A man staring at his laptop which has an objection from a potential client.

How to Overcome Objections to Make A Sale

13 min read
folder icon Sales

Once you've identified your target prospects, it is sometimes difficult to get through to them regarding your product or service due to objections. Sales objections often come from busy prospects who don't understand the full value your product or service can provide to their company.

When an unknown sales person calls you to have a buying conversation about a product you just heard about, the knee jerk reaction is to brush them off or postpone the conversation. And this is true for most cases when sales people try to get in touch with new prospects.

Keeping this in mind, sales reps need to be prepared to tackle these sales objections that can take place early on in the sales cycle. There's only a couple of minutes for you to jump this hurdle before seeming too pushy with your prospect. This is why you should also be precise and first let the prospect know you respect their time. Be forthright about what you are offering in every communication, be it email, message or telephone.

Instead of trying to sell them your product or service on the first go, try and extend your communication with them and ask for a meeting to show them your product/service presentation. Then you can ease into the buying conversation, once they've understood your value.

There are some very common sales objections that all reps face from time to time. Here's some tips on how you can overcome them and cross this step in the sales cycle!

Key Takeaways:

  1. Objections are Opportunities: Instead of viewing objections as roadblocks, see them as opportunities to engage with potential customers, understand their concerns, and address them effectively.
  2. Dig Deeper: Don't settle for surface-level objections. Ask open-ended questions to uncover the root cause and gain a deeper understanding of the customer's needs and motivations.
  3. Empathy Builds Trust: Respond to objections with empathy and validation. Show genuine concern for the customer's perspective and build trust by acknowledging their concerns.
  4. Educate and Inform: Take the opportunity to educate potential customers about your product or service. Provide clear explanations, use real-life examples, and highlight the value and benefits your offering brings.
  5. Personalized Solutions: Tailor your responses to address specific concerns raised by potential customers. Avoid generic replies and offer customized solutions that directly address their pain points.
  6. Leverage Social Proof: Boost confidence and credibility by sharing success stories, testimonials, and reviews from satisfied customers who have overcome similar objections and found value in your offering.
  7. Persistence with Professionalism: Stay persistent in your pursuit, follow up appropriately, and keep the lines of communication open. Sometimes objections can be revisited and resolved later, especially if circumstances change or additional information is provided.
  8. FiveCRM's CRM System: Harness the power of FiveCRM's CRM system to streamline your sales efforts, enhance customer interactions, and overcome objections effectively. Utilize advanced features, customizable workflows, and comprehensive analytics to drive sales success.

Table of Contents:

Brushing you off

In the world of sales, objections are inevitable. They can feel like roadblocks on the path to closing a deal, but with the right strategies and mindset, you can turn objections into opportunities. One common challenge is when potential customers brush you off with objections. However, by understanding the underlying reasons and utilizing effective techniques, you can navigate through these objections and increase your chances of making a sale.

  • Dig Deeper: Uncovering the Root Cause When faced with objections that seem like a brush-off, it's essential to dig deeper. Don't settle for surface-level responses. Ask open-ended questions to uncover the real concerns and motivations behind the objection. By understanding the root cause, you can address it more effectively and offer personalized solutions that resonate with the customer's needs.

  • Empathy and Validation: Building Trust and Rapport When customers brush you off, it's crucial to respond with empathy and validation. Let them know you understand their concerns and that their opinion matters. By acknowledging their objections, you build trust and rapport, demonstrating that you genuinely care about addressing their needs and finding the right solution.

  • Educate and Inform: Offering Value and Expertise Brush-offs often occur when customers lack sufficient information or have misconceptions. Take this opportunity to educate and inform them about your product or service. Provide clear and concise explanations, highlighting the value and benefits it offers. Use real-life examples, case studies, or testimonials to reinforce your expertise and show how others have overcome similar objections.

  • Tailor Your Response: Addressing Specific Concerns To effectively counter brush-offs, tailor your responses to address the specific concerns raised. Avoid generic or scripted replies. Instead, demonstrate a deep understanding of the objection and provide customized solutions. Show how your product or service can overcome their particular pain points, address their challenges, or deliver the outcomes they desire.

