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How to handle objections in sales calls? [Strategies & Examples]

Victoire Leveilley
March 18, 2024
Remote Works

What are objections in sales calls?

Understanding objections in sales calls is crucial for anyone looking to master the art of selling.

If you’re a salesperson, you may find yourself in this situation: you’re right in the middle of your sales pitch, going through your sales call script, confident and poised. Suddenly, your prospect throws a curveball your way—a classic objection.

Sales calls objections are the concerns or hesitations potential customers express during a sales conversation. They could range from pricing issues to doubts about the product's suitability. 

But here's the thing: objections aren't obstacles; they're opportunities. They provide valuable insights into your prospect's mindset and offer a chance to address their concerns effectively.

In this article, we'll delve into the ins and outs of handling objections in sales calls, equipping you with the strategies and techniques to navigate these challenges.

4 steps to handle objections during sales calls

When objections arise during sales calls, it's essential to address them effectively to keep the conversation moving forward and ultimately close the deal.

Here are four key steps to handle objections with finesse:

Step #1: Active listening

The first step in handling objections is to listen actively to the prospect's concerns without interrupting or dismissing them. Pay close attention to their words, tone, and body language to fully understand their perspective and the underlying reasons behind their objections.

Step #2: Be empathetic, clarify and validate the prospect's concerns

Demonstrate empathy by acknowledging and validating the prospect's concerns. You should clarify any misunderstandings and ensure that you have a clear understanding of their objections before proceeding. 

By showing genuine empathy and understanding, you can build trust and rapport with the prospect. It will make it easier to address their objections effectively.

Step #3: Provide solutions to overcome the objection

Once you've identified the prospect's objections, it's time to provide solutions to address them. Utilize various forms of evidence and persuasion techniques to support your solutions, including:

  • Social Proof: Share testimonials, reviews, or success stories from satisfied customers who have overcome similar objections and achieved positive results
  • Data: Present relevant data or statistics that demonstrate the effectiveness and value of your offering
  • Case Studies: Provide detailed case studies or examples of how your solution has helped other clients
  • Studies: Reference industry studies or research findings that support the efficacy of your solution
  • Product demo: convince your prospect showing your solution in action

You can use various forms of evidence and persuasion techniques to support your solutions, including leveraging technology like Claap.

Claap offers innovative features:

These features enable sales teams to catalog objections, access relevant data and resources, and collaborate effectively to devise winning strategies.

Discover Claap’s features with a 14-day free trial (no credit card required, including all premium features).

Step #4: Secure commitment

Finally, once you've addressed the prospect's objections and provided compelling solutions, it's crucial to confirm their commitment to moving forward with the deal.

Ensure that the prospect is satisfied with one of your proposed solutions and guide them towards confirming the continuation of the deal. Then, you’ll encourage them to express their agreement verbally or through a formal agreement. Don't forget to make it clear what the next steps are.

Find all of our sales call tips here.

5 most common types of sales objections and how to handle them

  1. Prospect says they lack of budget
  2. Prospect says they don’t need your product/service
  3. Prospect says they already work with a competitor
  4. Prospect says they don’t know you
  5. Prospect says they don’t need your solution right now

1. Prospect says they lack of budget 

What is the objection? [+Examples]

Your prospect may cite a lack of budget as a reason for not moving forward with a purchase. It's often a sign that they perceive your product or service as too expensive or not essential enough to justify the expenditure. It can also be a convenient excuse not to go further in the discussion with you.

Here are some common signs that a prospect may express regarding their budget concerns:

  • Direct Statement: "I'm sorry, but we just don't have the budget for this right now."; “We don’t have the money.”; “It’s too expensive for us.”
  • Comparative Pricing: "Your offer seems a bit pricey compared to other options we've looked at."
  • Delay Tactics: "Can we revisit this when our budget situation improves?"
  • Seeking Discounts: "Is there any way you could offer a lower price to fit within our budget constraints?"
  • Hesitation in Decision-making: "We need to crunch the numbers and see if we can afford this."

How to handle the objection during a sales call?

First, begin by acknowledging the prospect's concern and expressing empathy. Let them know that you understand budget constraints are a common challenge. They must feel comfortable.

Then, shift the focus from the price to the value your product or service provides. Outline the benefits and ROI they can expect to receive by investing in your solution. Emphasize how your offering can help them save time, money, or resources in the long run.

Explore flexible payment plans or financing options to accommodate your prospect budget limitations. It may be easier for them to accept your offer if you break down the cost into smaller, more manageable payments. You can also offer a trial period to demonstrate the value of your solution before committing to a larger investment.

If appropriate, try to negotiate with your prospect, without compromising on the value of your offering. Be transparent about what aspects of the deal are negotiable and work to find a mutually beneficial solution.

Remember: it's not always about lowering the price but rather demonstrating the value and helping the prospect see the long-term benefits of your solution.

2. Prospect says they don’t need your product/service

What is the objection? [+Examples]

If your prospect expresses that they don't need your product or service, it indicates that they may not fully understand its value or relevance to their needs. Here are some examples of what your prospects might say to you in this case:

  • Lack of Relevance: "I don't think this aligns with our current priorities."
  • Existing Solutions: "We're already using a similar solution that meets our needs."
  • Minimal Interest: "I appreciate the offer, but I don't see how it would benefit us."
  • Budget Allocation: "We've allocated our budget to other initiatives at the moment."
  • Skepticism: "I'm not convinced that this would solve our problem."

