August 18


Objection Handling 101: The Basics Of Difficult Customers

By Hanson Cheng

August 18, 2023

  • minute read
  • Last Updated on August 18, 2023 by Hanson Cheng

    Objection handling is an essential skill for anyone involved in sales or customer service. It refers to the techniques used to address and overcome objections that customers may have regarding a product or service.

    These objections could be based on price, quality, features, or any other aspect of the offering. Objection handling is critical because failure to address and resolve objections can lead to lost sales or dissatisfied customers. In this article, we will explore some effective techniques for objection handling that can help you to boost your sales and improve customer satisfaction.



    Objection handling is a critical component of sales that involves addressing customer concerns and hesitations related to a product or service. It is the process of responding to objections raised by potential customers in a way that eliminates their doubts and leads to a successful sale. Simply put, it is the ability of a salesperson to address the concerns of a customer and provide satisfactory responses that will close the deal.

    Objection handling is an essential skill because it enables salespersons to overcome common obstacles that arise in the sales process. Customers often have a plethora of objections related to price, quality, value, and reliability of a product or service. A salesperson who can address these objections successfully will increase their chances of closing the deal and establish a good relationship with the customer. However, failing to handle objections can result in a loss of the deal and damage to the business’s reputation.

    Understanding the types of objections is vital in objection handling. The different types of objections that salespersons encounter include price, quality, trust, need, authority, and time. Price objections are the most common, where customers express concerns about the cost of a product or service being too high. Quality objections are raised when customers doubt the quality and durability of a product or service. Trust objections are concerns about the credibility and reputation of the business, and need objections relate to whether a customer requires the product or service. Authority objections arise when customers question the salesperson’s ability to make the decision or approve the purchase, while time objections relate to the urgency of the purchase.

    In conclusion, objection handling is a critical component of sales that involves addressing and overcoming concerns raised by potential customers. Salespersons who can handle objections effectively can increase their chances of closing the deal and building a good rapport with the customer. Understanding the various types of objections is essential in objection handling to provide adequate responses that will reassure and convince the customer to make a purchase.


    Objection handling is an integral part of any sales pitch. It is the process of identifying and addressing the concerns or doubts that a prospect may have about the product or service being offered. It is crucial in turning prospects into customers, as objections left unaddressed can prevent a sale from occurring. Handling objections effectively can also build trust and credibility with the prospect, demonstrating an understanding of their needs and concerns.

    The importance of objection handling cannot be overstated. Research shows that 85% of salespeople believe that handling objections is critical to their success. In addition, studies have shown that the most successful salespeople spend twice as much time handling objections as those who are less successful.

    One of the primary reasons why objection handling is so important is that it allows salespeople to overcome objections and close deals that might have otherwise been lost. Objections can arise for a variety of reasons, including concerns about price, product quality, or the reputation of the company. Effective objection handling can help to alleviate these concerns, and provide the prospect with the information they need to make an informed decision.

    Furthermore, effective objection handling can build trust and credibility with the prospect. By demonstrating a deep understanding of their concerns and providing informative, helpful responses, salespeople can establish themselves as trustworthy and reliable sources of information. This can help to build a long-term relationship with the prospect, leading to future sales and referrals.

    Finally, effective objection handling can provide valuable feedback for the sales team. By identifying and addressing common objections, salespeople can gain insights into how customers perceive the product, allowing them to make necessary changes or improvements. In addition, by tracking objection handling success rates, sales managers can identify areas for improvement and provide targeted training to their team.

    Types of objections

    One of the most challenging aspects of sales is handling objections. Objections are the reasons why a potential customer might hesitate to buy a product or service. As a salesperson, it’s essential to be prepared for different types of objections to overcome them and close the deal successfully. There are several different types of objections to consider, including price, timing, competition, and product-specific objections. Price objections typically arise when a customer perceives the price to be too high, while timing objections usually come from customers who feel like it’s not the right time to make a purchase. Competition objections might occur when a customer has found a cheaper or better alternative to the product, while product-specific objections are related to specific features or concerns about the product.

    It\’s crucial for salespeople to anticipate and prepare for these different types of objections in advance. By doing so, they can address these concerns in a way that is both convincing and credible. For instance, when dealing with price objections, sales professionals can emphasize the value and benefits that the product provides. They might also consider offering discounts, payment plans, or other incentives to sweeten the deal. When it comes to timing objections, it can be helpful to emphasize the urgency and necessity of the product, highlighting how it can solve problems for the customer. Responding to competition objections requires research and a deep understanding of the strengths of the product and how it differs from competitors. Finally, product-specific objections can often be addressed by providing more information and evidence that addresses the customer’s specific concerns.

    Being able to handle objections effectively is a critical skill that can greatly impact a salesperson’s success. By understanding the different types of objections and the strategies for addressing them, sales professionals can overcome resistance and close deals more effectively. Overall, successful objection handling requires a combination of knowledge, preparation, empathy, and persuasion.



