How To Handle Customer Objections

How To Handle Customer Objections

It goes without saying that any business bent on staying in the market for long must learn how to handle customer objections, among other things.

Business owners encounter several obstacles and challenges from time to time.

 These obstacles are in various forms, ranging from handling difficult customers or clients with unrealistic expectations to providing quality goods and services.

It can also involve offering good customer service, retaining customers, and time management.

Luckily, they can overcome these challenges by devising effective techniques and applying their efforts in the right direction.

Like these other challenges, customer objections are inevitable.

However, they can be turned into opportunities for businesses if rightly handled and managed positively.

First, we must understand what customer objections are.

What Are Customer Objections?

Customer objections are where customers refuse or disapprove of certain products and services offered or recommended to them.

These are products usually offered by a company or business’s sales representatives.

It can also be defined as the reservations and doubts a customer has regarding a product or service.

Such reservations can cause them to delay, hesitate, or avoid a purchase.

Additionally, customer objections could be described as the customer’s concerns that discourage them from purchasing a good.

In other words, it’s what makes them not request certain services from a business.

Now you fully understand what customer objections are.

Before we discover how to handle customer objections, it’s also essential to discover why customers have concerns, reservations, and doubts.

Reasons For Customer Objections 

The reasons or factors that contribute to customer objections vary.

Hence, it has been categorized into different types based on the cause or reason.

They include:

Lack of Trust

One of the reasons for client objection is lack of trust.

Lack of trust occurs when a customer has no relationship with your business which equals no confidence in your business.

It could also result from no knowledge about your business and the integrity of your sales representatives.

This happens in cases where the customer has never heard of your product, services, or brand name before.

It could also occur when you have a poor brand image or reputation.

Therefore it could lead to situations where you’ll have to handle customer objections.

Quality of Products and Services

The quality of your products and services is something customers will always be concerned about.

Before customers patronize a business, they want to be sure about the functionality of such goods and services.

If you cannot convince them about this aspect, it could result in doubt, reservations, and of course, objections.

Quality of Customer Service

In line with the quality of your products and services, customers can also develop concerns and doubts if your customer service is poor.

This could lead to distrust and confidence in your services as a business.

In the end, these could cause them to hesitate or avoid making any purchases at all.

Cost of Product or Service

The cost, also known as the price or monetary value of your products and services, is another reason for customer objections.

When the cost of your products and services is very high compared to other businesses,  customers begin to wonder if it is worth the risk.

Other times, your products and services might be great.

However, your prospective customers might not be able to afford them.

Consequently, leading to customer objections.

Poor Presentation or Pitch

Customers are likely to make objections to your offer if your presentation of your products and services is poor.

When this happens, your customers will be unable to understand the purpose or functionality of your products and services.

They would have concerns and doubts about your products and services and whether you could meet their needs.

Therefore resulting in customer objections.

Unrealistic Promises

Sales representatives often tend to make promises that are over the top and unrealistic to convince customers to patronize them or make purchases.

While it might seem like a good idea, it may give rise to customer objections.

The customer could have strong doubts and reservations concerning products or services because of the unrealistic promises.

Thereby giving rise to doubt and objections.


You might have the best offers and still get an objection from customers due to timing.

This could happen because of bad timing.

It could be that the purchase or use of your products and services is not your customer’s priority at the moment.

It could also mean that the customer does not have an urgent need for your products or services.

This could make them have second thoughts or objections about your products/services.

Lack of Value

Do your product and service have additional value?

Customer objections could also happen when customers are not convinced about your products/services’ value.

This is true, especially when compared to the expected value that alternative or similar products and services offer.

If your product or service has no additional value, customers will see no need to purchase or patronize your business.


Lack of loyalty to your business could also cause them to object to your offers as a business.

This is because of the value and satisfaction that they are currently receiving from other businesses.

Except you can convince them with additional values and reviews from your customers, such customers will object to your offer.

Lack of knowledge

When customers do not have enough information and details about your offers, they might object to your products/services.

So, they need more information to more informed decisions.

Also, they need to determine if your products and services provide a solution to their needs and expectations.

If you cannot provide them or equip them with this information that makes them trust your products and services, they will make objections.

Offer Not Meeting A Need

Customers will also have objections if the products and services are not suitable for them or do not meet their needs.

This is possible because every business has a target market or audience that it looks out for because they require or need such products and services.

When a client does not require or need the products and services you are offering, they will respond by objecting to your offer or pitch. 

They Don’t Have The Buying Power

Customer objections could also occur when they don’t have the buying power.

For instance, when the customer needs permission from a higher authority to make a purchase.

If the higher authority is not pleased with the products/services, there’s nothing the other person can do to buy the product/services.

Therefore, they have to object to your offers.

Personal Attachments

Furthermore, customer objections could result from a customer’s connection to a similar or alternative business and brand.

This is when customers already patronize a business that people own that they have personal relationships or connections with.

Hence, they’ll have no choice but to object to your products and services to avoid conflict of interests.

Above all, whatever the cause of customer objections may be, it’s always important to handle customer objections appropriately.

Let’s consider why.

Why It’s Important To Handle Customer Objections Effectively

Here are some reasons why it’s essential to handle customer objections appropriately.

Building Relationships with Customers

Customer objections are opportunities for businesses to build or strengthen their relationship with customers.

Often, customers object because they do not trust or have a relationship with the customers.

Hence, when customers have reservations or doubts about a business, they should try to build a relationship with the customers and earn their trust.

They can do this through the sales representative.

They could start by letting them know more about your business.

