June 12, 2025
If you’re selling to a person that isn’t 100% certain they want your product or service, you’ll likely encounter one of a small group of common sales objections. When situation-specific details are taken away, most customer sales objections center around one of six factors, ranging from price to timing. Learning how to overcome these common sales objections is a must in a competitive marketplace.
Rather than hoping you won’t be met with an objection, try reading the tips below and learn how to overcome the 6 most common sales objections.
What is a sales objection?
A sales objection is any reason or excuse a prospective customer has for not purchasing from you. Here are some examples of common sales objections:
- It’s just not in the budget right now.
- This isn’t a good time for me.
- I need to think about it and get back to you.
- I’m happy with the company I’m already using.
Understanding what sales objections are and the common ways they’re used is important in sales. Many of us don’t feel that we’re naturally gifted salespeople, so when we’re met with common sales objections, we feel we’ve already failed.
The secret to increasing sales is by learning to identify the sales objection the customer is giving you, then taking a predetermined action based on the core reason for the objection. Examples of those actions and reasons are listed below.
Identifying which objection a customer is using
You can’t take the right action and push through to a “yes” if you don’t know why the customer is objecting to the sale. Getting past the no means listening carefully to what the customer says and why they’re unsure or skeptical of buying from you.
I. Inquire about the customer’s needs
Sometimes, a customer won’t give many details about why they’re not buying. In this case, it’s hard to know which action to take or concern to assuage without doing a little more digging.
Ask the customer about their concerns, priorities, and critical factors in their decision. With a little inquiry, the customer may open up and reveal their reason for objecting to the sale.
Examples of questions to ask include:
- What’s your biggest concern about this purchase?
- If you decide to make this purchase, what’s the ideal outcome?
- What’s your number one priority right now?
- What are the critical factors in your decision?
II. 6 common sales objections
Every salesperson, freelancer, entrepreneur, and business owner will face many sales objections throughout their time in those roles. In business and in sales especially, initial rejection is common and to be expected (although it’s different from refusal, which is a sign you should move on).
It’s helpful to know the 6 most common sales objections so you can identify which is being used and direct the conversation accordingly. If a customer is reluctant to make a purchase, it may be due to:
1. Lack of trust
I’m not sure if I can move forward with a company/person I don’t trust yet.
2. Bad timing
This is just a really bad time, we’re really busy and can’t commit to this right now.
3. External input
Sounds interesting, I’ll have to talk to (boss/colleague/spouse/friend) about it and let you know.
4. Personal obligations
I’ll gladly recommend you to others, but my sister is going to cater the event for us.
5. Out of price range
Unfortunately, this purchase is just out of my price range right now.
6. Fear of change
We’ve been doing it this way for 20 years. There’s no need to change it now.
Addressing the objection to get a yes
Listen to the customer’s reason for being unsure about the purchase, then match it to one of the 6 core reasons for objection listed above.
As an exercise, sit down and come up with a response or rebuttal to each of the 6 sales objections. Talk about value, positive benefits, and any concessions and customizations you can make to sweeten the deal. Find ways ahead of time to address the objection you’re faced with and you’re more likely to walk away with a yes.
Sometimes, you’ll find that simply being willing to address the customer’s objection and stand up for your product or service, you give them the confidence to trust and purchase from you.
