Ben Kain-Williams is the Regional Vice President of Sales at BoostUp where he handles B2B software sales to large enterprise accounts. He has 15 years of sales experience and is an expert in collaborating with customers to drive business value.

Objections are an inevitable part of any sales cycle, with the average salesperson hearing as many as 10 objections per day. However, only 27% of reps can overcome objections effectively, highlighting a crucial skill gap.

The ability to skillfully navigate and resolve a prospect's concerns is often the make-or-break factor that separates successful sales professionals from the rest. Objections can stem from various aspects, ranging from budget constraints and perceived lack of need to comparisons with competitors or internal bureaucracy. 

The nature of these objections can differ significantly based on the product or service sold, price point, payment frequency, the decision-maker's level within the organization, and the client size.

Regardless of the objection's origin, failing to address it head-on can quickly derail even the most promising sales opportunities. On the flip side, a salesperson who excels at sales objection handling can turn potential roadblocks into opportunities to reinforce the value proposition, build trust, and ultimately guide the prospect toward a positive buying decision.

Common B2B Sales Objections to Prepare For 

Although the specific objections can vary greatly depending on the industry and solution, there are some common themes that B2B sales teams regularly encounter. 

Among the most common are budget constraints, the perceived lack of need for the product or service, and comparison with competitor offerings. However, factors such as price, frequency of payment (one-off or recurring), the level of decision maker within the customer organization, and the size of the customer (SME vs. enterprise) can also significantly influence the nature and triggers of these objections.

For example, SMBs may be more sensitive to upfront costs and payment terms, while larger enterprises could prioritize robust feature sets and integrations. Similarly, objections from lower-level employees may center around specific use cases, whereas C-suite executives might question the overall strategic fit and ROI projections. 

By understanding these nuances, sales reps can better anticipate the objections they'll face and prepare for them by adjusting their approach accordingly.

The 7-Step Objection Handling Framework

Mastering the art of objection handling requires a structured yet flexible approach. The following 7-step objection handling framework provides a comprehensive guide to tackling even the most complex objections in B2B sales.

Step 1 - Listen Actively

The first and most important step is to actively and attentively listen to the prospect when they raise an objection. Avoid the temptation to interrupt or rush to formulate a response. Instead, focus on really understanding the concern from the customer's perspective and pick up on verbal and non-verbal cues that can provide deeper insights.

Step 2 - Acknowledge the Concern

Once the objection has been raised, it's essential to acknowledge and validate the concern. This simple act of empathy can go a long way in building trust and a good relationship, as it signals to the potential customer that their perspective is heard and respected. A simple acknowledgment like "I understand your concerns about the pricing model" can work wonders.

Step 3 - Ask Exploratory Questions

Instead of immediately launching into a rebuttal, take the opportunity to gather more information by asking probing questions. These open-ended questions allow you to uncover the source of the objection, explore underlying assumptions or misconceptions, and gain a deeper understanding of the customer's needs and priorities. 

Well-formulated questions can also encourage the potential customer to explain their initial objection and thus gain valuable insights.

Step 4 - Identify the Root Objection

With the additional context gathered through exploratory questions, the next step is to synthesize the information and identify the true root cause of the objection. 

This crucial analysis separates surface-level concerns from deeper, more fundamental issues that may be driving the client's hesitation. Once the core objection has been pinpointed, sales reps can craft a targeted response that directly addresses the heart of the matter.

Step 5 - Provide a Tailored Solution

Armed with a clear understanding of the root objection, the focus shifts to providing a tailored solution that alleviates the client's concerns. This may involve leveraging product demos, case studies, or ROI calculations to highlight the value proposition effectively. 

The solution should be presented in a consultative manner, positioning the salesperson as a trusted advisor working towards the client's best interests.

Step 6 - Confirm Understanding

Before progressing further, it's essential to confirm that the proposed solution has adequately addressed the objection. This can be achieved through open-ended questions that encourage the prospect to provide feedback and voice any remaining concerns. 

Active listening and attentiveness during this stage can help identify any lingering doubts or reservations that may need further clarification or adjustment.

Step 7 - Transition Smoothly

Once the objection has been resolved to the client's satisfaction, it's crucial to transition smoothly to the next stage of the sales process. This could involve revisiting the key benefits, discussing the next steps, or proposing a mutually agreeable timeline for decision-making. 

