5 Things to Do When a Customer Raises an Objection During a Sales Call

Sales calls rarely go smoothly from start to finish. They are kind of weird. No matter how well you present your offer, customers will have concerns, doubts, or reasons to say no. These objections can make or break your deal, depending on how you respond. Objections are just a part of the game. And if you don’t know how to handle them, let’s just say you won’t be closing many deals. Objections don’t mean the customer isn’t interested. They just need more information or reassurance.

So, how do you handle objections in cold calling? Instead of panicking or pushing too hard, follow these five steps to turn objections into opportunities.

Why Do Customers Object?

Here’s the deal: objections happen for a bunch of reasons. Some are valid. Some are just people being difficult. Some are excuses. Some might even be genuine concerns. But generally, objections fall into these categories:

• Price concerns – “Too expensive.” “Not in budget.” “I’d rather spend money on coffee.” 
• Scepticism – “Is this even legit?” “Sounds too good to be true.” “I don’t trust you.” 
• Timing issues – “Not the right time.” “Maybe next quarter.” 
• Misinformation – “I thought your product did XYZ, not ABC.”
• General resistance to salespeople – Some people just don’t like sales calls. Probably had a bad experience. Probably just hate talking to strangers.

Objections don’t mean the deal is dead. It just means you need to work a little harder. Or a lot harder. Depends on the customer.

1. Listen Without Interrupting

The biggest mistake sales reps make is jumping in too soon with a counter-argument. When a customer raises an objection, let them speak. This does two things:

• It helps you fully understand their concern.
• It makes them feel heard, which builds trust.

Once they finish, repeat their concern in your own words to show that you understand. For example, if they say, "Your solution seems expensive," you can respond with:

"I see, so your main concern is whether the pricing fits within your budget. Is that right?"

This simple technique ensures you’re addressing the right issue instead of assuming what they mean.

2. Ask Questions to Dig Deeper

Not all objections are what they seem on the surface. A price objection might actually be about perceived value. A hesitation about timing might be uncertainty about ROI. That’s why the best way to handle objections in sales calls is by asking follow-up questions like:

• "Could you share what budget you had in mind?"
• "Is cost the only concern, or are you also considering other factors?"
• "What specific results would make this investment worthwhile for you?"

These questions help uncover the real roadblock so you can tailor your response accordingly.

3. Provide Proof and Reassurance

Objections often come from scepticism. The customer might not be sure your solution will work for them. Instead of arguing, provide proof. You can:

• Share success stories: "One of our clients in your industry had the same concern but saw a 30% increase in efficiency within three months."
• Offer data: "80% of businesses that use our solution report a positive ROI within six months."
• Suggest a trial: "Would you be open to testing it for a month and seeing the results yourself?"

Evidence is more convincing than promises. When customers see that others have overcome similar doubts, they’ll be more willing to move forward.

4. Reframe the Objection as an Opportunity

Not all objections are negative. In fact, they show that the customer is considering your offer seriously. Instead of viewing objections as roadblocks, use them as stepping stones to highlight your product’s value.

For example:

• Objection: "Your product is too expensive."
• Response: "I understand, but let’s look at what you get for the price. Our solution includes [key benefits] that will save you time and money in the long run."
• Objection: "We already use a competitor’s product."
• Response: "That’s great! Out of curiosity, what do you like about their solution, and what would you improve? Let’s see if we can offer something better."

This approach shifts the conversation from a rejection to an open discussion.

5. Know When to Move On

Not every objection can be resolved in a single call. Sometimes, customers need more time, more information, or a follow-up discussion with their team. Instead of forcing a sale, keep the door open:

• "I understand this is a big decision. How about I send over a detailed comparison and follow up in a few days?"
• "Would it be helpful if I set up a quick demo to show how it works?"
• "If now isn’t the right time, when would be a better time to revisit this?"

A well-handled objection today can turn into a sale later. Persistence, without pressure, keeps prospects engaged.

Conclusion

Objections are a natural part of sales. Instead of fearing them, embrace them as a chance to provide value and build trust. The key to handling objections in sales calls is to listen, ask the right questions, provide proof, reframe objections, and know when to follow up.

And the next time you wonder, "How to handle objections in sales calls?"—just remember: objections aren’t the end of the sale. They’re the beginning of a deeper conversation.

Would you like to learn more about objection handling techniques? Reach out to us at Nexizo—we help businesses find and close more deals with AI-powered sales intelligence.