Objection Handling – From “Push Back” To Productive Dialogue
Objections are not the end of the call
When someone says:
“It’s not the right time.”
“We’re happy with our current supplier.”
“Send me an email.”
It’s easy to hear “no” and back away.
In reality, most objections are signals. They tell you something about timing, priorities, risk or trust. Our Sales Training Academy treats objections as part of the process, not a surprise. Every level covers them, from “common objections” in the beginner course to “advanced objection handling” in the intermediate programme.
The basics: expect objections, don’t fear them
Beginner training focuses on:
Recognising common patterns in your market
Staying calm when you hear resistance
Asking clarifying questions instead of arguing
Using simple, honest responses
For example, when someone says “We’re happy with our current supplier,” a basic response might be:
“I understand. What do they do really well for you?”
That question does two things. It shows respect. It also opens the door to discuss gaps later, if there are any.
Intermediate skills: reframing and deepening
At the “From Good to Great” level, you go further. You learn to link objections back to needs uncovered earlier.
If someone says “It’s too expensive,” you refer to the cost of their current problem or the value of solving it, rather than simply lowering your price.
You also practise:
Acknowledging concerns before responding
Using short stories or examples to show how others handled similar doubts
Checking whether your answer has genuinely helped
Role-play in the Academy sessions lets you test different approaches in a safe space, so you’re ready when you hear the real thing on live calls.
Advanced level: when to negotiate and when not to
The advanced “From Great to Unstoppable” course introduces a key question.
Should you negotiate at all?
You explore the difference between genuine constraints and surface objections. You discuss scenarios where discounting erodes value, and when adapting your offer makes sense.
Topics include:
Knowing your walk-away points
Holding your price without sounding inflexible
Offering options instead of immediate discounts
Deciding when “no” is actually the right outcome
This level also connects objection handling to cross-selling, upselling and asking for referrals, so you see objections in the context of long-term relationships, not one-off wins.
Why objection skills matter more in 2024–2025
Economic pressure has made many buyers more cautious. Training data and industry reports show that buyers seek more information, look for self-service, yet still want human guidance when risk feels high.
Strong objection handling helps you:
Highlight value without hype
Reduce perceived risk
Keep deals moving rather than stalling for months
It also improves your close rate, because you stop treating the first objection as the end.
Where this series goes next
Now you can handle resistance more confidently, the next step is to bring everything together into solution selling – focusing on outcomes, not features.
That’s the focus of the next blog, drawing directly from the intermediate “solution selling” content at the Academy. To see objection-handling topics in more detail, visit the Sales Training Academy.
FAQs: Objection handling
1. Are objections always a bad sign?
No. Objections often show interest and concern. They tell you what the buyer needs to understand or feel before moving forward.
2. Should I prepare scripted answers for every objection?
You should prepare key themes and examples. Training helps you build flexible responses you can adapt, rather than rigid scripts.
3. What if the same objection comes up on every call?
That’s useful data. It may mean your positioning, pricing or messaging needs adjusting. Structured training helps you spot and address these patterns.
4. How do I handle “Just send me an email”?
Clarify what they want to see and agree a next step. For example, “Happy to. What would you like that email to cover, and when suits you for a quick follow-up?”
5. How do I stop taking objections personally?
Mindset work helps. You learn to treat objections as part of the process, not a comment on your worth.