10 Common Sales Objections & How To Overcome Them (2025 Guide)

Objections are a natural part of life. But in sales, they carry more weight. 

They can be the difference between your reps meeting their quotas or falling short of company revenue targets. But with the right approach, sales professionals can turn these obstacles into opportunities. 

It’s all about reframing objections, understanding the customer’s point of view, and responding in a way that addresses their concerns while highlighting the value of what you’re offering. 

In this guide, you’ll read about the 10 most common sales objection types, how to overcome them, and which sales tools to use to make the job easier for your reps. 

What Is a Sales Objection?

A sales objection is any concern or hesitation a prospect has during the sales process that stops them from making a purchase. Sales objections can have a variety of causes, including price, budget, timing, product features, or trust in the company.

10 Common Sales Objections and How To Overcome Them

How exactly do you overcome objections in your sales process? Let’s look at the 10 common sales objections your salespeople can face and tips to overcome them.

1. Price objections

“That’s too expensive,” or “We can’t afford it,” prospects raise pricing concerns early on in their journey because price is the easiest first objection. The obstacle isn’t price, really, but the value they’re getting from your product or service. Prospects haven’t yet grasped why your solution is worth the investment or how it will save them money in the long run.

How to handle price objections:

• Pause and let prospects finish speaking before answering.
• Ask open-ended questions about what they compare your price to.
• Focus the discussion on results and return on investment (ROI).
• Use case studies, social proof, or data to convey cost savings.

Keep your rebuttals short and tie them to the prospect’s needs. If this happens during cold calling or after a cold email, plan a clear follow-up.

Example response:

“I understand that price is important. May I ask what you’re comparing it to? Many of our customers felt the same way until they saw how much they could save over time with [Feature X].”

Handling price comes back to major sales skills: listen first, don’t get defensive, and show empathy. Once the prospect feels understood, sales professionals can shift the focus to the value of your product.

2. Budget constraints

“We don’t have the necessary budget right now,” or “That’s not included in this quarter’s plan” are common budget objections that point to time and internal financing, not rejection. Buyers may be interested in your solution, but don’t have the flexibility to move money without a compelling argument.

How to handle it:

• Ask about the budget cycle and approval process.
• Suggest a smaller pilot project or a phased implementation.
• Offer support in developing a business case for senior management.

Example response:

“I understand that budget cycles are tight. What are your plans for the next quarter? If it helps, we can consider a smaller rollout now and expand later.”

Budget objections test patience and empathy. Show that you understand the customer’s limitations, and position yourself as a partner who can help them by presenting the right arguments.

3. Lack of need or urgency

“We’re happy with what we have,” or “That’s not a priority right now” — phrases like these signal a need-based objection. It comes across as a dismissal, but the customer hasn’t yet connected your solution to their problems. The obstacle is that they don’t see the value in your product strongly enough to act.

How to handle it:

• Ask about customers’ current challenges, the time required to address them, and how your product/services can help.
• Point out the risks of waiting too long.
• Highlight a quick win they could achieve immediately.

Example response:

“I hear you. Just out of curiosity: How much time does your team spend on [problem area]? Many clients didn’t consider it urgent until they realized how much it was costing them each month.”

Listening and curiosity are key here. By asking the right questions, you help the buyer recognize the urgency themselves, rather than forcing a sales pitch on them.

4. Authority or decision-making hurdles

“I need to clarify this with my boss,” or “I’m not the decision-maker” signal objections with authority. Don’t see it as a rejection, but rather as an acknowledgment of prospects’ limitations. They probably aren’t the ones signing the check, but they could be an internal advocate if you support them properly.

How to handle it:

• Respect their role without exerting pressure.
• Ask who else might be the right person to make the decision.
• Offer resources or participate in a conversation with stakeholders.

Example response:

“That makes sense. Who usually signs off on these kinds of decisions? I’m happy to provide you with materials or even call you to make sure you have everything you need.”

The foundational skill here is respect. Treat gatekeepers as partners, not obstacles, and equip them with a template or materials to advocate for you inside their organization.

5. Trust and credibility

“I’ve never heard of your company,” or “How do I know this will work?” signal trust-based objections. It’s not about the product, but about your company’s credibility. The problem is a lack of trust. Buyers need proof that you’re trustworthy and not a risky venture.

How to handle it:

• Share case studies or testimonials as social proof.
• Offer a pilot project, test, or proof of concept.
• Be transparent about strengths and limitations.

