24 Sales Objections and How to Respond
Explore 24 common objections and how you can handle them
Every salesperson knows that sinking feeling you get when an objection suddenly derails a great pitch.
But here’s the truth: Sales objections don’t mean the deal is dead. In fact, they’re just part of the game. And they’re a sign that your prospect is still engaged.
The best salespeople know how to turn objections into conversations – and conversations into conversions.
That’s why objection handling is one of the most important skills in sales, and we’re going to explore 24 common objections and how you can handle them.
What is objection handling, and why does it matter?
Objection handling is the art of turning a “no” into “tell me more”.
It means tackling concerns – whether about pricing, timing, or trust – without sounding defensive or pushy.
Good salespeople don’t see objections as dealbreakers. Rather, they’re about finding common ground without forcing a deal.
Why does this matter?
Because objections show interest. When a prospect raises a concern, it means they’re still listening. Handle it well, and you build trust, answer doubts, and move the deal forward. Ignore it, and you risk leaving money on the table.
Simple as that.
How to handle objections
You don’t need to memorize a hundred techniques and tactics to overcome objections. The most successful frameworks follow a few simple steps: listen, understand, respond, and confirm (which, coincidentally enough, is an actual framework).
Here are a few popular frameworks for handling objections.
LURC
- Listen – Let them talk. Interrupting can be an instant deal killer.
- Understand – Ask clarifying questions (preferably open-ended) to get to the real issue.
- Respond – Validate concerns and address them with a clear solution (or next steps to get to a solution).
- Confirm – Make sure they’re satisfied and ready to move forward.
LAER
- Listen – Give them a chance to speak fully before jumping in.
- Acknowledge – Show them you hear what they’re saying about their pain points and doubts.
- Explore – Dig deeper with polite questions to make sure you understand everything correctly.
- Respond – Tailor your respond to what matters most to them.
LAARC
- Listen – Allow them to speak what’s on their mind to the best of their ability.
- Acknowledge – Validate their concern so they feel heard.
- Assess – Decide if it’s a brush-off (and there’s no reason to continue) or a real concern that you can address.
- Respond – Present a solution that directly addresses their concern.
- Confirm – Make sure they’re happy with the solution.
Whichever you follow, in practice, all these approaches and models boil down to the same core steps:
- Hear them out
- Figure out what’s really bothering them
- Respond in a way that satisfies them and leads them further into their buying journey.
At the end of the day, the best approach for overcoming objections is one that you can execute smoothly without turning the conversation into a debate.
Important note: The responses in this guide assume that you’re speaking with qualified, high-intent leads who have a strong chance of converting. If a lead isn’t a good fit or has low buying intent, then even the best objection handling won’t change the outcome – they probably won’t buy.
Objections about budget & pricing
When a prospect pushes back on price, it’s rarely just about the number.
“Too expensive” doesn’t always mean they can’t afford it. It can mean they don’t see the value yet.
Your job isn’t to slash prices. It’s to show why your offer is worth the cost. Ask the right questions to figure out if it’s a cash-flow issue, a priority problem, or just hesitation. Then, respond accordingly.
“It’s too expensive.”
Response: Compared to what? If we’re looking at upfront cost alone, there are cheaper options. But if we look at [X benefit – time saved, revenue gained, problem solved], our customers usually find they make back their investment in [timeframe]. Would it help if I showed you a breakdown of how others have justified the cost?
Why it works: This response shifts the conversation from cost to value. By asking, “Compared to what?” you prompt them to explain their concern, allowing you to reframe the discussion.
“We don’t have the budget.”
Response: I get that. Budgets are tight everywhere. But just so I understand, is this an issue of timing the expense, or this isn’t a priority for your team right now? If it’s timing, we can look at flexible payment options. If it’s priorities, let’s talk about what matters most to you and how this might fit.
Why it works: Instead of accepting a blanket “no,” you’re teasing out the real issue. If it’s timing, you can discuss payment options or following up at a later date. If it’s priorities, you can reposition the product to align with their goals.
“I’m not sure about committing to a long-term deal.”
Response: Sure, nobody wants to be locked into something that doesn’t work for them. The reason we offer longer terms is because our customers see results over time. But what specifically concerns you? Flexibility? Let’s see if we can find a structure that works for you.
Why it works: This keeps the door open for negotiation without immediately giving up on the contract length. By asking about their concern, you get to the real hesitation – fear of commitment, cash flow issues, or uncertainty about results.
“Can you give us a discount?”
