What are the most common sales objections and how do you coach your team to overcome them?

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As a corporate sales manager, you know how challenging it can be to deal with sales objections from prospects. Whether it's about price, value, timing, or competition, you need to equip your team with the skills and strategies to overcome them and close more deals. In this article, you'll learn what are the most common sales objections and how do you coach your team to overcome them.

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Understand and empathize:

Encourage your team to listen actively and show empathy towards the prospect's concerns. This builds trust and opens up opportunities for deeper, more meaningful conversations that address underlying objections.### *Create urgency effectively:Train your team to ask about the prospect’s internal timelines and emphasize the cost of delaying a purchase. Highlight limited-time offers or industry changes to create a compelling reason for immediate action.

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Twinkle Sawlani

Co(Curate) space | Commanding…
Rohit Madan

Top Voice | Building IncBuddy |…

1 Price objection

One of the most frequent and tricky objections is when a prospect says your solution is too expensive or out of their budget. This can indicate a lack of perceived value, a mismatch between their needs and your offer, or a negotiation tactic. To coach your team to handle price objections, you need to help them understand the root cause of the objection, demonstrate the value and ROI of your solution, and avoid discounting too early or too much.

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Rohit Madan

Top Voice | Building IncBuddy | Innovating Corporate Travel Management
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Many prospects believe the price is too high or out of their budget. Coach your team to shift the conversation toward ROI instead of cost Provide case studies to demonstrate long-term value Emphasize flexible payment terms or discounts when appropriate

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Twinkle Sawlani

Co(Curate) space | Commanding Workspaces @Nexus Spaces | Sales Strategist, Business Leader, Community Builder: The Many Hats of Twinkle Sawlani
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Instead of just focusing on cost, encourage your team to dig deeper into the prospect’s real concerns. Sometimes, it’s not about the price itself, but a fear of risk or uncertainty. Train your team to reframe the conversation around long-term value and how your solution directly addresses the prospect’s specific pain points. It’s about building trust and showing that your offer is an investment, not just an expense.

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2 Value objection

Another common objection is when a prospect says they don't see how your solution can help them achieve their goals, solve their problems, or address their pain points. This can indicate a lack of trust, clarity, or relevance in your value proposition. To coach your team to handle value objections, you need to help them uncover the prospect's needs, challenges, and motivations, tailor your pitch to their specific situation, and use stories, testimonials, and case studies to show how your solution can deliver results.

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Rohit Madan

Top Voice | Building IncBuddy | Innovating Corporate Travel Management
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Prospects may not see the full value of your offering. Train your team to clarify how your product addresses the prospect’s specific pain points Offer product demos or free trials to show the real impact Highlight customer success stories to build credibility

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3 Timing objection

A third common objection is when a prospect says they are not ready to buy now, they need more time to think, or they have other priorities. This can indicate a lack of urgency, commitment, or authority in the decision-making process. To coach your team to handle timing objections, you need to help them qualify the prospect's buying stage, create a sense of urgency and scarcity, and follow up with value-added content and reminders.

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Rohit Madan

Top Voice | Building IncBuddy | Innovating Corporate Travel Management
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Prospects often claim they’re not ready to make a decision yet. Encourage your team to ask about the prospect’s internal timelines Help the client visualize the cost of delaying the purchase Create urgency by emphasizing limited-time offers or upcoming changes in the industry

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4 Competition objection

A fourth common objection is when a prospect says they are considering other options, they have a preferred vendor, or they are happy with their current solution. This can indicate a lack of differentiation, loyalty, or dissatisfaction in the market. To coach your team to handle competition objections, you need to help them research the prospect's alternatives, highlight your unique selling points and competitive advantages, and expose the gaps and risks of staying with the status quo or switching to another provider.

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Twinkle Sawlani

Co(Curate) space | Commanding Workspaces @Nexus Spaces | Sales Strategist, Business Leader, Community Builder: The Many Hats of Twinkle Sawlani
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Encourage your team to approach competition objections by building trust first. Instead of jumping straight into why you’re better, start by genuinely understanding why the prospect prefers their current provider. Acknowledge the value they’re getting and then naturally steer the conversation towards how you can offer even more, whether that’s better support, flexibility, or long-term benefits. It’s not about tearing down the competition but about showing how you can be the best partner for their future needs.

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5 Objection handling framework

To coach your team to overcome any sales objection, you can use a simple and effective framework that consists of four steps: listen, empathize, question, and respond. Listen actively and attentively to the prospect's objection, empathize with their concerns and feelings, question them to understand the underlying reasons and implications of their objection, and respond with a relevant and compelling answer that addresses their objection and moves them closer to the sale.

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Twinkle Sawlani

Co(Curate) space | Commanding Workspaces @Nexus Spaces | Sales Strategist, Business Leader, Community Builder: The Many Hats of Twinkle Sawlani
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Beyond the basics, I always encourage my team to stay calm and curious. Remind them that objections aren’t roadblocks, but invitations for deeper conversation. Teach them to approach objections with genuine curiosity, sometimes, it’s not about selling harder but understanding better. By creating a space where prospects feel heard and understood, objections become opportunities to build trust, which often leads to more meaningful, lasting client relationships.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common sales objections and how do you coach your team to overcome them?

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1 Price objection

2 Value objection

3 Timing objection

4 Competition objection

5 Objection handling framework

6 Here’s what else to consider

Corporate Sales Management

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