sales objections

How to Tackle the Top 5 Sales Objections and Close More Deals

Kurt GraverBusiness Success Formula, Marketing & Sales

As an entrepreneur, you know that selling is the lifeblood of your business. No matter how innovative your product or service, how compelling your marketing, or how passionate your team is, if you can’t effectively navigate sales objections and close deals, your business will struggle to survive, let alone thrive.

Sales objections are a natural part of the selling process. They arise when potential customers have concerns, doubts, or reservations about your offering. They can range from simple questions about price or features to more complex issues around trust, timing, or fit. Handling these objections can distinguish between a lost opportunity and a successful sale.

In this blog post, we’ll explore UK entrepreneurs’ top 5 sales objections and provide proven strategies and techniques for overcoming them. We’ll draw on real-world examples, expert insights, and the latest research to help you build your objection-handling skills and close more deals faster.

Whether you’re a startup founder, a seasoned sales professional, or a business leader looking to boost your team’s performance, this guide will equip you with the knowledge and tools to tackle sales objections confidently and skillfully.

The Top 5 Sales Objections

Before we dive into specific strategies for overcoming objections, let’s take a closer look at the top 5 sales objections that UK entrepreneurs typically encounter:

  1. Price Objections: are perhaps the most common objections that salespeople face. Potential customers may feel that your product or service is too expensive, that they can’t afford it, or that they can find a cheaper alternative elsewhere. Price objections can be particularly challenging in competitive markets or when selling to budget-conscious buyers.
  2. Timing Objections: Timing objections arise when potential customers feel that now is not the right time to purchase. They may have other priorities, budget constraints, or ongoing projects that are taking precedence. Timing objections can be frustrating for salespeople eager to close deals quickly.
  3. Trust Objections: Trust objections occur when potential customers are sceptical about your product, service, or company. They may have had negative experiences with similar offerings or be wary of doing business with a new or unknown brand. Building trust and credibility is essential for overcoming these objections.
  4. Need Objections: Need objections happen when potential customers don’t see the value or relevance of your offering to their specific needs or challenges. They may feel that your product or service is a “nice to have” rather than a “must-have” or doesn’t align with their current priorities or goals. Overcoming need objections requires a deep understanding of your customer’s situation and clearly articulating how your offering can help.
  5. Authority Objections: Authority objections arise when the person you’re selling to doesn’t have the final decision-making power or budget authority to make a purchase. They may need to consult with other stakeholders, get approval from higher-ups, or navigate complex procurement processes. Overcoming authority objections requires a strategic approach to navigating organizational dynamics and building consensus.

Now that we’ve identified the top 5 sales objections, let’s explore some proven strategies and techniques for overcoming each one.

Overcoming Price Objections

Price objections are often the first and most persistent hurdle that salespeople face. Here are some strategies for handling them effectively:

  1. Reframe the Conversation Around Value: Instead of getting caught up in a discussion about price, shift the conversation to focus on the value that your offering provides. Highlight the specific benefits, ROI, and long-term advantages of your product or service and how it can help the customer achieve their goals and solve their challenges.
  2. Offer a Range of Options: Provide potential customers with pricing options or packages based on their specific needs and budget. This can help them feel more in control of the buying process and find a solution for their financial constraints.
  3. Break Down the Cost: Help potential customers understand the total cost of ownership for your offering, including any long-term savings, efficiencies, or revenue gains. Break down the cost into smaller, more manageable increments (e.g., daily or monthly) to make it feel more affordable.
  4. Provide Proof Points: Share case studies, testimonials, or data demonstrating the tangible results and ROI that other customers have achieved with your offering. This can help justify the investment and build trust in your solution.
  5. Offer Flexible Payment Terms: Consider offering flexible payment terms, such as monthly instalments or deferred payments, to help potential customers manage their cash flow and reduce the upfront cost barrier.

