z pinprick pains] get a bit old.

I don’t think you’ll switch, but completely against taking a look for 15 minutes? If nothing else, you might get some inspiration for your own internal process.

11. We’re locked in a contract with another vendor

If your prospect is locked in a contract that they can’t legally get out of (which is a genuine concern), you might have to pull some strings for them to win the deal. Here’s how you can go about that.

Answer: "Many of our clients were in similar positions when we first engaged. How about we look into whether our solution can complement or enhance your current vendor's offering?"

OR

“Depending on the circumstances, we've occasionally helped clients with buyout options or transition plans to make the switch smoother. We can explore these possibilities to make sure you have all the information to make a decision."

12. We don’t have time for a long implementation process

If your product/service has a long implementation process, you can overcome this objection by offering a staggered implementation instead. Here’s what that looks like.

Answer: "Our onboarding process is designed to be as streamlined as possible. We've also seen clients benefit from a phased approach, starting with critical features and expanding over time. This way, it won't disrupt your current operations. Can I walk you through what that might look like for your team?"

13. Your solution seems overpriced

If a prospect tells you your solution seems overpriced (and it’s not), you can make them feel a little uncomfortable by asking them what they think a reasonable price is. Here’s what Nick Cegelski from 30 Minutes to President’s Club suggests.

Answer: “I'm surprised to hear that. What did you have in mind?”

14. We don’t see the potential ROI

If a prospect can’t envision the return on investment, they’ll hesitate to make a commitment. That’s why you have to provide concrete examples or metrics that show them the value of your solution.

Answer: "Let's dive into that. I can provide you with specific case studies or a detailed breakdown showing the ROI other clients have experienced in similar situations. Would that be helpful?"

15. I need to talk to my team about this

Although this isn’t a sales objection per se, it’s still a blocker from being able to move forward. Decisions in business often involve multiple stakeholders. Prospects might need to gather input from their colleagues or secure buy-in from other team members before committing to a new product or solution. Here’s how to respond.

Answer: "Absolutely! I’ll send you some collateral to share with the team. And would it be helpful to organize a joint call to address any questions or concerns they might have?"

16. We’ve tried something like this before but it didn’t work

Past experiences can heavily influence a prospect's perception. If they've tried a similar solution that didn't meet their expectations, they might be wary of going down the same path, worried they’d get the same negative outcomes.

Answer: "I understand your concerns given your past experience. Can we discuss what specifically didn't work for you? That way, I can show you how we've approached these issues."

17. We’re just searching options right now

A prospect who is in the early stages of their buying journey might not be ready for a hard sell. They probably just gathering information and comparing different solutions.

Answer: "That's a great approach! I can give you all the information you need to make an informed decision when you're ready. Would it be helpful if we touch base in a few weeks or months to see where you're at in your research process?"

18. Your product doesn’t seem like the right fit for our industry

Every industry is different with its own set of problems. If a product doesn't look like it's made for a particular industry, potential clients might question if it'll work for them.

Answer: "I can see where you're coming from, but we've had success stories with a lot of different industries, some of which faced the same concerns initially. Would you be open to a case study or testimonial from a similar industry to see how they benefited?"

19. Your solution seems too complex for our needs

People don’t like things that are complicated. Prospects want to know that they're investing in something that aligns with their needs without burdening them with a huge learning curve.

Answer: "I totally get where you’re coming from. The great thing about our solution is that it's modular and can be customized for your exact needs. Let’s discuss what features are critical to you, and I can show you how we can align with those."

20. We’re not taking on new tools right now

This is a common objection, especially during a cold call. Here’s how Jason Bay, Founder and CEO of Outbound Squad, advises handling this objection (full post here and embedded below).

Answer: “I figured you’d say that. Most [industry] leaders I’m talking to are saying the same thing. A big concern they’re sharing right now [relevant concern]. How are you thinking about that at [company]?”

21. We’re undergoing internal changes, so it’s not a good time

Internal transitions can be chaotic (you’ve been there), and the thought of adding another change, like a new vendor or solution, can be overwhelming.

Answer: "Understood. Internal changes can be tough. But sometimes a new tool can help with that. Can I show you how our product can help make things smoother for you post-transition?"

Handling objections is a crucial part of the sales process, but it doesn’t have to be difficult. With the right approach, you can easily overcome the most common sales objections and continue moving the sale forward.

Always remember to:

• Really listen to your prospect’s concerns.
• Understand exactly what is blocking them from moving forward.
• Not give up after the first “No.”
• Be prepared to offer solutions that will alleviate their concerns.
• Follow up with your prospect several times if necessary.

Being able to overcome sales objections is all about engaging your prospects the right way. Mixmax can help you achieve that.

These nifty features built for Gmail will help you engage your prospects and close more deals:

• Email polls & surveys: Gather information and feedback from prospects to better understand their objections. 
• Reminders: Set reminders directly in Gmail to follow up at a later date or if your prospect hasn’t responded by a certain time.
• One-click meetings: Make it easy for prospects to book a follow-up call with you by including times directly in the email.

Learn more about Mixmax here.