How to Overcome an Objection in Sales – Handling Buyer Resistance

Sales would be easy if every prospect said “yes” right away.

But in reality, objections are part of the game.

Regardless of the fact whether it’s price concerns, trust issues, or simple hesitation, learning how to overcome an objection in sales is what separates average reps from top performers.

The key isn’t to bulldoze through objections—it’s to understand them, address them with empathy, and guide the buyer toward a confident decision.

In this insightful post, we’ll break down the most common sales objections, why they happen, and the best ways to handle them. By the end, you’ll have a playbook for turning “I’m not sure” into “Let’s do this.”

Why Buyers Object (It’s Not Always About Price)

Before jumping into tactics, let’s understand why objections happen in the first place. Most resistance falls into a few categories:

1. Lack of Trust

• "How do I know this will work for me?"
• "I’ve never heard of your company before."

Buyers won’t commit if they don’t trust you or your solution.

2. Fear of Change

• "We’re used to doing things a certain way."
• "Switching sounds like a hassle."

People naturally resist change, even if the current way isn’t ideal.

3. Budget Concerns

• "It’s too expensive."
• "I’m not sure the ROI is there."

Price is the most common objection, but it’s often a smokescreen for other hesitations.

4. Perceived Risk

• "What if it doesn’t work?"
• "I don’t want to make the wrong decision."

Buyers are afraid of wasting time, money, or effort on something that might fail.

5. No Urgency

• "We’re not ready yet."
• "Let’s revisit this next quarter."

If they don’t see immediate value, they’ll delay the decision indefinitely.

Understanding the real reason behind an objection helps you respond effectively. Now, let’s get into the strategies.

The Best Ways to Overcome an Objection in Sales

1. Listen First, Respond Second

Most sales reps jump into problem-solving mode too fast. Instead:

• Pause and let the buyer fully explain their concern.
• Repeat it back to confirm understanding ("So what I’m hearing is…").
• Ask follow-up questions to dig deeper ("What specifically about the pricing feels off to you?").

This builds trust and often reveals the true objection hiding beneath the surface.

2. Reframe the Objection

Instead of arguing, shift their perspective.

Example for price objections:

• Buyer: "This costs more than we expected."
• You: "I completely get that. Many of our customers felt the same way at first, but they found that [specific benefit] actually saved them money in [timeframe]. Would it help if I walked through how that works?"

Example for "I need to think about it":

• Buyer: "I need to discuss this with my team."
• You: "That makes sense. What part of the proposal do you think might need the most clarification when you present it to them?"

Reframing turns objections into conversations.

3. Use Social Proof

People trust peers more than sales pitches. When facing skepticism:

• Share case studies from similar clients.
• Offer testimonials or quick video references.
• Mention well-known customers (if applicable).

Example:
"Totally fair to be cautious. [Similar Company] had the same concern, but after using [Feature], they saw [Result]. Would it help to connect you with their team for a quick chat?"

4. Break Down the Cost

If price is the hurdle, make the investment feel smaller:

• Show monthly cost instead of annual.
• Compare to what they’re currently spending (or losing).
• Highlight ROI with concrete numbers.

Example:
*"At 500/month,that’sabout500/month,that’sabout16 a day—less than what most teams spend on coffee. But based on your current [pain point], this could save you [X hours/$X] per week. Does that math align with what you’re seeing?"*

5. Create Urgency (Without Being Pushy)

For "Let’s wait" objections, tie action to a real consequence:

• "What happens if you delay this decision by 3 months?"
• "Many of our clients wish they’d started sooner because [specific missed opportunity]."

Avoid fake scarcity ("This offer expires Friday!"). Instead, focus on real risks of inaction.

6. Trial Close Questions

After addressing an objection, test the waters with:

• "Does that make sense, or is there another concern?"
• "If we could solve [specific objection], would you be ready to move forward?"

This keeps the conversation moving and uncovers hidden hesitations.

Handling 5 Common Sales Objections (Word-for-Word Scripts)

Let’s take the most frequent objections and apply the tactics above.

1. "It’s Too Expensive."

Bad Response: "Actually, it’s competitively priced!" (Feels defensive.)
Better Approach:

• "I appreciate you bringing that up. Budget’s always important. Just to clarify, is it the total cost that’s the hurdle, or are you unsure about the ROI?"
• Then, reframe: "Totally fair. When [Customer X] first saw the price, they paused too—until they realized it replaced [3 tools they were paying for]. Would it help to walk through how that might work for you?"

2. "We’re Happy With Our Current Provider."

Bad Response: "But we’re way better than them!" (Sounds desperate.)
Better Approach:

• "That’s great to hear! What do you love most about working with them?" (Listen for weaknesses.)
• Then, pivot: "Makes sense. A lot of our customers switched because they needed [specific gap your solution fills]. Would you be open to a quick comparison?"

3. "I Need to Think About It."

Bad Response: "What’s there to think about?" (Too aggressive.)
Better Approach:

• "Of course—this is a big decision. What part of the proposal needs the most clarity?"
• If they’re vague: "Got it. Sometimes when clients say that, they’re weighing [common concern]. Is that the case here?"

4. "This Isn’t a Priority Right Now."

Bad Response: "You’re missing out!" (Too salesy.)
Better Approach:

• "I understand. Out of curiosity, what is the top priority for your team this quarter?"
• Then, connect the dots: "Interesting. When [Customer Y] focused on [their priority], they used [Your Solution] to [specific outcome]. Want to see how that could apply here?"

5. "Your Product Doesn’t Do [X]."

Bad Response: "Actually, it does!" (Misses the real issue.)
Better Approach:

• "That’s a great point. Can you tell me more about how you’d use [X] in your workflow?"
• Then, solve the real problem: "Got it. While we don’t do [X] exactly, many clients use [Alternative Feature] to achieve [same outcome]. Would that work for your needs?"

Advanced Tactics for Tough Objections

1. The "Feel-Felt-Found" Technique

A classic but effective way to empathize and reframe:

• "I understand how you feel. Others have felt the same way. What they found was [benefit]."

Example:
"I get why you’d feel hesitant about the onboarding process. Many clients felt the same way. What they found was that our team handles 90% of the setup, so it’s actually seamless."

2. Preempting Objections

Bring up common concerns before the buyer does:

• "Some clients worry about [X], but here’s how we handle it…"
  This builds credibility and disarms resistance early.

3. The "Takeaway" Close

If they’re stuck on one issue, gently remove the option:

• "It sounds like [X] is a dealbreaker. Maybe we’re not the right fit, and that’s okay."
  Often, they’ll backtrack ("Wait, it’s not that bad…"), revealing what really matters.

What Not to Do When Handling Objections

Arguing

• "You’re wrong about that." → Makes them defensive.

Overpromising

• "We can do anything you need!" → Sets unrealistic expectations.

Ignoring the Objection

• "Anyway, as I was saying…" → Shows you’re not listening.

Rushing the Response

• Jumping in too fast → Misses the real issue.

Practice Makes Perfect

The best way to get better at overcoming objections? Role-play.

• Have teammates throw common objections at you.
• Record your sales calls and review how you handled resistance.
• Steal phrases from top performers on your team.

Objections Are Hidden Opportunities

Every objection is a chance to build trust, clarify value, and guide the buyer closer to a decision. Instead of fearing resistance, see it as a sign they’re engaged—just not convinced yet.

Now, the next time a prospect says, "I’m not sure…", you’ll know exactly how to overcome an objection in sales—without sounding pushy or scripted.

So, which objection do you face most often? Try these tactics today and watch your close rates climb.