20 Common B2B Sales Objections and How to Overcome Them

Sales objections are an inevitable part of B2B selling. But the best sales professionals know that objections aren’t roadblocks—they’re opportunities to educate, build trust, and guide potential clients toward a solution.

In this post, we’ll cover 20 of the most common B2B sales objections and practical ways to overcome each one.

1. "It’s too expensive."

?? Response: "I completely understand budget concerns. Let’s break down the ROI—how much is your current problem costing you? Our solution often saves clients X% in [time/money/resources]. Would it be helpful to explore a cost-benefit analysis together?"

2. "We don’t have the budget for this right now."

?? Response: "I get that. Many of our clients felt the same way before realizing that reallocating just a small percentage of their budget could lead to [specific benefit]. Would you be open to discussing flexible pricing or phased implementation?"

3. "I need to check with my boss."

?? Response: "That makes perfect sense. What are the key factors your boss will consider when making this decision? I’d be happy to provide some materials or even join a conversation to address any concerns directly."

4. "We already have a supplier for this."

?? Response: "That’s great! What do you like about them? We’re not here to replace what’s working, but we often complement existing solutions or uncover gaps you may not have considered. Would you be open to exploring how we compare?"

5. "We’re happy with our current solution."

?? Response: "That’s always good to hear. Many of our clients were satisfied before realizing they could achieve even better results. If I could show you how to improve efficiency or save money, would you be open to a quick conversation?"

6. "It’s not a priority right now."

?? Response: "I understand. But let me ask—when do you think this problem will become a priority? Often, companies that address this proactively see better long-term outcomes. Could we schedule a follow-up in a few months?"

7. "We need more time to decide."

?? Response: "Of course! What specific information would help you make a decision? I want to ensure you have everything you need to move forward confidently."

8. "We’ve tried something similar before, and it didn’t work."

?? Response: "That’s valuable insight. What specifically didn’t work? Our approach is different because [explain your unique value]. I’d love to show you how we overcome those challenges."

9. "We don’t have the internal resources to implement this."

?? Response: "That’s a common concern. Our team provides hands-on support to ensure a smooth transition with minimal strain on your team. Would you like to hear how our implementation process works?"

10. "I don’t see the ROI."

?? Response: "That’s a valid concern. Let me share some case studies where companies like yours achieved [specific benefit]. Could we walk through a potential ROI calculation together?"

11. "We don’t make quick decisions."

?? Response: "I respect that. What’s your typical decision-making process? Understanding that will help me provide the right information at the right time."

12. "We’re locked into a contract."

?? Response: "That’s understandable. When does your contract expire? Many of our clients plan ahead so they’re ready when the time comes. Would it make sense to explore your options now?"

13. "We don’t need this right now."

?? Response: "I hear you. But many businesses don’t realize they need this until they experience [specific problem]. What’s your current strategy for handling [problem]?"

14. "There’s too much risk involved."

?? Response: "Risk is a valid concern. That’s why we offer [money-back guarantee/trial period/customer testimonials]. Would a small-scale test help mitigate that risk?"

15. "We’re too busy to look into this."

?? Response: "I get it—timing is everything. But if this solution could ultimately save you time in the long run, would it be worth a 15-minute conversation?"

16. "I’m not the right person to talk to."

?? Response: "Thanks for letting me know. Who would be the best person to connect with? I’d love to ensure I’m reaching the right decision-maker."

17. "We need to see more proof."

?? Response: "Absolutely! We have case studies, testimonials, and industry reports that demonstrate our success. Would you like me to share some relevant examples?"

18. "I’m worried about switching from our current provider."

?? Response: "That’s understandable. Change can be tough, but we make the transition seamless with [specific onboarding support]. Can I walk you through our process?"

19. "We’ve never heard of your company before."

?? Response: "That’s fair! Let me quickly share some background and success stories. We’ve helped companies like yours achieve [specific result]. Would you be open to learning more?"

20. "Let’s circle back in six months."

?? Response: "I’d be happy to follow up later, but what typically changes in six months? If we could solve [problem] sooner, would that be worth exploring now?"

Final Thoughts

Objections are a normal part of the sales process, but they don’t have to end the conversation. By responding with confidence, curiosity, and a problem-solving mindset, you can turn objections into opportunities and move deals forward.

Which objections do you hear most often? Let’s discuss in the comments!

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