How to handle the objection during a sales call?

To handle this objection, start by asking probing questions to uncover the prospect's pain points and challenges. You’ll gain a deeper understanding of their current situation and better understand how to address their needs more effectively than their current solution.

Highlight the unique features and benefits of your offering that directly address the pain points you identified. Your pitch should be customized to align with their needs and objectives.

If that's still not enough, share industry insights, trends, or case studies to demonstrate the value and effectiveness of your solution. Using real-life examples to illustrate how similar businesses have benefited from your solution may help your prospect to project.

3. Prospect says they already work with a competitor

What is the objection? [+Examples]

During the sales call, a prospect can reveal to you that they are already working with a competitor. Even worse for you, they might tell you they're satisfied with their current solution or have established relationships that they are reluctant to disrupt. Here are some signs to spot:

  • Direct Statement: "We're currently partnered with [Competitor X] for [similar product/service]."
  • Positive Feedback for Competitors: "We've been quite pleased with the results we're getting from our current provider."
  • Long-term Relationship: "We've been working with [Competitor X] for several years now."
  • Lack of Interest in Alternatives: "We're ok with what we have now and not really looking to change anything”

How to handle the objection during a sales call?

First, don’t forget to show respect for their decision and demonstrate understanding of their loyalty to their current provider.

Then, you’ll be able to highlight the unique features, benefits, and value proposition of your product or service. Showcase how your solution can address their specific pain points.

Try to identify any unmet needs or pain points that the prospect may be experiencing with their current partner. Then, you should insist on how your offering provides additional benefits and is a solution to these challenges.

If your prospect isn't ready to make an immediate investment to switch solutions, offer them a free trial of your product. By proposing a low-risk trial or pilot program, you give them an opportunity to compare your solution directly with their current provider.

4. Prospect says they don’t know you

What is the objection? [+Examples]

If you're new to the business, not everyone knows you nor your solution, including your prospects. During the call, they may even express a lack of familiarity or trust in your brand. You'll understand it pretty quickly:

  • Lack of Recognition: "I'm not familiar with your company."
  • Limited Knowledge: "I haven't heard of your product/service before."
  • Skepticism: "I'm not sure if I can trust a new provider."
  • Preference for Established Brands: "We usually stick with companies we know and trust."
  • Questioning Credibility: "How do I know your solution will deliver as promised?"

How to handle the objection during a sales call?

If your prospect doesn't know you, the first thing to do is to introduce yourself and your company in a confident way. Highlight any relevant industry experience, certifications, awards, or partnerships that demonstrate your credibility and expertise.

Then, you’ll want to provide examples of how your solution has helped other clients achieve their goals or overcome similar challenges. Using social proof elements will help you gain credibility. You can share case studies, testimonials, or success stories that illustrate the value and effectiveness of your product.

Today, everyone loves numbers and graphics. Don’t forget to use relevant statistics that support the effectiveness and reliability of your solution. They could include:

  • Customer satisfaction ratings;
  • Industry benchmarks;
  • Augmentation of sales or margin;
  • Cost reduction;
  • Independent reviews from trusted sources…

Finally, demonstrate your willingness to go above and beyond to earn your prospect’s trust. Trust is earned over time through consistent communication, reliability, and a genuine commitment to delivering value

Prospect says they don’t need your solution right now

What is the objection? [+Examples]

Your prospect may express that they don't need your solution at the moment. They may not perceive an immediate need or urgency for your offering.

  • Lack of Urgency: "We're not in a rush to make a decision on this right now."
  • Future Consideration: "We'll keep your offer in mind for future reference, but it's not a priority at the moment."
  • Current Focus Elsewhere: "We have other priorities to address first before considering a solution like yours."
  • Limited Resources: "We're currently stretched thin and don't have the bandwidth to implement a new solution at this time."
  • Skepticism: "We're not convinced that now is the right time to invest in this."

How to handle the objection during a sales call?

The first step in handling this objection is to understand your prospect's current priorities and challenges. To do so, ask open-ended questions to uncover their pain points and objectives.

After doing your homework, you need to create urgency for your prospect. Highlight the potential risks and consequences of delaying action on their challenges or not addressing them promptly. They must understand that waiting represents a loss of earnings. Then, you’ll be able to position your solution as a timely and strategic investment.

If the problem lies in the timing, offer flexible timing options for implementing your solution. Another idea is to propose phased implementation or a timeline that aligns with the prospect's schedule and availability.

Finally, showcase how your solution can deliver immediate benefits or solve pressing problems for the prospect. Focus on tangible results and quick wins they can expect to achieve.


You now understand how to effectively handle objections during sales calls and increase your chances of closing deals successfully. 

With the assistance of tools like Claap, your sales teams can take their objection-handling skills to the next level, achieving greater efficiency and ultimately, success.

Claap is an all-in-one video platform supercharging your sales meetings and fostering improved collaboration within your company, featuring:

  1. Meeting recordings with audio and video transcriptions;
  2. AI-generated notes and summaries according to a desired template;
  3. All-in-one video platform to store your sales videos and collaborate with your teams;
  4. Turn customer calls into insights;
  5. Screen and webcam recording.

Claap will help you at every stage of your sales process, from prospecting to closing deals.

Start for free

Try Claap now