Sales objections aren’t deal-breakers. They’re opportunities. Here are eight strategies for converting hesitation into commitment.
1. Spotting Unspoken Objections
Ask genuine questions during pitches. The best pitches are never one-sided.
Listening matters more than constant selling. Pay attention to what they’re not saying.
2. Handling Excuses with Empathy
Rather than immediately dropping prices or retreating, acknowledge concerns and share examples of clients who overcame similar hesitations.
One client initially quoted £7k elsewhere ultimately signed for £15k after understanding the ROI potential.
3. Managing Hostile Objections
When facing defensive clients, ask open-ended questions about past experiences. This shifts dynamics from argumentative to collaborative.
Critics can become advocates when they feel heard.
4. Using Information Requests to Build Trust
Specificity matters. Carry case study materials demonstrating concrete results:
- One racecourse increased attendance from 322,000 to 326,469 annually
- Another client grew revenue from £50m to £55m post-rebrand
Real numbers beat vague promises.
5. Engaging Showoff Objections
Compliment client expertise before presenting solutions. This builds rapport and positions you as collaborative rather than competitive.
6. Defusing Subjective Objections
Redirect focus from personal doubts to client business goals. Make conversations objective rather than defensive.
7. Breaking General Sales Resistance
Ask: “Would you mind if I asked you some questions?”
This demonstrates genuine interest and encourages clients to reveal their own solutions.
8. Overcoming Last-Ditch Hesitations
Combine empathy with social proof through case studies. Provide reassurance based on real client experiences.
The Bottom Line
Every objection is information. Use it to understand what they actually need, then show them how you deliver it.