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Selling a product or service can be a challenging task, especially when faced with objections from potential customers. Objections can range from concerns about price to questions about the product's effectiveness.

However, objections are a normal part of the sales process, and skilled salespeople know how to handle them effectively. One way to overcome objections is to ask the right questions that address the customer's concerns and help build trust.

Here we have 20 sales objection handling questions that can help you navigate objections and close more deals. These questions are designed to help you understand the customer's perspective, build rapport, and offer solutions that address their concerns.

With these questions in your sales toolkit, you can confidently handle objections and increase your sales success.

20 Common sales objections with responses

Here are 20 Common sales objections with responses.

1."It's too expensive."

Price objections are the most common objection raised even by prospects who have every intention of buying. Be careful - as soon as you start focusing on price as a selling point, you end up being the middleman of the deal. Instead, go back to product value.

Example of handling "I would like to describe the [product] features and how it can help solve the [potential problem] problem you shared with me."

2. "There is no money."

It could be that the prospect's company simply isn't big enough or isn't currently making enough money to pay for a product like yours. Watch them grow and see how you can help the prospect get to a place where your offering is a good fit for their business.

Example of handling "I understand. Let me explain our other offers that may better fit your current growth rate and budget."

3. "We have no budget left for this year."

This is where your customer tells you they have cash flow issues. But if there is an urgent problem, it must be solved eventually. Either help your prospect secure a lead budget so they can buy now, or continue while they wait for the money to come back.

Example handling "Let's schedule a follow-up call while you wait for the money to come back. When do you think that will happen?" .

4. "We need to use this budget elsewhere."

Potential clients sometimes try to reserve resources for other purposes. Your job is to make your product/service a priority that deserves an immediate budget. Share case studies of similar companies that saved money, increased efficiency or had a huge ROI.

Example of handling "We had a customer who had a similar problem, but by buying [the product], he was actually able to increase his ROI and allocate some of his new revenue to other parts of the budget."

5. "I don't want to be bound by a contract."

A prospect with real need and interest who refuses time-based contract terms is usually hesitant for cash flow reasons. Fortunately, there are solutions for you—see if you can offer monthly or quarterly payments instead of requiring a year or more commitment up front.

Example of handling "Understood. Let's talk about some different contract terms and payment

schedules that I can offer you. Maybe those would be more appropriate."

Sales promotions to the competition

6. "We are already working with [Vendor X]."

A potential client who already works with a competitor can be a gift. They already understood the need and found a solution; much of the training you would otherwise be responsible for has already been completed. You can spend time doing the one thing you should be putting off with a prospect who hasn't yet identified their pain - talking about your product.

Just because a prospect works with a competitor doesn't mean they're happy with them. Research the relationship and pay particular attention to complaints that could be addressed with your product.

Example of handling "Why did you choose [vendor]? What works well?" What isn't? Let me explain how [the product] is different."

7. "I am bound by contract with a competitor."

Perhaps the easiest sentence to deal with is a competitor objection phrased in a way that conveys the prospect's opinion. feeling trapped. See if you can offer a creative discount to offset the costs of early contract termination or demonstrate a return on investment that offsets sunk costs.

Of course, the prospect might choose an overly negative sentence. Ask about their relationship with the competitor to find out if they are really satisfied or looking to switch suppliers.

Example of handling "How is your relationship with [competitor]? Perhaps I can offer a discount to offset the cost of switching to work for us."

8. "I can get a cheaper version of your product elsewhere."

Figure out what you're dealing with here. Are you in a competitive situation and a potential company is playing against a competitor to increase your discounts? Or do you feel that a similar, cheaper product can do everything they need?

If it's the former, give your biggest discount and highlight the features that make your product great. Leave when asked to come down. In the second scenario, take advantage of the comparison. Emphasize the differences and emphasize overall value, not cost.

Example of handling "What differentiates [the product] from another option? What gives you the most value and support?"

9. "I am satisfied with [competitor X]."

What if your chance is lucky? The same strategy still applies - find out why they believe their relationship with your competitor is beneficial and identify weak points where your product could perform better.

Example of handling “That's great. What parts of the product or relationship are you most satisfied with?I'd like to learn more and see how we compare."

10. "Competitor X is making [a false] claim about your product”

You look confident and collected, while your competitor looks desperate and unsure. If your choices are still uncertain, he will ask another question. At this point you can give more background to your objections.

Example of handling "We manufacture our products in Canada, not Thailand. I have a map of our factories and distribution channels if you want to see it." Sales objections to authority or ability to purchase

11. "I am not authorized to sign for this purchase."

No problem. Ask the prospect about the right person to talk to, and then direct your call to them.

Example of handling "Who is the right person to talk to about this purchase? Can you direct me to them?"

12. "I can't sell it inside."

Well, your chance may not be able to, but you can. After all, you sell your product every day. Ask your prospect what objections they anticipate and help them prepare the business for your product. Check with Marketing if you have any collateral you can use on behalf of your prospect.

