The Leading Contact Centre Magazine

Handling Sales Objections Over The Telephone

Nobody likes rejection –  it can feel deflating.   But selling over the phone requires you to be able to handle objections.

Carolyn Blunt explains how it can be done.

Great sales people don’t really sell in the hard, traditional sense.  They are just really helpful.  They find out, through questioning and listening, what the customer’s needs are and help to meet them.  In then matching the customer’s needs to the right product, great sales people create interest through demonstrating the benefits of the product, not just the features.

If this is still off-putting (as many of us don’t like ‘selling’) it may be helpful to remember that not helping a customer to reach a decision about buying a product is doing them a disservice.  Many people seem unsure because they are looking for some reassurance – be sure to give it to them!

There may always be reasons outside of your control for a customer deciding not to buy.  There is nothing you can do about these; but if there are factors you can gently influence you need to be sure to always do this – it is a sales, and a customer service role.    If you have got all the basics right such as voice tone, questioning and rapport but are still receiving objections to closing the sale then these key tips may be helpful to you.

1.  You’re too expensive

Ask probing questions.  “What is the ball park figure you would expect to pay for such a product/service?”  “ Do you have an idea how much our products/services cost?”  “Have you had a cheaper price/quote/bid from elsewhere?”


“We may be slightly higher in price than ABC, but you mentioned earlier that a reputable company is important to you.  We only work with the quality end of the market and provide a high level of service using only the best, most experienced people.”

2.  The decision about whether to go ahead isn’t mine

Find out whose decision it is.  Contact them and introduce yourself using a reference to your previous contact.

3.  I’ll think about it…

Is this a fob-off or genuine?

“Thank you for agreeing to think about it, I appreciate that.  Is there any more information you need that I can provide?”  “When would be a good time for me to contact you again?”

4.  We used you before, it wasn’t that great

Ask when they used you and what happened.  Apologise.  Tell them what has changed and how you’d like to help them.  If you are allowed to then offer a sweetener if they will try you again (free gift).

5.  We already use somebody else

Are they happy?  If so, there is little you can do, but at least they know about you now.  Will they consider allowing you to do a proposal alongside their current suppliers next time?  There is nothing to lose from considering all the options.  Never bad mouth your competitors.  Ask if you can send some literature for them to keep on file.  You never know – they may fall out with their current provider or the current provider may not be able to meet their needs.  You need to be in the right place (forefront of their minds!), at the right time!

6.  Your company is too small/never heard of you

Find out what they are really saying.  “May I ask what are your worries about that?”  It may be that they think you are not equipped to handle their needs or they may think that you aren’t reputable.   Offer reassurance in a non-defensive way.   In this case you could mention names of other clients, testimonials, references, awards, etc.  Ask “If you knew we could meet your needs would you be interested in speaking with us further?”

Closing the sale

Closing the sale is a critical step.  A decision that is deferred is usually never made.  Ask the magic question “how does that sound to you today?”  If a customer comes up with objections, remember that this is good – it often means they are seriously considering buying.  If they just say “no thanks” or “can you put it in the post” then it is important to politely enquire “I can, but so I can help, may I ask what is stopping you from deciding about this now?”
Once you know the objections you can overcome them or offer alternatives.  Good sales practice will state that it is vital not to give up at the first hurdle.  However, depending upon your particular customer profile please proceed with care.  Handling objections will always be much easier to do if you have established rapport and created interest and desire.

Sometimes the reason for not buying is outside of your control and it is important to know when to desist and not be ‘pushy’.  When you work to overcome objections you need to do so in a friendly advisory capacity with a warm even voice tone.  A lot of the time people do need reassurance to make buying decisions and this is what they are often crying out for at this stage.  If you don’t believe your products or services are a good investment and the right choice, then who will?

Carolyn Blunt

Carolyn Blunt

Carolyn Blunt is a communication skills expert with Real Results Training.

If you enjoyed this article you might also like our free audio file on Cold Calling.  To download this freebie please visit and see the free Members Area.  Carolyn can be reached on 0161 408 2003.

