Dealing with sales objections is easy. No really it is. Because the chances are you’ve heard them before. There aren’t many new sales objections that completely stop you in your tracks and dumbfound you. No.

Objection handling is easy once you’ve realised you’ve heard them before

Furthermore the chances are I can probably guess what most of them are too. Not because I’m clever or got lots of years experience, but generally they’re based around the same issues – regardless of what industry you’re in.




Do you recognise any of these?

  1. “We wouldn’t consider buying from you because you’re too expensive / we get it cheaper elsewhere.”
  2. “We’re quite happy buying from company B thank you” (one of your competitors) aka happy with present supplier
  3. “Your products don’t meet our specification / needs.”
  4. “I’m not interested in talking about it at the moment.”
  5. We don’t have any money at the moment (no budget)
  6. “We don’t ever use that type of product or service.” Non-user
  7. “We’re not in the market at the moment because of ……”
  8. “Decisions for that are made at another site / H.O. / our parent company” Non-Authority site

I could probably stretch this list to a nice tidy 10 at a push, but after that frankly I’m struggling. There are only so many types of objections and so they’re easy to deal with, because you can be ready for them. In the first few weeks, you will be getting to grips with the objections, and your product range and the benefit statements you can use. But after 13 weeks, I believe you will have already encountered more than 95% of the objections you will ever face. I often use this line when training teams of telesales or telemarketing groups. I don’t actually know whether it is true or not, but nobody has ever challenged me on it!

So, be ready for them. Have your lines ready. Chat to your line manager, or the sales manager, or your field based sales colleagues to find out the best way of combating the dreaded sales objections. Try different lines. You will find some work better than others, or that you feel more comfortable using some lines than others. Find what works best for you.

Our sister company Associated Learning Systems has an audio CD available to buy online for just £34.99. You can find our CD on the psychology of objection handling entitled Saying Yes to NosIt guides you through what goes on in your head when you encounter objections, why we all struggle with objections, and more importantly how to build a framework to deal with them.

Easy! The best of luck

Saying Yes to Nos

Objection handling for telesales and telemarketing is one of the core topics we cover on our 2 day telephone communications skills training in Leicester, Northampton, Kettering, Corby, Peterborough, Cambridge, Newmarket, Bury St Edmunds, Coventry, Birmingham, Daventry, Rugby, Crick, Market Harborough, Loughborough, Solihull, Lichfield, Derby, Nottingham as well as wider parts of Leicestershire, Northamptonshire, the East and West Midlands.

e-mail us to discuss your views on training at or call 01858 461148

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