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Professional Development: How to Handle Objections in Sales Calls

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Though crucial for closing deals, sales calls have their fair share of challenges. One of the main challenges is objections. Only 2% of sales occur after the first call with a potential client. 44% of sales professionals give up after the first “no.”

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Here are 10 expert tips on how to handle objections in sales calls.  

Listen Keenly and Acknowledge

When faced with sales objections during a sales call, resist the urge to jump into defense mode. Take a moment to listen and fully understand the prospect's concerns. One of the best ways of doing this is by showing them genuine empathy and acknowledging their product or service concerns.

Say something like, "I understand that price may seem high at first glance, but...." or It's natural to have concerns about implementing a new solution. Let me address your specific questions and contract terms."

Such a response to a sales objection sets the tone for a positive conversation and builds trust with the prospect.

Find The Hidden Objection

Oftentimes, the sales objection is just the tip of the iceberg. To address the issue and move the sales process forward, you need to dig deeper to uncover the objection's underlying reason(s).

Ask clarifying questions like, Can you elaborate on what you mean by "too expensive" or "What specific concerns do you have about the implementation process and the contract terms."

By actively listening and asking probing questions, you will identify the root cause of the sales objection and respond appropriately.

Ensure you include it in your brand's common sales objections list to help other sales reps respond. Training new sales reps on handling the most common sales objections will also increase your team's sales conversion rate.

Reframe the Objection Into An Opportunity

Instead of viewing the sales objections as roadblocks, consider it a valuable opportunity to learn more about your target customers' needs and expectations.

This shift in perspective will help you and other sales reps solve common sales objectives well.

You can reframe the objection by saying something like, "Your price concern shows you're financially responsible. Let me explain how our solution can actually help you save money in the long run."

Focus on the Value, Not Just the Features

Most common sales objections arise from sales reps focusing solely on the product or service features. While it is important to highlight the features, you should focus more on the benefits and how they directly address the customer's specific needs. Demonstrate value proposition by using quantifiable data. 

For example, if the prospect is concerned about the time required for implementation, you can say, "I understand your time is valuable. However, our solution can help you automate your processes and save you an average of 20 hours per week."

Just make sure that the data you quote is accurate and verifiable. If not, it will make the process of solving the sales objection even harder.

Offer Customized Alternatives/Solutions

A one-size-fits-all approach never works, especially when dealing with sales objections that require complex explanations.

If a customer's objections are about a specific concern or requirement not in the standard offer or product, explore the possibility of providing a customized product or service. This will demonstrate flexibility and your genuine desire to cater to their unique needs.

For example, if the prospect needs a specific feature not included in the standard package, you can say, "We understand that the standard package may not meet all your requirements. However, we can customize a solution that includes the features you need to achieve your business goals."

Leverage the Power of Social Proof

Social proof is a sure way to solve common sales objections from customers who are on the fence. It will prove that the product or service works and delivers the expected results.

You can address the sales objection by sharing testimonials from satisfied customers and recent case studies relevant to your product or service. 

digital business card can help share social proof more seamlessly by sharing links to the testimonials. Send them a link to your card via email.  Make sure the links are working to get the expected results.

It will clear their doubt and convince the customers that your offer is the best option in the market.

Something like, "Over 1,000 companies in your industry have chosen our solution and experienced significant improvements in their efficiency. Here are a few case studies you might find helpful."

Patience and Persistent Are Key

Patience and persistence are key to overcoming sales objections. Sales reps should be trained in handling common sales objections by providing evidence that the product or service works and practicing active listening, patience, and persistence. Closing deals rarely happen overnight. 

The bottom line is that you should not get discouraged if you hear "no" at first. Continue to provide helpful information, answer all questions, and address concerns patiently and persistently. Remember, the most successful salespeople are those who never give up easily.

Take A Strategic Break

Most common sales objections can be resolved by taking a break. Taking a few minutes to step away after the sales call can help you clear your head, gather your thoughts, and return to the conversation with renewed focus and a positive mindset and attitude.

This can be particularly helpful if you feel stuck or frustrated. Chances are you are doing everything right but cannot overcome sales objections because your mind is stuck or you have the wrong perspective.

Practice Makes Perfect

Like anything else in the sales or buying process, overcoming objections in sales takes time. One surest way to successfully overcome objections is by roleplaying with your colleagues, specifically sales reps. 

You should also be well versed with tools like call center software, CRMs and chatbots to ensure you are providing a great customer experience to your customers

Record yourself responding to common sales objections and use every opportunity to refine your objection handling skills. Roleplaying should be part of your common sales objection training that newly hired sales reps undergo.

Seek Feedback and Continuous Improvement

One of the skills you need to have as a sales rep is handling common objections in sales well, taking criticism positively, and seeking continuous improvement.

Understand that handling sales objections successfully is not easy and takes time. Never assume that you have reached the pinnacle of your sales skills. Continuously seek feedback from the sales team and mentors to better your objection handling skills.

Go a step further and seek feedback from satisfied customers to identify areas you can improve your objection handling skills.

Ask specific questions like, "What are some things I could have done better in that last call?" or "How could I have addressed the prospect's concerns more effectively?"

By embracing feedback and actively seeking improvement, you can overcome sales objections with a positive mindset and become a better sales rep.

Here are additional tips on how to handle objections in sales calls.  

  • Be genuine and authentic: Customers can easily detect insincerity. Be genuine in your responses and demonstrate a genuine desire to help the prospect succeed.
  • Maintain a positive attitude: When faced with sales objections, remain optimistic and confident in your product or service.
  • Don't take it personally: Objections are rarely personal attacks. Remember, the prospect is simply evaluating whether your offering is the right fit for their needs.
  • Celebrate small victories: Every successful objection handled is a step closer to closing the deal. Acknowledge your progress and celebrate small victories to stay motivated.


Most typical sales objections can be resolved by providing additional information about your product or service to a prospective buyer. 

Use your Popl digital business card to share links to your website and other online platforms that contain relevant information.

Potential customers will have all the information they need in one QR code scan or a clickable link. You can also use the digital business card to share the contact details of other relevant departments. 

Create your digital business card today. 

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