7 techniques for effective objection handling

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“We do not have the budget for this.”

“I need to discuss this with my colleague who makes the decision.”

“We already have something like this.”

“This isn’t a priority for us at the moment.”


Apologies for triggering your fight-or-flight response. We needed a good hook.


As experts in the face-to-face marketing scene for the past two decades and counting, the team at SalesWorks knows first-hand what it’s like to deal with objections. So, let’s help you out – here are 7 techniques for effective objection handling.


Step 1: Before the demo 


Prior to the sales demo or asking for their business, discover the prospects’ possible concerns with the “P.O.W.E.R.F.U.L.” framework. These acronyms stand for the aspects you should look into to set you up with a virtually objection-less close. 


P – Pain. How urgently do they need to address the pains? 


O – Opportunity costs. Pose to them the possible opportunity costs if they do not take action on their pain points. 


W – Wants. Find out what are your prospect’s company goals OR plant them. Tie-in your solution to their goals. 


E – Executive-level influence. Find out if the person you’re talking to holds the decision-making power.


R – Resources. Similarly, identify who controls the budget.


F – Fear of failure. Does your potential client worry that if they stick with their current solution, it will lead to failure? 


U – Unequivocal trust. Earning the prospect’s trust is key. What do they need to trust you and your solution?


L – Little things. It’s easy to get caught up in features and automation ideas, but hey, execs might not be wowed by that. So, how can you show them the real value and impact you bring to the table? That’s the ticket to sealing the deal! 


Step 2: Thank your prospects for their objections

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An objection opens an opportunity for you to address the prospect’s concerns. Saying “Thank you for bringing that up” shows that not only do you have a solution for their concern, but also shows your confidence in the product you’re selling. 


If their concern is not something you can share a solution for straightforwardly, you could reply with a simple: “I really appreciate you sharing that.”


Step 3: Empathise with your prospects


Filter their objection and find the emotional aspect of it. You can empathise with statements such as, “I hear you and I get where you are coming from. It sounds like this has been really frustrating.”


By showing empathy, your prospect will feel more at ease and likely share information that can help you come up with a valuable solution.


Image:  Alexander Suhorucov


Step 4: Get to the bottom of it with open-ended questions


Now’s the time to delve into the root cause of their objection. To get them to spill the beans, pose open-ended questions that allow you to grasp their thoughts.


For instance, if the objection is “I can’t get approval on this,” you could ask, “When you mention ‘I can’t get approval on this’… what do you mean, specifically?” or “Besides that concern, is there anything else that’s making you hesitate about this solution?”


Step 5: Prompt the prospect to share their favourite aspects of your product


Try something like, “Hey, jog my memory: What was it about our product that really stood out to you” Then, sit back and let them do the talking. As they express what they liked, it will help reframe their mindset. 

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Step 6: Tie it back in


Now it’s time to connect all the dots and paint the full picture. If they missed mentioning something they liked earlier, gently remind them. Reinforce your key points and highlight how your product directly addresses the pain points they mentioned in step 4 or helps them achieve their desired outcome. 


Step 7: Prove it with real evidence and success stories from happy customers


Sure, you can talk all day about how awesome your product is, but nothing beats solid proof. Bust out industry research, testimonials from satisfied customers, social proof, or case studies that directly relate to what your prospect needs. 


By showing real-life examples of success, you’re not just blowing hot air – you’re the real deal.

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Improve customer relationships with SalesWorks

Mastering objection handling is no walk in the park. However, when it comes down to it, prioritising the customer is key. SalesWorks would know. With over 25  years of experience in the sales industry, our professionals have seen everything, and we know what it takes to seal the deal via objection handling, negotiation and more through face-to-face marketing support.


If you’re curious to learn more about how we can help, don’t hesitate to reach out by filling out the contact form and discovering how we can work together!