5 Basic Objections and How to Overcome Them


Objections come to us in many flavors and different phrases. We are all used to hearing them. If you are serious about your career, you know these objections before going in to every call and have prepared answers ahead of time to overcome these objections. According to legendary salesman and motivational speaker Zig Ziglar, at the end of the day, all objections, no matter how bizarre, can really be boiled down to 5 basic objections. If you are ever hit with an objection and don’t quite know what to say or how to overcome it, we typed up a list of what those 5 basic objections are and how to overcome them ahead of time.

  • No Trust

This is Sales 101 here, but it’s extremely important and often times the most difficult objection to overcome. It’s difficult because if you don’t build trust early on in the conversation, the entire sales process will collapse in on itself. Imagine that trust is like a foundation – it needs to be strong. Once you start building the house, you can’t go back and rebuild the foundation. To be perfectly honest, once you get to the pitching part of the process and trust is not established, there is no overcoming this objection.

A great way to build trust early on is to demonstrate your genuine concern about the customer or potential customer. Build your own value and ask relevant questions. Be confident and don’t be shaky on the phone. People will only be suspicious if you give them a reason to be. Confidence, friendliness, openness, and knowledge are the keys here. Once you discover that you have actually gained trust, and only after then, should you start to pitch.


  • No Need

So, let’s say you spend 10 minutes describing this really cool new product that your company has. Your company has put thousands of man/research hours in to developing this and has spent a pretty penny on the entire process. It’s the most technologically advanced thing that your company has ever released and you are so excited and confident that everyone will buy it. However, the person on the other end of the phone is less than excited and can only respond with “Oh, cool, I’ll have to think about it…” What happened?

While you were describing why this product is so awesome, you probably failed to ask the customer discovery questions as to what he needs and why he needs it. You probably failed to make the need connection to the new product. No matter how awesome the product is, unless there is a need for it from the customer, they won’t care. Ask relevant questions as to their actual needs and then pitch the product. Reverse the order and you’re going to have a bad time.

  • No Desire

This one is a good piggyback from the point above. If they need it, then they will probably desire it. However, there have been instances where a customer has admitted that they could definitely use my product but really had no desire to buy it. If this has ever happened to you, it’s because, like above, you failed to ask the relevant questions as to what the customer actually wants. Remember, wants and needs are different things. You can want something but not need it, and you can need something but not really want it. It’s all about convincing the customer that if they need it, they want it, and if they want it, they need it.

  • No Hurry

Have you ever had someone tell you “Oh my, this all sounds amazing, but I think I will think about it and wait.” Might as well be a no. If this has ever happened to you, then you need to work on your urgency part of your script. If you really pay attention to any ads on TV or in stores, you will see phrases such as “sale ends this week!” or “limited time offer!”. You should be doing the same thing.

It’s worth noting that the hurry element needs to be peppered in to every part of your conversation. If you throw it in there at the very end after the objection is presented, it will seem incredibly forced and they won’t believe you. Some phrases that I use are “I am calling you because we released this new product and other people have been buying it like crazy, we’re almost out of inventory until we have to go on back order” or “I am calling you now because you are a valued customer and this sales promotion ends tomorrow…”

  • No Money

This objection is insanely hard to overcome once it is presented to you. I have heard various ways of overcoming this, such as an “Easy payment plan” or “no interest financing easily available”. While these are good ways to overcome it, you really should be building up the value of your product throughout the conversation so they can get a general idea of what the price is. It should sound like an amazing bargain at the end, no matter the cost. “Our competitors are selling this for $200, but with this promotion, you can get it for $50 today. After today, it becomes $100.”

While many objections will be thrown at you with thousands of different phrases and excuses, they can all be boiled down to these 5 basic ones. Next time you are pitching and get an objection, try to see where it fits in the above list and learn for next time how to overcome that one before it is even presented.


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Author: Jason Karaman

Hello! I’m a marketing, sales, and customer service author, blogger and doer. I live in the South Carolina Lowcountry with my wife. I enjoy reading, writing, hiking, kayaking, and all things beach. For media inquiries, send an email to JasonKaraman@ExpertCaller.com

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