10+ Ways to Handle Customer Objections to Increase Your Closing Rate

Handling objections from customers is always a top concern for many salespeople looking to increase their closing rates effectively. In the article below, 1Office has compiled 10+ customer objection scenarios and the ultimate ways to handle them. Read on!

1. The Ultimate Art of Handling Objections with Unfailing Success

“Being rejected by customers” is a common situation in business sales activities. Customers will offer countless reasons related to price, product quality, brand, needs, etc., to refuse a consultation or purchase. This creates significant obstacles and difficulties for businesses in their outreach and sales promotion efforts.

Therefore, the art of handling customer objections plays a crucial role in sales activities. It is the salesperson’s ability to interact with customers, face negative feedback or rejections regarding the products or services they are proposing. In this process, the salesperson must demonstrate the ability to understand customers, solve problems, and skillfully turn rejection situations into opportunities to improve the customer relationship.

2. 3 Fundamental Principles for Handling Customer Objections Every Salesperson Must Know

Principle 1: Never dismiss the customer’s perspective or experience!

This principle focuses on establishing an environment of respect and empathy with the customer. The salesperson should not dismiss the customer’s viewpoint but instead demonstrate that they are listening and respect the customer’s opinions and ideas.

This makes the relationship between the customer and the salesperson closer and more open. The customer will be more willing to share and provide useful information, allowing the salesperson to understand their needs and find a suitable solution.

Principle 2: Immediately respond with “thank you” or express that you understand their concern.

After listening to the customer’s feedback or rejection, the salesperson should express their appreciation with a sincere thank you. This action shows respect and empathy from the seller. It will help de-escalate negative emotions and make the customer feel more comfortable. 

Principle 3: Ask questions to handle the objection.

When a customer objects, the salesperson needs to skillfully use questions to understand the reason behind the rejection. This is the only way for the seller to quickly grasp the customer’s issue and take timely measures to address it. 

3. 10+ Customer Objection Scenarios and Ultimate Handling Techniques 

3.1. Handling Objections When Customers Object to the Price

Price is a sensitive factor that influences customer demand and decision-making. Therefore, customers objecting to a consultation or purchase due to price is a common sales scenario. Customers typically object to the price in three main cases:

• The product is too expensive
• The product’s price does not match its value
• No money / insufficient budget to pay

When encountering situations where customers object due to price, the salesperson must quickly re-evaluate their potential customer base. Through judgment and observing the customer’s behavior and attitude, the seller can determine if they are dealing with their target customer profile.

For potential customers:

First, create a comfortable atmosphere and skillfully gather information from the customer while providing valuable information that meets their needs and desires. The seller needs to clearly show the customer the value the product brings. Focus on the product’s unique features and benefits. 

At the same time, the seller should “break down” the product’s price over a specific time period. For example: If Product A has a real value of 10 million VND, the seller can break it down to just 1 million VND per month, or only 33,000 VND per day to own Product A. When the original price is broken down, it helps customers overcome price barriers and feel that the “price is cheaper.”   

Additionally, if your business has multiple product lines suitable for different customer segments, you can also steer the conversation towards products with a price point that better fits the customer’s budget. 

For non-potential customers: 

If they are not a potential customer for the business, the seller should listen and receive information from them. However, you don’t need to waste time persuading them to buy. Instead, thank them and use the feedback to refine your company’s customer insights. You can also suggest that they contact you again for a consultation or support when they have the need and the budget allows. 

3.2. How to Respond When Customers Object Due to Time Constraints

Salespeople are probably all too familiar with phrases like: 

• I don’t have time for your consultation! 
• I’m very busy!
• I don’t have time, that’s it! 
• It’s not a good time for me to talk!
• I need time to think! 
• I don’t need to buy it right now!

