Objection Handling: 17 Common Objections and Techniques

Objection handling is a normal part of the sales process and knowing how to appropriately handle customer concerns is an absolute must. Knowing how to uphold a positive sales interaction while also addressing the concerns and pushing the deal forward is a learned skill.

In our beginner-friendly guide, we’ll tell you everything you need to know about how to handle objections, including what they are, how and why they manifest, how to handle them, and 17 of the most common objections reps face. 

What Is a Sales Objection?

A sales objection is a point of contention for buyers that can prevent a successful sale. Objections are concerns, issues, or other types of pushback that a seller then should manage through objection handling. 

What Is Objection Handling?

Objection handling is the way in which sales reps handle customer concerns and pushback. The goal is for the rep to address their concerns in a way that pushes the sale forward (as opposed to accepting the objection and losing the sale). 

Why is objection handling important? 

Objection handling is important because unaddressed sales objections often lead to a lost deal. The longer sellers wait to address objections, the more difficult it becomes to overcome. It’s also important because it helps you build rapport and trust with the potential buyer, which also boosts your reputation as a successful, trustworthy sales rep. 

Once you build your objection handling skills, you’ll be able to close more deals, increase revenue, and boost client satisfaction rates. 

Objection Handling in Different Industries

At its core, objection handling is the same in every industry: adequately addressing the concerns of a buyer to close a deal. Still, there are some nuances worth considering for various industries, from B2B sales to real estate and retail. Here’s what objection handling can look like in different industries.

Objection handling in sales

When you think about objection handling in sales, it’s likely that a few common objections come to mind. For example, a buyer’s budget constraints frequently crop up in sales conversations. Perhaps your solution is outside of their budget and they don’t have the adequate resources to move forward. One of the best ways to handle objections regarding budget is by quantifying the return on investment (ROI). In other words, how can you show the overall financial value of the product or service you’re selling? 

Another common situation with regard to objection handling in sales revolves around the decision-making process. For example, maybe the buyer faces red tape or certain bureaucratic difficulties that could postpone or even slow the decision-making process to a stop. Or perhaps they need internal approval from various stakeholders before they move forward. Complex or lengthy buying cycles can translate to having to wait on a plethora of stakeholders. The best thing to do here is simply to address their concerns and make sure the process is clear. 

With B2B sales, competition often emerges as a sales objection. The solution you’re selling might have a shiny-looking alternative. In this case, you’ll want to emphasize how your product or service stands out from the crowd. 

Objection handling in real estate 

Objection handling in real estate is similar because buyers have similar concerns. For example, some of the similar objections include concerns over price and competition. A potential buyer might like the property but it falls outside their budget. 

If that’s the case, the seller can highlight whatever amenities or features the property has. Another option is providing the buyer with more information about financing options or, if there’s room for negotiation, suggesting that. 

Competition is another concern for objection handling in real estate. Properties can be so versatile and chances are, your client might be interested in multiple properties. If they find a cheaper alternative, sellers can address this by illuminating what makes their property unique, be it the long-term value, and special features or amenities. 

Other common objections in real estate include things like:

• The buyer says they need to sell their property before making a purchase 
• They’re unsure about the location 
• The buyer thinks the property needs “too much” work

Retail sales objections

In retail settings, there are a few common objections to consider and prepare for. One of the most common, similarly to other industries, is price. Maybe the buyer thinks the item is too costly. To combat price objections, one way is to shed light on the item’s benefits and value. 

Another common retail objection is item quality. Customers are often worried about product quality and if it’ll last. To mitigate this type of objection — depending on your specific business — you can offer warranties or guarantees that make the customer feel more comfortable making a purchase.

Not needing a certain product is another objection sellers in retail should prepare for. A potential buyer might not feel the need to purchase the item. In this case, sellers can create a sense of urgency by providing special discounts, promotions, or other deals to ease the customer’s burden.

4 Great Techniques to Handle Objections

There are plenty of useful techniques and best practices for handling objections. Here are four great techniques you can employ to successfully handle objections.

1. The SPIN selling method

One of the most common methods for handling objections is SPIN selling. This framework helps reps better understand the customer through the acronym “SPIN” which stands for:

• Situation, or the buyer’s current situation
• Problem, AKA the specific pain points or issues the customer experiences 
• Implications, which refer to specific consequences of not addressing the customer’s issues
• Need-payoff, AKA how your solution will help the buyer

SPIN selling is helpful in handling objections because it paints a very clear picture of the potential buyer, their situation, and their needs and desires so you can make more informed decisions about how to address their concerns. 

2. Active listening

A little active listening goes a long way, especially when it comes to objection handling. Sales reps can leverage active listening by honing in on whatever pain points and concerns the client has without interrupting. That’s key. Even though you might be tempted to cut them off and address whatever their objection is, resist the urge and wait until they’re finished speaking. 

It’s a good idea to paraphrase the person’s objection back to them just to make sure you’ve understood them correctly. Then, you can ask more questions to get to the bottom of it and best address their concern.

3. The ‘Feel Felt Found’ technique

The “Feel Felt Found” method is a way for sales reps to handle objections while also building a good rapport with the prospect. “Feel,” “Felt,” and “Found” actually refer to the steps of this framework. It works like this. 

