How to Handle Sales Objections Like a Pro

"It's too expensive."

"We're happy with our current solution."

"I need to think about it."

Sound familiar?

Objections kill deals. But they don't have to.

Here's how to handle objections like a pro and close more deals.

The Truth About Objections

Most objections aren't real.

They're smoke screens for the real concern.

Objection: "It's too expensive."

Real concern: "I don't see enough value to justify the price."

Your job: uncover the REAL objection.

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The 4-Step Objection Handling Framework

Step 1: Listen (Don't Interrupt)

Let them finish. Don't jump in with a rebuttal.

Step 2: Acknowledge (Show Empathy)

Validate their concern.

"I totally understand. Price is an important consideration."

Why it works: Defuses tension. Shows you're listening.

Step 3: Clarify (Dig Deeper)

Ask a question to uncover the real objection.

"Can I ask—what specifically feels expensive? Is it the upfront cost, or the ongoing investment?"

Why it works: Gets to the root issue.

Step 4: Respond (Address the Real Concern)

Now you can respond effectively.

"Got it. Let me show you how our clients typically see ROI within 6 months, which makes the investment more than pay for itself."

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The 10 Most Common Objections (+ How to Handle Them)

Objection 1: "It's too expensive."

Real concern: Don't see the value

"I understand cost is a concern. Can I ask—if we could show you a clear ROI within [X months], would that change how you think about the investment?"

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Objection 2: "We're happy with our current solution."

Real concern: Risk of switching

"That's great to hear! What's working well with your current setup? And if you could wave a magic wand, what's one thing you'd improve?"

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Objection 3: "I need to think about it."

Real concern: Not convinced, or there's a hidden objection

"Of course. Just so I can help—what specifically would you like to think through? Is it budget, timing, or something else?"

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Objection 4: "We don't have budget right now."

Real concern: Not a priority

"I get it. When do you typically plan budgets? And if we could show clear ROI, would it make sense to revisit this in Q[X]?"

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Objection 5: "Send me some information."

Real concern: Polite brush-off

"Happy to send something over. To make sure it's relevant—what specific area are you most interested in learning about?"

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Objection 6: "I need to talk to my team/boss."

Real concern: Not the sole decision-maker

"Makes sense. Who else is involved in this decision? Would it help if I joined that conversation to answer any questions?"

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Objection 7: "This isn't a priority right now."

Real concern: No urgency

"I understand. Just curious—what would need to change for this to become a priority? And what's the cost of NOT solving this problem?"

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Objection 8: "Your competitor is cheaper."

Real concern: Price vs value

"That's good to know. Can I ask—what made you interested in us if they're cheaper? There's usually a reason, and I want to make sure we're comparing apples to apples."

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Objection 9: "We've tried something like this before and it didn't work."

Real concern: Burned by past experience

"I'm sorry to hear that. Can you share what didn't work? I want to make sure we avoid those pitfalls."

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Objection 10: "We're too busy right now."

Real concern: Implementation effort

"Totally fair. How much time do you think implementation would take? Typically, our clients are up and running in [X days/weeks] with minimal effort. Would that fit your timeline?"

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Advanced Objection Handling Techniques

Technique 1: The Boomerang

Turn the objection into a reason to buy.

Objection: "We're too small for this."

Response: "That's exactly why this makes sense. Smaller teams see results faster because there's less complexity."

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Technique 2: Feel, Felt, Found

Acknowledge, empathize, redirect.

"I understand how you feel. Many of our clients felt the same way initially. What they found was that the ROI became clear within the first 60 days."

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Technique 3: The Hypothetical Close

Test if you've addressed the objection.

"Just out of curiosity—if we could solve [objection], would you be ready to move forward?"

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When to Walk Away

Not every objection is worth fighting.

Know when to walk away. It frees you up to focus on real opportunities.

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Objection Handling Cheat Sheet

| Objection | Real Concern | Best Response |

|-----------|--------------|---------------|

| "Too expensive" | Don't see value | Discuss ROI |

| "Happy with current solution" | Risk of switching | Find pain points |

| "Need to think about it" | Hidden objection | Clarify concern |

| "No budget" | Not a priority | Explore timeline |

| "Send info" | Brush-off | Ask clarifying questions |

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The Bottom Line

Objections aren't rejections. They're opportunities.

Master the 4-step framework:

1. Listen

2. Acknowledge

3. Clarify

4. Respond

Practice these responses until they're second nature.

Need help training your team on objection handling? Let's talk.