These are typical time-related reasons customers often give during a sales consultation. These reasons might be genuine, but they could also be an excuse to refuse the consultation and the purchase. Below are the two most common scenarios related to time issues, along with specific ways to handle them: 

Scenario: “I need more time to think”

When customers say they need more time to think, it means they are considering your business’s product. However, they may not fully trust it yet or have a strong enough need for it. Therefore, what you need to do is uncover the customer’s concerns—the obstacles preventing them from making a purchase decision. 

By asking tactful questions about the customer’s wants and needs, the relationship between the seller and buyer becomes closer. You will create a sense of security and dedication for the customer. From there, the customer will share important information with you about the reasons holding them back from making a purchase decision at that moment. 

Example: “Does the product meet your needs? Is there anything else you’re looking for? I’m here to help!”

“Product A has been used and highly rated by [number of customers who have used it] customers. I personally use Product A as well, [state product benefit]. I was wondering if the product meets your specific needs?”  

In some situations, the customer you are consulting with may not have the authority to make purchasing decisions. The decisions must be approved by another person or organization. This could be an employee of a company tasked with finding a product/service provider, someone buying products on behalf of others, etc. In such cases, you need to skillfully inquire about the customer’s wants and needs in more detail to provide them with useful information. Based on that information, the customer can convey it to the decision-maker accurately and completely. For large orders or corporate clients, the seller should send a price quote, product information, promotional programs, etc. This will show customers your professionalism and help them clearly understand your product/service.  

Scenario: “Call me back later” / “I don’t have time”

Have you ever encountered a situation where you contacted a customer, but they declined because they didn’t have time and asked you to call back later? Many customers will give you 30 to 60 seconds to end the conversation. Others will hang up immediately after giving their reason for refusal. 

Based on the actual situation, the seller can either schedule another time to talk or ask for permission to have a quick chat. If the customer agrees to a quick chat, you need to provide the most compelling information about the product that directly addresses the customer’s needs. Interact with the customer by asking short questions or yes/no questions to better understand their needs.

Example: “Of course! I didn’t realize you were busy this morning when I called. My apologies. Would it be possible to schedule a call at [suggested time] to discuss Product A further?”

“Yes, of course! I know you’re very busy with a lot to handle. If you’d allow me, I’d just like to share a few quick points about the product. It won’t take much of your time.” 

Alternatively, you can ask for permission to connect on platforms like Zalo, Facebook, etc., to communicate via text. This way, you can easily send more product information to the customer. 

3.3. Handling Objections Related to Competitors

What should you do when a customer objects because of a competitor? It’s possible that this customer already has some knowledge about the product. They have opinions and have made basic comparisons between your product and those of your competitors. In this situation, you should determine the customer’s level of interest in the product through their behavior: 

• The customer is already using a competitor’s product
• The customer knows about a competitor’s product but hasn’t used it

First, you need to probe for information about what the customer knows about your product and your competitor’s. This is to confirm and verify whether the information the customer has is correct and accurate. Then, you need to highlight the outstanding features of your product compared to those of your competitors. The benefits and advantages must be clarified to avoid any misunderstandings from the customer. 

Typically, when making purchasing decisions, buyers are influenced by many factors such as needs, price, brand, promotions, service, value, etc. Therefore, you need to show the customer the other benefits of buying from your company in terms of price, promotions, brand reputation, customer care services, and reviews from existing users…

In the specific case where the customer is already using a competitor’s product, show your interest by discussing their experience with that product and the results it has delivered. You can provide some useful tips to help the customer use their current product better. Focus on providing value and helpful information to the customer rather than just trying to make a sale. After that, it will be easier to suggest that the customer try your company’s product. 

If your company offers product trials, you can also steer the customer towards participating in those activities first. This not only increases customer trust but is also a quick way to approach customers. Customers can then evaluate and verify the information provided by the seller for themselves.

