A salesperson often hears phrases like “That’s too expensive” or “Just send me some information first.” The important thing to remember: objections are normal—and even positive. They show that the customer is actually engaging with your offer. An initial no does not mean the deal is lost. On the contrary, this is where your real work as a salesperson begins.

Here we present five typical objections you’ll encounter in almost every industry—although there will, of course, be additional, industry-specific ones which are covered in the blog "Successful selling in energy, real estate & finance: What sales representatives really need today". These recurring patterns can be deliberately practiced and mastered with confidence. You’ll also discover how modern AI tools like Fioro can help you train your objection-handling skills in a targeted way.

1. “Too expensive / no budget”

Every salesperson will hear this sooner or later. It often signals either a genuine budget constraint or that the customer doesn’t yet perceive the full value.

Your counter-strategy: Communicate value! Ask precise questions about their requirements and show how your solution ultimately saves money or generates profit. Calculate ROI, share examples of similar clients who have benefited (storytelling helps here—see Storytelling for Complex Offers: Selling Technical Solutions).

Another tactic is to explore priorities: “If budget weren’t the main concern—would this be the right fit?” This shifts the conversation from cost to benefits.

Negotiation tip: If the customer truly wants it but is financially limited, consider payment plans or smaller modules instead of offering an immediate discount. And remember the anchoring effect from negotiation psychology (see Anchoring & Loss Aversion: Winning Price Negotiations Scientifically): those who set their price with confidence and solid reasoning encounter more acceptance.

2. “No time / call back later”

Some prospects push back because the timing is inconvenient—or because they’re hesitating in general. Don’t take “Now isn’t a good time” personally, but don’t let the lead go cold either.

Offer an immediate alternative: “I understand—when would be better for you, next week or in two weeks?” This shows respect for their time while keeping the initiative.

If the objection is vague (“Maybe next quarter”), gently dig deeper into what’s currently missing or holding them back. Sometimes a time-related objection hides a deeper concern. In such cases, sharpen the value proposition and, if appropriate, create a sense of urgency—without resorting to clumsy pressure. Example: “No problem, I’ll be happy to follow up next month. By the way, clients like you are gaining significant competitive advantages with this solution right now—I’d hate for you to miss out.”

Most importantly: keep your promise and follow up at the agreed time (see also Follow-Up Strategy: The 7-Touch Approach Without Being Annoying).

3. “No interest / no need”

The customer waves you off: “I don’t need this” or “We’re already covered.” The key here is to find out whether this is a genuine lack of need or just a polite brush-off.

Often, “no interest” is a reflexive defense because the customer hasn’t yet recognized their own pain point. Ask gently: “Understood—may I ask how you currently handle this?” or “What solution are you using now, and are you 100% satisfied with it?” You may discover dissatisfaction, hidden costs, or a desire for improvement. Highlight exactly where your offer makes the difference.

If there truly is no need, accept it graciously and thank them—but often, careful questioning opens new doors. Stories work wonders here: tell of a client who also thought they didn’t need anything new, but then achieved surprising success with your solution (again, see Storytelling for Complex Offers: Selling Technical Solutions Clearly). This sparks curiosity.

4. “I don’t know your company / I’ve had bad experiences”

This is a trust-based objection. The customer is unsure whether they can rely on you or your company.

Respond with understanding: “I completely understand — we haven’t worked together yet, and trust is something that has to be earned”. Then back up your credibility: mention well-known reference clients, test results, quality seals, or certifications—anything that builds trust.

If the objection stems from bad past experiences (“We tried something similar before, and it didn’t work”), ask for details: what exactly went wrong? Listen actively, show empathy, and then differentiate your offer. Perhaps the technology has evolved, or your service is more personal. The goal is to convey: This time will be different.

If your company is still young or small, turn that into an advantage: “We can offer you much more personalized support than the big players.” And consider offering a guarantee or trial period. The less risk the customer feels, the easier it is to overcome mistrust.

5. “I’m not the decision-maker / I need to discuss it internally”

This is especially common in B2B sales. Your contact may genuinely need approval, or they may be using it as a polite exit.

Find out how genuine it is: “I understand—who else should I bring into the loop?” Offer your support: “I’d be happy to share this information with your leadership team or present the concept to a larger group.”

This demonstrates that you respect internal processes and want to help. The key is to identify the real decision-makers (see Hidden Decision-Makers: How to Spot and Persuade Them in the Sales Process). You can often gather hints in conversations about who truly holds the power.

Aim to be in the room where decisions are made—or ensure your contact has all the arguments to advocate for your offer. Provide them with tailored materials, such as a short presentation for their manager. And don’t let the trail go cold: set a specific date to check back after their internal discussion, keeping the sales process under your control.

Final thoughts

Objections should never scare a salesperson. With the right techniques, they turn from deal-killers into door-openers. The key is to listen sincerely, ask targeted questions, and give the customer the feeling that their concerns are taken seriously. Tailor each response to the individual—customers quickly spot canned phrases.

And here’s where practice makes perfect: modern training platforms like Fioro offer AI coaches that challenge you in realistic one-on-one simulations. They take on the role of tough customers and confront you with these very common objections.

In a safe environment, you can test different responses and get instant feedback on what works well and what doesn’t. This role-play training builds confidence so that, in real customer conversations, you can react quickly and convincingly.

Combined with the strategies above, you’ll gradually become an objection-handling pro—and your prospects will notice that, even in the face of pushback, you remain a competent, solutions-focused partner.