How to Handle Objection in Sales? |

You’re delivering a compelling sales pitch when your prospect raises an objection, questions the price, or doubts the product’s value. Worse, they reject your proposal right away.

In such a critical moment, how do you respond?

At first, you might feel stuck and tempted to accept the customer’s objection and move on. However, the way you handle objections can be a turning point. It can decide whether you close the deal or walk away empty-handed. 

Although facing objections can be daunting, let’s explore the proven strategies, techniques, and processes to help you address the most common sales objections and convert even the most skeptical prospects into successful deals.

What is Objection Handling? 

Objection handling is when a sales rep addresses a prospect’s concerns. Specifically, it involves resolving a prospective customer’s doubts or hesitations about a product or service.

This involves actively listening to the prospect’s concerns—whether about high costs, product fitment, or comparison with competitors. You need to provide thoughtful responses that ease their concerns.

For example, if a prospect questions the cost of your product, you could explain how it provides long-term savings compared to cheaper alternatives.

Successfully managing such objections not only helps you turn them into opportunities but also advances you toward closing the deal.

Why is Sales Objection Handling Important? 

Objection handling is essential in sales as it allows sales reps to effectively address critical customer objections, move customers forward in the sales cycle, and improve their chances of closing deals. It’s your chance to clear up doubts and show why your product or service is the right fit.
Additionally, effective objection handling:

• Clarifies value proposition: It helps the prospects understand the unique benefits of your product or service. It shows how your offering meets their needs better than competitors
• Establishes customer trust: It shows that the sales rep is willing to listen and understand their concerns. This builds trust and credibility
• Builds strong relationships: It shows the prospects that their concerns and satisfaction matter. It makes them feel heard and valued, which creates strong customer relationships and a loyal customer base

The FFF Technique of Objection Handling

Leading with empathy is imperative for a successful sales effort. Therefore, one of the best methods for handling objections in sales and customer service is the FFF technique, which stands for:

Feel
The first F is all about being understanding and empathetic. As a sales professional, you must listen to your prospects and acknowledge their feelings and concerns. Let them know you understand how they feel. This helps your prospects feel heard and builds a good rapport.

For instance, if a prospect expresses worry about the implementation time of your product, say, “I understand that the timeline is a critical factor for you.”

Felt
The second F refers to creating a feeling of relatability. Share a specific experience from your past or a story about another customer with similar concerns. This helps your prospects see that others have had this concern before and makes them feel like they’re not alone.

For instance, “Some of our customers initially worried about the time required for implementation but found that it was well worth it due to the immediate benefits they experienced.”

Found
The third F provides evidence of your product. Share how other customers in similar situations have benefited from your product. Talking about positive outcomes will help ease your customers’ concerns and move them further along in the sales process.

For example, “After implementing our solution, Company X saw a 30% increase in productivity within the first quarter.”

Using the FFF technique transforms objections into valuable interactions, helping you build trust and improve customer satisfaction. This approach ultimately leads to more successful sales efforts.

Application of the FFF technique in customer service

The FFF technique is integral in many fields, including customer service. It helps you address issues like service delays, quality, product features, and other common product-related issues.

By answering with such objections, you validate your customers’ feelings and move them toward realistic resolutions. In doing so, you turn negative experiences into positive interactions. 

As a result, the FFF technique enables you to develop better relationships with your customers.

The Steps of Objection Handling

After establishing a foundation of empathy with FFF, you can smoothly transition into the structured steps of objection handling:

The 4-step process of handling objections

This objection handling technique goes famously by the acronym LAER, which stands for:

Listen
When your prospect raises an objection, listen actively to what they say. This step shows that you are interested in and care about your prospect’s objection.

For example, if a prospect says your product is too complex, listen carefully and reflect on their concern by saying, “I hear that you find our product complex.”

Acknowledge
Once your prospect explains their concern, acknowledge the objection by repeating it to show you are on the same page. This step helps to clarify the objection and makes the prospect feel heard and understood.

For instance, “It sounds like you’re concerned about the learning curve involved.”

Explore
After acknowledging, dig deeper into their concern. Ask open-ended questions starting with words like ‘what else,’ ‘why,’ etc. This step helps you get to the root cause of the objection. 

For example, “What specific aspects of the product seem complex or intimidating to you?”

Respond
The final step is to choose the best way to respond. This may involve offering a tailored solution, recommending an alternative product or service, or sharing relevant testimonials. Once you’ve addressed the concern, check if the prospect is satisfied with the outcome. If not, investigate further and suggest the next best option. 