3.4. Handling Objections Due to Product Skepticism

Customer skepticism about the product mainly comes from issues such as: 

• Insufficient or vague product information.
• Lack of brand reputation or credibility.
• Negative reviews and feedback from other users.
• Lack of evidence of the product’s benefits.
• The product does not stand out compared to other products.
• Non-transparent warranty or refund policies.
• Lack of transparency about origin and production processes.

To handle customer objections in this situation, first, the product you offer must deliver clear value and ensure compliance with legal regulations. While no product is 100% perfect, the products offered to customers must still be useful and meet their expectations. 

The salesperson must understand the product and verify its quality and origin. Only when you believe in and understand the product can you become a great salesperson. Then, your job is not just selling, but sharing value with customers and those around you. 

When customers are skeptical about the product, it’s because they don’t fully understand it. Therefore, you need to address their doubts and provide useful information about the product, such as its quality, origin, effectiveness, benefits, production process, and advantages, to build customer trust.

Example: A customer is skeptical about the product’s quality => You can offer the customer trial packages or product samples, provide certifications from authorized bodies, and present testimonials from existing customers, etc.

3.5. Handling Objections Due to Authority Issues

In many cases, the customer you are consulting is not the decision-maker. Simply put, they are the ones searching for suppliers but do not have the authority to make a purchase. The decision-maker is someone else. That person will make the purchasing decision based on the information and recommendations provided by the contact you are consulting.

So, how do you convince the person with the authority to buy your product? Based on the characteristics of this authority issue, 1Office suggests two ways to handle it:

Method 1: Find a way to connect with the decision-maker

Looking at the problem, we can see that the key person is still the one with authority. Therefore, you should tactfully ask for the decision-maker’s contact information from the person you are consulting. However, obtaining the decision-maker’s contact information is often quite difficult. They tend not to provide their personal information. But you can still try this method if the situation has a high probability of success.

Example: “If possible, could I connect with [the decision-maker]? I can provide direct support and quickly answer all of their questions. This will also make it easier for you to find the most suitable product.”   

Method 2: Continue to nurture the contact you are consulting

When you receive an objection because your contact is not the decision-maker, send them a thank you for their interest in the product and express your desire to assist and stay connected. Don’t forget to provide important information and documents about the product to help them understand it better! 

Example: “Yes, of course. Thank you for your interest in [product name] from [company name]! If you have any questions or need to purchase [product name], I am always ready to assist and answer your questions anytime, anywhere.

I would like to send you some information about the product for your reference! Thank you for taking the time to learn about [company name]’s product!”

3.6. Customer Rejects Due to Lack of Need

Clearly, a customer with no need is not a potential customer for the business. As soon as you receive an objection due to a lack of need, the business must re-evaluate whether it is approaching the right customer segment. However, in reality, when a customer gives “no need” as a reason, it could also be because they do not yet trust the salesperson or the product you are introducing.

To turn the situation around, you can apply some simple yet highly effective methods below: 

• Ask questions to identify the customer’s needs and wants. From there, you can choose to continue consulting or assist the customer in the future. 
• Provide useful information about the product and its outstanding advantages. 
• Always show a respectful attitude and a willingness to listen to the customer.
• Suggest products/services that are more suitable for the customer’s needs.
• Sell with a story, connecting the product to a real-life story or a personal experience.
• Build a relationship with the customer, share useful information, and provide updates about your products or services.

Example: 

Customer: I’m not interested! 

Salesperson: I understand. If you don’t mind, could you share with me if you’ve ever used or heard of product ABC before? What would you hope to achieve by using product ABC?

– If you ever need product ABC, please feel free to contact me! I’m always ready to assist you! Product ABC is… [introduce the product]

– May I add you on Zalo to send you some more information about product ABC? You can review it and learn more in detail! Thank you so much.  

