overcoming sales objections

How to Handle Sales Objections — Strategies, Tactics & Examples

Overcoming objections in sales is more than just a skill; it’s an art. To close deals consistently, salespeople must be flexible in navigating the varied and often complex concerns raised by prospects. Effectively handling them requires a mix of practiced strategies, genuine understanding, and a tailored approach. 

This article provides insights into proven strategies, frameworks, tips, and examples to tackle objections head-on.

Strategies and Frameworks for Handling Sales Objections

Let’s begin by exploring five widely recognized strategies and frameworks and a step-by-step guide for managing sales objections:

  1. The Feel-Felt-Found Method

Originating from Zig Ziglar’s teachings, this strategy leans heavily into empathy and relatability. 

It’s a conversational technique where the salesperson first acknowledges the prospect’s concern, relates it to a similar sentiment expressed by others in the past, and then transitions into how those individuals found a resolution or benefit after using the product or service in question.


  1. Empathize: Begin by acknowledging the customer’s concern.
  2. Relate: Share a story about someone else who had a similar concern.
  3. Resolve: Describe how that individual’s concern was alleviated after choosing your solution.

Reference: Ziglar, Zig. “Secrets of Closing the Sale.” (1984).

  1. The BANT Framework

Originating from IBM’s sales training practices, BANT is an acronym for Budget, Authority, Need, and Timeline. This framework helps salespeople qualify leads by assessing these four critical areas to determine how likely and soon a deal might close.

The salesperson starts by understanding if the prospect has the Budget for the solution, moves on to identify the Authority or decision-maker, explores the genuine Need for the product or service, and finally, establishes the Timeline for purchase or implementation.


  1. Budget: Determine if the prospect has the financial capability for the solution.
  2. Authority: Identify if you’re speaking to the decision-maker or understand who that is.
  3. Need: Explore the actual requirement or pain point of the prospect.
  4. Timeline: Ascertain when the prospect intends to make a decision or implement the solution.
  1. The Sandler Pain Funnel

An integral part of the Sandler Selling System, the Pain Funnel is a systematic approach to questioning.

It aims to uncover the underlying “pain” or challenges a prospect might be facing. By asking a series of meticulously crafted questions, the salesperson can reveal deeper pain points, allowing them to align the product or service as a solution.


  1. Begin with broad questions to understand the surface-level issue.
  2. Narrow down: Dive deeper with probing questions to uncover underlying pain points.
  3. Position: Align your product or service as the remedy.

Learn more about the Pain Funnel.

  1. The Challenger Sale Method

Developed by Matthew Dixon and Brent Adamson, this approach flips the traditional sales script by challenging customers’ preconceptions and leading them toward a tailored solution.

Instead of reacting passively to the customer’s stated needs or problems, the salesperson uses their deep understanding of the customer’s industry and business to actively challenge their current approach and highlight areas of potential improvement. They then position their product or service as the ideal solution to address these gaps.


  1. Teach: Provide insights to customers about their industry or business that they might not have considered.
  2. Tailor: Customize the sales message based on the specific needs and objectives of the customer.
  3. Take Control: Lead the sales conversation confidently, guiding the customer toward recognizing the value of your solution.

Reference: Dixon, Matthew and Adamson, Brent. “The Challenger Sale: Taking Control of the Customer Conversation.” (2011).

  1. The Solution Selling Process

This approach is centered on first identifying the customer’s pain points and then tailoring the sales process to address those specific issues. The emphasis here is on understanding the problem thoroughly before proposing a solution.

Rather than leading with a product’s features and benefits, a salesperson using this method listens intently to the customer’s challenges and crafts a solution tailored to resolve those specific challenges.


  1. Diagnose: Engage the customer in discussions to thoroughly understand their challenges and needs.
  2. Design: Craft a solution based on the specific issues raised by the customer.
  3. Deliver: Present the solution in a way that shows its direct relevance to the customer’s identified pain points.

Reference: Bosworth, Michael. “Solution Selling: Creating Buyers in Difficult Selling Markets.” (1994).

Tips and Tactics for Handling Sales Objections

Sales objections can often feel discouraging. However, with the right tips and tactics, they can be turned into opportunities to lead and guide the conversation. Let’s explore some strategies and see how top-tier companies effectively utilize them.

  1. Recondition Your Perception

Instead of viewing objections as setbacks, consider them as signals that the prospect needs more information. Transition into a more educational and consultative approach, turning these moments into opportunities for deeper connection.

HubSpot has built its brand around inbound marketing, which essentially is about educating leads and prospects through valuable content. By turning potential objections into educational moments, they nurture leads, eventually converting them into paying customers. Their entire methodology supports the notion that objections are merely opportunities to inform and guide.

