Hearing “no” during a sales conversation doesn’t mean you’ve failed. Most of the time, it means the prospect is paying attention—and asking questions that matter.

Objections are a normal, even healthy part of the sales process. They show the buyer is thinking seriously about the offer. And if you handle them well, objections can lead to better conversations, stronger relationships, and more closed deals.

This guide will help you understand why objections happen, how to handle them confidently, and what to say when they arise. With the right approach, you can turn hesitation into trust—and turn challenging moments into real opportunities.

What Are Sales Objections (And Why They Happen)

A sales objection is any reason a potential customer gives for not moving forward—at least not yet. It might sound like “It’s too expensive,” or “We’re already working with someone else,” or even just “I’m not sure.”

Objections aren’t rejections. They’re signs that the buyer has concerns, questions, or doubts they should work through before they can say yes. That’s normal. People want to feel confident before they commit.

Most objections come from four places:

• Uncertainty about price
• Confusion about the value
• Lack of trust
• Bad timing

Sometimes what sounds like a “no” is really just a “not yet”—or even a “tell me more.” You open the door to real dialogue when you treat objections as a natural part of the conversation instead of a deal-breaker. And that’s where trust is built.

The 4 Most Common Types of Sales Objections 

Objections can feel like roadblocks, but when you break them down, they’re often just questions waiting to be answered. Most objections fall into four big categories. Knowing which one you’re dealing with helps you respond in a way that keeps the conversation going.

1. Price Objections 

Price is one of the most common objections and tends to rattle new reps the most. But in most cases, it’s not really about the number. It’s about uncertainty. The buyer hasn’t fully seen the value yet.

They might be comparing you to a cheaper option, unsure of ROI, or simply under pressure to keep costs down.

You might hear:

• “That’s too expensive.”
  
  
• “We don’t have the budget right now.”

Try connecting the cost to the outcome instead of backing off or slashing your price. Show how your product saves time, reduces waste, or unlocks growth.

You could say something like: “I get that—no one wants to make a bad investment. Would it help if I showed you how this saves teams like yours [X hours or dollars] a month?”

2. Timing Objections

Timing objections usually mean the buyer feels busy or overwhelmed—or they’re just trying to push the conversation off without saying no.

You might hear:

• “Now’s not a good time.”
  
  
• “Let’s revisit this in Q3.”
  
  
• “We’re too busy right now.”

Instead of trying to force urgency, show respect for their schedule—but stay curious. Ask what’s happening behind the scenes, and offer a plan to reconnect when the time is better.

Here’s one way to respond: “That makes sense. Can I ask what’s going on internally, making timing tricky right now? That way, I can circle back when it actually helps, not when it’s a distraction.”

3. Trust Objections 

Trust objections aren’t about what you’re offering—they’re about whether the buyer believes you can deliver.

You might hear:

• “I’ve never heard of your company.”
  
  
• “How do I know this will work for us?”

In moments like this, your customers need proof. Prepare testimonials, case studies, customer logos, or even a quick story about someone like them who succeeded with your product.

Try saying something like: “Totally fair. One of our clients in [similar industry] felt the same way at first. They started small, saw early wins, and now we support their whole team.”

4. Need Objections 

When someone says they don’t need what you’re offering, it usually means they don’t fully see how it solves a problem they care about.

You might hear:

• “We already have a solution.”
  
  
• “We’re good for now.”
  
  
• “This isn’t a priority.”

Don’t argue—ask. Get curious about their current setup. There’s often more friction in their process than they realize. When you shine a light on that, the conversation shifts.

You can say: “Got it. I’m not here to replace something that’s working. But just out of curiosity—what’s something about your current setup that still slows your team down?”

How to Handle Objections With Confidence

The goal isn’t to avoid objections—it’s to get better at responding to them.

When you stay calm, ask the right questions, and show that you’re there to help (not just sell), you turn a moment of hesitation into a real conversation. And that’s where deals start to move.

