How to Handle Sales Objections in 2025

Mar 9 / Tomas Chatila
Objections are neccessary.

Think about this for a minute, what would life look like without objections? If everyone said 'yes' without hesitation, how would we ever truly understand what matters to people or how will we prove the value of what we’re offering? When was the last time you witnessed greatness happen with 0 objection?

The biggest and the greatest events in life will pass through objections and those who can actually handle them are the ones that move with keys in their hands. They are the ones making the way for the economy to prosper. 

This guide was written to help you apply a template to any objection scenario you will encounter. This same template is used by B2B sales professionals among different industries i.e SaaS, cyber sales, manufacturing etc..

By applying this template, you will be able to triple the meeting count, handle objections across different sales stages, and always respond with professionalism by being straight to the point with counterparts who are always limited on time.

Psychology of Objections

Before detailed the process, it's important to briefly outline the psychology here because objections are usually perceived 'negatively' and moee often than not sales reps lean away from responding to objections. The usual response a sales rep has towards objections is to either hang up, say 'yes okay sorry for bothering', ' thanks for your time', or to resist them at all costs. 

The target of this guide is to help you lean into objections because they are the ultimate key towards achieving the desired goals you have across all stages of the sales cycle.

Let's get straight to the point:
The word 'no' by definition, is the ultimate negative response someone can give you. And this is the start of communication and understanding.

The difference between knowing and NOT knowing is in the 'No' itself. You don’t know until you hear the word 'No'. You can't understand the missing components, nor the needs, nor the wants until you know the underlying meaning of when someone objects and says 'No'. 

You don't KNOW, until you hear NO. 
I want you to understand a key fundamental distinction of the letters K and W in the word 'KNOW'. 

KNOW:

• K = Key: The word 'No' unlocks the key to understanding what is truly needed. It reveals the hidden objections, challenges, or gaps that must be addressed to move forward.
• W = Window: The No opens a window into the prospect's mindset, giving you a clear view of their deeper concerns, priorities, and desires.

The NO is the invisible part of the KNOW. The K is the Key that the No provides to unlock understanding, and the W is the Window it opens into their true needs.
Why Mastering Objections Matters:

Step-by-step Process

#1: Always Agree. (Golden Rule)

Always always agree with the customer. Regardless of the objection type you'll receive, agreeing is the first step towards successfully defusing any tension or dis-interest itself. 

When you say 'I agree with you' 'I totally understand' 'you are 100% correct', you are acknowledging the objection to build rapport and to keep the conversation moving in a positive angle.

TIP:
Most objection handling scenarios stall since sales reps freeze from the objection itself. This is a very natural human response. However, the next time you get an objection via text or call, simply calmy respond with agreement 'I agree with you'.

#2: Reframe the Objection

After agreeing with the customer, the second step is to reframe the objection by transitioning the conversation into a new perspective or to redirect the persons focus. 

Reframing is widely used in negotiations and it's exactly what makes it very powerful for objection handling. Instead of focusing on the same objection and letting the conversation stay fixated, you are shifting the perspective towards a different angle.

Example of reframing 'I am not interested ':
1. (Agree): 'I understand and I totally agree you’re not interested'. 2. (Reframe): 'if you were interested, you would be reaching out to me and I wouldn't be reaching out to you'. 

#3: Purpose (The target, or the Ask)

Once you've agreed and reframed the objective, you will bring back the key focus of the (call or text) towards your objective. You can call this the 'Purpose, the 'Ask', or the 'target' you are trying to achieve when reaching out to the decision maker. 

This 'purpose' step is applicable to all stages of the sales cycle. All the way from the first call, to support & customer service stage.

Example of using the 'purpose': 
1. (Agree): 'I understand and I totally agree you’re not interested'. 2. (Reframe): 'if you were interested, you would be reaching out to me and I wouldn't be reaching out to you'. 
3. (Purpose/Ask): Sir/ma’am, is your 3pm available today for a 15 minute online meeting?

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#4: Confirm 

The goal of confirming means locking in the logistics like time, email, or contact details. This ensures no details are left out for assumption or delays. 

Example of 'confirm': 
1. (Agree): 'I understand and I totally agree you’re not interested'. 2. (Reframe): 'if you were interested, you would be reaching out to me and I wouldn't be reaching out to you'. 
3. (Purpose/Ask): Sir/ma’am, is your 3pm available today for a 15 minute online meeting?
4. (Confirm): Understood, what email should I send the invite to? Is there anyone else you want us to include in the meeting?

#5: Close 

The final step is to finalize the conversation with a clear and actionable next step.

Example of 'closing': 
1. (Agree): 'I understand and I totally agree you’re not interested'. 2. (Reframe): 'if you were interested, you would be reaching out to me and I wouldn't be reaching out to you'. 
3. (Purpose/Ask): Sir/ma’am, is your 3pm available today for a 15 minute online meeting?
4. (Confirm): Understood, what email should I send the invite to? Is there anyone else you want us to include in the meeting?
5. (Close): Understood, I’ll send out the meeting invite, looking forwards to talking with you this afternoon.

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