Selling is all about communication, and one of the biggest challenges every salesperson faces is sales objections. 

Moreover, according to HubSpot, 60% of customers say no at least 4 times before they say yes. 

They’re not necessarily a “no” but often a way for the buyer to express hesitation, ask for clarity, or simply buy time.

So, why is it so important to prepare for objections before starting your outreach? 

Simple: being ready to handle objections shows confidence, builds trust, and makes your conversation flow more smoothly. 

When you’re prepared, you’re not caught off guard, and you can steer the conversation in a way that makes the buyer feel heard and understood.

But ignoring these sales objections or hoping they won’t come up is a mistake many salespeople make. And it can cost you the deal. 

Instead, you have to address potential objections head-on so that you –

• Build credibility by demonstrating expertise and understanding.
• Save time by focusing on real opportunities.
• Increase your close rate by addressing concerns before they turn into deal-breakers.

In this blog, we’ll cover 24 of the most common sales objections you’re likely to hear during your outreach. But more importantly, we’ll walk you through how to overcome each one with practical, easy-to-use responses.

PS: This blog focuses exclusively on sales objections. But as an SDR, you face many more challenges in your sales journey. Check out this Sales Challenge Survival Guide to tackle every hurdle like a pro.

Psychology behind sales objections

At their core, sales objections are the buyer’s way of expressing doubt, seeking clarity, or slowing down the decision-making process. 

They are rarely a flat-out “no”—instead, they represent a mix of emotional and logical concerns that, when addressed properly, can turn into opportunities to build trust and move the sale forward.

To handle objections effectively, it’s important to understand why they happen. 

What’s behind a buyer’s hesitation? 

This is where you have to explore both the emotional and rational factors which drive these sales objections. That way, you’ll not only respond better but also connect more meaningfully with your prospects. 

Let’s dive a little deeper –

What Objections Reveal About the Buyer

Objections are not random; they often reflect deeper concerns:

• Fear of Risk: Buyers may worry about making a costly mistake or choosing the wrong solution. This fear often manifests as questions about price, trust, or performance.
• Past Experiences: Negative experiences with similar products or services may leave buyers skeptical. Their objections are a way to protect themselves from repeating those experiences.
• Unclear Value: If a buyer doesn’t immediately see how your solution addresses their needs, their objection might be a polite way of saying, “Convince me why this matters.”

When you understand these motivations, you can tailor your responses to address the real issue—not just the surface-level objection.

The Emotional Drivers Behind Objections

Human decisions, including business ones, are deeply emotional. Even logical-sounding objections are often rooted in emotional drivers like:

Fear of Change

Change feels risky, especially if the buyer has to disrupt existing systems, train their team, or try something unfamiliar. 

Even if your solution is better, the effort required to transition can feel daunting.

Example – “We’ve been using the same process for years, and it works fine.”

Fear of Commitment

Big decisions come with pressure. Buyers may hesitate because committing time, money, or resources feels risky. They want to be sure they’re making the right choice.

Example – “I’m not ready to commit right now.”

The Rational Side of Objections

While emotions often drive the initial hesitation, logical concerns also play a big role in objections. 

These are the practical, fact-based reasons buyers push back, and they require clear, straightforward responses.

Budget Concerns

Buyers might not have the financial resources available, or they might not yet see how your solution justifies the cost.

Example – “This is out of our budget.”

Misaligned Priorities

If your solution doesn’t align with the buyer’s immediate focus, they may deprioritize the conversation.

Example – “This isn’t a priority for us right now.”

Using Psychology to Navigate Sales Objections

Now that you have an idea about the emotional and logical roots of objections, let’s see how you can use this insight in your conversation so that your response feels natural and supportive.

Empathy First

Acknowledge their concerns before jumping into a solution. When buyers feel heard, they’re 

more open to continuing the conversation.

Example – “I totally understand why you’d feel that way. Many of our clients felt the same way before seeing how this could actually simplify things for them.”

Reframe Their Concerns

Shift the buyer’s perspective by showing how their objection could actually be addressed by your solution.

Example: “I get that switching systems feels risky. But what if I showed you how this transition could reduce downtime and make things easier in the long run?”

Proactive Objection Handling

Address potential concerns before they’re raised. For instance, if you know your solution is premium-priced, talk about the added value upfront.

Example: “We’re not the cheapest option, but our clients tell us the investment pays off quickly in [specific benefits].”

Gaining insight into the psychology behind sales objections allows you to approach them with a balanced mix of empathy, logic, and preparation.

Remember, an objection isn’t a rejection—it’s an opportunity to build trust and demonstrate your value. When handled thoughtfully, objections can actually strengthen your relationship with the buyer and move the deal closer to the finish line.

How to Overcome Sales Objections

Handling sales objections is not about winning an argument—it’s about creating understanding and building trust. 

One of the most effective methods for addressing objections is Carew International’s LAER: The Bonding Process® 

As the name suggests, this structured approach is all about ‘bonding’ with your prospect and allows you to address concerns thoughtfully while keeping the conversation productive and respectful.

