In my sales trainings I’ve noted that most reps often consider sales objections as a negative. A quick look at the other side of the coin will allow you to see that they are positive part of the sales process.

Consider this idea. Sales objections are part of the communication. Often they are a “stall”, used in an effort to get you off the phone. In many other cases objections are “signals”. In either circumstance they are valuable if you use them to your advantage. How?

Here are some thoughts, guidelines and scripts to consider.

While there is no way to anticipate all combination of sales objections and responses, it is important that you make a list of the common sales objections (there are a lot less than you might think) and have a series of questions and responses that help you move the conversation towards your value proposition. In this way the conversation will allow you to differentiate yourself and company, creating an “impression” with the prospect.

Plan it out, anticipate and role play. The goal is to address the objection in a way that creates enough interest in the prospect to set an appointment, demo or next step that keeps the prospect and conversation alive or qualifies them as a lesser prospect for your product or services so you can move on to more valued prospects.

In general there are two types. “Buying Signal” or the “Brush Aside or Stall”

Buying Signal Objection Guidelines

  • Empathize. – Acknowledge that you understood.
  • Repeat – Confirm your understanding.
  • Question – Based on the objection, question or probe to flush out the reason for the objection.
  • Listen – Carefully listen to determine if your product/service has a differentiating value.
  • Respond – Reply with your value proposition. Try not to sell on the phone (unless that is your current process).
  • Ask – Ask for an opportunity to set an appointment to discuss in detail your product/service and to learn more about your prospects needs.

Here is an example of how I handle a “Buying Signal” objection in my business.

simple.sales.strategy  Intro: “Good morning Mr. Prospect, My name is Bob Davis with simple.sales.strategy – I help businesses such as yours develop and execute a sustainable and simple sales plan.  I have engaged with over 30 companies in Austin and they speak highly of my work, I have helped them increase revenue and margin while building a strong and effective sales team.”

Prospect Objection (aka sales objections): “We have done sales training in the past and it didn’t work for us.”
(Note: What I’m really hoping for is … “Who are you working with?” Then I have stories that illustrate my value.)

S3:  “Mr. Prospect.. I understand. What about that training was disappointing?”

Prospect Objection (aka sales objections): “We did not realize sustainable improvement.”

SSS: “Mr. Prospect, many of my clients have had that same experience with other sales training programs. What they found in working with me is that I first develop a sustainable strategy that is simple and scalable, and then we move towards tactical execution. Our strategy creates consistency and measurable results over time.”

Pause and await other sales objections and if so.. handle. If not ask for the appointment in this way.

S3: “Mr. Prospect I know your time is valuable as is mine, what I would like to suggest is that we spend a half hour together so I can learn more about your challenges and share why my services will add value to your business. If I can’t do that in a half hour, I will pack up and go.”

If you determine it is a “Brush Aside” A few examples are

“I don’t have time for you now”
“I don’t need your services”
“We are all taken care of”

How about something like this?

S3 “You know Mr. Prospect… some of my best customers said that the first time we spoke and after they met with me they realized that I deliver a simple, scalable and affordable sales solution. I have created value for companies like Best Star Foods, Big Tex Investment and Austin Internet. I have strong referrals to owners and testimonials of the value that I deliver.”

Pause and handle any other sales objections and then ask for the appointment

S3: “Mr. Prospect I know your time is valuable as is mine, what I would like to suggest is that we spend a half hour together so I can learn more about your challenges and share why my services will add value to your business. If I can’t do that in a half hour, I will pack up and go.”


If you take the time to list your most common objections and plan your responses you will find that in many cases you can respond naturally while engaging your prospect into a dialogue that will allow you to define your value and purpose as well as keep the sales process moving forward. You won’t be able to convert all your calls to an appointment, the idea is to improve your percentages and leave an “impression” with your prospect of your value and brand.

If you don’t have a Simple Sales Plan that works consider purchasing my low cost ($149.00) 100 % GUARANTEED Training Video with all the tools, templates you need to execute for yourself or a sales team.

If it doesn’t work for you, I will refund your investment NO QUESTIONS asked.
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Bob Davis is the founder and president of simple.sales strategy in Austin, TX providing effective sales training and support to small and medium size businesses and individuals by building an effective, simple and proven systematic sales process that is scalable, sustainable and sane.
He can be reached at 512.658.9500 or