For example, “We offer a comprehensive training program to help ease the learning curve. Would you like more details about that?”

The four P’s of handling objection

To complement these steps, the four P’s offer additional strategies for confidently managing objections. They are:

Pause: Do not interrupt your prospective customer when an objection arises during a sales call. This shows respect and your willingness to understand the objection. For example, if a prospect interrupts with a question or concern, pause and give them the space to express their concern completely.

Probe: Ask questions to gain deeper insight into your customer’s concern. This enables you to move beyond the surface objection and uncover the real issue. For instance, “What are your main worries about the implementation process?”

Provide: Based on the specific nature of the objection, develop a thoughtful and considerate response to address the issue. Say it to your customer in a calm and respectful tone. For example, “I understand your concern about integration. But we have several case studies to show how our product seamlessly integrates with your current systems.”

Prove: Support your response with evidence, such as statistical data, case studies, and customer testimonials. This validates your response and reassures your customer of your solution’s credibility. The fourth P encourages your customer to proceed and complete the buying process. For example, “Here’s a case study showing how our product helped Company Y save 20% annually.”

The three-step strategy in objection handling

Building on these techniques, the three-step strategy provides a streamlined objection handling process to move prospects toward a positive decision.

Expect: Anticipate the most common sales objections and treat them as opportunities to know your prospects better. For example, if prospects have previously expressed concern about their budget, anticipate sales objections such as, “Our budget is too tight for this purchase.” Use this objection as a chance to explore their budget constraints and value expectations.

Prepare: List potential objections and your responses before meeting the client. Create a document with common objections and how to address them. This will help you come up with answers for a wide range of objections, including budget-related concerns.

Resolve: Ask questions to get to the core of the objection. Use your prepared answers as a guide to craft a tailored response that effectively addresses the concern.

Here’s an example of a tailored response:

Deliver this response to resolve the objection and make the prospect feel optimistic about the purchase.

Implementing objection handling in your sales process

Now that you have a solid grasp of various objection handling techniques, it’s crucial to implement them within your team effectively. One way to ensure your team is well-equipped is through comprehensive training and practical exercises.

Using training videos with practical examples helps your team understand and internalize objection handling techniques in real-world scenarios. However, training alone isn’t enough. To embed these strategies into your sales process, you need tools to facilitate ongoing practice and integration.

This is where comes into play. for Sales Team is designed to streamline every aspect of the sales cycle. It enables sales professionals to manage tasks seamlessly, create reports and dashboards, manage pipelines, set up automation for effective follow-ups, and more. With its suite of features and sales plan templates, allows your team to incorporate objection handling techniques directly into your sales workflow.

offers customizable templates tailored to your objection-handling needs, helping your team respond more effectively. Here are some of them: 

’ Customer Needs Analysis Template lets you understand and study your customer’s needs, pain points, and concerns. Use this template to manage client expectations and improve customer experience and satisfaction.

For example, based on the analysis, you can assign clients with particular objections to team members who specialize in handling them, leading to a smoother and more satisfactory resolution.

’s Knowledge Base Template allows you to create a repository of resources that your sales team can refer to. Use it to store a comprehensive list of common sales objections and protocols for handling them. Maintaining such a knowledge base facilitates consistent and efficient objection handling and ensures your sales team meets sales OKRs every time.

Effective best practices for objection handling

After exploring sales enablement tools and templates, let’s go through a few best practices for objection handling, such as:

Anticipating sales objections: When you go into a sales call expecting objections, you feel more prepared to deal with them. Thus, it is a good idea to be aware of the common sales objections and ways to resolve them before starting a sales conversation with a prospect.

Asking follow-up questions: Whenever you feel stuck after an objection, asking follow-up questions is good practice. This keeps the conversation rolling and gives you the information and time you need to turn the sale around.

Leveraging social proof: Social proof validates your solution and assures the customer of the effectiveness of your product/service. Share testimonials or stories of customers who have had similar objections as the prospect and have benefited from your offerings.

Setting specific dates and times: When your prospects need more time to deliberate, give them the space to weigh their options. However, stay in touch and set up specific dates and times to follow up to keep the sales process moving.

Using a customer survey: Customer surveys help you determine how well your solution meets customer needs. Use tools like ’s Customer Satisfaction Survey Template to gather feedback on customer satisfaction with your products and services. Analyze this feedback to gain insights into improving the customer-centricity of your offerings and handling objections better in future sales interactions.

