The Ultimate Guide To Overcome Objections In B2B Sales

common objections in b2b sales and the ultimate guide to overcome objections

In any field, there will be experts and beginners. The experts know how to overcome objections in B2B sales with ease while the beginners are still working on mastering the art. What this means is that if you are a beginner, don’t worry – you can become an expert too! It just takes a bit of knowledge and some practice.

The ability to overcome objections is one of the most essential skills for a successful B2B salesperson. Not only does it demonstrate your commitment and determination, but it also proves that you’re serious about helping your customer achieve their goals.

To successfully overcome objections, you first need to understand what they are and why they occur. You then need to have a solid rebuttal strategy in place so that you can address each objection in a way that demonstrates your solution’s value.

The most common objections and how to overcome them

Objections are a natural part of the sales process. They often signal that you’re on the right track. The key is to know how to overcome them so you can continue moving the sale forward.

The most common objections in B2B sales can be grouped into four categories: price, quality, need, and timing. Let’s take a look at each one.

Price objections are the most common, and they usually come up when the buyer feels like they’re getting a good deal. You can overcome this objection by pointing out the value of your product or service.

Quality objections can be difficult to overcome, but it’s important to reassure the buyer that your product or service meets their high standards.

Need objections are often based on the buyer’s beliefs about what they need. You can overcome these objections by proving that your product or service can solve their problem.

Timing objections happen when the buyer feels like they’re not ready to make a purchase decision. You can overcome this objection by showing them how your product or service can help them in the future.

Overcome Price Objections

One of the biggest challenges in B2B sales is overcoming price objections. Many buyers are hesitant to spend a lot of money on something they may not be familiar with, or that they don’t see as a necessary purchase. As a seller, it’s important to understand the buyer’s perspective and find ways to overcome their objections.

Some tips for overcoming price objections include:

  • Limited period product trial or demo
  • Offering payment plans
  • Discounts for bulk orders
  • A money-back guarantee
  • Attractive after-sales service plans

Overcome Quality Objections

group of people discussing in a conference room for a B2B sales meeting to overcome objections
Photo by Pavel Danilyuk on

One of the biggest challenges in B2B sales is to overcome objections related to product quality. Prospects will often claim that your product or service is not up to par, and they are not interested in purchasing it. This can be a major hurdle in closing a deal.

There are a few ways to overcome quality objections and make the sale.

First, you need to understand what the prospect is looking for in a product or service. Once you know this, you can explain how your product meets their needs and why it is a superior option.

You can also highlight the benefits of your product, and explain how it will improve the prospect’s life or business. Finally, you can offer a discount or free trial to help seal the deal.

Overcome Need Objections

There are four main types of need objections in B2B sales: financial, functional, psychological, and emotional. Each type of objection will require a different approach to overcome it.

Type of Need ObjectionDescriptionOvercome Objections
Financial objectionsThese relate to the buyer’s need to justify the purchase financially – lowest cost etc.Show the buyers how the purchase will save or make them money
Functional objectionsNeed functional justification such as how it will benefit their businessDemonstrate how your product or service will improve their business process or help them achieve their goals
Psychological objectionsNeed to justify the purchase psychologically, in terms of self-image or statusShow the buyers how the purchase will make them look good (best, premium etc.)
Emotional objectionsThese related to the buyer’s need to justify the purchase emotionally, in terms of how it will make them feelWork on the positive feelings. Show them how the purchase will make them feel good – happy, secure, comfortable etc.
Table 1: Overcome Need Objections in B2B Sales

Overcome Time Objections

Time is the most precious commodity for business professionals. It’s no wonder that time objections are one of the most common objections in B2B sales.

To overcome objections related to time, you need to understand what’s driving them. Most of the time, people are worried about two things:

  • 1) They won’t have enough time to properly evaluate your product or service, and
  • 2) They’ll be so busy they won’t be able to use your product or service after they buy it.

The best way to overcome these objections is by showing the potential customer that you understand their concerns. You can do this by:

  • a) Offering a free trial or demonstration of your product or service.
  • b) Giving them a detailed overview of how your product or service works, and what the process will be like once they buy it.
  • c) Letting them know that you’re available to answer any questions they have and that you’ll be there to help them get the most out of your product or service.
  • d) Showing them customer testimonials or case studies that illustrate how your product or service has helped other customers achieve their goals.

Overcome objections when you’re not the decision-maker

There will be times when you are the salesperson but you are not the decision maker. This is a common occurrence, and it can be difficult to handle objections in this situation.

The first thing to remember is that you need to understand the objection. You cannot answer an objection if you do not understand what it is. Take the time to ask questions and get clarification. This will help you to address the objection in a way that makes sense to the customer.

It is also important to remember that you are not the decision maker. Do not make any assumptions about what the decision maker is thinking or what they are going to do. You can give the customer information and advice, but you cannot make the decision for them.

The third thing to remember is that objections are not personal. The customer is not trying to be difficult or antagonistic. They have a reason for raising the objection and you need to address that reason.

Finally, always maintain a positive attitude. The customer can tell if you are frustrated or annoyed and that will only make them more resistant to your suggestions. Stay calm and professional, no matter how difficult the objection may be.

Closing the sale with objections still on the table

It’s inevitable in any sales process: objections will be raised. And, in some cases, they can seem insurmountable. But if you’ve built a strong relationship with your prospect and you’ve addressed all of their concerns upfront, you can close the sale – even with objections still on the table.

The key is to stay calm and positive and to have a clear plan for how you’re going to overcome those objections. Remember, it’s always easier to sell to someone already interested in what you have to offer. So don’t give up on your prospect just because they’ve raised objections – focus on resolving them and moving forward.

Here’s how to close a sale with objections still on the table:

1. Acknowledge the objection

Don’t ignore your prospect’s concerns – acknowledge them and show that you understand where they’re coming from. This will help to build trust and show that you’re taking their objections seriously.

2. Offer a solution

Once you’ve acknowledged the objection, offer a solution. This could be a way to overcome the obstacle or a way to make it easier for your prospect to say yes. reassure them that you can solve the problem and that they won’t be taking any risks by working with you.

3. Ask for the sale

Finally, ask for the sale. stress how important it is for your prospect to act now and take advantage of your offer. remind them of the benefits of working with you and how you can solve their problems. If you’ve done a good job of building rapport and addressing objections, your prospects will be more likely to say yes.


No matter how great your product or service is, you’re not going to make any sales if you can’t overcome objections. A study by CEB revealed that sales reps who can overcome objections close more deals and earn more money.

So how do you learn to overcome objections? The first step is to understand what they are. The most common objections in B2B sales are price, quality, need, and timing. After you’ve identified the objection, you need to come up with a response that will address it.

Your response should be clear, concise, and confident. You don’t want to sound like you’re trying too hard to convince the prospect, but you do want to make sure your response is convincing.

Sales objections can be frustrating, but they are also an opportunity to learn more about the customer and close the sale.

This ultimate guide provides tips and strategies for overcoming objections in B2B sales. Like and subscribe to our blog to learn more about B2B sales and marketing.

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By BMB Staff

Business Management Blog is your online resource for business management and strategy articles, insights, ideas and tools. We talk about Business Management, Strategy, Customer Experience, Employee Engagement, Leadership and Career Growth. Subscribe to the blog to get updates about new posts.

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