Example response:

“That’s fair. This is how we helped [a similar company] solve the same problem. Would you like me to run a short pilot project so you can see the results firsthand?”

Credibility is built on proof: share evidence, be transparent, and let the results earn the trust you can’t claim.

6. Satisfaction with current solution

“We’re happy with our current provider,” or “We already have something that works” — such objections show that potential customers are satisfied with their current solution and are suspicious of the costs of switching.

How to handle it:

• Respect their standing.
• Ask them what they like and what they would like to improve about the current solution.
• Highlight areas where you can help them improve.

Example response:

“I’m glad it’s working for you. Out of curiosity, is there anything you’d like to see improved? Some of our customers switched because they didn’t realize how much smoother [feature X] could make things.”

The key here is empathy and respect. Don’t attack the current solution. Instead, use your curiosity to discover small gaps where you can add value and position your value proposition as a fit.

7. Lack of understanding

“I don’t understand how this works,” or “Can you explain it again?” — such comments signal a lack of understanding. Prospects are likely confused and would appreciate you answered their questions in a better way. If a buyer doesn’t understand, they won’t feel confident enough to make a purchase decision.

How to handle it:

• Formulate the explanation in simple terms.
• Use relatable analogies that relate to their business type.
• Clarify if they want to know anything more before proceeding.

Example response:

“Let me put it another way. Think of it like [simple analogy]. Is that easier to understand? I want to make sure I explain it clearly.”

Handling such sales objections depends on communication skills and sales training. Good salespeople adapt their message until the buyer has confidence, without making them feel sluggish.

8. Contractual or commitment issues

Comments like “The contract is too long” or “We don’t want to commit to a year” reflect risk concerns. Buyers fear being stuck with something that doesn’t work.

How to handle it:

• Ask what term length is comfortable for them.
• Suggest shorter contracts or pilot projects.
• Offer exit clauses or guarantees.

Example response:

“I understand that a year feels like a lot. Would it be helpful if we started with a three-month pilot project and gave you the option to extend the project only if you’re satisfied?”

Dealing with a commitment objection requires confidence. Show flexibility and reduce risk so clients feel safe in the future.

9. Perceived lack of features

“It doesn’t have [feature]” or “I wish it had [X].” When raising such objections, prospects are focusing on a gap rather than the overall value.

How to handle it:

• Admit that the feature they pointed out is missing.
• Redirect to what’s most important for the client’s goals.
• Share the roadmap or workarounds, if necessary.

Example response:

“You’re right, we don’t offer [feature] today. What our customers have found, though, is that [core feature] saves them more time. Can I show you how it works?”

This is a test of your adaptability. Acknowledge your client’s concerns and refocus on the bigger picture instead of arguing.

10. Timing issues

“Now isn’t a good time” or “I’ll see you later.” The subtext is that they don’t feel any urgency or are overloaded with other priorities. Tailor the request to their sales cycle and plan a clear follow-up.

How to handle it:

• Ask what else they’re currently doing.
• Explain the costs or risks of waiting.
• Suggest a small, low-commitment next step.

Example response:

“I understand the timing isn’t ideal. Would it be wise to conduct a short test now so you can test it in peace, and decide later, once the situation has calmed down?”

This is where patience and empathy are required. Don’t force the deal, but offer a path that accommodates the customer’s schedule while maintaining momentum.

4 Interpersonal Skills To Handle Sales Objections

Before you memorize answers, find the right mindset. Top salespeople don’t rely on scripts alone but also on their skills. When dealing with objections, it’s less about what you say and more about how you listen and respond.

1. Listen actively, not passively

One of the biggest mistakes in sales is thinking about your answer while the prospect is still speaking. Active listening means giving the prospect your full attention to understand the real problem behind their words.

• Pay attention to emotions: Are they frustrated, hesitant, or simply curious? Their tone of voice reveals more than their words.
• Don’t interrupt them: Let them finish their sentence. Show respect and understand the context of their request.
• Repeat the answer: Begin your answer by confirming your understanding. Example: “If I understand correctly, the focus is on upfront costs and how they fit into the quarterly budget. Is that correct?”

2. Lead with empathy, not logic

Your first task isn’t to resolve the objection, but to understand the customer’s feelings. Direct suggestions for solutions can come across as dismissive. Empathy builds trust and breaks down defensiveness.