Common Types of Sales Objections and Ways to Handle Them

Most sales objections fall into four broad categories. Let’s examine each type and explore how sales reps can handle it.

1. Lack of trust

This sales objection arises when prospects have never heard of your company. Establishing trust in such a scenario can be difficult and may take time.

It’s essential to prepare a compelling sales pitch that delves into the value of your products/services, emphasizes your company’s strength in the market, provides case studies and customer testimonials, and delivers it with conviction.

2. Lack of need

This sales objection arises when prospects don’t know how your product or service fits their current situation. 

Turn this objection into an opportunity by delving deep into their current challenges and uncovering any underlying needs. If there’s a fit, clearly show how your product addresses these specific issues and highlight its unique value.

3. Lack of urgency

This sales objection arises when prospects feel that your product/service is not a priority to them right now. Assess whether this is due to a genuine timing issue or a reluctance to engage. Ask probing questions and listen carefully to your prospects’ responses. If the current timing is the issue, schedule a follow-up conversation with them later to revisit the opportunity. 

4. Lack of budget

This sales objection arises when the prospects find your product too expensive. Address this by highlighting the return on investment (ROI) and the long-term benefits of your offering. Show how your product’s value and savings can outweigh the initial expense.

Common Sales Objection Examples and Techniques to Respond 

Let’s understand some common sales objections and explore techniques for overcoming them. 

Concerns about the competition

When prospects are using a competitor’s product or service, they could have concerns such as: 

• I am already working with Competitor X
• I am happy with Competitor Y
• I am locked into a contract with Competitor Z

To address these concerns, gauge their satisfaction with their current solution on a scale of 1 to 10. If their satisfaction level is less than 10, explore why. Identify any unmet needs of your prospects, demonstrate how your offering can uniquely fulfill those needs, and work towards increasing their satisfaction.

Objections about price and budget

These common objections involve scenarios where prospective customers say something like:

• Your product is too expensive
• We have exhausted our budget for this year
• I need to use that budget for something else

To address these objections, acknowledge your prospects’ issues and discuss how your products can add value and benefit them in the long run. 

Overcoming objections about need and fit

When your prospects have objections about need and fit, they may say something like: 

• I need help with Z, not X
• I doubt how your products could help me
• Product Y is just a fad

To handle these objections, ask clarifying questions to understand your prospects’ needs and align your sales pitch accordingly to showcase the value of your products. Also, share customer data and testimonials to assure prospects that your products have been helpful and carry value over time. 

Handling sales objections about authority or ability to buy

Objections about authority or ability to buy involve scenarios where prospects say something like:

• I don’t have authorization to sign off on this purchase
• I can’t sell product X internally
• I need to consult with other decision-makers

To handle these objections, ask your prospects about the right person to speak to. Additionally, ask your prospects about the objections they anticipate and help them prepare a pitch they can deliver to their team or other decision-makers to sway the deal in your favor. 

Objection Handling Challenges and How to Address Them

During a sales call, there is a high chance you may encounter some tough objection-handling challenges. Let’s understand what they are and how you can address them. 

Dealing with a hard ‘no’

When a prospect says ‘no,’ figure out whether it’s a ‘not now’ objection or a genuine, hard ‘no.’ Ask clarifying questions to understand what no means.

If it’s a ‘not now’ objection, schedule a follow-up with the prospect. However, if it’s a hard ‘no,’ acknowledge and respect that prospect’s decision and move on to other prospects. 

Understanding when it’s time to move on

As a sales professional, it’s important to remind yourself that you cannot win everyone over. So, recognizing when to end a sales pitch or call can be challenging.

Despite your efforts, it’s time to move on if the prospect is blatantly disinterested or there’s a fundamental mismatch between the prospect’s need and your offerings. Gracefully end the conversation and move on to more promising opportunities. 

Handle Sales Objections Effectively with

Successful objection handling requires the art of active listening, empathizing, paraphrasing, and responding thoughtfully and with conviction. To hone your sales objection handling skills and increase the odds of closing sales, use productivity tools that streamline processes and enhance efficiency.

With tools like , you can effectively improve sales management, organize your sales pipeline, and become more customer-oriented. helps your team focus on addressing objections and closing deals more efficiently.

To handle objections smoothly and close deals efficiently, sign up with today! 

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