    In the field of sales and negotiation, researching the prospective client and their business is a critical first step in anticipating objections and developing effective responses. Gathering information about the client\’s industry, competitors, and current challenges can provide valuable insights that can be used to tailor solutions and overcome objections. Some effective research methods include reviewing the client\’s website, social media profiles, and press releases, as well as conducting interviews with internal stakeholders or industry experts. It is also essential to understand the client\’s decision-making process, budget constraints, and any other factors that may influence their buying decision. Effective research can help sales professionals provide targeted solutions that address the client\’s unique needs and concerns, while also building credibility and trust.

    Anticipating objections

    Anticipating objections is a crucial aspect of effective objection handling. It involves identifying potential objections that a customer or prospect may raise and preparing appropriate responses to these objections. This helps salespeople to be better equipped to handle objections when they arise, increasing the chances of closing a sale. One key element of anticipating objections is researching the customer or prospect. This involves understanding their business, their pain points, and their goals. By doing this, salespeople can anticipate objections that are specific to the customer or prospect and tailor their responses accordingly.

    In addition to research, there are several other strategies that can be used to anticipate objections. One is to review past interactions with the customer or prospect. By analyzing previous objections and the responses given, salespeople can identify patterns and anticipate objections that may arise in the future. Another strategy is to role-play potential objections with colleagues or managers. This helps salespeople to identify potential objections and develop effective responses in a low-pressure environment.

    When anticipating objections, it is important to consider both the content and the tone of the objection. Content refers to the specific objection that is being raised, while tone refers to the emotion behind the objection. Understanding the tone of an objection is important as it can impact how the objection is perceived and how the response is delivered. Tone can be aggressive, passive-aggressive, skeptical, or neutral. Salespeople need to be able to recognize the tone of an objection and respond appropriately.

    Once potential objections have been identified, salespeople need to develop effective responses. Responses should be tailored to the specific objection and should address the customer or prospect\’s concerns directly. Responses should be clear, concise, and presented in a positive light. Using positive language can help to shift the conversation in a more positive direction and increase the chances of closing a sale. Salespeople should also be prepared to provide evidence or examples to support their response.

    In conclusion, anticipating objections is a critical part of objection handling. It involves researching the customer or prospect, reviewing past interactions, and role-playing potential objections. It is important to consider both the content and the tone of objections when anticipating and responding to them. Effective responses should be tailored to the specific objection, presented in a positive light, and supported by evidence or examples.

    Developing responses

    Developing responses is a crucial aspect of objection handling as it prepares individuals to tackle objections confidently and effectively. It is important to conduct thorough research and anticipate potential objections before developing responses, as this can help ensure responses are accurate and relevant. Research can involve collecting data and information from credible sources, such as industry reports, customer feedback, and competitor analysis. It can also involve conducting surveys and interviews with current and potential customers to gain insights into their concerns and objections. Once potential objections are anticipated, individuals can develop responses that address each objection directly and provide relevant solutions. This involves identifying the root cause of the objection and offering a specific solution that meets the customer’s needs. Responses should be structured logically and include specific examples and data to support claims.

    Additionally, it is essential to personalize responses to each customer and their unique situation. This can involve tailoring language and tone to match the customer’s personality and preferences, as well as providing specific examples that are relevant to their industry or business. Developing responses is an ongoing process that requires continuous evaluation and adjustment. Individuals should seek feedback from colleagues and customers to ensure responses are effective and relevant, and make adjustments accordingly. By developing effective responses, individuals can build trust and credibility with customers, overcome objections, and close more deals.


    Objection handling is an integral part of the sales process. As a salesperson, it’s crucial to understand how to respond to a prospect’s objections to convince them that your product or service is the right choice for them. In this article, we explored several types of objections that a salesperson may encounter, including price, timing, competition, and trust. We also discussed common tactics for handling objections, such as acknowledging and empathizing with the prospect’s concerns, providing relevant information and examples, and using social proof to build trust.

    Objection Handling-FAQs

    1. What is objection handling?

    Objection handling is the process of overcoming objections raised by a potential customer during sales conversations. It involves addressing the customer’s concerns, providing evidence to support the solution, and addressing any potential objections.

    2. Why is objection handling important in sales?

    Objection handling is important in sales because it can make the difference between closing a sale and losing a potential customer. By addressing objections, a salesperson can build trust and credibility with the customer, leading to increased sales success.

    3. What are some common objections that salespeople face?

    Common objections that salespeople face include price, timing, competition, and product fit. Other objections may include concerns about the salesperson’s company, lack of trust in the salesperson, or a lack of understanding of the product or service being sold.

    4. How should salespeople respond to objections raised by customers?

    Salespeople should respond to objections by acknowledging the customer’s concerns, providing evidence to support the solution, and addressing any potential objections. This may involve answering questions, providing testimonials or case studies, or offering a trial or demo of the product or service.

    5. What are some best practices for objection handling in sales?

    Best practices for objection handling include actively listening to the customer, addressing objections as they arise, using evidence to support the solution, and reframing objections as opportunities. Salespeople should also be prepared with a set of responses for common objections and be flexible enough to adjust their approach to individual customers.

    6. Can objection handling be used in other contexts outside of sales?

    Yes, objection handling can be used in other contexts outside of sales. It can be used in negotiations, customer service interactions, and even personal relationships. The principles of addressing concerns, providing evidence, and reframing objections can be applied in any situation where persuasion is necessary.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

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