Here’s the framework for handling sales objections –

Listen

The first step is to truly hear what the prospect is saying. When an objection comes up, resist the urge to jump in with a solution.

 Instead, give them your full attention and let them express their concern completely. This not only helps you understand their perspective but also shows that you value their input.

Example:

Prospect: “This seems too expensive for us right now.”

You: “I hear you. Let’s dig into that.”

Acknowledge

After listening, acknowledge their concern. This step is crucial for building rapport and showing empathy. 

Acknowledging doesn’t mean you agree, but it reassures the prospect that their feelings or thoughts are valid.

Example:

“I understand why the cost might feel like a big hurdle, especially if budgets are tight right now.”

Explore

Next, dive deeper to learn the root cause of their objection. 

Asking open-ended questions can help clarify what’s behind their hesitation. This step helps you gather the information you need to address the concern effectively.

Example:

“Can I ask what kind of return you’d expect from an investment like this? Or are there other priorities competing for your budget right now?”

Respond

Now that you fully understand the objection, respond with a tailored solution. 

This is where you provide clarity, alleviate concerns, or reframe the conversation to focus on value. Always tie your response back to the prospect’s specific needs or goals.

Example:

“I appreciate that cost is a concern. Many of our clients initially felt the same, but they found that the ROI within the first six months made it a worthwhile investment. Let’s look at some examples together to see if it might work for you.”

But why the LAER framework works?

Simple – it prioritizes empathy and understanding over defensiveness or pressure.

Using this framework, you can –

• Build trust by showing you’re genuinely interested in their perspective.
• Stay in control of the conversation without overwhelming the prospect.
• Address the real objection, not just the surface-level concern.

This framework lets you turn objections into opportunities to strengthen your relationship with the buyer. 

When handled well, even the toughest objections can lead to better understanding, stronger connections, and ultimately, a successful close.

24 Common Sales Objections + Responses

A. Budget-Related Objections

1. “I don’t have the budget.”

Response:

“I totally understand; budget constraints are real. Many of our customers initially felt the same, but they found that our solution helped save costs in other areas. Would it help if I showed you some numbers on potential savings?”

2. “Your product is too expensive.”

Response:

“I hear you. Our pricing might seem high upfront, but it reflects the quality and results we deliver. If we focus on ROI, I’d be happy to show you how this investment can pay off in [specific timeline].”

3. “We’re cutting costs this quarter.”

Response:

“That’s completely understandable. Out of curiosity, how are you prioritizing investments right now? If cost savings are a focus, I can show you how this could fit into that strategy.”

B. Authority and Decision-Making Objections

4. “I need to talk to my boss/manager/partner first.”

Response:

“Of course! I’d be happy to provide additional materials or even join you in a meeting to answer any questions they might have. What’s the best way to make this easy for you?”

5. “I’m not the decision-maker.”

Response:

“Thanks for letting me know. Can you help me understand who I should speak with? Maybe we can loop them in and make sure this aligns with their priorities.”

6. “Can you send me some info? I’ll get back to you.”

Response:

“Absolutely, I’ll send over the details. That said, most of my customers find it helpful to have a quick follow-up chat to clarify specifics. Can we pencil something in for next week?”

C. Timing Objections

7. “This isn’t the right time for us.”

Response:

“Timing is everything. If it’s okay, can you share what’s going on right now? That way, I can better understand when this might fit.”

8. “We’re in the middle of something else right now.”

Response:

“I get that—juggling priorities is tough. Would it be helpful if I followed up in a few weeks, or is there a way we can keep this low-pressure and still explore possibilities?”

9. “Let’s revisit this next quarter.”

Response:

“That works for me. While we’re here, can I share a quick overview so you’re fully prepared when we reconnect? It might make next quarter’s discussion even easier.”

D. Trust and Credibility Objections

10. “I’ve never heard of your company before.”

Response:

“That’s fair! We’re newer to some markets, but we’ve been working with companies like [relevant examples]. Would it help if I shared some testimonials or success stories?”

11. “How do I know this will work for us?”

Response:

“That’s a great question. Let me share how we’ve helped clients with similar needs achieve [specific results]. If you’d like, we can also set up a pilot to ensure it’s a fit.”

12. “I’ve had a bad experience with a similar product.”

Response:

“I’m sorry to hear that—that’s frustrating. If you don’t mind sharing, what went wrong? I’d love to explain how we’re different and make sure you’re confident moving forward.”

E. Value Proposition Objections

13. “What makes you different from competitors?”

Response:

“Great question! While [competitor] focuses on [specific aspect], we specialize in [specific differentiator]. It really depends on what matters most to you—can I ask what’s most important?”

14. “I don’t see how this solves my problem.”

Response:

“I hear you. Can you tell me a bit more about the challenges you’re facing? That way, I can connect the dots and show exactly how we address them.”

15. “We’re already using something similar.”

Response:

“That’s great! How’s it working for you? Many of our clients came to us while using similar tools but found we offered [specific advantage].”

