Every “no” contains information. The best salespeople do not fear objections - they welcome them. An objection means the prospect is engaged enough to push back. Silence is worse than resistance.
But winging objection handling is a recipe for losing deals. The pressure of the moment leads to defensive reactions, over-explaining, or worse - discounting. Prepared responses let you stay calm, empathetic, and strategic.
Write responses to common sales objections.
Create an objection handling script for this scenario: CONTEXT: - Product: B2B SaaS project management tool - Price: $49/user/month - Target buyer: VP of Operations at 50-200 employee companies - Key value: Reduces project delays by 40%, integrates with existing tools OBJECTION: "Your price is higher than [Competitor X]" FOR EACH RESPONSE, INCLUDE: 1. Acknowledgment phrase (validate their concern) 2. Discovery question (understand the real issue) 3. Reframe with evidence (address underlying concern) 4. Bridge to next step (low-friction forward motion) CONSTRAINTS: - Sound empathetic, not defensive - Use specific proof points, not vague claims - Never badmouth the competitor directly - Keep each element under 2 sentences
The Psychology of Objections
Understanding why prospects object helps you respond effectively. Most objections fall into two categories: logical concerns and emotional resistance.
Logical Concerns
Real questions about fit, budget, or timing. These need information and evidence. Answer them directly and move forward.
Emotional Resistance
Fear of change, past bad experiences, or trust issues. These need acknowledgment and reassurance before logic.
Insight
The FEEL Framework
A four-step structure for handling any objection with empathy and effectiveness. FEEL stands for: Feel acknowledged, Explore, Educate, Lead.
Feel Acknowledged
Explore the Concern
Educate with Evidence
Lead to Next Step
Apply the FEEL Framework to this objection: OBJECTION: "[Insert the objection you're hearing]" CONTEXT: - Your product/service: [What you sell] - Buyer persona: [Who you're selling to] - Relevant proof point: [A result you can reference] GENERATE FOR EACH FEEL STEP: 1. FEEL ACKNOWLEDGED - Validating statement that shows empathy - Example: "That's a fair concern, and you're not alone in raising it." 2. EXPLORE THE CONCERN - 2-3 discovery questions to understand the real issue - Example: "Help me understand - when you say X, is it more about Y or Z?" 3. EDUCATE WITH EVIDENCE - Specific proof point or reframe that addresses the concern - Example: "What we've seen with similar companies is..." 4. LEAD TO NEXT STEP - Low-risk action that maintains momentum - Example: "What if we explored X together? No commitment, just clarity." CONSTRAINTS: - Each element should be 1-2 sentences max - Sound like a helpful peer, not a pushy salesperson - Never argue or get defensive
Common Objection Types
Most objections fit into five categories. Understanding the pattern helps you prepare effective responses.
Price Objection
"It is too expensive" / "We do not have the budget"
Reality: Often means value is not clear, not that price is wrong
Timing Objection
"Not right now" / "Maybe next quarter"
Reality: May be real, but often means priority is unclear
Competitor Objection
"We are looking at X" / "How are you different from Y?"
Reality: They are doing their homework - you need differentiation
Authority Objection
"I need to talk to my boss" / "We have a committee"
Reality: Process is real, but you need to enable your champion
Need Objection
"We are happy with what we have"
Reality: Status quo bias is strong - they need compelling reason to change
Price Objections
Price objections are rarely about the number. They are about perceived value, budget allocation, or comparison to alternatives. Your job is to shift the conversation from cost to value.
