Council Post: 15 Ways To Handle Customer Objections (2023)

Selling a product or service is not always a smooth process. Even when your offering is the ideal solution for a customer’s problem, there is no guarantee that your sales rep will be able to land the deal. The ability to address and assuage customer objections, directly and proactively if possible, is a key component that will set your business apart from others in the market.

However, that ability isn’t a skill that comes naturally; it has to be honed. To help sales reps ease the concerns of potential customers, the members of Forbes Business Development Council offer advice on practical ways to deal with objections without losing the sale.

1. Truly Listen To Them

I have always said that God gave us two ears and one mouth for a reason. The first thing to do is to truly listen to what is and is not being said. Objections can be direct challenges to moving forward, but many times they are smoke screens to what is really going on behind the scenes. Also, triangulate on those objections with other key stakeholders. Ultimately, you will find what you are looking for. - Dru Shiner, C2FO

2. Address Issues Head-On

The most effective way to answer objections is to ensure your core messaging addresses those issues in a positive way before the actual objection. By baking objection handling into a pitch and materials, you not only address these issues up front but also demonstrate your knowledge and understanding of their challenges. Using these truth bombs in core messages quickly connects you with your prospects. - Anastasia Valentine, Wagepoint

Forbes Business Development Council is an invitation-only community for sales and biz dev executives. Do I qualify?

3. Handle It Before It Happens

Sometimes the best way to handle an objection is before it even happens. Do your homework, lead with listening and know your client's most common objections. In many cases, this combination allows you to proactively deal with an objection without the client having to raise it. You'll look very aware of the market and the most common pitfalls to avoid, and the prospect may buy based on your expertise! - Beth Thornton, Inspire Software

4. Respond To The Real Issue

First understand the process by which they buy. Once you understand that process, you can get a better feel for the intent of the objection. Respond to the real issue, not your perception. Ask the questions that you want or need the answers to in order to move the sale forward. Remember, bad news early is good. - John Hayes, Balyo

5. Aim To Help Decision Making

You cannot really answer an objection, but you can answer a question. The key to handling objections is to rephrase them into questions that can help the customer make better decisions. Finding the underlying questions helps us find the customer's true aspirations and motivations, which may be business-related but quite often are very personal. - Tamas Hevizi, Automation Anywhere

6. Understand What's Behind The Objection

Every prospect has objections, but it's important to get more color to understand what's behind the objection. The goal is to uncover the big problems that the organization is trying to solve and understand who owns them. Many sales people stumble because they don't spend enough time understanding the people and the big problems. Embrace the objections and use them to unlock data and access. - Patrick Morrissey, Upland Software

7. Use A Framework

If an objection surfaces at the end of the sales cycle, the buyer is often seeking more information. We handle objections with a framework that includes a positive attitude, clarification of the question, diagnosis of the root cause or question, isolating the objection or surfacing other questions and ultimately addressing the question. - Julie Thomas, ValueSelling Associates

8. Reexamine Your Offerings

Objections indicate a lack of trust in some area or an underlying need to be heard. Find out what you can offer that will bring them a long-term solution. Nothing lends more credibility than proof of a successful collaboration. Present a previous case study where the prospect had similar objections and the outcome was successful. Never overpromise unless you want it to backfire! - Anna Jankowska, RTB House

9. Reframe The Objection

Don’t be too eager to handle their objections. Jumping right in squanders a great opportunity to learn more about what’s really behind the concern—the first objection is rarely the most meaningful. A fantastic method for getting more from the prospect is to mirror. Reframe the objection in the form of a question back to them. This will provide additional context for a truly consultative approach. - Larry Todd, LeadsRx

10. Prepare Beforehand

Before you meet with your prospect, consider some questions. Why is this product a good fit for this client? What objections could the client have to this product? How can we overcome their objections? If you're prepared to help the prospect understand how your product meets their needs because you've already considered their objections, they will know that you understand their business. - Jan Dubauskas, Healthinsurance.com

11. Pay Attention To What Objections Reveal

Objections don't always serve to convert the prospect you're talking to, but they can provide invaluable information if you're paying attention. Objections can point to misalignments that will help you refine and prepare you for targeting the next prospect. They're an opportunity to consider how your product stacks up against the competition and a gut-check on the market segment you're prospecting. - Lauren Mieli, Prudent Pet Insurance

12. Provide Proof Points

Nothing beats another satisfied customer who had similar challenges testifying on your behalf. Once the new prospect understands how your product or service can solve their problem, it’s the exact moment to differentiate and convince the customer why your solution is better than any other competitor’s. Make the conversation based on value and not on price. - Claudio Yamashita, SS&C Intralinks

13. Don't Try To Sell

Teach the prospect how to buy versus trying to turn them into a sale. What is the intention of the customer's objection? Do they want to move closer to a decision, or are they trying to find a way out of the conversation? When they feel confident in you during the "pitch," they will be ready to buy from you if they mutually agree it is the best outcome. - Steve Taylor, VentureDevs

14. Build A Comfortable Relationship

It is important that you pay attention and listen to your clients very early on in the new relationship. By doing so, you create confidence and a level of comfort with good understanding that builds a professional relationship with your new clients. What is important is how you handle these objections and how you relay the positives of these objections without being pushy. - Valerie Moran, eCOMM Merchant Solutions

15. Lay Out All Of The Options

Evaluate and show all the pluses and minuses of their point and then do the same with the option you suggest. Nothing works better than a good example. Discuss with your client the outcome of both options and let them decide. Understanding that you are not simply trying to sell your service but are acting in the best interests of your client will definitely help you close the deal. - Yulia Koroleva, Code Inspiration