Response: Sure, nobody wants to be locked into something that doesn’t work for them. The reason we offer longer terms is because our customers see results over time. But what specifically concerns you? Flexibility? Let’s see if we can find a structure that works for you.
Why it works: Instead of discounting the price right away, this steers the conversation toward restructuring the deal. It protects margins while making the offer more appealing.
Objections about need and relevance
If a prospect doesn’t see the need for your product, it usually means one of two things: They don’t fully understand how it can help, or they don’t think their problem is big enough to be a priority right now.
Either way, your goal isn’t to force interest. It’s to ask questions to uncover gaps they might not have considered and to connect your solution to something they care about.
“Not interested.”
Response: Got it – before I go, can I ask what’s working so well for you that you don’t see a need for change? If things ever shift, I’d love to be your backup plan.
Why it works: This lowers the pressure while keeping the door open. If they answer, you might find an opportunity to highlight a gap they hadn’t noticed. If they don’t answer, you at least leave a positive impression for future outreach.
“It didn’t work for us the last time we tried a similar solution.”
Response: I hear you. A lot of our customers felt the same way after bad experiences with other solutions. Out of curiosity, what went wrong last time? If I can show you how we do things differently, would you be open to learning more?
Why it works: Instead of defending your product, this validates their frustration and invites them to share details. Once you know what went wrong before, you can position your product as a better alternative.
“We’re good for now, thanks.”
Response: That’s great to hear! Out of curiosity, what’s been working well for you? If anything ever changes or you want a fresh perspective, I’d be happy to chat more.
Why it works: This one is very similar to “not interested,” so a similar response turns a dead-end objection into a chance to gather intel. You might uncover gaps they hadn’t thought about, and at the very least, you keep the conversation open for the future.
“We don’t need this right now.”
Response: I get that. Timing is everything. Just so I understand, what would have to change in your business for this to be worth a conversation?
Why it works: This flips the script and makes them define the conditions under which they would be interested, which can reveal a potential follow-up opportunity.
“Dealing with [the issue] isn’t a priority.”
Response: Fair enough. But just to check, if [problem] suddenly became urgent, maybe if it started costing more time or money, would you want a plan in place? If so, I can share a quick rundown so you’re ready when the time comes.
Why it works: This gets them thinking about worst-case scenarios, making them more open to conversation about how your solution could be a safety net.
“You don’t have [feature].”
Response: That’s a fair point. Some of our customers felt the same way at first, but they found that [workaround/alternative feature/integration with our partner’s app] actually solved the same issue in a different way. Want to see how that could work for you?
Why it works: Instead of dismissing their concern, this acknowledges it and offers a different perspective. If they’re open to alternatives, you might still be able to close the deal.
“We have unique needs.”
Response: Honestly, I love talking to companies with unique needs. What’s the one thing that makes your setup different? If we can handle that, would it be worth discussing?
Why it works: This turns their hesitation into an opportunity for them to explain their pain points and gives you a chance to tailor your pitch and prove your product can work for them.
Objections about timing
When a prospect brings up timing, it often means they’re not fully convinced or don’t see an immediate reason to act. Instead of taking this at face value, your job is to find out why now isn’t the right time and plant the idea that waiting could cost them more than acting now.
Timing objections aren’t necessarily rejections. They’re often just hesitation in disguise.
“Now’s not a good time to invest in something new.”
Response: I hear you. Just so I understand, what’s making this a bad time? What’s holding you back?
Why it works: Instead of just accepting the delay, this gets them to think critically about their own timing and share their reasons for hesitating. If they can’t come up with a solid reason, they might realize there’s no real need to wait. If they do have a reason, you get valuable insight that helps you follow up more effectively.
“Now’s not a good time, I’m too busy right now.”
Response: I get it. It sounds like you’ve got a lot on your plate, and I don’t want to waste your time. I can give you the key points in two minutes. If it sounds interesting, I’ll send more details, and if not, we’ll leave it there. Sound good?
Bonus if they’re actually too busy: Totally understand. I can send over a quick summary so you can check it out when it’s convenient. What’s the best way to get it to you?
Why it works: It respects their time while giving them a low-effort way to engage. The two-minute pitch keeps things pressure-free, and the backup plan makes sure the conversation isn’t lost completely.
“Email me in X months.”
Response: Happy to do that! Just so I send something useful when I follow up, what’s most important to you when looking at solutions like this?
Why it works: This keeps the conversation going instead of letting it die in a vague follow-up. If they engage, you might find a selling point that sparks their interest in more contact before that future date.
“I have to think about it.”
Response: Totally fair. Just so I understand, are there specific concerns or details you’re weighing right now? I can send over info that might help with your decision.