Published On: 8th Sep 2010 - Last modified: 19th May 2017
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  1. Problem is, there are so many different training methods, closing skills, SPIN, 7 steps, impulse techniques etc…

    who’s ever right? however though these are some good BASIC knowledge skills, though there are some I wouldn’t agree with.

    Darren 8 Sep at 3:13 pm
  2. Hi Darren, thanks for the feedback, I’d be interested to know what market you’re selling to and what objections you face regularly, as I may be able to give some more specific and advanced ideas to you if it would be helpful. Thanks again, Carolyn

    Carolyn Blunt 8 Sep at 4:08 pm
  3. Hi Carolyn, I think there is some great content above. I am a training manager and think that there is alot of different views / opinions and training out there and the way I like to train my team is to give their audience tools to use in as many situations as possible, there are some greats tools here.


    Andi 9 Sep at 11:11 am
  4. Great tips there! I find’It’s not the top of my priority list’ is a common objection, but at least it’s not a NO! – so reqular follow up’s are important.

    Karen 9 Sep at 11:19 am
  5. Darren – its not about what techniques are correct, but arming your consultants with as many as possible for your business and then letting them master the ones that work for them.

    david 13 Sep at 11:32 pm
  6. Can you please give me answers on this objectives
    1.Your product is too new
    2. Business is slow right now.
    3.The machine we have is still good

    mbulelo 26 Jun at 8:45 pm
  7. I don’t spend much on this phone so I don’t need any calling plan. How do you handle this.

    nanah 7 Nov at 6:18 am
  8. great tips. i sell advertising space but have only been doing it 1 yr. how do you keep your spirits and confidence high when your not selling?. im in telesales

    michelle 31 Jan at 12:03 am
  9. How do l get every day tips

    Sibonelo 31 Jul at 6:47 pm
  10. I’ll think about it……“When would be a good time for me to contact you again?”

    You’ve just let the customer go and have entered the endless cycle of call backs.

    Barry 6 Mar at 11:54 am
  11. I have worked in mobile sales company in salford quays yrs ago and I’ve worked in call centers for 5yrs so I’ve had my share of that experience :).

    To be honest giving tips does help to develop and train newcomers in sales environment.for staffs that have been working in sales and still not selling or haven’t got skills of handling objections I will blame the organisations in most cases,some call center managers don’t care about their staffs all they care about is sell sell sell,or the famous word ‘you’re not hitting target we will review you at the end of the week’meaning you might get sacked, why do they think threats will work?instead of encouraging the staff and see how to help them improve their performance through further coaching or training or motivational talks.

    Its just like in sports be it individual sports or team sports,the coach or trainer or even fans motivate the sportsman which helps build back confidence and winning ways.another thing that helps improve productivity is motivation in a team,good atmosphere in the contact center does help improve staff morals and always wanting to come to work. Also little incentives to staffs that gets a deal or that has the highest sales for the day does help the team spirit and improve productivity.Another thing is try encourage your staffs to be professional at all times.

    I will love to be a call center manager or customer service manager one day and the team i will manage will be the happiest team and they will always want to come in work why because they will be treated as humans and having a good team relationship where we are there for one another helps alot. anyway this is just my opinion.

    charles 4 Apr at 12:55 pm
  12. free advice ,when a client tells you that the product you are selling is too expensive ,do not just give up ,ask the client if she/he budgets for their groceries ,and if so how many times did they spend exactly the amount they have budgeted to spend.make the client see that they can afford your product ,its just that they cant realise so…second example you can kindly ask your client if they smoke and how many smokes do they have per day then ask them if they could reduce their smoking and show them exactly how much they could save ,calculate for your client the exact amount they spend per day on smoking and per month.

    Luviwe 24 Jun at 7:17 am
  13. Barry is right, you don’t want to join the endless list of call backs…

    Adam 8 Jul at 10:20 pm
  14. Excellent tips, many thanks

    Ali 21 Nov at 11:53 am
  15. Its all about the one percent-ers. I have picked up a couple from your article. Thankyou

    Vini Ferrari 2 Feb at 2:52 am

    TESHNI 24 Aug at 4:40 pm
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