Here are the most common sales objections and some suggested responses that are proven to keep the conversation going.
Sales Objection #1: “Email Me.”
Prospects who say “email me the details” are either busy or are not interested in making your product or service a priority.
You can respect the prospect’s time and request for information while still gathering information that can help you make the sale.
For example, offer to send the information, but first ask what information would be most helpful. This question will get them talking about what questions they have or what areas of concern they have.
You can also combine your agreement to send information via email with a request for a time when you can talk again. If possible, schedule an appointment before you get off the phone.
When all else fails, the email does give you a point of communication with the prospect. Continue to share additional, relevant content that can keep the email conversation going and the prospect engaged.
“I am happy to send that to you. What information would be most helpful to include?”
“Once I send the details, when would be a good time for us to talk again?”
“Are there any other decision makers I should include in the email?”
Sales Objection #2: “This is not what we need.”
This objection is a big one, and can be very daunting. Sometimes, it indicates this buyer might not be the right opportunity. Still, the buyer could have potential. The only way to know is to ask more questions.
Start by asking the prospect why they think they don’t need your product. What do they know about the product? What have they heard?
Once you understand the background on why the buyer has this opinion, the conversation can begin, and you can provide specific information that addresses their area of concern.
For example, you can share user stories of other buyers who had similar objections about the product and are now using it successfully.
If the prospect still says this solution is not for them, try reframing the offer to make it more manageable—a lower price, a smaller-scale solution. If they are interested in this idea, you know there is a possibility for more.
In the end, if the prospect is simply not interested, find a time to cycle back to them and move to the next.
“What have you heard about our product or service?”
“Have you ever used a product like ours in the past?”
“If there was a way to try out the product, would you be interested?
Sales Objection #3: “The price is too high.”
Price is a sensitive issue for most buyers. But cost isn’t just about dollars, so it’s essential to help your prospect understand the overall value of your solution.
Ask questions about why the prospect thinks the price is too high and learn what their price expectations were. From there, educate your prospect on why your product or service is priced the way it is, including market research and details on the competition’s pricing.
Once you have acknowledged price, steer the conversation toward value rather than dollars. Share case studies showing how buyers have generated positive ROI with your product.
If you can, provide details on the cost savings or results the prospect can expect. And don’t forget to highlight the cost of doing nothing; this is often the most compelling argument.
“Tell me more about why you think the price is too high? What were your expectations? “
“If you paid for our product, what ROI would you need to achieve and by when?
“Think about the results you are getting now. What do you estimate the cost will be if you don’t do anything?”
Sales Objection #4: “This is not a priority.”
This objection may signal that you are not talking to the right person. For example, does your contact have decision-making ability for this product or service? Are they responsible for the priority of projects in their organization?
It is best to ask that question early in the sales process. If they are not the decision-maker or person of authority, see if your prospect is willing to be an advocate that will introduce you to the people with that responsibility.
This approach lets you get in front of the decision-maker without alienating your current prospect. Together, you can work as a team to champion the product and move the sale forward.
“Are there others in your organization who make these decisions? Can you introduce me?”
“Does everyone in your company understand the value of this product/service? If not, can we do a joint presentation to decision-makers?”
Sales Objection #5: “We need (a feature).”
Many buyers think your solution would be perfect if it just did this “one thing.” But that “one thing” may not be as critical as the buyer thinks.
The best approach to this objection is to provide more information. For example, share a story or testimonial about another buyer who wanted that or a similar feature, only to find they could achieve success without it.
If the prospect insists on this feature, it’s time to dig deeper. Ask why they need that feature? What do they hope to accomplish? Is it something that can be achieved with the product as it currently exists? In many cases, the answer is yes.
If the prospect continues to insist, then talk with your product managers. Is this a feature that is in development, or could it be? If it is on your product roadmap, that may be enough to satisfy the buyer for now.
“Why is this feature so important for you right now?”
“What do you want to accomplish with this feature?
“Can we still offer value without this feature?”
“Would you be willing to be an advocate for our product development?”
Sales Objection #6: “We’re already working with your competitor.”
If you work in sales, you’ll hear this objection—a lot. The good news is that competition can be your chance to showcase the specific strengths of your product or service.
Find a feature that your competitor does not offer or doesn’t do as well as you do. Highlight the results of a buyer that uses these specific features. If possible, bring in testimonials, use cases, or other content that focus directly on that feature and the results.
Another approach is to engage the prospect in creating a comparison. Ask your prospect what results they are getting with the competitive product. Could anything be improved? Are there features they wish they had? Then use this information to formulate a response that showcases how your product or service is better.
Ultimately, there may be no opportunity to take over a competitor’s account. But the experience—and the information it generates—can provide you with valuable information that can help with future selling and product development efforts.
“What features of X’s product mean the most to you?”
“Have you used the X feature of their product? How does it work for you?
“I would like to show you how we are different.”
“In your experience with X, are there any areas that can be improved?”