7 Common B2B Sales Objections & How To Overcome Them

7 Common B2B Sales Objections & How To Overcome Them

Every single salesperson hears more noes than yeses. That’s just how sales works. Reservations are normal, but not every no stays a no. 

Budget issues, multiple decision-makers, and high stakes often complicate the B2B sales process. Each time you knock on a door, there is the chance that it won’t open… or they’ll try to shut it again immediately. 

Learning how to manage sales objections skillfully can mean the difference between the success or failure of your next sale. That’s what we’re doing here today.

Here’s how to formulate an answer that will turn some of those noes into yeses. 

We’re not looking to switch providers 

One of the most common sales objections involves your competition. Here’s the good news: This objection means your lead has already identified a need for your product or service. Now all you have to do is overcome your competitors. 

Consider your strengths. Does your solution have integrations and features that will improve your potential customer’s business operations? How does the value of your product compare with the competition? 

Now is the part of the sales call to define exactly what makes you the better choice, along with sharing examples of other customers who switched to you (bonus points if they switched from the same competitor).

Ask follow-up questions and practice active listening. “What’s working well with your current solution?” Listen for what isn’t working so well. “What’s one thing they could be doing better?” If your solution has them beat, show them why. Value, value, value.

[X] isn’t a priority for us right now 

This sales objection can indicate a few different issues. First, consider if you properly qualified this lead. If not, you should reevaluate your lead generation process. Next, consider your sales pitch: Is it effectively hitting their pain points? Yes? Okay, then, it’s time to dig in. Ask: “Okay. Can you tell me what your priorities are?”

Using an open-ended question to probe into their priorities helps you understand their situation, extend the conversation, and potentially close the sale. Pay attention to the answer. Listen for blind spots – areas preventing them from seeing the value of your solution. Does it sound like procrastination? Or is it a legitimate evaluation of priorities, like a shrinking budget?

Once you have more info, decide if they’re still a qualified lead. If they are, emphasize what they stand to gain from prioritizing your product and service. What’s the ROI? How will this improve their lives? Invoke a sense of urgency. Discuss the industry, your knowledge of it, and how their competitors handle the issue your product solves. 

If their answers to your questions demonstrate your solution really isn’t a priority (and shouldn’t be, for the good of their company), say so. Admit you aren’t a good fit, disqualify, and move on. If circumstances change down the road, they’ll probably remember your integrity.

I’ll need to talk to a decision maker

The average B2B sale involves six to 10 different decision-makers. That’s part of why B2B sales is so challenging. 

Make sure you research before making calls to ensure you contact the right person. If you missed your mark, a simple “can you point me to the right person” might do the trick. 

Internal champions give you more clout because they already have credibility and connections within the company. They are your secret weapon. To create an advocate, make sure you target the right person – this person will have access to the decision-maker, and a true need for your product. 

Incentivize  them appropriately and provide tools for success, such as presentation materials or metrics. Remember to follow up to see if they need anything else from you.

Once you have your internal champion, don’t sit back! You still need to be in those sales conversations with the decision-maker. No one, not even your biggest fan, knows your solution better than you do. It’s still your sale, and you need to be in the room.

I’ve never even heard of your company 

This objection can deflate your ego, but don’t let it get you down. 

When a prospect tells you they’ve never heard of your company, this is your opportunity to fill them in. Approach it as a request for information and remember you need to build their trust.

Explain your value proposition, and if appropriate, send a one-page info sheet or a website link (if you have their email). If you know their industry well (and you should), point to examples of your product in use at other companies. Share testimonials, case studies, and personal experiences.

Finally, be prepared to listen. 

“Well, we’ve heard about you, and I’m interested in how you are accomplishing X.” A statement like this shows you’ve done your research and are aware of their pain points. You know them and their needs – and you probably have the solution they’ve been looking for.

Remember: B2B sales aren’t really business-to-business. They’re always human-to-human. Share value while building their trust, and you’ll be on the right path.

Your product looks too complicated to implement  

If your lead thinks your product/service looks too complicated to implement, what they are really saying is this: We don’t have the resources to divert toward implementation. If implementing your product ties up sales reps’ valuable time or would require an extra hire… you must sell them on value or you’re sunk.

Your value proposition is key to handling this objection. Discuss why they can’t afford not to implement your solution. Emphasize how you provide more than enough value and how it justifies the heavy front-end lift. 

It’s also the time to discuss your onboarding procedures. How does your team support them? What does the process look like? Is it really as complicated as they think it is? If you have employees dedicated to making the onboarding experience as pain-free as possible, let them know! That’s value in itself. 

What I really need is [solution to another problem] 

This sales objection can indicate an issue with intent, which means you may want to figure out how people reach your site and contact your sales team. It’s possible they are still early in the sales funnel. If that’s what’s happening, you don’t have to automatically disqualify; consider making a note to follow up next quarter.

Alternatively, your sales prospect might just need more convincing. 

Practice active listening and get to the root of the issue. Why do they think you aren’t the right answer to their problem? Sometimes what they need from you is a clear explanation of your solution, and how that is actually their solution. Does your product integrate with their current sales stack to solve the issue? Will it replace rather than supplement a key tool? As always, sell value. 

If it becomes clear that they really do not need your solution, disqualify them and move on – no need to waste anyone’s time.

Your product is too expensive

Price objections are common in B2B sales. Sometimes their budget simply can’t accommodate the expense, and other times you simply haven’t focused enough on value. 

Everyone loves a deal. Lower prices might encourage prospects to pull the trigger, but lower prices aren’t always practical. If the prospect is genuinely excited about your solution and shares their budget concerns, explore options. If your product has different tiers, a stripped-down version may meet their needs and protect their pocket. 

But remember the common theme in overcoming objections: selling value. Throughout the buying process, you must justify your solution’s price against the value they will receive from purchasing it. Sure, your CRM might cost them X per year, but if you can demonstrate that their revenue will increase by twice that? That’s value. That’s a deal.

The key to overcoming B2B sales objections? Research 

In sales, objections are part of the game, so you must know how to respond. 

Turning that “no for now” into a “yes, please” depends on thorough research and follow-up consistency. You must know your product inside-out and explain its value clearly and persuasively, targeting their needs. Study your competition; what they offer, how you compare, their strengths and weaknesses, and the common frustration points of their customers. 

You must understand your prospect’s industry, individual pain points, where to find decision-makers, and how to leverage internal champions. 

When faced with an objection, use the tips above to handle it like a pro. Finally, know when to disqualify. There’s no point in wasting your time (or theirs.)


 Steli Efti

Steli Efti is the CEO and co-founder of Close, a CRM with built-in sales automation features for startups and SMBs. He’s a leading sales expert, Forbes contributor, and advisor to numerous startups.

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