A seamless transition reinforces the professionalism and consultative approach, positioning the sales team as a trusted partner throughout the journey.

The Objection Handling Process in Action

To illustrate the 7-step objection handling process in practice, let's explore two common scenarios faced by B2B sales teams:

"Your solution is too expensive compared to competitors."

  • Listen actively to understand the client's budget constraints and priorities.
  • Acknowledge the concern about pricing: "I understand that cost is a major consideration for your team."
  • Ask exploratory questions: "Can you share more about your budget allocation process and the key factors driving your pricing expectations?"
  • Identify the root objection: Is it purely about the upfront cost, or are there specific features/capabilities they're prioritizing?
  • Provide a tailored solution: Highlight the long-term ROI, and cost savings from productivity gains, or explore flexible pricing models.
  • Confirm understanding: "Does this pricing structure better align with your budgetary requirements and expected ROI?"
  • Transition smoothly: "Great, now that we've addressed the pricing concern, let's discuss the implementation timeline and onboarding process."

"We're happy with our current solution and don't see a need to switch."

  • Listen for insights into their current setup, pain points, and future goals.
  • Acknowledge their satisfaction: "I'm glad to hear your existing solution has served you well so far."
  • Ask questions: "What are the key capabilities you rely on most heavily? Are there any areas where you feel improvements could be made?"
  • Identify the root objection: Lack of perceived value or risk aversion?
  • Provide a tailored solution: Showcase unique features, better UX, superior integrations, or industry-specific use cases.
  • Confirm understanding: "Does this help illustrate how our solution can take your team's productivity and capabilities to the next level?"
  • Transition smoothly: "Let's schedule a more in-depth demo to further explore how we can streamline your specific workflows."

Mastering the Soft Skills of Objection Handling

While a structured framework and in-depth product knowledge are crucial, successful objection handling in B2B sales hinges heavily on mastering the soft skills that foster trust, credibility, and a consultative approach. Empathy, patience, confidence, and the ability to position yourself as a trusted advisor are invaluable.

Empathy is key to truly understanding the customer's perspective and responding to their concerns in a meaningful way. This involves actively listening, reading between the lines, and showing a genuine understanding of the customer's challenges and priorities. This level of empathy not only helps to uncover the underlying objections but also builds a strong rapport and sense of partnership.

Patience is equally important, as objections often stem from deeply held beliefs or complex organizational processes. Rushing to provide a scripted response can undermine the entire process. Instead, salespeople must be willing to invest time in exploring the objection, asking thoughtful questions, and allowing the client to fully express their concerns without feeling pressured.

Confidence is also crucial when dealing with objections. A sales professional who exudes confidence in their solution, expertise, and ability to provide value can effectively dispel doubts and instill confidence in the customer. This confidence should be accompanied by humility and a willingness to admit that the solution may not be a perfect fit.

Ultimately, it's about developing a consultative approach and positioning yourself as a trusted advisor who is committed to finding the best solution for the client's individual needs. With this mindset, the dynamic shifts from a transactional sales pitch to a collaborative problem-solving process that fosters a deeper level of engagement and trust.

Ongoing Practice is Key

Mastering the art of objection handling is an ongoing journey that requires constant practice and refinement. Even the most experienced sales professionals should actively look for ways to improve their skills, such as role-playing, sales call reviews, and sharing best practices within their teams.

Role-playing exercises, whether with colleagues or dedicated coaches, provide a safe environment to simulate real-world objections and test different response strategies. This hands-on practice helps build muscle memory and confidence in navigating challenging scenarios.

Regular evaluation of recorded sales conversations, both successful and unsuccessful, can also provide invaluable insights. Analyzing dynamics, identifying opportunities for improvement, and analyzing effective objection-handling techniques can help salespeople continuously improve their craft.

Finally, fostering an open culture of knowledge-sharing and collaboration within the sales organization is paramount. Encouraging team members to discuss their experiences, share successful strategies, and provide constructive feedback can accelerate collective growth and ensure that objection handling remains a core strength.

Remember, objections are an inevitable part of the sales process, but they also present opportunities to showcase your expertise, build trust, and ultimately guide clients toward the best solutions for their needs. Embrace the challenge, stay committed to continuous improvement, and watch your objection handling techniques and skills soar to new heights.