Cold calls: The most common objections and how to overcome them

If you are a salesperson making daily cold calls, you should know how to handle objections from your prospects. We guarantee you, almost everyone will have some. How can you overcome objections and make the prospect a satisfied customer?

How to handle the 5 most common objections during cold calls

It’s in humans’ nature to instinctively resist change. Sometimes you might even have the best solution for someone’s business but it still might not work out. The most challenging part of a salesperson, that needs a lot of studying, is turning the objections of prospects around.


This objections phenomenon is called BANT, representing Budget, Authority, Need, and Timing. Fortunately, you can still win the sale with well-prepared answers. What are the 5 most common objections during cold calls and how to overcome them?

Objection no. 1: The price is too high

The price is too high is the most common objection of potential buyers who don’t feel the value of the product/service. Demonstrate the value properly, make them understand the return on their investment, and make them see, how the product/service will solve their problems in the long term.

Objection no. 2: A lack of trust

People prefer to do business with known and trustworthy companies. If you did your marketing correctly, the receiver might be already somewhat familiar with the company, so try by jogging their memory. In case he truly doesn’t know you, be sure to emphasize the authority of the company on the market.

Objection no. 3: They don’t see the value of your product/service

If your prospect says they don’t see how the product/service can help them, tell them more about the benefits and emphasize how it can help their company.

Objection no. 4: “Send me some more information and I’ll look at it later.”

This objection is called a brush-off, however, it might be either a good or a bad sign. If they say it before you have had the chance to deliver your value, it’s a brush-off. If it comes after it, they might just really get back to it later. You have to feel which case it is, and then you can try this: “Can I call you back within a week to find out if you had the opportunity to look through the materials and answer your questions? When it will be the best for you?”

Objection no. 5: Contact details

Some people are wondering, where you got their contact details from. If you found them on the internet, tell them you were doing a lot of research lately to find a company that would benefit from your product/service and shares the same values.

When a “no” means “no”

Objections aren't always no’s. Sometimes they can be opportunities for clarifying any misconception. But sometimes prospects are too busy, lack faith in your business, or are just having a bad day, and then “no” means just “no”. As a good salesperson, shake yourself off and continue onto the next one.


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