Objections are a gift. It’s the customer telling you something that will help you sell to them.

                       –Kyle Porter, CEO of SalesLoft


Buyer objections are a natural part of the sales process. Every member of your sales team should know the common objections in your market and how to respond to each of them. It will prepare them to best respond to customer objections will cut sales call time, make your reps more confident on the phone, and help close more deals.

It is your job to provide them with a guide to common customer objections! Don’t have one yet? Find out how to write a customer objection guide for your sales team, and then use these ideas to get started.

Before we get into some common B2B objections, a few tips for when you hold sales training sessions on customer objections.

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Top tips

  1. Don’t think of customer objections as scary rejections. Instead, think of them as requests for more information.

  2. Be as transparent as possible on the phone. The more prospects trust and feel comfortable with your reps, the more likely they are to share and work through roadblocks.

  3. Give away free insight. Share common customer objections with your marketing team, and ask them to write blog posts, one-pagers, or eBooks about them. This is especially helpful when numbers tell the best story – sometimes technical explanations can be tricky to explain over the phone, but if your prospects can read them at their own pace, they can digest the information more easily. Plus, free marketing materials make your business look legit.

Every prospect, no matter their level of interest, is going to have concerns that need quelling. It is important that your reps learn to recognize signs of doubt or hesitation and are able to address them transparently.

Let’s get started.

Objections early in the sales process

Objection: No need. Sales reps will often hear that prospects don’t need their product or service, so they aren’t interested.

How to respond:

  • If your reps recognize that a prospect actually doesn’t need your product, then permit them to stop wasting your time. Chances are, even if that customer does buy in the end, your reps will have spent a lot of precious time working them, and the customer likely won’t buy again.

  • If your rep really does believe in the prospect’s need for your product or service, then they should start by doing a better job describing your core benefits. Ask more questions about the customer’s needs and why they don’t think your product is included. Then, cater the value statements you make about your product based on their specific needs. Guide them to realizing they do have a gap to fill with your product without sounding pushy or abrasive.

  • Is the prospect unaware of the need you’re supposedly filling? This is a problem often felt by startups or companies who are first in their market. Spend some time giving away free advice to your prospect on your industry and product via your company’s blog and other branded resources.


Objection: Lack of authority. To qualify a lead and bring it into the pipeline, your contact must have the authority to buy.

How to respond:


Objection: They’ve never heard of you before. Often, prospects assume if you were a valid business, they would have heard of you before. Now you’ve got to calm their suspicions.

How to respond:

  • Give details about yourself, including a picture, bio, link to your LinkedIn page, and your reason for working at your company – this will make your prospect more comfortable with you.

  • Be as transparent as possible.

  • Reference your website and blog so they can check it out later and validate your company’s legitimacy.

Objections later in the sales process

Objection: Budget. This is probably the most popular objection.

How to respond:

  • Ask some responsive questions like: How do you typically budget for a project like this? Is it a budgetary concern or are you more concerned about the value you will receive?

  • Don’t undervalue your product/service and lower your prices out of desperation to make a sale. Instead, try offering a payment plan. Compare your product to the competition to show its value. Create a package offer that gives the prospect more value for their money.

  • Offer a temporary free trial to really drive the value home.


Objection: Timing. “The timing just isn’t right,” they’ll say. “Call me next quarter.” Every sales rep has heard a version of this at least a few times. Responding to timetable objections can be tricky. It typically means you aren’t a priority for them.

How to respond:

  • Emphasize the advantages of buying now as opposed to next quarter – and use numbers. How much will their ROI increase in the next 3 months if they buy now? Give them a timeline so they know how long it will take to see results. If your company has blog posts explaining these numbers, have links ready to send.

  • Lay out the time commitment they’ll need to install, set up, and use your product or service. Be transparent and helpful.

  • Dig deeper: what is their process for budget approvals? Who is involved?


Objection: Ease of use. You might think your product is easy to use because you’re an expert, but most of your prospects will have no idea. And if they don’t understand it, they won’t buy it.

How to respond:

  • If this is a common complaint, it is worth your while to create a simple video that shows and explains how your product or service is used.

  • Be extra helpful if they are having trouble understanding.

Remember, customer objections are not always rational – they are often emotional. Reps must respond to their customers’ emotional needs too.

Do you have any tips for handling customer objections? Share them with us in the comments below!

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