The five most common objections in Sales – and how to overcome them

As we wrote about here, it is important to maintain a healthy distance from both your lead and your product in order to perform at your best. One of the most effective ways to do this is to anticipate any possible objections a lead may have to your pitch. This article explores the five most common objections our team encounters, and how we deal with them when speaking to relevant leads.

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#1 - “I don’t have time”

This one is straightforward: “No worries, I’ll call you back later. When would be a good time to reach you?”

Most sales calls are unscheduled, and the decision-makers we contact are usually busy individuals. Showing that you respect their time helps build rapport. If they offer a specific time when they are available, it is more likely they will be open to listening to your pitch.

#2 - “Could you send me an email?”

Many people find it difficult to decline someone directly. Whether this is due to a conflict-averse nature or simply a desire to end the conversation politely, the result is the same. They want to conclude the call while still appearing courteous.

While this could mark the end of the interaction, an experienced sales professional sees a potential opportunity: “Certainly, I’d be happy to send you an email. What should I include in it?” This question re-engages the lead and encourages them to clarify what matters to them. Often, this will lead to a more meaningful conversation, potentially making the email unnecessary or turning it into a booked meeting.

#3 - “Our budget is already maxed out”

Whatever you are selling, it will usually require the lead to allocate part of their budget. This is just the nature of sales. For this reason, this objection can be both frustrating and useful. The phrase "maxed out" often refers to the current financial year.

A helpful follow-up is: “When are your budgets normally decided?” This gives you insight into their budgeting cycle and helps you determine the best time to reach out again. You might even propose a meeting now, so the lead can become familiar with your product and be prepared to support it in future budget discussions.

#4 - “You've got the wrong person”

This objection is strongly influenced by the quality of your lead list. A poorly targeted or generic list may have high volume, but low relevance. A well-researched, focused list tends to reduce this issue significantly.

If you do hear this objection, one key question can make all the difference: “Could you let me know who the right person is, and whether you have their contact details?”

This helps you update your records, and when you speak to the correct contact, you can mention that someone within their organisation referred you. That brief connection tends to buy you at least 30 seconds extra to pitch your product.

#5 - “This has no interest”

This is the most common objection by far. When a lead expresses no interest, it often signals a challenging situation. At this point, it may be wise to move on and focus on leads who are still open to dialogue. However, you can try a different approach: “Could I ask what it is about the product that does not interest you?”

If the lead falls within your Ideal Customer Profile (ICP), understanding their reasoning is valuable. It allows you to determine whether the issue is widespread within your target audience or simply a misunderstanding. If the latter, you may have an opportunity to reopen the conversation in a more effective way.

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In conclusion

It sucks being rejected, but an objection is not necessarily the end of a pitch. By staying objective and thinking ahead, you can anticipate common objections and improve your chances of booking a meeting or closing a sale.

At We Do Follow-Up, we face these kinds of objections every day. By working actively with them and continually refining our pitches, we have significantly increased the average length of our conversations. Even though our connection rates often exceed industry averages, we still occasionally reach the wrong contact. But we also know how to deal with them, and now, so do you.