3.7. Handling customer rejections due to difficulties in using the product

Customers see the benefits of the product but face barriers in accessing and applying it. This situation often occurs with highly complex products such as machinery, equipment, software, etc. Customers often worry about their ability to use it: 

• The product is too difficult to use, I can’t use it
• The product is very useful, but I don’t know how to use it
• I’ve never used it before, if I buy it and don’t know how to use it, it’s useless
• This product takes too much time to use
• From what you’ve said, I see it could be effective for me, but I find it difficult to apply

As you can see, the customer’s problem is how to use the product effectively. To address the customer’s concerns, you should clarify the issue based on three main points: 

• Customer support policy: commitments, timeframe, effectiveness, support staff, reviews from previous customers, etc.
• Quality of the post-purchase customer care team: qualifications, attitude, professionalism, expertise, etc. 
• Promotional programs/other care services (if any).

Example: “You can rest assured about this issue! After your purchase, our customer care team will accompany and support you until you can use [product name] proficiently and effectively. Our support staff are all trained by experts [briefly mention the expert’s credibility], so the quality of support is 100% guaranteed. Many customers who have used our product have given positive feedback on both the product and the quality of our customer care service. [mention some major clients]” 

3.8. Customer rejects due to lack of brand awareness

Products from unknown brands will be known by very few consumers. Or the brand has not yet reached its potential customer segments. This leads to customers not knowing your brand and refusing consultation and purchase. 

The general psychology of consumers is to be worried and feel insecure with brands they have never heard of. They only trust a product after they have researched and used it, or when others have used it and reviewed it for them. Therefore, to handle customer rejections due to lack of brand awareness, you need to clearly show them the value of your product and your brand.

The best way is to provide evidence from actual user experiences and evaluations from authoritative bodies. In addition, you should provide customers with more information in the form of images, videos, or actual documents about the product. This will help improve the credibility of the brand and product in the customer’s mind more quickly.

If you are approaching customers online, you can schedule a meeting for a more detailed consultation. In-person consultations often have a higher closing rate than online ones.

3.9. Customer rejects due to lack of interest 

The reason “not interested” is truly difficult for salespeople. This is because it makes it impossible for the salesperson to clearly identify the customer’s needs and wants. “Not interested” here could mean not interested in the product, not interested in the consultation, or anything that makes them feel uncomfortable. 

If the customer still gives you a chance to continue the conversation, you should politely probe their needs to offer timely solutions. 

3.10. Customer rejects due to lack of discount codes or promotions

You put a lot of effort and time into caring for and advising a customer, and they are completely satisfied with the product. However, they decide not to buy because there’s no discount code or promotion. This is a tricky situation many salespeople have frequently encountered in recent years.

Customer purchasing trends have changed dramatically since the Covid-19 pandemic. Online shopping has become the primary method for many due to its convenience. Moreover, businesses frequently use promotions and discounts to attract customers. Especially on e-commerce platforms, a plethora of discount codes and promotions with huge deals are released. This has created a common customer mindset. They feel they are getting a “better deal” when they can apply a discount code or get a shipping discount.

For this reason, you can choose some of the following methods to persuade the customer to buy:

Set up additional promotional programs

Businesses can set up additional special promotional programs to accelerate the customer’s decision-making process. The programs must be clear and attractive to capture customer interest. You can set limits on the number of people eligible for discounts, the duration of the promotion, or similar tactics to better influence customer psychology.

For example: Free shipping for orders of 200k or more for the first 5 customers, 30% off the next purchase, a 50k direct discount voucher when buying 2 or more products, a 10% discount on the product value for a specific period, etc.

Offer complimentary related goods or services

This is a way to add value to the product you are selling. At the same time, the customer also receives more value from their purchase.

Example: Sell shampoo and give conditioner as a gift, sell conditioner and give a hair mask as a gift, sell clothes and give accessories as a gift, etc.

Explain/Compare

Provide information about your competitors’ prices and your selling price. Clarifying the price differences between parties and their promotional programs is also a way to persuade customers to buy.