F. Need-Based Objections

16. “We don’t need this right now.”

Response:

“Got it. Just so I understand, are there specific challenges you’re focusing on instead? Maybe I can show how this aligns with your bigger picture.”

17. “Our current solution works fine.”

Response:

“That’s great to hear! Out of curiosity, is there anything you’d like to improve or optimize? Sometimes, even small changes can make a big difference.”

18. “This doesn’t align with our priorities.”

Response:

“Thanks for sharing. Can you tell me more about your priorities? If it doesn’t align, I’ll be the first to tell you—but if it does, we can explore further.”

G. Miscellaneous Objections

19. “We don’t work with vendors like you.”

Response:

“Understood. Can I ask why? If there’s a specific concern, I’d love the chance to address it.”

20. “I don’t have time for this conversation.”

Response:

“I know your time is valuable, so I’ll keep it brief. Would two minutes to see if this is even relevant be okay?”

21. “Your product isn’t relevant to our industry.”

Response:

“Got it. Could you tell me a bit about your industry’s needs? If it truly isn’t a fit, I’ll let you know—but we’ve worked with [similar industries] successfully.”

22. “Your pitch feels too pushy.”

Response:

“I appreciate the feedback—my goal is to help, not pressure. Would it be better if we approached this at a different pace?”

23. “Can you offer a free trial or demo first?”

Response:

“Absolutely—we offer trials for clients who are serious about exploring. Can we set up a quick call to customize the trial for your needs?”

24. “What happens if it doesn’t work?”

Response:

“Fair concern. We stand by our product with [specific guarantee or support]. Let’s also talk about a small-scale test to minimize risk.”

How to Prepare for These Sales Objections

Handling objections on the spot can be tricky, but when you’re prepared, it’s a whole different game. 

The good news is that most objections follow common patterns—budget, timing, value, or decision-making. By doing some homework, you can approach these conversations with confidence and stay ahead of the curve. 

Here’s how to gear up –

1. Know Your Product Inside Out

This might sound obvious, but it’s non-negotiable. You need to know your product like the back of your hand. 

Be ready to explain how it solves specific problems, what makes it unique, and why it’s worth the investment. The more confident you are in your offering, the easier it is to respond to doubts.

🟢Practice describing your solution in simple, relatable terms that anyone can understand—no jargon needed.

2. Understand Your Audience

Not all objections are created equal. A startup founder will have different concerns than a Fortune 500 executive. 

So, take time to research your prospect’s industry, company size, and pain points. When you know what matters to them, you can predict the objections they’re likely to raise and tailor your responses.

🟢Look for clues in their LinkedIn profile, company news, or even past conversations. The more context you have, the better.

3. Practice Active Listening

Preparation isn’t just about knowing what to say—it’s about being ready to listen. 

Sometimes, what prospects say upfront isn’t their real concern. Pay close attention to their tone, the words they use, and what they might be holding back. 

When you truly listen, you can uncover the heart of their objection and address it effectively.

🟢Try paraphrasing what they’ve said to confirm you understand their concern. For example, “It sounds like budget is a concern right now—am I hearing that right?”

4. Build a Cheat Sheet of Common Objections

Chances are, you’ll hear the same objections over and over. 

Create a quick-reference guide with the most common objections and your go-to responses. Think of it as your objection-handling playbook. 

The more you practice, the more natural these conversations will feel.

🟢Keep refining your cheat sheet with real-life examples. If a new objection pops up, add it to the list and brainstorm the best way to address it.

5. Role-Play With Your Team

Rehearsing isn’t just for actors—it’s a game-changer in sales too. 

Set aside time to role-play objections with your team or a colleague. This gives you a safe space to test your responses, get feedback, and fine-tune your approach.

In fact, sales managers can even include in their sales coaching guide/ materials. 

🟢Mix it up by role-playing both easy and challenging scenarios. The tougher the practice, the smoother the real conversations will go.

6. Stay Positive and Open-Minded

The best way to prepare for objections is to shift your mindset. 

Instead of dreading them, see them as opportunities to learn more about your prospect and show them why your solution is a great fit. 

When you’re calm, confident, and genuinely curious, your responses will feel more authentic—and prospects will notice.

🟢Remember, an objection isn’t a personal rejection. It’s just a natural part of the decision-making process.

Final Thoughts

Hearing “no” is something every salesperson gets used to. 

Whether it’s concerns about budget, pricing, or timing, objections will vary depending on your industry, business size, or what you’re offering. 

For those selling premium products, cost is often the sticking point. 

If you’re in a crowded market, prospects may focus on comparing you to competitors. And let’s not forget the classic “now isn’t the right time” roadblock.

When you take the time to anticipate these objections and respond with empathy and clear value, you set yourself up to not just handle pushback but turn it into progress. 

At the end of the day, sales objections aren’t walls—they’re doors waiting to be opened. Stay curious, be prepared, and remember: every “no” gets you closer to a “yes.”