You’ll start with “Feel” by validating and acknowledging the person’s feelings and concerns. With “Felt,” the idea is to open up by relating a similar experience. For example, you might share an anecdote about how another client (or other clients, plural) has experienced the same thing and how they overcame it. Finally, “Found” positions your product or service as a solution to your prospect’s problem. 

It’s a tried-and-true technique that works wonders for objection handling. 

4. The Boomerang technique 

Last but not least, the boomerang technique is a method where you flip the objection back on the buyer. Start by fully listening to the customer’s concerns. Then, flip their concern into a reason they should move forward with the purchase. 

One of the most common examples relates to cost and budget. So, if a customer says, “Well, I just really can’t afford to buy it right now,” then the boomerang technique would flip their concern and prompt the buyer to say something like, “Sure, but can you afford not to buy it?” This makes the customer consider the solution’s benefits and value, especially with regard to how it can solve their issue.

17 Common Sales Objections

One common pitfall inexperienced sales reps make is waiting until objections crop up before preparing to address them. A better practice would be to plan and prep for common objections so you can handle them right away. To do so, here are 17 of the most common sales objections. 

Budget-related objections 

Perhaps the most common type of objection is budget-related objections. That includes concerns over the solution’s cost, and the buyer’s budget and financial resources. 

For example, some of the most common price-related objections include statements like:

• “I just can’t afford [your product or solution]”
• “It’s too expensive”
• “I’ve seen much cheaper options elsewhere”
• “I’m waiting until it goes on sale” 

Handling price-related objectives usually involves highlighting the benefits and sheer value of the product or service and showing the customer how it’ll help them specifically. Frameworks like value selling often work really well here.

Personal sales objections

With personal sales objections, the buyer’s concerns are more closely related to personal problems or preconceived notions. For example, personal objections can include statements such as: 

• “I’m just not interested” 
• “I’ve had a bad experience with [similar products or services]”
• “Sorry, but I don’t make the decisions” 
• “I don’t trust [your company or brand]”
• “I just don’t know if this is the right choice”
• “I need to think about it”

Because personal sales objections are so versatile, the way reps handle these objections can vary wildly. For example, if someone says they’ve had a bad experience with a similar product or competitor, the sales rep might highlight what makes their solution stand out from others. However, if the buyer says they don’t trust your brand or company, you might want to ask more questions, listen, and build rapport, emphasizing the importance of transparency.

Objections about the product or service

Many objections are directly related to the solution you’re selling, be it a product or service. Solution-related objections include statements like:

• “I’m worried about the quality of [your product or service]”
• “I just don’t need [your product or service]”
• “I’m already satisfied with my current situation”
• “[Specific product feature] isn’t important to me”

One worthwhile way to handle objections related to the solution you’re selling is to highlight the product or service’s value and benefits over specs. How would your solution benefit the buyer?

Technical objections 

Of course, technical objections are also really common. For example, salespeople might hear technical objections like: 

• “This is way too complicated” 
• “[Your product] doesn’t integrate with the systems we have now”
• “I could never learn how to use this”

Sales reps can handle technical objections by asking clarifying questions to get to the root of the issue before making assumptions. This can help get rid of any unconscious bias and help the rep best address the concern. 

How to Handle Objections with Yoodli

Learning how to handle objections with grace can be tricky. In fact, objection handling is one of the most challenging skills to pick up for new reps. Luckily, using a tool such as Yoodli can ease the burden. 

Yoodli is an online sales coach that leans on generative AI to provide teams with realistic sales roleplays using simulated conversation. Plus, top brands like Korn Ferry, Dale Carnegie, and Google have already used Yoodli to boost seller attainment and decrease ramp. 

It has a smooth, easy-to-use interface that reps can intuitively navigate and offers admin personalization for sales enablement leaders. Company leaders can make Yoodli their own by using their own specific methodology and use cases to optimize its capabilities, from pitch coaching to manager training and more. Its enterprise-grade privacy — which includes SOC 2 Type 2, GDPR, and more — is another component admin love. 

Objection handling with Yoodli’s sales roleplays

Sales teams can use Yoodli to practice objection handling in real-world situations when they spark up a conversation with an AI-generated partner. Reps can practice in familiar environments cold calling or customer discovery calls without risking losing customers or deals. Because these simulated conversations are so realistic, reps can go back and forth in conversation to handle objections, just the way a human would, as Yoodli takes on your customer persona.

On top of that, as a virtual sales coach, Yoodli provides reps with specific, actionable feedback based on how they handle objections.  

But you don’t have to take our word for it. Google Cloud recently tapped into Yoodli to get over 15,000 sales reps certified and up to speed. The case study was so successful that Google expanded its partnership with Yoodli to other enablement programs. 

Get started for free to see exactly how you can use Yoodli to practice effective objection handling and more at https://yoodli.ai/.

The Bottom Line

Knowing how to handle objections effectively is a must for any sales rep. Objections are a normal part of the selling process and knowing how to properly address them is essential for sales success. 

No matter what your current skill level is, Yoodli can boost your abilities and your confidence as a sales rep with at-scale sales training and implementation. 

Sources

• HubSpot: “Objection Handling: 44 Common Sales Objections & How to Respond.”
• Follow-Up Boss: “The top 12 real estate objections + scripts for every situation.”
• LinkedIn: “How To Use The Feel Felt Found Method.”
• Salesforce: “7 Winning Steps for Effective Objection Handling.”