How Do You Handle Objections in Sales Calls?

A girl effortlessly dealing with an angry client

Table of contents

Rejection is tough, and sales calls are full of it! But those "no's" don't have to be a dead end. They can be a golden opportunity to shine. Objections are a chance to shine! They are your chance to truly show the worth of your product and build a bridge of trust with potential customers.


The guide will help you learn how to handle objections effectively. You'll discover how to listen attentively, empathize, and offer solutions tailored to your customer's needs.

What are Sales Objections?

Sales objections are concerns, hesitations, or reasons the potential customer expresses for not purchasing the products or services. The behavior indicates customers require more information, reassurance, or convincing before purchasing.


Sales objections can arise from misunderstandings about the product or service, lack of trust in the brand or company, fear of change, or uncertainty about the value proposition.


They can be verbalized as direct statements, questions, or expressions of doubt. Understanding and effectively handling objections is crucial for successful sales outcomes.

What is Objection Handling?

Objection handling is the process of addressing and overcoming the concerns or hesitations that potential customers have about purchasing a product or service.


Handling objections involves listening to the customer, empathizing with their concerns, providing relevant information or solutions, and eventually persuading them to purchase.


It's the art of effectively turning a potential customer's "no" into a "yes" by addressing their concerns.


Effective objection handling requires good communication skills, product knowledge, and building rapport with customers.

4 Types of Customer Objections in Sales

"BANT" is a familiar acronym in B2B sales. It stands for Budget, Authority, Need, and Timing, which represent the four most frequently encountered types of sales objections that sales representatives address regularly.

Lack of Budget

"It is too expensive."

Objections over price are common. Your product may be expensive for some customers, who might need assistance. Lack of budget is probably the most common sales objection you’ll encounter.


To overcome this issue, introduce the other alternative solutions or budget friendly products which could satisfy the customers need.

Lack of budget

Lack of Needs

“We don’t need something like this right now.”

Your customers may not see the need for your products or services. The reason could be a lack of awareness, thoughtless perception, or satisfaction with current solutions.


To address this, initiate a conversation to enlighten them about unrecognized needs. Presenting case studies and illustrating how your product can improve operations, reduce costs, or boost efficiency can effectively mitigate this objection.

Lack of Trust

“I haven’t heard about your company.”

When customers are unfamiliar with your company and its products, it can create a barrier to trust. To bridge this gap, it's crucial to understand their needs and engage them in meaningful conversation. Demonstrating the authenticity of your products and providing comprehensive details about their features, benefits, and pricing is essential.


To further build trust, you can share your expertise in the industry, ensure you communicate consistently, and promptly address any concerns or negative feedback. These steps are pivotal in securing the customer's trust and confidence in your brand.

Lack of Urgency

“Your solution isn’t a priority right now.”

When customers don't see a need for your product, they might deprioritize or lose interest in it. This lack of urgency can arise from not understanding the product's benefits, having other priorities, or not perceiving any drawbacks to postponing the purchase.


To counter this, you can focus on underscoring the immediate advantages of using your product, stressing the potential losses of missing out, and maintaining regular follow-ups to keep the dialogue active and your product at the forefront of their considerations.

Reason Behind Sales Objection

Negative reaction: A bad product can trigger various negative reactions like frustration, anger, disappointment, or betrayal. Also, if a salesperson talks arrogantly, the customer may dislike the person.

Lack of trust: If we have a terrible experience while purchasing something, it can lead to a lack of trust in the brand/company.

Resistance to change: Some people just don’t like change. They know they need to buy the product. However, they don’t like the idea of change and won’t be rushed.

Not asking the right questions: Sometimes, salespeople don’t ask the right questions, so they don’t get to find the customer's needs.

Not addressing the customer's concerns: Salesperson don’t address the customer's problems. So, they left uninformed, unheard, dismissed, or a little ignored.

More information needed: While purchasing products, customers wish to do research about the materials, like price, benefits, demerits, and features.

Information overload: Sometimes, a salesperson gives too much unnecessary product information, which can confuse the customer.

A bargaining position: People believe that bargaining is the customers' right. Objecting to the product's price and negotiating to ensure the cost is justified by the product's value.

Some other reasons: Customers are interested in your products, but the timing and situation don't let them purchase. This could be the other reason behind the sales objections.

5 Ways to Handle Objections in Sales Calls

1. Actively Listen

When a customer complains about the product's quality, you should give them complete attention and listen to their concerns. Salespeople who jump in directly and try to fix the objection without understanding the problem will lead to conflict between the customer and salespeople. Avoid interrupting them while they're speaking. The primary key is to listen to the customer's queries first. After the queries end, try to solve the problems.

2. Understand

After hearing an objection from a customer, make sure to truly understand their point. Confirm your understanding by restating their concerns, which shows you’re actively listening. It’s common for customers not to convey their thoughts clearly, so rephrasing their objections in your own terms can help clarify their intentions. To gather comprehensive details, engage them with open-ended questions that encourage a fuller response.

3. Validate

The next step in handling customer objections is to validate them. Once you understand the customer's concern, acknowledge the customer's objections using mindful language to show understanding and respect for their perspective without dismissing or minimizing their concerns.

4. Respond

After you understand and validate the customer's objection, respond to the customer with relevant information that addresses their concern. Salespeople should provide clear information and data, such as case studies, and offer solutions to their problems. A thoughtful response can help overcome customer worries and build trust.

5. Confirm

After responding, the next step is to confirm the customer's objection. Ask if the customer is happy with your solution. If not, then try to explain them with a better solution. Use open-ended questions to encourage customers to express doubts or additional objections, which helps build trust and prevent misunderstandings.


Handling objections effectively during sales calls is essential for turning potential challenges into opportunities for conversion. Sales representatives can build trust and credibility by actively listening to the concerns of potential customers, empathizing with their situation, and providing clear, targeted responses.


Embracing objections as a chance to further clarify the value of your product or service enhances customer satisfaction and increases the likelihood of closing a sale. Ultimately, mastering the art of objection handling equips sales professionals with the tools necessary to navigate complex sales landscapes confidently and successfully.

Frequently Asked Questions

How do you deal with objections in cold calling?

You can address objections in cold calling by actively listening to the customer's concerns, understanding the queries, and solving their problems.

Are objections a sign that the customer isn’t interested?

Customers can get confused and sometimes need clarification about products and services. However, that does not mean they aren't interested in your products. It's your (sales rep)  job to make them understand by providing efficient information.

How to handle not interested customers?

You can handle uninterested customers by giving proper information about the product details, like price, features, and benefits, and make them understand. By interacting politely and sharing positive experiences, we can convince customers to purchase products.

Latest Posts

From the blog

The latest news, technologies, and resources from our team.

Gain Insights, Lead the Change

Delve into our blog for tips and strategies to maximize efficiency. Start reading, and stay ahead.

International Number

Get International Numbers

Copyright © 2024 Calilio