According to a study by McKinsey & Company, when companies consistently demonstrate how their offerings deliver value and align with customer needs, they see 1.5-2.5 times more customer engagement and higher rates of closed deals (Source: McKinsey).

Overcoming Timing Objections

Timing objections can be frustrating for salespeople eager to close deals quickly. However, pushing too hard can backfire and damage the relationship. Here are some strategies for navigating timing objections with empathy and skill:

  1. Understand the Customer’s Priorities: Take the time to listen to the customer’s specific concerns and priorities. What other projects or initiatives are they focused on? What deadlines or milestones are they working towards? You can build trust and credibility by demonstrating a genuine interest in their situation.
  2. Highlight the Cost of Inaction: Help potential customers understand the risks and costs of delaying a purchase decision. What problems or challenges will continue to persist? What opportunities will they miss out on? By creating a sense of urgency around the need for action, you can help motivate them to move forward.
  3. Find a Phased Approach: If the customer is not ready to commit to a full purchase, consider offering a phased or pilot approach. This can help them test the waters and see the value of your offering in a smaller, more manageable way without feeling overwhelmed or pressured.
  4. Set a Clear Next Step: Even if the customer is not ready to buy now, don’t let the conversation end without a clear next step. Set a specific date and time for a follow-up discussion, or agree on a milestone or trigger event to signal when they’re ready to re-engage.
  5. Stay in Touch: Continue to nurture the relationship over time, even if the customer is not ready to buy immediately. Share relevant content, insights, or updates that demonstrate your ongoing value and expertise, and keep the lines of communication open.

According to a study by Demand Gen Report, 60% of B2B buyers say they are more likely to make a purchase when sales reps demonstrate a clear understanding of their needs, and 42% say they prefer to work with reps who provide valuable insights and advice throughout the buying process (Source: Demand Gen Report).

Overcoming Trust Objections

Trust is the foundation of any successful sales relationship. When potential customers are sceptical or wary of your offering, building credibility and demonstrating your integrity is essential. Here are some strategies for overcoming trust objections:

  1. Be Transparent and Honest: Don’t make promises or claims you can’t back up with evidence. Be upfront about any limitations or potential challenges associated with your offering, and provide clear, honest answers to customer questions and concerns.
  2. Leverage Social Proof: Share case studies, testimonials, or references from other satisfied customers, particularly those in similar industries or with similar challenges to the potential customer. This can help build trust and credibility by demonstrating that others have had positive experiences with your offering.
  3. Offer a Trial or Guarantee: Consider offering a free trial, pilot program, or satisfaction guarantee to help potential customers feel more comfortable taking a chance on your offering. This can help reduce their perceived risk and build trust in your solution.
  4. Align with Trusted Advisors: Look for opportunities to align with trusted advisors or influencers in the customer’s industry or network. This could include partnering with complementary service providers, participating in industry events or associations, or earning endorsements from respected thought leaders.
  5. Demonstrate Your Expertise: Share your knowledge and expertise through content marketing, thought leadership, or educational resources. You can demonstrate your credibility and build trust with potential customers over time by providing valuable insights and advice.

According to a Salesforce study, 79% of business buyers say it’s absolutely critical or very important to interact with a salesperson who is a trusted advisor, and 72% say it’s absolutely critical or very important to interact with a salesperson who demonstrates strong subject matter expertise (Source: Salesforce).

Overcoming Need Objections

Need objections can be challenging because they often stem from a lack of understanding or alignment between your offering and the customer’s specific situation. Here are some strategies for overcoming need objections:

  1. Ask Open-Ended Questions: Use open-ended questions to uncover the customer’s true needs, challenges, and goals. What are their top priorities? What obstacles are they facing? What outcomes are they looking to achieve? By actively listening and probing for deeper insights, you can better understand their situation and tailor your approach accordingly.
  2. Connect the Dots: Help potential customers see the connection between their needs and your offering. Use specific examples, case studies, or demos to illustrate how your product or service can help them solve their challenges and achieve their goals.
  3. Highlight the Opportunity Cost: Help potential customers understand the cost of not addressing their needs or challenges. What are the risks or consequences of maintaining the status quo? What opportunities are they missing out on by not taking action? Creating a sense of urgency around the need for change can help motivate them to consider your offering more seriously.
  4. Offer a Needs Assessment: Consider offering a free needs assessment or consultation to help potential customers better understand their situation and identify areas for improvement. This can help build trust and credibility while also providing valuable insights that you can use to tailor your approach and demonstrate the relevance of your offering.
  5. Focus on the Bigger Picture: Help potential customers see the broader strategic value of your offering beyond just their immediate needs or challenges. How can your product or service help them achieve their long-term goals or vision? By positioning your offering as a strategic investment rather than just a tactical solution, you can help build a stronger case for adoption.

According to a study by Gartner, B2B buyers who perceive the information they receive from suppliers to help advance across their buying jobs are 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret (Source: Gartner).

Overcoming Authority Objections

Authority objections can be particularly challenging because they often involve navigating complex organizational dynamics and decision-making processes. Here are some strategies for overcoming authority objections:

  1. Identify the Decision-Makers: Take the time to understand the customer’s decision-making process and identify all the key stakeholders involved. Who has the final say? Who holds the budget? Who are the influencers or gatekeepers? By mapping the decision-making landscape, you can develop a more strategic approach to building consensus and gaining buy-in.
  2. Build a Coalition of Support: Look for opportunities to build relationships and gain support from other customer organisation stakeholders. This could include end-users, technical experts, or other departments that stand to benefit from your offering. By creating a groundswell of support, you can help build momentum and overcome resistance from decision-makers.
  3. Speak the Language of Value: When communicating with decision-makers, focus on the business value and strategic impact of your offering rather than just the features or benefits. Use metrics, ROI calculations, and other data points to demonstrate how your solution can help the organization achieve its goals and objectives.
  4. Resources and Support: Offer to provide resources, such as ROI calculators, case studies, or vendor comparisons, to help the decision-maker build a business case and gain internal buy-in. By acting as a partner and advisor rather than just a salesperson, you can help smooth the path to a successful sale.
  5. Be Patient and Persistent: Recognize that complex sales cycles often take time and require multiple touchpoints and conversations. Don’t get discouraged if you encounter initial resistance or delays. Stay focused on your value proposition, continue to nurture relationships, and be persistent in your follow-up and communication.

According to a study by CEB (now Gartner), the average number of stakeholders involved in a B2B purchase decision has increased from 5.4 in 2015 to 6.8 in 2017, and the likelihood of a purchase decision decreases by 33% for each additional stakeholder involved (Source: Harvard Business Review).

The SOAR system can help you overcome sales objections, close more deals, and achieve your growth targets by combining proven strategies, cutting-edge tools, and a customer-centric approach. Whether you’re a startup looking to scale your sales efforts or an established business looking to optimize your performance, our experts can help you soar to new heights.


Overcoming sales objections is critical for any UK entrepreneur looking to grow their business and achieve long-term success. By understanding the top five objections that customers typically raise—price, timing, trust, need, and authority—and implementing proven strategies for handling them, you can build stronger relationships, demonstrate your value, and close more deals faster.

Remember, overcoming objections is not about using high-pressure tactics or manipulation. It’s about building trust, demonstrating empathy, and focusing on the customer’s needs and goals. By taking a consultative approach, providing valuable insights and resources, and staying focused on your value proposition, you can confidently and skillfully navigate even the most challenging objections.

At SGI Consultants, we’re committed to helping UK entrepreneurs like you achieve sales and marketing goals through our proven SOAR system. By combining strategy, objection handling, acceleration, and reporting, we can help you optimize your efforts, overcome obstacles, and achieve sustainable growth.

So, if you’re ready to improve your sales performance, we invite you to contact our team today. Let us help you soar above the competition and achieve your desired success.