  • Provide Social Proof: Boosting Confidence and Credibility When facing brush-offs, leverage social proof to build confidence and credibility. Share success stories, testimonials, or reviews from satisfied customers who had similar objections but found value in your offering. This not only helps to address doubts but also instills trust by showcasing how others have benefited from choosing your solution.

  • Persistence with Professionalism: Turning Objections into Opportunities While it's essential to respect a customer's decision, persistence with professionalism can turn objections into opportunities. Remain persistent in your pursuit, follow up appropriately, and keep the lines of communication open. Sometimes, objections that were initially brushed off can be revisited and resolved later, especially if circumstances change or further information is provided.

Don't let brush-offs discourage you. Instead, see them as opportunities to engage, understand, and provide tailored solutions. By digging deeper, showing empathy, educating customers, and leveraging social proof, you can overcome objections and guide potential customers towards making confident buying decisions. Mastering the art of overcoming objections will not only improve your sales skills but also strengthen customer relationships and drive success in your sales endeavors.

Already use a similar product/service

When potential customers express that they already use a similar product or service, it can present a challenge in the sales process. However, by strategically addressing this objection, you can successfully persuade them to consider switching to your offering. By showcasing unique value, addressing pain points, and highlighting differentiation, you can demonstrate why your product or service is worth considering.

  • Understanding Their Current Solution: Take the time to fully understand their current solution. Ask questions to uncover the limitations or gaps they may be experiencing. By gaining a deeper understanding of their pain points, you can tailor your response to address their specific needs effectively.
  • Highlighting Your Unique Value Proposition: Emphasize your unique value proposition to differentiate your offering. Clearly communicate the features and benefits that set your solution apart. Whether it's advanced functionality, better performance, cost savings, or improved customer support, highlight the advantages your solution brings to the table.
  • Showcasing Differentiating Factors: Identify and showcase the aspects that make your offering stand out. This could include exclusive features, innovative technology, industry recognition, or a track record of exceptional results. By highlighting these differentiating factors, you can demonstrate why your solution is worth considering.
  • Providing Case Studies and Testimonials: Support your claims by providing compelling case studies and testimonials from customers who made the switch from a similar product or service. Show how their challenges were overcome, how your solution surpassed their previous experience, and the positive outcomes they achieved. Real-life success stories can inspire confidence and help potential customers envision the benefits of switching to your offering.
  • Offering a Seamless Transition Plan: Address concerns about switching by offering a seamless transition plan. Assure customers that you have a proven process to onboard new clients, transfer data, and provide support during the transition period. Emphasize the potential long-term benefits, cost savings, or productivity gains that can be realized by making the switch.
  • Providing a Competitive Pricing and ROI Analysis: Conduct a competitive pricing analysis and clearly articulate the value-for-money proposition your solution offers. Demonstrate how your offering provides a superior return on investment (ROI) through cost savings, increased efficiency, or revenue generation. Present a compelling financial case that illustrates the long-term value of switching to your product/service.

By effectively addressing their concerns and showcasing the benefits of your offering, you can position yourself as the preferred choice and win over even the most loyal customers of a competing solution.

They're Always Busy and Want to Reschedule

When your prospect is constantly procrastinating and pushing back calls or meetings with you, it could be because they're not able to say a solid 'no' to you. Many people hesitate to say 'no' outright and thus it is important to call them out on it so as to stop wasting time on the wrong prospects.

The most straightforward way to do this is to point out their lack of interest and nudge them to agree they aren't interested. You can just say that usually when someone cancels multiple times, it means they aren't interested in having this conversation with you, and if that was the case here as well.

More likely than not, the prospect will agree and you will get the nod to move on to the next prospect.

Budget issues

Many times prospects respond by saying they don't have the budget for such a product/service that you are offering. This could actually be true or maybe they just aren't ready to invest in anything new.

The first goal for the rep should be to explain the value of their product/service to the prospect and make them understand how it will help their business. This comes before trying to make a sale.

So to tackle this objection, instead of focusing on why they don't have enough funds, reps should instead say that if they aren't looking to buy right now, they could at least have a look at the presentation and understand the offering. This way if they have the funding in the future, they will keep you in consideration.

Many prospects have a knee jerk reaction of objection as a go-to response as a way to stop people unnecessarily wasting their time. If you can truly explain the value of your product/service precisely and they still say no, then it's time to move on. If a prospect objects twice, it definitely is a no and you shouldn't push them further.