• Use positive language: Start with phrases like “That’s a perfectly valid point,” “I understand your point,” or “I’ve heard that from other smart leaders like you.”
• Accept reality: Don’t contradict your customers’ perceptions. If they describe your price as high, then their perception is that your price is high. Accept this: “I understand. It’s a significant investment.”

3. Rephrase, don’t rebut

Refuting an objection leads to confrontation (“No, it’s not too expensive.”). Rephrasing it shifts the perspective and promotes better interaction and collaboration. You shift the focus from a point of conflict to a point of discussion.

• Price objection: Shift the focus from the cost to the investment. “I understand that price matters. Let’s put price aside for a moment and talk about the return on that investment.”
• Missing feature objection: Shift the focus from the lack to the result. “That’s a good question. Although we don’t offer that specific feature, our customers have found they achieve the same result using [alternative method], which also helps with…”

4. Confirm and continue

After your response, don’t simply assume the objection has been resolved and move on. Get the customer’s approval. This is a crucial, often skipped step.

• Ask a sentiment analysis question: Ask simple questions like, “Can this help clarify something?”, “Does this answer your concern?”, or “How do you feel about this?”
• Listen to the response: Your answer will determine whether you should continue or investigate the issue further.

Key Strategies for Overcoming Common Sales Objections

Use these strategies to build trust, respond clearly, and strengthen your skills so you can confidently handle sales objections.

Practice through role-playing

Make role-playing a regular part of your training, rather than just practicing it once. Focus each session on a single objection, such as price, scheduling, or product suitability. Have one person play the prospect while another takes on the role of the salesperson. Then switch roles. 

If possible, record the sessions and review them together to identify what worked and what didn’t. Regular practice will build your confidence and help you stay calm when faced with real customer objections.

Learn from every interaction

Use every sales conversation and sales call as an opportunity for improvement. After a conversation, listen back to the recording or mentally rehearse the key moments. 

Ask yourself: What exactly did the prospect say? Did I address the prospect’s concerns, or do I ignore them? How could I do better next time? Jot down two or three insights from each call. These brief analyses turn mistakes into progress and sharpen your arguments.

Prepare your proof

Don’t wait until you’re under pressure to come up with examples to support your claims. Build a personal library of case studies, testimonials, and simple data points, organized by objection type, so you can quickly find the right example. 

If a prospect questions the price, show a case study that proves the ROI. If there’s doubt about reliability, point to customer feedback demonstrating consistency. With this evidence, your answers will be more convincing and meaningful.

How Technology Helps Sales Teams Handle Objections

While the right interpersonal skills help overcome objections in sales, you also need the right tools for personal coaching and performance training. A unified communications platform helps you put theory into practice, providing you with the data, accessibility, and features you need to refine your approach on every call.

Instead of guessing what works, build a data-driven strategy to improve the way you conduct customer conversations.

• Review your performance with call recording: Active listening is a skill you develop over time. Call recording allows you to replay conversations, analyze your response to objections, and identify opportunities for improvement. Did you interrupt the prospect? Did you miss an important detail? Reviewing the recording is the fastest way to improve.
• Get real-time help with Whisper Coaching: If you’re faced with a difficult or unexpected objection during a live conversation, live conversation monitoring with Whisper Coaching is a huge help. A sales manager can listen in real time and offer suggestions without interrupting the prospect. This allows you to better reframe an argument or find the right information to close the deal.
• Personalize your approach with CRM integrations: Because your customers’ communication history is logged directly in your CRM, you can anticipate common sales objections before a call even begins. You get a complete overview of your customers’ previous concerns, interactions, and individual needs, allowing you to tailor your responses accordingly.
• Get key customer insights with AI-powered analytics: AI tools can analyze call logs to identify your team’s most common objections, sentiment trends, and the most effective objection handling techniques. These insights eliminate the guesswork and allow you to focus your training and preparation on strategies that work.

Navigating Sales Objections? Nextiva Has You Covered! 

Overcoming objections and securing successful sales can be difficult. But the right strategy and systems make handling these challenges much more manageable.

Here’s where Nextiva comes in. 

Our cloud VoIP phone system, AI-powered sales tools, and advanced automations allow your reps to communicate with customers wherever they are, get valuable insights into call performance, and boost sales.

As a team leader, you can use our call recording and analytics capabilities to see how your reps overcome objections and help set them up for success.

Sales Objections FAQs