Example of handling "What objections do you have in mind? Can I help you prepare the business when you talk to the decision makers? I may have some helpful materials to share."

13. "[The financial buyer] is not convinced."

If you've already addressed objection #12 by offering inside sales consulting and training and your prospects can't break through, it may be time to walk away. While it's heartbreaking to turn away a potential prospect who's on your side and can't convince the superiors, it's also a waste of time to upset someone who will never see the value in your product.

Example of handling "That's a shame. If anything changes, please contact me. I'll be happy to help you get into your team."

14 . "We are belittled / bought."

This rarely happens, but when it does, there's usually nothing you can do. If the company no longer exists, there is no contract. Help nurture relationships professionally so that when your prospect finds a new gig, they're more likely to start a conversation about new business again.

Example of handling "Thank you for your time and for talking with me about this product. Please contact me if you need [product or service]."

15. "There's too much going on right now."

Ask your prospect to define their competing priorities for you. If they can't, it's probably an aberration and you should tell them exactly why they don't want to be associated with you. If they can give specific answers, don't bother.

Follow up by setting a meeting time and sending helpful resources in the meantime to stay on the prospect's radar.

Example of Handling "I see. What are your competing priorities?" I'd like to schedule a follow-up call when your calendar is empty."

16. "I'm hearing from a buying group."

Buying groups allow independent businesses to work together and buy from vendors together—usually to get a much better price than they could secure on their own. If your business is not a potential customer in your supplier, probably not interested, after all you can't offer them the same discount for buying in bulk.

Answer this objection by looking at their member details. Once you learn more, you can decide if this opportunity makes financial sense for you to work with - and if you have the opportunity to become a supplier on their purchasing team.

Example of handling "Are there any restrictions on who you can buy from? What price are you currently getting? Which companies are in your buying coalition?"

Sales Claims About Need and Suitability

17. "I've never heard of your company."

Treat this objection as a request for information. Don't give a lift, just give a quick summary of your value proposition.

Example of handling "We are a company that sells advertising space on behalf of publishers like us. I would like to discuss your revenue model with you and see if we can help."

18. "We are doing well in area X."

If you hear this objection, ask a few more clarifying questions and elaborate a bit.

Example of handling “What are your goals? How much progress has been made?"

19. "We don't have that business pain."

This objection is often made as a brush or because prospects haven't yet realized they have a specific problem. And while you may eventually. find that they don't really need your product, don't take this objection lightly.

Example of handling “What solutions are you currently using for this aspect of your business?”

20. "Thing X is not important now."

Sometimes a simple "Oh?" is enough to get your prospect talking. For real reasons, listen carefully that necessity is a low priority compared to vanity. Remember that making excuses can be a sign that your prospect realizes they have a problem and is trying to justify their inaction. Take advantage of this and instill a sense of urgency.

Example of handling “Tell me more about it. What are your current priorities?”


Overcoming objections is a crucial skill for salespeople, and asking the right questions can make all the difference. The 20 sales objection handling questions we have shared in this article are just a starting point. As a sales professional, you should continue to refine your questioning skills and adapt them to different situations and customer personalities.

Remember that objections are not necessarily roadblocks, but opportunities to build trust and offer solutions. By asking the right questions and listening to your customers' concerns, you can overcome objections and close more deals.

So next time you encounter an objection, don't panic. Instead, take a deep breath, ask the right questions, and confidently guide your customer towards a successful sale.


Here are answers to some frequently asked questions for your help.

What are sales objections?

Sales objections are reasons or concerns raised by a potential customer as to why they may not be interested in purchasing a product or service.

Why do potential customers raise objections?

Potential customers raise objections because they have questions, concerns, or doubts about the product or service being offered. They may not understand how the product or service works, they may not see the value in it, or they may not be convinced that it's the right fit for their needs.

How can I respond to sales objections effectively?

Responding to sales objections effectively involves listening to the customer's concerns, empathizing with their perspective, and addressing their concerns with relevant information or solutions.

It's important to focus on the benefits and value of the product or service and to tailor your response to the specific objection being raised.

How can I handle sales objections effectively?

You can handle sales objections effectively by acknowledging the objection, understanding the prospect's concern, and offering a solution or response that addresses their specific issue.

It's important to remain calm, professional, and respectful throughout the process, and to avoid getting defensive or argumentative.

How can I prevent sales objections before they arise?

You can prevent sales objections before they arise by understanding your prospect's needs and concerns upfront and addressing them proactively in your sales pitch.

It's important to listen actively, ask questions, and tailor your approach to meet the specific needs of each prospect. Building trust and establishing a positive relationship with the prospect can also help prevent objections from arising.

How can I use objections to my advantage in sales?

You can use objections to your advantage in sales by viewing them as an opportunity to further understand your prospect's needs and concerns, and to position your product or service as the best solution to address those concerns.

By listening actively, addressing objections effectively, and building trust and rapport with the prospect, you can turn objections into a positive opportunity to close the sale.

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Xoxoday Compass Team