Objections aren't roadblocks. They're signposts showing you what the prospect cares about. The best salespeople don't fear objections - they welcome them as opportunities to have a deeper conversation and demonstrate value.
In this guide, we'll cover the most common B2B sales objections and provide word-for-word scripts for handling each one.
The LAER Framework
Before diving into specific objections, master this framework for handling any objection:
- Listen: Let them finish completely. Don't interrupt or get defensive.
- Acknowledge: Show you heard and understand their concern.
- Explore: Ask clarifying questions to understand the real issue.
- Respond: Address the underlying concern, not just the surface objection.
Common Objections & How to Handle Them
Objection #1: "We don't have the budget"
"This sounds interesting, but we just don't have the budget for this right now."
Response: "I totally understand, budget is always a consideration. Help me understand, is it that you don't have budget allocated, or that you're not sure this would be worth the investment? [Wait for answer] If we could show a clear ROI of 3-5x on the investment within 6 months, is that something that would make budget a possibility?"
Objection #2: "We're already working with someone"
"Thanks, but we already have a vendor for this."
Response: "That makes sense, most successful companies do. Quick question, how happy are you with the results you're getting? [Wait for answer] Many of our clients came to us after working with other providers because we were able to get them [specific result]. Would it be worth a 15-minute conversation to see if there's room for improvement?"
Objection #3: "Send me some information"
"Can you just send me some information and I'll take a look?"
Response: "Absolutely, I can send some materials. So I send you the most relevant information, can I ask what specifically you'd want to see? [Wait for answer] Perfect. And if what I send looks interesting, would you be open to a quick 15-minute call to discuss how it applies to [their company]?"
Objection #4: "I need to think about it"
"This is interesting, but I need some time to think about it."
Response: "Of course, this is a decision worth considering carefully. Help me understand, what specifically would you be weighing up? [Wait for answer] That's a valid concern. Would it be helpful if I put together [specific information addressing their concern] for you to review? And let's schedule a follow-up for [specific time] so we can address any questions."
Objection #5: "It's not a priority right now"
"We've got other priorities right now. Maybe later in the year."
Response: "I appreciate you being upfront about that. What are your top priorities right now? [Wait for answer] Interesting. The reason I ask is many of our clients initially said the same thing, but found that [your solution] actually helped accelerate their other priorities. For example, [specific case study]. Would it be worth a quick conversation to see if there's any overlap?"
Objection #6: "I'm not the right person"
"I'm not the decision maker for this. You should talk to someone else."
Response: "Thanks for letting me know. Who would be the right person to speak with about this? [Wait for answer] Perfect. Would you be willing to make an introduction, or should I reach out directly and mention we spoke? And would it be okay if I kept you in the loop since you'd likely be involved in the implementation?"
Key Principles for Objection Handling
- Never argue: You can't convince someone by proving them wrong
- Ask more, tell less: Questions are more powerful than statements
- Validate first: Make them feel heard before trying to change their mind
- Get specific: Vague objections need clarifying questions
- Use social proof: Others like them have overcome the same objection
Let Our Team Handle the Objections
Our trained SDRs are experts at turning objections into opportunities. Focus on closing while we handle the prospecting.
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