Likewise, the business could also get to know more about the customer through constant communication.

Thereby strengthening the business relationship and building trust with the customers.

Much Needed Feedback

Customer objections can serve as feedback.

Whenever your business gets an objection from a customer, it should be noted down regardless of the type of objections or how disappointing it may be.

You can use this to build up responses or approaches when similar circumstances occur.

Also, you could use these customer objections as a tool to evaluate your business, products, services, and other customer-related activities.

Consequently serving as feedback to identify problems in your business and improve them.

Improvement on Marketing, Branding, and Pitching

Sometimes, customer objections could result from your inability to market or pitch your offer and proposals to your prospective customers appropriately. 

So, when customer objections happen, it is an opportunity for you to go back, evaluate, plan, review, and improve on your presentation skills and marketing strategies.

Identifying the Right Customer

In addition to the importance of handling customer objections, it helps you to identify if the prospective customer you are pitching, presenting, or marketing to is the right customer for your business or not.

Every business has its target audience who need the products and services.

Sometimes your conversation or engagement with a customer who has an objection helps you to determine whether you are pitching or channeling your efforts towards the right customer or not.

Thereby helping you identify the right target market for your business.

Now, let’s move on to discover how to handle customer objections.

How to Handle Customer Objections

Customer objection is a situation that must be handled with proper consideration, planning, strategizing, and skills to achieve success.

Here are some tips to guide you and enable you to handle customer objections effectively and seamlessly:

Seek to Understand the Customer

When faced with customer objections, do not be in haste to tag it as an obstacle to your aims and objectives.

Rather proceed with the conversation or engagement by seeking to understand the reasons for the customer’s objections.

This enables you to identify the reasons for the customer objections and what to do to prevent such in the future.

Listen Effectively

Listening attentively and respectively is an essential skill for handling customer objections.

This way, you allow your prospective customer to state the reasons for their concerns without feeling like you are interrupting them.

Also, do not make them feel like you are trying to force your products or services on them without considering their concerns or doubts.

Listening also allows you to understand the direction in which the customer is headed and to anticipate any further objections that might come up for you to clarify.

Appreciating the Customer

Thanking the customer after an objection is a positive way to handle customer objections. 

It does not only allow you to move past the hurt and disappointment that the objections bring.

It also allows you to create a positive atmosphere for business relationships and strengthens your brand image.

Acknowledge their Concerns

One way to overcome customer objections is to acknowledge your prospective customer’s concerns. 

Customers have the right to feel a certain way about a product, service, or brand due to their previous experiences.

Though you aim to try and convince the customers to accept your offer because you are different, it does not mean that their concerns are invalid.

Hence, acknowledge the fact that these concerns exist.

Then, inform them how your business or brand is working towards ensuring that these concerns are addressed and clarified.

More importantly, do this without tarnishing the image of other brands, businesses, or companies.

Ask the Customer Questions

Follow-up questions are essential when handling customer rejections.

The only way you can overcome customer objections is to keep the conversation going for a better understanding.

By asking questions, customers provide you all the information you need to overcome their objections.

Depending on their responses to the questions you have asked, you might need to get them to elaborate more by asking follow-up questions based on their responses. 

Therefore, handle the customer objections by asking them questions that help you understand them better.

Provide them with Information and Knowledge

Customer objections could happen because customers do not have the knowledge or information they need to know about a business or the business’s products and services.

To overcome this type of customer objection, your sales representative or personnel must ensure that the prospective customers are given all the necessary information required to convince them otherwise.

They also need to ensure that the customers understand everything they have explained to ensure they are making progress.

Respond to their Objections

When customers object, they want answers and information that would convince them otherwise.

This is why you need to respond to the customer in real-time after actively and reflectively listening to all that the customer has to say based on the questions. 

Your responses need to be carefully constructed, precise, clear, and honest.

Be Honest and Transparent

Do not over-promise or make unrealistic expectations to prospective customers just because you are trying to convince them. 

Instead, be honest, transparent, open, and direct to customers. 

Focus on what matters more to the prospective client than the sales you are trying to make at the moment.

That way, you can build a relationship with such a customer and debunk any objections they might have about the business.

Ensure that the Customer is Convinced

You will also need to ensure that the customer understands all that you have said.

You also need to ensure he/she is convinced and satisfied with the responses given to all their questions.

This could help you determine if you need to answer some questions again or identify if the customer is right for the business.

Layout your Values

What makes your product and services different from your competitors? 

That is one of the questions that prospective customers will likely ask you during a presentation or a pitch.

This is because they’ll see no need in leaving one business for yours, especially if it has no additional customer experience or value.

It is therefore essential that you show your customers your values.

It could be telling them about how your products and services can meet and exceed their specific needs.

Show them Reviews and Testimonials

If you intend to clear a customer’s doubt and convince them, you’ll need proof!

Therefore, show your customers reviews, recommendations, and testimonials from others who have patronized your business and are satisfied.

This shows customers that they can give you a try or trust your product and services.

Conclusion on How to Handle Customer Objections

Every customer-oriented business must learn how to handle customer objections appropriately and efficiently. 

This is because customer objections are an integral part of your selling process.

It also helps you to shape and build up your marketing strategy.

Additionally, customer objections help you to understand your prospective customers better.

It helps you ascertain their needs and their perception of your products and services.

Likewise, it enables you to develop strategies and techniques in creating products and services that add value to your customers.

Therefore, keep these tips as an effective tool for dealing with customer objections effectively.

As a result, helping you manage and run a successful business.