Working as a cold caller, appointment setter or sales development representative will eventually lead you to face different kinds of objections from prospects. Getting objections is normal during the sales process. They act as barriers to a successful close. Objections can be one of the most frustrating aspects of the job, but when handled properly they could be an opportunity for a successful close.

Despite the frustration you might experience, objections are also an opportunity to use your expertise to guide the prospect through different options and help them overcome their resistance to change. In order to handle objections like a pro, you have to start by becoming familiar with common objections and be prepared with strategies or solutions. These measures help in avoiding knowledge gaps and being caught off guard, wondering what to say and the prospect will perceive this right away. Preparation is the key to confidence and to avoid your sales call to quickly turn cold.

Also, be aware that even if you research and have different solutions for objections, you might find one or another that is not on your list. Try to be as flexible as possible to adapt as fast as you can so you can give a solid answer to your prospect. Ok, but how do you overcome the frustration and turn it into positive positioning?

There are numerous ways to address objections and to help you figure it out we have looked for the five common B2B objections and how to handle them. This will give you tools to turn those objections into opportunities.



1. Authority objection

Objection: “I have to speak to my boss”


This is a very common objection. If there are multiple decision-makers, the prospect will try to pass on the responsibility to someone else.


How to handle this objection?


Even though the prospect you are calling is not the decision maker, that person might be the one who connects you to the final decision maker. So politely reply this:


“Of course I understand, but let me ask you something: Is obtaining their approval the only thing preventing us from working together?”


(If YES then you have to options)


  • Will you have time to chat with them before we speak tomorrow at 2:30 p.m.?
  • That’s great! Do you think you can share their contact information so that I reach out to them?

Whether you choose the first or second option, the objective is to involve the final decision maker into the sales process. If you can do this, you will have more chances in setting up an appointment or closing the deal.



2. Need objection

Objection: “We are all set” or “We already use something similar”


This is a common and possibly the hardest objection you will get, because it revolves around the service or product you are trying to sell.


How to handle this objection?


Since the prospect is confident about the product or service they are using, you can try to learn more about it or talk about your special pricing or additional services. You could try something like this:


  • I understand. Let me ask you a question: the next time you need this, are you the ideal person to talk to?
  • Got it. But maybe you will find it helpful to know about our special pricing and the additional services we provide. (include what makes you stand out).

As we told you this is a hard one so try to gain as much as you can when dealing with this objection. Remember that handling objections is different from asking questions, or probing, in this case.



3. Timing objection

Objection: “It’s not the right time” or “Please call me back in one month”


When you run into this objection the chances of the prospect buying from you are slim. However, in sales, you can take advantage and try to take something, even an opportunity to add a contact to a future follow up.


How to handle this objection?


Since it’s a tricky objection, all your efforts should focus on understanding their reason for delaying the decision. Try to reply something like:


  • Would you be interested in our product or service if it were a different time?
  • Got Is there anything else influencing your decision than timing?

4. Budget objection

Objection: “There is not room in the budget for this”


The budget objection is a classic and when you run into this barrier you might even hear the prospect asking for a discount or just hanging up because they are not interested.


How to handle this objection?


You won’t have many tactics to overcome this objection so try using something like:


“And besides the budget, what else would stop you from moving forward today?”


If the budget continues to be the only thing stopping them from doing business with you, ask them when they set their budget for the upcoming year so that you can reach them out before that date. Also, if you can and your company allows it, provide the prospect with a temporary credit to test out your product or service.



5. Interest objection

Objection: “We are not interested”


When the prospect says this objection to you is because there might really not be interested or there is a hidden reason. So use the call to understand the root of this objection.


How to handle this objection?


Since the objective is to find the principal root of the interest objection. Saying this will help you determine if your are dealing with a need objection, budget objection or if definitely the prospect is absolutely not interested:


I understand. Before we end the call, let me ask, is it because you’re satisfied with what you have, is my timing off, or do you feel like this just isn’t relevant to you?



We hope these tips in handling the common objections are useful for you and your team. Do you have any other techniques for handling objections? Please share them with us.

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