Example: The price of 469k for product A is the original price I quoted you. Other companies’ products are currently priced between 520k – 550k. If they apply a shipping discount or a percentage off, the price would still be around 500k per product. However, we are offering you the original price, so you can be confident in our pricing. We also help cover some of the shipping costs for customers, so it’s not a large amount, only about 15k-20k depending on the region.

3.11. The customer objects because they have already bought from somewhere else

Just because a customer has bought from somewhere else doesn’t mean they won’t buy from you. So, when faced with the objection that they’ve already purchased elsewhere, calmly inquire about their needs and their experience with the product. This is also a basis for you to learn from competitors and identify weaknesses or points of dissatisfaction with the other provider, which you can then use to introduce your products. Based on the customer’s feedback, explain how your product can address those weaknesses or provide better value.

Example:

– Customer: I’ve already bought this product from [name of the company the customer bought from]!

– Salesperson: I see! Thank you for sharing that with me! Does the product meet your needs? Did you encounter any issues while using it? I’m here to help!

– Customer: The only issue was that the delivery time was too long. Everything else was okay.

– Salesperson: I understand. Regarding delivery times, most sellers are dependent on the shipping carrier. In the future, if you need to purchase [product name] again, please feel free to contact me! For new customers, you will receive many gifts and deals worth up to 500k. And don’t worry about delivery times, because we also offer an express delivery option…

4. The Customer’s Psychology When Making an Objection

Customers never object without a reason. Behind every objection, there is usually a specific psychological driver that salespeople need to understand. If you can identify the root cause, you will know how to respond to turn the objection into an opportunity.

4.1. Fear of potential risks

Customers may be haunted by negative past experiences or worried by stories from acquaintances. They fear losing money on a product that doesn’t perform as promised, breaks down quickly, or worse, comes with no support when problems arise.

What they need is a solid guarantee that this investment is safe. They want convincing proof, such as reviews from previous customers, a transparent return policy, a clear warranty, and a firm commitment from the business.

Sales should focus on reassuring customers by providing specific evidence, sharing real case studies, and firmly affirming the after-sales policy. When customers feel protected, they will be more at ease and more likely to overcome their psychological barriers.

4.2. Fear of Lacking Information

Customers object because they feel they don’t have enough data to make a decision. They fear that if they buy hastily, they might later discover the product is unsuitable or that they missed a better option. This ambiguity leads them to step back to play it safe.

They need clear, easy-to-understand information, avoiding overly technical language. They want to see visuals, a demo, or specific examples to envision how the product will work in practice. Only when they have enough data will they feel confident enough to move forward with a decision.

Sales should patiently explain, translating complex language into simple terms. Illustrate with a real-world example or let the customer try a demo. When information is transparent and easy to understand, customers will feel in control of the situation, which will gradually reduce their objections.

4.3. Lack of Trust in the Product and Service

Customers don’t object because the product is bad, but because they don’t yet trust the brand or the consultant. They worry they might become victims of a non-transparent deal or buy a product from a disreputable company.

They need assurance that the partner they are working with is reliable. They want proof through objective factors: quality certifications, major partners, positive feedback from previous customers, or the professionalism of the sales staff in every small detail.

In this situation, Sales should not be pushy but should build trust step by step. Demonstrate an understanding of the customer’s needs, present information transparently, and provide credible evidence. A respectful, calm, and professional attitude will cause the customer to gradually lower their guard, thereby opening up opportunities for collaboration.

5. Essential Soft Skills for Handling Objections Effectively

Handling objections relies not only on product knowledge but also heavily on the salesperson’s soft skills. This is the decisive factor that helps Sales turn an objection into a closing opportunity.

