You’re in the middle of what feels like a great sales conversation when suddenly… it happens.
“We’re already working with someone.”
“Can you send me something to look over?”
“This just isn’t the right time.”
Most salespeople see objections as a signal to retreat—or worse, launch into defense mode.
At Sandler, we teach that objections aren’t rejections—they’re clues. When handled properly, they can actually bring you closer to a deal.
Here’s how to shift your mindset and respond with confidence.
Why Objections Happen
Objections aren’t the problem. They’re a symptom. Usually, they fall into one of a few categories:
🔍 Lack of clarity: The buyer doesn’t fully understand how you help.
🧱 Lack of trust: They’re not sure you are the one to help them.
🤝 Lack of pain: The problem isn’t real or urgent enough.
🪙 Lack of budget: The investment feels too high for the perceived value.
Understanding why someone is pushing back is the first step to turning things around.
Don't Dodge—Dig In
Most salespeople fear objections. But seasoned pros lean in with curiosity. Here's why:
Objections are often buying signals in disguise.
Think about it. If a buyer wasn’t at least somewhat interested, they’d just say no. Pushback means they’re processing—and that’s your window.
Instead of defending, question their objection with empathy and neutrality.
Use the Sandler “Softening + Reverse” Approach
Let’s say you hear:
“This is more than we were planning to spend.”
Instead of justifying price, try this:
“Totally fair. Can I ask what you were expecting—and what you’re comparing it to?”
This does three things:
Acknowledges the concern without resistance.
Reverses the pressure with a question.
Gets to the root of the objection.
Now you’re having a real conversation—not a price war.
Common Objections—and How to Handle Them
🗣 “We’re already working with someone.”
“Sure. Out of curiosity, what’s prompting you to explore other options now?”
📧 “Can you send me something?”
“Happy to—what specifically were you hoping to see?”
📆 “We’re just not ready yet.”
“Got it. What would need to change for this to become a priority?”
The goal isn’t to “overcome” objections like a scripted rebuttal—it’s to understand them and move the conversation forward.
Avoid Objections Before They Happen
The best objection handling happens before objections even come up.
At Sandler, we teach:
How to uncover real pain early (so you’re not seen as a commodity)
How to set up-front contracts (so ghosting and stalls are minimized)
How to qualify for budget and decision process before presenting
When you follow this system, objections become fewer—and easier to handle.
The Bottom Line: Objections Are Opportunities
Objections don’t mean you’ve failed. They mean you’re getting close to the truth. And the truth—when handled with skill—is where deals are won.
Instead of avoiding objections, embrace them. Use them to deepen the conversation, challenge assumptions, and differentiate yourself from every other seller who panics the moment they hear “no.”