Overcoming objections is a crucial skill for sales professionals aiming to drive success and close deals effectively. By understanding common objections, preparing thoughtful responses, and employing proven techniques, you can navigate through objections and build stronger relationships with potential customers.

At FiveCRM, we understand the importance of addressing objections in the sales process. Our powerful CRM system is designed to help you streamline your sales efforts, enhance customer interactions, and maximize conversions. With advanced features, customizable workflows, and comprehensive analytics, FiveCRM empowers your sales team to overcome objections with confidence and close more deals.

Our CRM system provides valuable tools to:

  • Manage customer data efficiently, enabling you to personalize interactions and tailor solutions to specific needs.
  • Track sales pipelines and monitor progress, ensuring timely follow-ups and effective objection handling.
  • Generate insightful reports and analytics, allowing you to identify patterns, optimize strategies, and continuously improve your sales performance.

Don't just take our word for it—book a free demo today and experience the power of FiveCRM firsthand. Our team will guide you through the system, showcase its features, and demonstrate how it can help you overcome objections, streamline your sales process, and achieve greater success.

Don't let objections hinder your sales journey. With the right approach, a strategic mindset, and the support of FiveCRM's CRM system, you can confidently address objections, build trust, and forge stronger connections with your customers. Empower your sales team, drive growth, and unlock your sales potential with FiveCRM.

Book your free demo now and embark on a journey towards sales excellence with FiveCRM.


1. What are objections in the sales process? Objections are concerns, hesitations, or doubts expressed by potential customers during the sales process. These objections can range from pricing concerns to questions about product features or objections based on previous experiences.

2. Why is it important to overcome objections in sales? Overcoming objections is vital in the sales process because it allows you to address customers' concerns, build trust, and provide them with the information they need to make an informed purchasing decision. Successfully addressing objections can lead to increased sales conversions and stronger customer relationships.

3. How can I prepare to overcome objections? To effectively overcome objections, it's crucial to be prepared. This includes:

  • Knowing your product or service: Understand your offering inside out, including its features, benefits, and unique selling points.
  • Anticipating common objections: Identify potential objections that customers may have and develop well-thought-out responses.
  • Practicing objection handling: Role-play objection scenarios with your team or practice responses on your own to build confidence.

4. What are some common objections in sales and how can I address them? Common objections in sales include:

  • Price-related objections: Emphasize the value and benefits your product or service offers. Provide clear explanations of how it can address the customer's needs and deliver a return on investment.
  • Competition objections: Highlight your unique differentiators and showcase the advantages your product or service has over competitors.
  • Timing objections: Address concerns by demonstrating the immediate benefits or long-term value your offering can provide. Provide examples or case studies that illustrate successful implementations.

5. How should I respond to objections during a sales conversation? When responding to objections, follow these steps:

  • Listen actively: Allow the customer to express their concerns fully and attentively.
  • Empathize and validate: Acknowledge the customer's concerns and show understanding.
  • Clarify and ask questions: Seek clarity to ensure you fully understand the objection and the underlying reasons behind it.
  • Provide relevant information: Address the objection with tailored responses, focusing on how your product or service can overcome the customer's specific concerns.
  • Offer social proof: Share testimonials, case studies, or success stories to demonstrate how others have overcome similar objections and achieved positive outcomes.

6. How can I turn objections into opportunities? View objections as opportunities to engage with customers, clarify their concerns, and provide tailored solutions. By addressing objections effectively, you can build trust, demonstrate expertise, and showcase your commitment to customer satisfaction. This can lead to a stronger relationship with the customer and an increased likelihood of making a sale.

7. Is it possible to overcome every objection? While it may not be possible to overcome every objection, addressing objections in a professional and customer-centric manner can significantly increase your chances of success. Even if you cannot completely overcome an objection, you can still leave a positive impression by demonstrating your willingness to understand and address the customer's concerns to the best of your ability.

Michael King says...

"I can’t think of a time where a client has requested something that we weren’t able to do with FiveCRM. Unlike most systems, it has a lot of flexibility."

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Managing Director, Senior Response


“Each client, and each of their campaigns, has its own unique specifications. We essentially needed to set up mini CRMs on one platform to meet those requirements.”

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Operations Director, Team Telemarketing

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