  1. Lean into Curiosity

Instead of becoming defensive or retreating when faced with objections, lean in with genuine curiosity. Ask open-ended questions, seeking to understand the root of the prospect’s concern.

Salesforce, a leading CRM company, has a consultative selling approach where they delve deep into their client’s needs, workflows, and pain points. Instead of pushing a generic solution, they seek to understand (and encourage their clients to articulate) specific needs and concerns, resulting in a tailored solution.

  1. Demonstrate Empathy and Patience

Always prioritize understanding and addressing customer concerns over rushing to close a sale. By demonstrating genuine empathy, you not only establish trust but also position yourself as a valuable partner, rather than just a seller.

Zappos, known for its impeccable customer service, embodies this approach. Their customer representatives spend time listening to customers, with some calls even lasting hours. This patience in understanding and addressing concerns has resulted in fiercely loyal customers and a standout brand reputation.

  1. Stay Informed and Updated

Regularly update your knowledge about industry trends, competitor offerings, and recent developments. When an objection is raised, referencing up-to-date information can help you address it authoritatively.

Apple, In its product launches and keynotes, often preempts potential objections by showcasing how their products stack up against competitors, highlighting innovations, and addressing common concerns. Their thorough presentations and detailed product comparisons show they’re ahead of potential objections, demonstrating a deep understanding of their market and audience.

  1. Utilize Silence

Use silence as a strategic tool. After addressing an objection, allow a pause. This gives the prospect space to process the information, often leading them to self-resolve their concerns or reveal deeper insights.

Oracle, in enterprise sales, often incorporates moments of silence during negotiations. By allowing clients to ponder and come to their own conclusions, Oracle ensures decisions are reached mutually, fostering trust and often leading to more favorable outcomes.

Examples of Common Sales Objections and How to Respond

  1. “It’s too expensive.”

Response: “I understand the budget is crucial. Let’s examine the ROI and potential value it can bring to your operations.”

By emphasizing long-term value over initial cost, you’re redirecting the focus from expense to investment.

  1. “I need to think about it.”

Response: “Certainly! Which aspects are you considering most?”

This not only respects their decision-making process but may also unearth hidden objections.

  1. “We’re content with our current solution.”

Response: “I respect that. May I ask what you like most about your current solution and where you see room for improvement?”

By probing deeper, you’re positioning yourself to highlight the benefits of your offering in areas where the current solution falls short.

  1. “I’ve heard mixed reviews about your product/service.”

Response: “I appreciate your transparency. Would you mind sharing the specifics so I can address them?”

Welcoming direct feedback can dissipate concerns and provide an opportunity to rectify misconceptions.

  1. “We don’t have the resources to implement your solution now.”

Response: “I comprehend the constraints. What if we explored a phased implementation, tailored to your resource availability?”

By offering flexibility, you’re showcasing adaptability and a customer-centric approach.

  1. “We’ve just invested in a different solution.”

Response: “That’s understandable. How has your experience been so far? Knowing more can help me understand if there’s any supplementary value we can offer.”

Highlighting potential complementary benefits can introduce your solution as an enhancement rather than a replacement.

  1. “Now’s not a good time.”

Response: “I respect that. Is there a specific timeline or milestone you’re working towards? I’d like to ensure we revisit this conversation at a more convenient moment.”

By respecting their timeline, you maintain the relationship and open the door for future discussions.

  1. “I’m locked into a contract with a competitor.”

Response: “Contracts can be binding, indeed. May I ask when your current contract ends? Perhaps we can discuss how our solution might fit in closer to that time.”

Demonstrating patience and forward-thinking, you keep the conversation open for the future.

  1. “I don’t see how your product aligns with our needs.”

Response: “I value your perspective. Could you share more about your specific needs so I can better highlight the relevant features or benefits?”

Encouraging the prospect to articulate their needs lets you tailor your pitch and address their specific concerns.

  1. “There’s too much change happening right now.”

Response: “Change can be challenging. How about we discuss how our solution might ease some of those transitions or provide stability in specific areas?”

Presenting your product as a solution to mitigate challenges, rather than another change, can shift the narrative positively.

Sales objections, while challenging, offer an unparalleled opportunity to engage, educate, and establish trust with potential clients. Through well-established methods, sales professionals can navigate objections with finesse. 

Moreover, by adopting expert-endorsed tactics, objections can be turned into pivotal moments of connection and understanding. In essence, mastering objections is less about overcoming resistance and more about guiding a shared journey toward mutual understanding and value realization.