Create objection handling scripts for price-related concerns: CONTEXT: - Product: [Your product/service] - Price: [Your pricing] - Key value metrics: [Measurable outcomes you deliver] - Competitor pricing: [If known] GENERATE SCRIPTS FOR THESE PRICE OBJECTIONS: 1. "It's too expensive" 2. "We don't have the budget" 3. "Your competitor is cheaper" 4. "Can you give us a discount?" FOR EACH, PROVIDE: ACKNOWLEDGE: Validate without agreeing Example: "I hear you - investment decisions deserve careful thought." EXPLORE: Question to understand the real concern Example: "When you say expensive, are you comparing to alternatives or to not doing anything?" REFRAME: Shift from cost to value/ROI Example: "Our customers typically see X result in Y timeframe, which means..." BRIDGE: Next step that addresses the concern Example: "What if we mapped out the ROI for your specific situation?" CONSTRAINTS: - Never apologize for your price - Focus on value delivered, not features - Use specific numbers when possible - Avoid the word "but" after acknowledgment
Acknowledge
“I appreciate you being direct about that. Price is always a consideration, and it should be.”
Explore
“Help me understand - when you say it feels expensive, are you comparing to other solutions you have looked at, or to not solving this problem at all?”
Reframe
“What we have seen with companies your size is that the cost of [problem] typically runs around $X per month in [wasted time/lost revenue/etc]. Our customers usually break even in [timeframe].”
Bridge
“What if we walked through the math together for your specific situation? That way you can make a fully informed decision.”
Warning
Timing Objections
Timing objections are tricky. Sometimes they are real - the prospect genuinely cannot act now. But often “not now” means “not convinced” or “not a priority.” Your job is to understand which.
Create objection handling scripts for timing-related concerns: CONTEXT: - Product: [Your product/service] - Sales cycle: [Typical timeline] - Implementation time: [How long to get started] - Cost of delay: [What happens if they wait] GENERATE SCRIPTS FOR THESE TIMING OBJECTIONS: 1. "We're not ready right now" 2. "Check back next quarter" 3. "We have other priorities" 4. "We're in the middle of [X project]" FOR EACH, PROVIDE: ACKNOWLEDGE: Respect their timeline Example: "I completely understand - timing matters." EXPLORE: Understand what's driving the delay Example: "When you say next quarter, what needs to happen between now and then?" CREATE URGENCY: (without pressure) Cost of waiting Example: "The companies we work with typically find that waiting means..." BRIDGE: Stay connected without being pushy Example: "What if we put together a plan now so you're ready when the timing is right?" CONSTRAINTS: - Never dismiss their timeline as an excuse - Create urgency through insight, not pressure - Offer value in the interim - Set a specific follow-up, not "let me know"
Pro Tip
Competitor Comparisons
When prospects mention competitors, they are doing their due diligence. This is good - it means they are serious. Your job is to differentiate without disparaging.
Create objection handling scripts for competitor-related concerns: CONTEXT: - Your product: [What you sell] - Key competitors: [Names] - Your differentiators: [What makes you different] - Competitor weaknesses: [Where they fall short - be honest] - Your ideal customer: [Who you serve best] GENERATE SCRIPTS FOR THESE COMPETITOR OBJECTIONS: 1. "We're also looking at [Competitor]" 2. "How are you different from [Competitor]?" 3. "[Competitor] is cheaper/has more features" 4. "We already use [Competitor] - why switch?" FOR EACH, PROVIDE: ACKNOWLEDGE: Show respect for their process Example: "It makes sense to compare options - that's smart buying." EXPLORE: Understand their evaluation criteria Example: "What's most important to you as you evaluate? That helps me focus on what matters." DIFFERENTIATE: Focus on your unique value Example: "Where we tend to win is when companies need X. If that's a priority for you..." BRIDGE: Offer comparison help without desperation Example: "Happy to put together a side-by-side focused on your specific criteria." CONSTRAINTS: - Never badmouth competitors directly - Focus on fit, not "better" - Acknowledge where competitors might be better for certain use cases - Be confident, not defensive
Acknowledge
“That makes total sense - [Competitor] is solid, and comparing options is the right approach.”
Explore
“As you are evaluating, what are the two or three things that matter most? That helps me understand if we are even the right fit.”
Differentiate
“Where we tend to be the better choice is when [specific use case]. Companies choose [Competitor] when [different use case]. Does one of those sound more like your situation?”
Bridge
“Would it be helpful if I put together a comparison focused on [their stated priorities]? Not trying to sell you - just want to make your evaluation easier.”