Here are five simple but powerful ways to handle objections that build trust and keep momentum going.

1. Prepare Ahead of Time

One of the smartest things you can do as a sales rep is plan for the pushback you know is coming. You already know the common objections—price, timing, trust, and need—so why wait to figure out your response in the middle of a live call?

Start keeping a running list of the objections you hear most often. For each one, write out a few responses that feel natural to you. Better yet, role-play them with a teammate until they feel like second nature. That way, when the moment comes, you’re not scrambling—you’re ready.

You might say: “Totally fair—can I ask what you’re comparing us to?”

Handling objections like this pays off. One study found that success rates jump by up to 64% when reps can confidently work through a buyer’s concerns.

2. Listen First, Don’t Jump In

It’s tempting to jump in with a solution the second someone objects. But when you interrupt or respond too quickly, you risk making the buyer feel dismissed or unheard.

Instead, pause. Let them finish. Then reflect back what you heard to show you’re listening. This not only earns trust—it gives you better information to respond to the real concern.

You might say: “I hear you—it sounds like the budget’s a concern right now. Can you tell me a bit more about that?”

And here’s the thing: 74% of buyers say they’re more likely to buy from a salesperson who actually listens to them, yet 95% of buyers feel reps talk too much. Listening isn’t just polite—it’s powerful.

3. Show Empathy, Not Ego

Nobody wants to feel like they’re being “handled.” People want to feel understood. That’s why showing empathy matters more than delivering a flawless pitch.

When you acknowledge the concern honestly and speak like a real person—not a script—you turn the moment into a partnership. You’re not trying to win. You’re trying to help.

You could say: “That’s a totally valid concern. I’ve heard that from others too—and I think there’s a way we can work through it.”

That kind of response softens defenses and opens the door to real conversation.

4. Ask Questions to Understand the Real Issue

What buyers say first isn’t always what they’re really thinking. Someone might say, “This is too expensive,” when what they actually mean is, “I’m not sure we’re ready to switch.”

Instead of guessing, ask a follow-up question. Not only does this help uncover the true objection—it also shows the buyer that you care about their context, not just the close.

Here are a few questions that can help:

• “Can I ask what makes this feel like bad timing?”
  
  
• “What would need to be different for this to feel like a yes?”
  
  
• “How are you currently handling this challenge?”

Sometimes, asking the right question is what turns a cold lead into a warm one.

5. Respond with a Clear, Respectful Rebuttal

Once you’ve listened and understood the concern, it’s time to respond—but not by arguing or brushing it aside. Instead, reframe the objection, offer a new perspective, and show how your solution still fits.

Here’s a structure you can use:

• Acknowledge: “I get that—it’s a fair concern.”
  
  
• Reframe: “Here’s what we’ve seen work with other teams in your space…”
  
  
• Offer a next step: “Would it help if we walked through a few options together?”

This approach keeps the tone respectful while moving the conversation forward. It also gives the buyer room to re-engage without feeling cornered.

And if it doesn’t close the deal right away, don’t worry. 60% of buyers say “no” at least four times before saying yes. Your calm, consistent follow-up is often what makes the difference.

Objections Aren’t Roadblocks—They’re Building Blocks

Every objection is a chance to learn, connect, and move the conversation forward. When you handle pushback with curiosity, empathy, and confidence, you don’t just “get past it”—you build trust. That’s what separates average reps from top performers.

You won’t always have the perfect answer on the spot. And that’s okay. What matters most is how you show up in the moment: calm, clear, and ready to help. Because when buyers feel heard, respected, and supported, they’re far more likely to stick around.

So take the time to prepare, listen with intention, and see each objection as part of the path—not a detour from it.

Sharpen Your Sales Skills with Lunas

Want more strategies like this? Check out Lunas’ growing library of resources to help you improve your sales conversations, close more deals, and build stronger customer relationships.

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