What is Objection Handling?

Definition

Objection handling is a critical sales skill that involves responding to and resolving a prospect’s concerns or hesitations about a product or service. An objection is not a rejection; it is an opportunity for the salesperson to provide more information, clarify value, and build trust. Effective objection handling involves listening, understanding the root of the concern, and addressing it directly.

Examples

• Objection (Price): « Your solution is too expensive. »
  • Handling: « I understand. ‘Expensive’ is relative. Could you help me understand what you’re comparing our price to so I can clarify the value you’d receive? »
• Objection (Competitor): « We’re already happy with our current provider. »
  • Handling: « That’s great to hear. We aren’t asking you to switch today. But many of our best customers said the same thing before they saw how our solution specifically handles X, which they found their provider wasn’t doing. Would you be open to a 15-minute comparison? »
• Objection (Timing): « This isn’t a good time for us. Call me back in six months. »
  • Handling: « I can definitely do that. Just so I’m better prepared for that call, what changes for you in six months? Is the problem we discussed still a priority? »

Advantages/Benefits

• Builds Trust and Credibility: Addressing objections honestly (instead of avoiding them) shows the salesperson is a knowledgeable and transparent partner.
• Uncovers Deeper Needs: Objections often reveal the prospect’s true priorities or hidden pain points.
• Increases Closing Rate: Successfully navigating objections is one of the most direct ways to move a stalled deal forward to a close.
• Improves the Product/Service: This direct feedback from the market can be used to improve product features, messaging, and pricing.

Related terms

• Pitch
• Discovery Call
• Pain Point
• Value Proposition
• Closing
• Negotiation