Insight
“We are Happy with Our Current Solution”
Status quo is the toughest competitor. People prefer the known to the unknown, even when the known is not great. Breaking status quo requires helping them see the cost of staying put.
Create scripts for status quo objections: CONTEXT: - Product: [What you sell] - Common current solutions: [What they're using instead] - Hidden costs of status quo: [Problems with current approach] - Switching effort: [How hard is it to change] - Quick wins: [Value they can see fast] GENERATE SCRIPTS FOR THESE STATUS QUO OBJECTIONS: 1. "We're happy with what we have" 2. "We've always done it this way" 3. "Switching would be too disruptive" 4. "Our current solution works fine" FOR EACH, PROVIDE: ACKNOWLEDGE: Validate their comfort Example: "If it's working, that matters. No one should change for change's sake." EXPLORE: Surface hidden dissatisfaction Example: "When you say it works, what would 'working even better' look like?" CHALLENGE (gently): Cost of status quo Example: "The companies we work with thought the same until they realized X was costing them Y..." BRIDGE: Low-risk way to explore Example: "What if we just compared notes? If your current approach is truly better, I'll be the first to say so." CONSTRAINTS: - Never insult their current approach - Help them discover problems, don't tell them - Focus on opportunity cost, not scare tactics - Make switching feel safe and gradual
Opening Question
“Help me understand your current process. Walk me through how you handle [specific task] today.”
Listen for Pain
Watch for phrases like “usually,” “when it works,” “most of the time,” or sighs.
Quantify the Impact
“How often does [pain point] happen? And when it does, what does that cost you in time or money?”
Create Vision
“What if you could get that time back? What would you do with an extra [X hours] per week?”
Customizing Scripts for Your Product
Generic scripts fall flat. The best objection handlers feel natural because they are built from your specific value props, proof points, and customer stories.
Help me customize my objection handling scripts: MY PRODUCT/SERVICE: - What we sell: [Description] - Price point: [Cost] - Primary value: [Main benefit] - Proof points: [Key metrics/results] MY CUSTOMERS: - Ideal buyer: [Title, company size] - Their main pain: [Problem we solve] - Why they buy: [Top 3 reasons] - Why they don't buy: [Top 3 objections] MY COMPETITORS: - Main alternatives: [Names] - Our advantages: [Where we win] - Their advantages: [Where they win] CUSTOMER STORIES: - [Company A] achieved [Result] in [Timeframe] - [Company B] reduced [Metric] by [Percent] GENERATE: 1. Top 5 objections I should prepare for 2. For each objection, a script using the FEEL framework 3. Specific proof points to reference for each objection 4. Follow-up questions to keep the conversation going
Pro Tip
Practice and Roleplay
Scripts are useless if you cannot deliver them naturally. Practice until the responses feel like your own words, not something you memorized.
Create a roleplay scenario for objection handling practice: MY CONTEXT: - Product: [What I sell] - Target buyer: [Who I'm selling to] - Objection to practice: [The objection I want to work on] SCENARIO SETUP: Create a realistic buyer persona including: - Name and title - Company context - Why they might have this objection - Their communication style (direct, analytical, skeptical, etc.) ROLEPLAY INSTRUCTIONS: 1. Start with the buyer raising the objection in a realistic way 2. After I respond, react as the buyer would 3. Include follow-up objections if my response is weak 4. Push back on generic or defensive answers 5. Acknowledge when I handle it well DEBRIEF: After the roleplay, provide: - What I did well - Where I could improve - Alternative approaches to try - Specific phrases that would have worked better
Daily Practice
Pick one objection each morning. Practice your response out loud three times. It takes 2 minutes and compounds over time.
Team Roleplay
Weekly 15-minute sessions where teammates play tough buyers. Rotate who handles the objection. Everyone learns from each other.
Next Steps
Great objection handling is not about having perfect answers. It is about listening deeply, responding empathetically, and moving forward together. AskSmarter.ai can help you build scripts tailored to your specific product, customers, and objections.
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