How to Handle Sales Objections like a Pro

Aug 26

Author: Rachel Morgan
August 1, 2024

If you’ve ever worked in sales, you’ve definitely encountered customer objections. Objections are inevitable—they’re a natural part of the sales process, so it’s crucial to get comfortable with them.

Understanding objections and responding effectively can make or break a sale, impact your bottom line, and even reduce buyer’s remorse. Objection handling is a powerful skill set that can and should be practiced regularly.

But here’s the thing: Objections aren’t always the hard stop they seem to be. Often, a “no” is really a “not yet” in disguise. For many salespeople, though, objections feel personal, making it easy to take them as a personal rejection. In this article, we’ll break down how to shift your mindset around objections and what to say when they come up.

It Starts with Your Mindset

When we hear objections, it’s easy to feel like the customer is rejecting us personally. That personal feeling can lead us to get defensive or doubt the value of what we’re offering.

But what if we could see objections differently? In consultative selling, objections are actually seen as buying signals—they indicate that the customer is considering the purchase. If you’re not hearing a direct “no” or “I’m not interested,” there’s a good chance the customer is weighing the pros and cons.

For example, when someone says, “This seems expensive,” they’re acknowledging value but expressing concern about the price. That’s a great opportunity to clarify and address those concerns.

Objections often reflect the customer’s needs, not a critique of your skills or product. If someone says, “I’m not ready,” it’s usually more about timing than a judgment on the purchase. Rather than reacting emotionally, stay curious and focus on understanding their point of view—while being careful not to treat the customer differently.

It’s also important to recognize when objections highlight a legitimate concern that you may not have fully addressed during your presentation. Budget and timing are valid issues; acknowledging them, rather than brushing them off, builds trust. If you consistently hear the same objection, consider refining your pitch to address any gaps in information upfront.

In the end, the goal isn’t just getting a yes—it’s helping the customer make the best decision. Effective selling is about serving and guiding, not pushing for the sale at any cost.

Common Sales Objections and How to Respond

Here’s how to handle some of the most common retail objections you’re likely to encounter:

Price: “It’s too expensive” or “I can’t afford it right now.”

Response: Ask clarifying questions to understand their budget and explore alternatives. For example, you might say, “What price range were you considering?” or suggest payment plans and highlight key benefits. Focus on how the product will meet their needs. Instead of saying, “This comes in five colors,” try, “This color matches your branding and can help you make a statement while subtly promoting your business.”

Timing: “I’m not ready right now.”

Response: Validate their concern by saying, “I completely understand—you should feel excited and ready when making this decision.” Offer to stay in touch and ask permission to follow up when the timing is better. This keeps the door open for future sales and shows that you’re in it for the long haul, not just the immediate sale.

Uncertainty: “I need to think about it.”

Response: Encourage them to take their time and offer a follow-up call or meeting to address any additional questions. For example, “I want you to feel confident in your decision. Let’s check back in after a few days so you can process everything and we can talk through any lingering questions.”

Past Experience: “I’ve tried something similar before, and it didn’t work.”

Response: Acknowledge their past experience without disparaging it. You might say, “I can’t speak to what happened before, but here’s how we’re different and why this approach could lead to better results.” Use this opportunity to highlight what sets you apart and emphasize your commitment to customer support.

Reading Non-Verbal Cues

Sometimes, a “no” isn’t spoken outright—it’s communicated through body language or tone. Here are a few signals to watch for and how to respond:

Crossed Arms or Leaning Away: This may indicate discomfort or resistance. Gently ask, “Is there something you’re unsure about? I’d love to clarify anything for you.”
Lack of Eye Contact or Distracted Behavior: If a customer is looking around or avoiding eye contact, they might be losing interest. Bring them back by asking about their needs: “How does this fit with what you’re looking for?”
Fidgeting: Nervous gestures may signal hesitation. Acknowledge it with empathy and offer reassurance: “I understand if you have concerns. Let’s see how we can make this work for you.”
Flat Tone: If the customer’s enthusiasm wanes, they might be mentally checking out. Pivot the conversation back to the benefits that matter to them.
Short Responses or Silence: Curt replies might signal discomfort or uncertainty. Ask an open-ended question like, “What are your thoughts so far? I’d love to hear your feedback.”

Continuing the Conversation

When a customer doesn’t commit right away, it’s important to keep the dialogue open. Ask about their future plans, invite them to stay connected, and remind them that you’ll be there when they’re ready.

Remember: Just because they said “no” now doesn’t mean the relationship ends. You’ve likely spent time building rapport—don’t cut that off abruptly. Instead, maintain the connection and demonstrate your genuine interest in helping them find the right solution.

Stay Top of Mind

Following up is key to staying on a customer’s radar and building trust. Personalize your follow-up by referencing specific details they mentioned during your conversation. For example, “You mentioned you’re preparing for the holiday rush—here’s how we can help you get ahead.”

Consider setting calendar reminders to reach out at key times, sharing relevant articles or industry updates, or simply checking in when seasonal changes create a natural opportunity. By showing that you’re invested in their success, you stay top of mind for when they’re ready to buy.

Conclusion

When it comes to handling objections in retail sales, the right mindset and strategies make all the difference. Objections aren’t roadblocks—they’re opportunities to learn more, deepen relationships, and guide your customers toward making the best decision for them. Remember, every objection you overcome isn’t just about closing a sale—it’s about building trust and creating long-term customers who value the service and solutions you provide.

ABOUT THE AUTHOR

With more than 13 years of experience in luxury retail, Rachel now helps luxury retailers with their customer service, training sales teams, and improving sales performance using consultative selling techniques. She currently serves the Greater Seattle area.