Quick answer
How do you handle objections over the phone?
To handle objections over the phone, listen fully, show empathy, then ask a question that uncovers the real concern before you answer it. Jenny Cartwright teaches five techniques and recommends writing replies to your five most common objections in advance, so a call never ends with “Oh, okay then, goodbye.”
Why do prospects object, and why is that good news?
Jenny's training has shown her that telephone selling success rests on three things: the quality of your questions, the strength of your script and your ability to handle objections. The third is where most calls are lost. A prospect says they are not interested and the salesperson replies “Oh, okay then, goodbye”, wasting a call that took real effort to get.
An objection is rarely a final no. Usually the prospect does not yet see enough value, needs more information, or is reacting out of habit to yet another sales call. Thank them for it, because an objection tells you what matters to them.
Start with a simple exercise. List every objection your team hears, then write and practise the best reply to each one. Keep the list next to the phone so nobody is caught out.
Jenny's five techniques for sales objection handling
- Ask a feedback question. Reply with a question that starts with what, why, where, which, how or when. “I can't afford it” becomes “How much would you be able to spend right now?” and “I haven't got time” becomes “When would be a better time for us to talk?”
- Show empathy. Start with “I understand”, “I appreciate what you are saying” or “I know how you feel”. It lowers the temperature and shows you are listening.
- Thank them for the objection. “Thank you for raising that, let me explain why...” treats the concern as a fair question rather than an attack.
- Use how about and what about. These move the conversation towards a solution, as in “How about we redesign the kitchen to your requirements?”
- Use what if. A hypothetical question explores how they decide: “What if we could deliver by the end of the month, would that change things?”
Good replies usually combine two or three of these. Whatever the objection, follow the same sequence:
Listen to the end
Let the prospect finish. Interrupting signals that you care more about your answer than their concern.
Empathise
Acknowledge the concern in a few words so they feel heard.
Ask a question
Find out what is really behind it before you answer.
Answer the real concern
Give a short, specific reply with one benefit or one piece of proof.
Check and move on
Ask whether that answers it, then return to your trial close or close the sale.
How do you handle “I'm not interested”?
This one is usually a reflex, said before the prospect knows what you offer. Agree that it is a reasonable response, then show you have something worth hearing:
ProspectI'm not interested.
YouJohn, that's a reasonable response at this early stage. In fact, some of my best clients began their relationship with us using those exact words. It wasn't until I showed them [major benefit] and [second major benefit] that they became even slightly interested. Would you be open to hearing a little more now, or could I call you at a better time?
Two shorter options: “I see, what makes you say that?” and “That's understandable, because I haven't had a chance to explain the real value to you yet.” If the call still ends, send a handwritten thank-you note with your information. Few salespeople bother, so it gets remembered.
How do you handle “Just send me the information”?
In Jenny's experience, most people who ask for information early in a call are not yet genuinely interested. It is a polite way to end the conversation. Before you send anything, qualify them:
ProspectJust send me some information.
YouI'll be happy to. So I send you exactly what's relevant, what particular part has interested you so far?
ProspectMainly the pricing for a team of six.
YouAnd if it does fit what you're looking for, when would you be ready to move forward?
ProspectProbably next quarter.
YouHow long will you need to look it over?
ProspectA couple of days.
YouThen how about I call you on Thursday morning to answer any questions?
Then call exactly when you promised. Missing that call damages your credibility and your company's. Jenny's guide to the follow-up call shows how to open it without asking “Did you get my email?”
How do you handle “I want to think it over”?
This objection hides several different meanings, so find out which one you are dealing with:
- They need more information. Ask: “What specifically do you need to know to help you make a decision on this?”
- They need to consult someone. Respect it and agree a time to talk again.
- You skipped the questions. If you presented before finding out their needs, go back and ask.
- They are shopping around. Offer to reconnect in a couple of days and talk about the cost of waiting.
ProspectI need to discuss it with my partner first.
YouI quite understand, it's an important decision. How about I give you a couple of days and call you back on Wednesday? Is it better to reach you on this number in the morning or the afternoon?
If you suspect something else is going on, ask directly: “May I ask what the real reason is that you don't want to make a decision now?” Jenny's article on converting procrastinators into buyers goes deeper.
How do you handle “It's too expensive”?
Price objections start long before the prospect mentions price. Jenny's rules: state your price with confidence (never say it is “normally” a certain amount), never quote before you have explained the value and asked about their situation, and never assume people buy on price alone.
ProspectThat's too expensive.
YouThank you for raising that. What are you comparing it with?
ProspectWe had another quote that was cheaper.
YouThat's useful to know. Was it for the same [scope, service level or warranty]? Let's compare like with like. Spread over a year, the difference works out to about [amount] a day, and for that you get [major benefit].
Notice the question leaves out the word “too”. Breaking the difference down into a daily amount also makes it easier to weigh against the benefit.
Small details change how a price feels. When you say a figure, leave out the word “dollars” to make it sound smaller, and use it when you describe the value they receive. In a written quote, $470 looks smaller than $470.00. Jenny's words for sales conversations has more phrasing that keeps price in proportion.
How do you handle “We're happy with our current supplier”?
Never criticise the competitor. Show interest in what the prospect values, then look for a gap you could fill:
ProspectWe're happy with our current supplier, thanks.
YouI can understand that you'd already have a supplier. What do they do that you particularly like?
ProspectThey're reliable and they know our account.
YouThat's important. What happens in an emergency, when they're out of stock?
ProspectWe wait, usually. It's happened a couple of times this year.
YouWould it be worth having a second supplier set up, so you have a backup ready when it counts?
We had Jenny run a customised training day with all our staff which resulted in a 55% increase in sales conversion the very next month. The staff's ability to handle objections and sound more engaging on the phone has vastly improved. We highly recommend Jenny's services.
Want your whole team handling objections with this kind of confidence?
Ask about team trainingFrequently asked questions
What is the difference between an objection and a rejection?
An objection is a concern or question the prospect raises during the conversation, such as price or timing, and it means they are still engaged. A rejection is a clear, considered no once they understand your offer. Treat objections as requests for more information and answer them. Respect a genuine rejection, note it in your CRM and try again in a few months.
Should you answer an objection before the prospect raises it?
Yes, if it comes up on most calls. Building the answer into your presentation, for example showing the daily cost before price is mentioned, stops the objection forming. Do not list every possible concern, though, or you plant doubts the prospect never had. Pre-empt only the one or two objections your call notes show you hear most often.
How do you stay calm when a prospect is rude?
Remember the reaction is rarely about you. The prospect may be busy or have taken several sales calls already that day. Slow down, lower your voice slightly and use an empathy statement. If they stay hostile, thank them for their time and end politely. Take a short break before the next dial, then carry on.
How many times should you answer the same objection?
Handle an objection two or three times if the prospect stays engaged, trying a different angle each time. If they repeat the same no firmly, or ask you not to call again, respect it. Note the reason in your CRM so that any later call, perhaps months away, starts from a better place.
Where can I practise objection handling with feedback?
Weekly role play with a colleague or manager is the simplest option. For structured practice, Jenny Cartwright offers one-to-one coaching at A$350 a session, which can include role play of the objections you actually hear, as well as training for teams. Her book Don't Get Hung Up! also covers five ways to overcome any objection.