Why it works: This turns a vague stall into a chance to uncover the real reason for hesitation – such as budget, internal approval, competing priorities – so you can address it directly instead of waiting around.
Objections about trust and credibility
Trust is everything in sales. If a prospect doesn’t believe in your company, they won’t believe in your product.
When trust-related objections come up, your goal isn’t to argue. It’s to reassure.
A little confidence, social proof, and transparency can go a long way in easing a lead’s concerns.
“It’s the first time I’ve heard of your company.”
Response: That makes sense! We’re not a household name like [big competitor], but we work with companies like [relevant customer names] who were looking for a better solution. I’m happy to share how we stack up and why they chose us.
Why it works: This normalizes their concern, subtly positions you as an underdog with real results, and shifts the focus to what actually matters: how you can help them.
“Your company has a bad review.”
Response: I understand. I would be suspicious too. We read feedback from our customers closely, and we’ve already fixed that issue (or we’re actively working on it). I’d be happy to share more details and address your concerns.
Why it works: This keeps the conversation honest and proactive. It reassures the prospect that you take their concerns seriously and opens the door for a constructive conversation.
“Your company is too new.”
Response: “We get that a lot, and honestly, it’s one of our biggest strengths. We’re not tied to outdated processes, which means we’re more agile and focused on innovation. Plus, companies like [customer name] have already seen great results with us. Happy to share more about that.”
Why it works: It flips the objection into a selling point, showing that being new means your company is adaptable, cutting-edge, and customer-focused. It also brings in social proof to ease concerns.
Objections about decision-making
This type of objection is often a mix of logistical concerns and underlying doubts.
If someone says they need to consult with someone else at their company before deciding, they might actually be stalling.
If they say they aren’t ready, it could mean they’re waiting for a better deal or just avoiding risk. The key is to explore and offer a path forward.
“I’ll have to ask [person with authority] first.”
Response: Of course! I want to make sure they have all the info they need. Would it make sense for us to set up a quick call with them? That way, I can answer any questions directly and save you from having to relay everything.
Why it works: This shifts the conversation from a delay tactic to an action step. If the decision-maker truly needs to be involved, getting them on a call will speed up the process. If the prospect is just hesitant, their reaction will tell you whether they’re actually interested or just brushing you off.
“I’m not ready to commit.”
Response: What’s holding you back? If it’s a timing or budget concern, we might have some options to make this work better for you.
Why it works: People rarely admit the real reason they’re hesitant upfront. This response invites them to open up and gives you a chance to address their concerns directly instead of letting the conversation fizzle.
“We don’t have people to manage this.”
Response: That makes sense. Nobody wants extra work. That’s why we designed [product/service] to be as hands-off as possible. I can walk you through how it can fit into your current setup without adding more work.
Why it works: This shifts the focus from the customer’s current limitations to how the product actually solves their issue. People don’t want more work, and showing that your solution saves time (instead of adding effort) helps ease their hesitation.
Objections about competition
When a prospect brings up a competitor, it’s a good sign. They already see value in your type of solution.
Your challenge is to position your product as the better choice without bashing the competition.
Or if your buyers already work with your competitor, they won’t switch unless there’s a compelling reason. You’ll need to uncover what’s missing in their current solution and highlight the key advantages of yours.
“We already work with [competitor].”
Response: That’s great! [Competitor] is a solid option. Out of curiosity, is there anything you wish was better about it? A lot of our customers switched to our solution because they wanted [key differentiator]. I’d be happy to see what more we can do for you, too.
Why it works: This keeps the conversation open and positive while inviting them to share their frustrations. Many prospects won’t admit upfront that they’re unhappy with a competitor, but if you ask the right questions, they might reveal a gap that your product can fill.
“We’re locked into a contract right now.”
Response: I totally get that. Some of our customers were in the same spot but found that the benefits of switching early outweighed waiting it out. If it makes sense, I can walk you through how they handled it and what options might work for you.
Why it works: Long-term contracts can feel like roadblocks, but they aren’t always. This response shows that others have navigated the same situation and found switching worthwhile. If the prospect is genuinely interested, they might be open to discussing potential ways to transition.
“[Competitor] is cheaper.”
Response: Yes, [competitor] is cheaper, but they don’t offer [key differentiator]. Do you use an additional app to cover that? Can I tell you how [this feature] brings more value to our clients? Or I can show you exactly how that can play out for you.
Why it works: This response shifts the conversation away from pure pricing and toward what the customer actually gets for their money (value). If they see a clear advantage, price becomes less of a sticking point.
