Effective Ways to Handle Sales Objections

Sales objections happen when customers try to break the sales process. It is essential to understand that effectively dealing with customer concerns and objections is part of every sales job. It is very unusual that a sale occur without the prospect or customer raising a concern or three during the process. Hence, it is a natural part of creating value for customers by helping them solve their problems, and at the same time satisfying their requirements.

Sales people should avoid seeing objections in a negative way as this is normal in sales. In fact, the key is to find out why the customer is objecting. It is crucial to take the time to recognize the issue if you want to go ahead in a mutually beneficial way. Customers are likely to object for various reasons; some of the most common causes are:

  • A lack of knowledge.
  • It can be due to a specific concern. For instance: higher price.
  • A hidden agenda: The customer has a preference for a different product.
  • Wrong perception.
  • Not having a clear interest about buying the product.

It is up to the salespeople to understand how to tackle the common sales objections which customers usually face. Once they master the abilities to overcome objections, salespeople are likely to enjoy significant growth in sales effectiveness, including a reduced sales cycle time.

To make this happen, companies can also opt for an innovative sales training to up-skill their employees. For instance: At Sales Academy, employees learn about the effective strategies to adopt in order to handle and overcome sales objections effectively. Through scenario-based video training, employees have the opportunity to experience real job situations which prepares them for any future challenges which they might face while working. Hence, such training allows salespeople to adopt best practices while handling sales objections in a professional way.


Here are some essential steps to follow to handle sales objections effectively:


Listen Fully to the Objection

It is important to resist the temptation to jump right in and respond to an objection as soon as you encounter it. This is mainly because when you are quick to react, you risk making assumptions about the objection. It is better to take the time to listen to the objection completely. Avoid defensive reaction and train yourself to ignore any negative emotions while staying focused on what the buyer is saying and the business problem you are helping to solve.

You need to listen with the intent of fully understanding the buyer’s concerns without any kind of bias. A good tactic is to use your body language and verbal confirmations to communicate to the buyer that you are listening intently. While using active listening, your customers would be happy to see that you are interested in what they are saying and that you are trying to help them. In fact, sales happen between people and your task is showing your customers that you are on their side.



One of the most important step is to clarify the objection as it is critical to ensure you understand the underlying issue and that you address the actual concern on your customer’s mind. Sometimes, customers primarily raise one objection but it turns out that they have an important underlying objection that can only be revealed by asking questions and probing further.

Adopting such approach will prevent you from sounding confrontational since the objection may be a simple misunderstanding or point of clarification. Asking clarification questions often give the customer options or preferences to choose from. Hence, you can assess the customer’s priorities and also allows you to get additional insight and options for how you respond to the objection.



After clarifying the objection, you can address the concern by precisely responding to the underlying issues that you’ve uncovered. For example, did the objection come up because the customer had a confusion about your solution, because they have requirements you didn’t meet or because they have a preference for your competitor?  Very often, objections are a symptom of the customer not being far enough along on their own buying process to make a decision yet.  In such situation, you will need to go back in your sales process to determine if there are new requirements that have been identified or parts of your solution that the customer doesn’t understand.

Whatever happens, you should do your best to resolve their issue as soon as possible. The quicker you solve the problem, the greater chance you have of moving the sale forward. It’s better to keep your responses clear and to the point.



After responding to the buyer’s objections, make sure that you have satisfied all of their concerns. They might not have agreed with everything you said even if they seemed to have positive opinion. Therefore, it is wise to ask the buyer if he/she is happy with your solution and explain your solution further if necessary. Finally, if the client is still not happy and ready, don’t try to force a commitment. Be sure not to accept a “yes” for an answer though since many buyers will accept a solution in the moment, but once you’re out of sight or off the phone, the objection still remains.



It is essential not to lose sight of your goal when faced with sales objections. The key is to follow the steps above – listen, understand, respond and confirm. This will allow you to strengthen your connections with buyers, overcome obstacles in the buying process, and move closer to the sale. Additionally, a comprehensive sales training can represent a real boost for your employees and allow them to handle objections more effectively and professionally.