HOW TO HANDLE

IN 5 STEPS

Sales Objections

When it comes to handling sales objections, what your prospect says

is trumped by what goes unsaid.

So we’ve prepared a list of the most common objections prospects say…

…and what they actually mean.

“That sounds expensive.”

Objection #1:

“I don’t see the ROI.”

Underlying Belief:

When a prospect brings up budget as an objection, the underlying story is about the

value or ROI they expect to receive from your

product/service.

Almost anyone will be able to find the budget for something they truly value—it’s your job to position your product or service in the

“can’t do without” category.

“Call me in 6 months.”

Objection #2:

“Fixing this isn’t urgent.”

Underlying Belief:

If a buyer hesitates or asks you to call back later, he or she likely doesn’t feel the urgency

to move toward your solution.

Reroute this objection by asking about current priorities, and using case studies to illustrate the

value of your offering.

“I’ve never heard of you.”

Objection #3:

“I’m not sure you can handle it.”

Underlying Belief:

When you’re just starting out, or are a small fish in a big pond, your prospects may react negatively to

the fact that they haven’t heard of you.

Show how your product or service has helped a company like theirs – and emphasize the value of

working with a smaller, focused partner.

“That’s not something we’re looking for.”

Objection #4:

“I’m not in pain.”

Underlying Belief:

If a buyer suggests they don’t need your solution, the underlying belief is that they aren’t in pain—

that is, they think the status quo is good enough.

It’s your job to ask probing questions to uncover a pain point that needs immediate

attention.

“It’s not my call.”

Objection #5:

“I don’t feel comfortable referring you in.”

Underlying Belief:

If your prospect pushes back by saying they’re not authorized to make purchasing decisions, you

might be hearing a statement of fact, rather than an objection.

Your goal in this case is not to dispel an underlying belief, but rather to instill confidence in your prospect to introduce you up into the organization.

1. Budget/ROI2. Urgency3. Credibility4. Pain5. Authority

5 Types of Objections:

Want the full package?

Download The CFS Guide to Handling Objections