Most objections are answered in four moves: acknowledge, ask, answer in one sentence, ask for the next step. The examples below apply that to the twelve objections sellers hear most on the phone. For each one you get what the buyer usually means, two replies you can say aloud and one that tends to backfire.
Not sure which objection is your weak spot? Take the 3-minute objection handling test, then practise the weakest one by voice in the sales call simulator.
The four moves in one call
Buyer: "It's too expensive."
Seller: "Fair enough. What are you comparing it with?" (acknowledge, ask)
Buyer: "The tool we use now costs about half."
Seller: "Then the question is whether the difference saves you more than it costs. Would it help to go through your last month together?" (answer in one sentence, next step)
The reply is short and mostly questions. Long justifications sound defensive and give the buyer nothing to respond to.
The 12 objections
1. "It's too expensive."
Usually means: the buyer is comparing with something, a competitor, the budget or doing nothing.
- Works: "Fair. What are you comparing it with?"
- Works: "Too expensive for what you'd get, or more than you planned to spend?"
- Backfires: "But it's really good value." It defends before you know the comparison.
More: too expensive objection page, price objection drills.
2. "Not right now."
Usually means: something else has priority, or the buyer has not seen why now.
- Works: "Understood. What's taking priority at the moment?"
- Works: "When would be the right time to look at it again, and what should have happened by then?"
- Backfires: "This offer is only valid until Friday." Artificial urgency costs trust.
More: not right now on the phone.
3. "We already have a supplier."
Usually means: the status quo is good enough, or switching looks like work.
- Works: "Good to hear. What do they do well that you'd never give up?"
- Works: "If you could change one thing about how it works today, what would it be?"
- Backfires: "We're better than them." It makes the buyer defend their choice.
More: already have a supplier, supplier objection drills.
4. "Just send me an email."
Usually means: a polite way to end the call, or genuine interest with no time right now.
- Works: "Happy to. So it's useful, what should the email answer for you?"
- Works: "I'll send it today. Can we put ten minutes in on Thursday to go through it?"
- Backfires: sending a brochure and never calling back.
More: send me an email objection, when a buyer says send me an email.
5. "I'm not the one who decides."
Usually means: the buyer has influence but not the final say, or wants to avoid the decision.
- Works: "Who else would want a say, and what will they ask first?"
- Works: "Would it make sense to have a short call with them as well?"
- Backfires: "Then can you put me through to your boss?" It sidelines the person who could help you.
More: not the decision maker, I need to check with my boss.
6. "Why should I choose you?"
Usually means: the buyer needs a reason to believe you, not a list of features.
- Works: "Good question. What matters most to you in a supplier for this?"
- Works: "Rather than a sales answer: what would you need to see to trust it works for you?"
- Backfires: a two-minute monologue about awards and history.
More: why you objection.
7. "Not interested."
Usually means: no interest in a cold pitch, or bad timing. Sometimes it is a firm no, and that is fine.
- Works: "Understood. Is it the topic or the timing?"
- Works: "Fair. May I ask one question before I let you go?" (and accept a no)
- Backfires: carrying on with the pitch as if you did not hear it.
More: not interested objection, what to say when a prospect says not interested.
8. "Call me later."
Usually means: genuinely busy, or a soft brush-off.
- Works: "Of course. Is tomorrow at ten or Thursday afternoon better?"
- Works: "Before I go, so I call with the right thing: what's most relevant for you?"
- Backfires: "Sure, I'll try you sometime." Then it never happens.
More: call me later objection, call me back later.
9. "Where did you get my number?"
Usually means: the buyer is wary about privacy and wants a straight answer.
- Works: a direct, true answer about the source first, then "Is it all right if I take one minute to say why I called?"
- Works: "If you'd rather not be called, I'll make a note of that now."
- Backfires: dodging the question or changing the subject.
More: where is my number from. We do not give legal advice; follow your own company's rules on calling.
10. "We tried this before and it didn't work."
Usually means: a real bad experience, and fear of repeating it.
- Works: "That's useful to know. What went wrong last time?"
- Works: "What would have to be different this time for it to be worth trying?"
- Backfires: "That was a different product, ours is better." It dismisses their experience.
More: we tried this before.
11. "I need to think about it."
Usually means: an unanswered question, or a no the buyer does not want to say.
- Works: "Of course. What would you like to think through?" Then stay quiet.
- Works: "Is there something we haven't covered that would help you decide?"
- Backfires: "What's there to think about?" It pressures and closes the conversation.
More: need to think objection, handling I need to think about it.
12. "We have no budget."
Usually means: no money set aside this period, or not a priority yet.
- Works: "Understood. Is it no budget at all, or no budget for this yet?"
- Works: "When is the budget for next period decided, and who is involved?"
- Backfires: an immediate discount. It confirms the price was the problem.
More: no budget objection, no budget on the phone.
When to stop and let the buyer go
An objection is a question; a refusal is an answer. If the buyer says no twice, asks you not to call again or ends the call, thank them and stop. Note it, respect it, and move on. Pressing on after a clear no costs more than the call is worth.
How to drill these
- Pick the three objections you hear most.
- Say both "works" replies aloud five times each, without reading.
- Ask a colleague to throw them at you in random order, or run them by voice against an AI customer.
- Review the one moment that went wrong and try again with one change.
The objection cheat sheet puts these on one printable page, the objection database has 150 objections with replies, and how to practise objection handling gives a weekly plan.
FAQ
What is the best way to handle objections on the phone?
Acknowledge the objection, ask a question about what is behind it, answer in one sentence and ask for a concrete next step. Keep the reply short; on the phone a long justification sounds defensive.
Should I memorise objection responses?
Memorise the first sentence only, usually a question. The buyer will never use your exact words, so practise the move, not a script.
How many objections should I prepare?
Start with three: the ones you hear most. Add more once you can answer those calmly from memory.
Related: The LAER objection handling framework, Objection pages, Sales roleplay guide.