• Active Listening: Customers often want to be understood before they are persuaded. When they raise an objection, Sales needs to listen seriously, without interrupting or immediately refuting. Focused eye contact, nodding in acknowledgment, or phrases like “I understand your concern” will make the customer feel their point of view is respected.
• Ask Open-Ended Questions: Instead of asking yes/no questions, Sales should ask open-ended questions to encourage customers to reveal their true needs. For example: “What problem are you hoping this product will solve for your business?” This approach not only gathers information but also helps the customer see the potential benefits for themselves.
• Storytelling Technique: A real story about a previous customer who faced a similar situation and had it resolved effectively will be much more persuasive than many advertisements. Storytelling transforms a dry response into a vivid experience, helping the customer empathize and build trust.
• A Calm and Positive Attitude: Customers can sometimes be very harsh with their objections. If Sales reacts with tension or argumentativeness, the situation will reach a stalemate. Maintaining composure, a gentle smile, and a positive attitude is the way to de-escalate tension while showing the customer that you are professional and trustworthy.

6. Key Considerations When Closing Sales and Consulting with Customers

When selling, it’s impossible to avoid situations where customers object for various reasons. Therefore, to increase the closing rate, salespeople need to keep the following basic points in mind: 

• Identify the Right Potential Customers

All consulting and customer care activities will be effective when you approach the right group of potential customers. Therefore, when conducting sales activities, you need to identify the target customer audience. In particular, these customers must have a need for and the ability to purchase your product. Avoid approaching the wrong customer group, which wastes time and effort. 

• Attitude 

In all situations, the salesperson must maintain a calm, polite, and respectful demeanor towards the customer. With all your sincerity, convey this to the customer in every word and action. A positive attitude combined with positive energy will help you win the customer’s heart more easily. The customer will have a good feeling and a positive impression of you. 

• Value Delivered to the Customer 

Customers only buy a product when it provides them with value or benefits that satisfy their needs. Therefore, you need to focus on clarifying the value and benefits the customer will receive when purchasing and using the product. The most important thing is what needs the product can solve and meet for the customer.

• Skills

Communication skills, listening skills, situation handling skills, skills in understanding customer psychology, judgment skills, etc. All of these support the consultation and sales closing process. With these skills, you can take control of the sales/consultation session. 

• Build relationships 

Don’t just focus on selling and “cramming” product information to customers. Create a friendly and approachable environment by building relationships with customers. Position yourself as someone who shares value with the customer, not just a salesperson. 

• The “fast – sufficient – accurate” formula

Customers won’t wait for you, nor will they patiently listen to your consultation. If you are frequently rejected by customers, you need to review your consultation and customer approach methods. An unbeatable formula that every salesperson knows by heart is “fast – sufficient – accurate”:   

• Provide and respond quickly
• Provide sufficient information and data that the customer needs
• Content is focused and accurate

7. Frequently Asked Questions

After a customer rejects an offer, how long should I wait to follow up?

You should typically follow up after about 3–7 days, depending on the customer’s level of interest and the reason for rejection. The key is to follow up at the right time with additional valuable information, rather than just asking the same question again.

If a customer says, “Let me think about it,” how should a salesperson respond?

The salesperson should gently inquire to understand what the customer is still hesitant about, such as price, timing, or suitability. Once you know the real reason, you can address the specific issue instead of ending the conversation too soon.

Is a customer’s silence after receiving a quote a rejection?

Not necessarily. In many cases, the customer may still be considering it, hasn’t had a chance to respond, or needs to discuss it internally. Therefore, a salesperson should follow up at the right time before considering it a rejection.

How should I respond if a customer says, “Another company is cheaper”?

Salespeople shouldn’t rush to offer a discount. Instead, they should clarify what points the customer is comparing and emphasize the value that better suits their actual needs. The goal is to help the customer see the total value, not just the lower price.

Is there any software that helps businesses track sales opportunities and handle rejections better?

Yes. If a business wants to track sales opportunities, manage customer communication history, and avoid missing follow-ups, they can consider 1Office’s customer management software to centrally manage the sales process and help the sales team handle rejections more effectively.

Above are all the ways to handle customer rejections compiled by 1Office. We hope the content of this article will help you apply these methods effectively in your sales activities and increase revenue. We wish you success!