How to respond to sales objections
One guide for every objection you actually hear: why the buyer says it, three answers to use, one to avoid, and a short example dialogue. Then practice it out loud with a simulated buyer.
Try a free practice callPrice and budget
- It's too expensive.“It's too expensive” is rarely about the number.
- We don't have the budget.“We don't have the budget” usually means “not a priority yet” or “I don't decide.” How to tell which, with three answers, a dialogue and a drill.
- Your competitor is cheaper.“Your competitor is cheaper” is a comparison, not a rejection.
- Is there a free version?“Is there a free version?” is a fair question, not an objection.
- Can you give me a discount?“Can you give me a discount?” is the question everyone asks at least once.
- I don't see the ROI.The buyer can't connect the price to a measurable benefit.
- I don't want an annual contract.The buyer refuses a twelve-month commitment.
- How much does it cost?The buyer asks the price before they even know what you do.
- Can we pay only for results?The buyer wants to shift all the risk onto you.
Timing and stalls
- Just send me some info.“Just send me some info” is the politest way to end a call.
- It's not the right time.“It's not the right time” rarely says when the right time is.
- Call me back in a few months.“Call me back in a few months” is a polite delay with no date.
- I don't have time right now.“I don't have time right now” should be taken literally: ask for little, fast, and propose a specific moment.
- Switching is too much work.The buyer wants your product but has no energy for the migration.
- It's not a priority right now.When a buyer says your product isn't a priority, pushing makes it worse.
- I'm busy, make it quick.The buyer gives you thirty seconds.
- It'll take too long to set up.The buyer fears weeks of configuration, data migration, and staff training.
Who decides, and how
- I need to think about it.“I need to think about it” usually hides one specific doubt the buyer hasn't said out loud.
- I need to talk to my business partner.“I need to talk to my partner” can be true or a stall.
- My team won't use it.The owner is sold, but worries their people won't adopt it.
- I'm not the decision maker.The person you're talking to can't sign.
- I want to try it first.The buyer asks for a trial before buying.
- Our IT department has to approve it.Your contact wants the product but the decision runs through IT.
Trust and risk
- I've never heard of you.“I've never heard of you” is normal when you're new.
- You're too small.The buyer is worried about depending on a two-person team.
- What if you shut down in a year?The buyer fears being stranded if your product disappears.
- Is my data safe?When a buyer asks about security they want facts, not acronyms.
- I don't trust AI.The buyer is wary of the artificial intelligence in your product.
- What if the AI gets it wrong?The buyer wants to know what happens when the artificial intelligence makes a mistake.
- We tried something similar and it didn't work.The buyer had a bad experience with a product like yours.
- Do you have customers like me?The buyer wants proof you've solved their problem for someone similar.
- How did you get my number?A blunt question that tests your honesty in the first seconds.
- What if it doesn't work?The buyer is afraid of wasting money.
Competitors and alternatives
- We already use another tool.“We already use another tool” isn't a no, it's information.
- We do it in-house.“We do it in-house” means the problem is real and someone spends time on it.
- We're locked into a contract with another vendor.The buyer is tied to another vendor and uses the contract to end the talk.
- I can just do it myself with ChatGPT.More buyers say a free AI assistant is enough.
- We're looking at other options.The buyer is comparing several products.
“We don't need it”
- We don't need it.“We don't need it” is the most honest objection and the hardest.
- It looks too complicated.The buyer sees too many features and backs off.
- You're missing a feature we need.The buyer found a gap in your product.
- We're happy with what we have.The buyer says they're fine with their current setup.
- My customers won't like it.The owner speaks for their customers and says they'd hate it.
- I'm not interested.On a cold call, “I'm not interested” comes before you've even said what you do.
- It won't work in my industry.The buyer thinks their line of work is too specific for your product.