What does it mean?


A prospect's challenge to or rejection of a product or service's benefits and a natural part of the sales process. Common objections often concern budget, authority, need, and timing (see BANT). How sales reps handle objections plays a big role in determining whether a prospect will buy.

Handling Objections in Sales: Strategies to Overcome Common Challenges

In sales, objections are a common challenge that sales reps face when trying to close deals. An objection is a prospect's challenge to or rejection of a product or service's benefits. Handling objections effectively can distinguish between closing a deal and losing a potential customer. This article will discuss common objections in sales and strategies to overcome them.

Common Objections in Sales

Common objections in sales can vary depending on the industry and product or service being sold. However, some objections are more prevalent than others. These include:

  1. Budget: The prospect may feel that the product or service could be more expensive or worth the investment.
  2. Authority: The prospect may need more authority to make purchasing decisions or consult with others before deciding.
  3. Need: The prospect may not see the need for the product or service or understand how it can benefit their business.
  4. Timing: The prospect may need more time to be ready to decide at the time of the sales pitch or may have other priorities.

Strategies to Overcome Objections

  1. Listen to the prospect: Listening to the prospect and understanding their objections is the first step in overcoming objections. By listening, you can identify the root cause of the objection and address it effectively.
  2. Address the objection head-on: Acknowledge and address the objection directly. Provide information or examples to show how the product or service can address the prospect's concerns.
  3. Use social proof: Social proof, such as testimonials or case studies, can effectively overcome objections. Use examples of how the product or service has helped other customers in similar situations.
  4. Ask open-ended questions: Ask the prospect open-ended questions to get more information about their objections. This can help you understand their concerns and address them effectively.
  5. Use the feel, felt, found technique: This involves acknowledging the prospect's objection, empathizing with their concerns, and then providing examples of how other customers have felt the same way before ultimately finding value in the product or service.


Objections are a natural part of the sales process and can be challenging. Common objections often concern budget, authority, need, and timing. By listening to the prospect, addressing the objection head-on, using social proof, asking open-ended questions, and using the feel, felt, found technique, sales reps can overcome objections and close more deals. Handling objections effectively is crucial to the sales process and can make the difference between success and failure.