Sales Objections and Rebuttals

Sales and objectionsUh oh. You have a good prospect for your product or service.

They love what you have and they agree with everything that you say.


…they come up with the “reasons” why they can’t make the decision to buy.

Now you have a choice: Do you sit and try to argue the point why they need your stuff or do you try to overcome sales objections using rebuttals?

So, what is the deal with sales objections and rebuttals anyway?

The Common Sales Objections and Rebuttals You May Hear

This always vexes me when I talk to a person who is afraid to close the sale and ask for the money. Part of the Art of the Closing of the sale is that you will hear these objections. It will happen and just know it will happen.

Oh, another thing — rebuttals are from both parties and many salespeople don’t realize this. Your response is a rebuttal to their objection, AND they may come up with a “sub-objection” to the original objection, but it’s really a rebuttal to your statement. (Get that?)

Here a few of them:

  • “It’s too expensive!”
  • “I need to think about it.”
  • “I need to shop around.”
  • “Can you lower the price (or fee)?”
  • “I found it cheaper somewhere else!”
  • “I need to talk with my [spouse/partner/business partner/etc.].”
  • “I need to do more research.”
  • “I just don’t see the value.”
  • “We aren’t ready to buy right now.”
  • “We weren’t really prepared to buy it today.”
  • “I just can’t afford it.”

And, so on. Just know that these sales objections and rebuttals will come so just relax about it.

First, you need to stop thinking of these objections as actual, well, objections! They’re not. They are (usually) a way to do ONE of several things:

  1. To slow everything down and they are somewhat overwhelmed and they need some space.
  2. They are actually afraid to make a decision.
  3. They may be thinking that this isn’t the perceived value they are getting.
  4. It is the price — perhaps, they were never a prospect in the first place!
  5. They are really buying from another seller — yes, people do this and it is quite maddening because they are just wasting your time.
  6. I can get this cheaper somewhere else!
  7. I need to do more research.
  8. They don’t want to say “no”. Again, this is infuriating because it’s easy to just SAY it, but many people won’t.
  9. They were never interested in the first place. They are there to waste time or they haven’t better to do that day or whatever stupid reason there to waste everyone’s time and energy.

When You Try to Overcome Sales Objections and Rebuttals WITH Rebuttals

In the sales “industry”, they teach people who want to overcome objections is to memorize certain scripts. These scripts are “answers” to all of the common objections.

They make their objection and you are to say a response. Object-response, object-response.

The problem is that this is no longer a conversation; it becomes a debate. When you’ve gotten to the debate stage, you may as well pack it up.

It’s one of the reasons why people say that they hate selling. It just becomes a pull-push argument. They make their point and you need to try to convince them to understand your point. The customer at that point just wants to get the heck out of there saying, “I’ll let you know, ” knowing that they’re talking to you again.

Really, this isn’t selling.

What You Really Need to Do

This isn’t as difficult as you think. Once you get this, you’ll actually like selling. And these “objections” really come in three categories:

  • Reactance
  • Skepticism
  • Inertia

I got this idea from Tom Vizzini who teaches persuasion. While I won’t go into the ways of persuasion — which can be an entire site for that — you should know what these three categories are and what can you do about them.


When you are the point when your client is feeling “stop pushing me”, they are basically hostile and being opposite of buying.

This happens at the beginning of the selling process. You get this when they come in with the reactance attitude. Look at the list above:

  • To slow everything down and they are somewhat overwhelmed and they need some space.
  • It is the price — perhaps, they were never a prospect in the first place!
  • They are actually afraid to make a decision.

That’s a perfect example of reactance. “There’s too much right now, so I’ll let you know, ” etc.

What to Do:

You need to slow things down for them. It’s important to find out why they are there in the first place and get them to their state of mind of why they need your product or service. Realize that they just hate the fact that they are even there in the first place.

So, let’s say it’s that someone needs to quit smoking and everyone is pushing him around to quit. You’re in front of him and he feels that you — like everyone else — is pushing him to quit smoking.

Ask questions about why HE needs to quit. Get his list of the real benefits to him when he quits smoking. Not why other people will benefit like, “My kids will be happy when I quit smoking,” because it’s not really about him.

You need the BENEFITS to that person — not the benefits to others.

You need to get them to realize —almost like an epiphany— that they need to take action and do it now.


This will happen throughout the sales process and they are directed to the offer or the proposalSkeptics make me crazy because they will not stop with the questions, the alternatives, and contradictions. Crazy!

From the list above, you may see these:

  • They may be thinking that this isn’t the perceived value they are getting.
  • They are actually afraid to make a decision. (again)
  • I can get this cheaper somewhere else!
  • I need to do more research.


There IS no “somewhere else” where they can get it cheaper; they are just saying it.

They won’t do the research or, they will just research it to death. (I have a friend who too five YEARS to research and buy a computer and it was a terrible one at that.)

They’ll want to talk to friends who don’t know anything about the product or service, but they feel as if it’s “research”. Makes them feel better.

What to Do:

You’ll need to validate their decision to get information. Overwhelming someone with brochures, facts, statistics and more will make them crazy. That, too, will validate their skepticism!

You need to know this: They just don’t want to be wrong!

If you have a great guarantee, where you are taking away the risk, this can really help in the closing of the sale.

Get them away from the fear of making a bad choice. Don’t give them more information; just remove the fear and you can get them to be happy that they finally make a good decision.


These people just hate change. It’s not you, it’s themThey are so difficult because they won’t engage with you and just make objections all over the map.

From the list above, perhaps you hear:

  • They are really buying from another seller.
  • They were never interested in the first place.
  • They don’t want to say “no”.
  • They are “happy with the way things are”.

What to Do:

Remember, they just don’t like change. There are only two reasons why people change: Moving away from PAIN or moving towards PLEASURE.

The best way to move them is with PAIN.

Find out why they are there. How do they suffer from it? Where is their pain?

Now, if you are someone who feels like this is manipulation, it’s not. It’s a conversation. The pain/pleasure conversation happens all the time:

  • “If we don’t leave NOW, you’ll miss the beginning of the movie!
  • “You have to start that project or there won’t be enough time and your boss will…
  • “Let’s get the car now because the prices are going up soon.”

You do it all the time… right? Now, just do it in a sales conversation with a client.

  • So, find the pain.
  • Explain how it could become worse if they don’t do this or that.
  • Ask them how would they feel better when [the pain] is gone.
  • Remind them where they are now without the product or service and how great they’ll be better if they bought it.

You can do this. This is selling. The process of getting over those sales objections and rebuttals is part of the game.

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