Approach to Handling Customer Objections


In terms of approach to handling customer objections if you are in sales I will assume that you know what a customer objection is but perhaps we need to define approach ?

Approach is defined as “a way of dealing with a situation or problem.”

So, what is our way of dealing with our situation which is customer objections.

Your Mental Approach to Handling Customer Objections

Like many things it all starts with you.

The correct mental approach to handling customer objections involves adopting a positive and solution-oriented mindset.

It will be easier if you believe in the value of your product or service. So, be confident in your product, your company and yourself.

Approaching customer objections with a positive attitude is very important.

Don't view objections as roadblocks or personal rejections, see them as opportunities to engage with customers and gain deeper understanding of their concerns, then provide tailored solutions. Objections are a natural part of the sales process and a chance to show you know what you are talking about.

Objections are not personal attacks. More likely it's a concern related to  your product, or the way you've talked about it. By separating yourself from the objection, you can approach it objectively and focus on finding solutions that benefit the customer.

Understand that objections indicate engagement and interest from the customer.

You need to be calm and composed when faced with objections. Avoid becoming defensive or argumentative. Instead, take a deep breath, listen attentively, and respond in a professional and composed manner. A calm approach helps create a positive atmosphere and fosters effective communication.

There is something to learn with every objection. Use them to improve your sales approach, increase your product knowledge, and your preparedness for the next objection you get. 

It also helps if you adopt an empathetic mindset when listening to objections. Put yourself in their shoes,. This demonstrates a genuine interest in understanding their perspective and helps build trust. Remember, "they don't care how much you know until they know how much you care" (Teddy Roosevelt - later quoted by Zig Ziglar)

It may help you if you understand some of the psychology behind objections.


Understanding the Psychology of Objections

If you understand the mindset of your prospects, you can gain insights into their underlying motivations, concerns, and decision-making processes. This understanding helps you put together your approach and increase your chances of making a sale. 

Motivations for objections can include:

  • fear of change,
  • uncertainty,
  • budget limitations,
  • the prospects own buying or decision making process
  • it won't work for me
  • skepticism
  • poor outcomes from previous changes

Customers' perception of value, credibility, and risk can shape their objections. Understanding how prospects perceive whether your product or service is valuable enables you to address their objections from their perspective. 

Understanding what drives objections allows you to frame your responses in a way that aligns with your prospects thought processes.

The Empathetic Approach

Empathy plays a vital role in the approach to handling customer objections. By empathizing you create a safe environment that encourages open communication. 

And please understand empathy is not about simply saying the right words but genuinely connecting with your prospect and understanding their unique circumstances.

You empathize and put your prospect at ease by:

  • Validating their Objection. Let them know that you understand and appreciate their concerns. Say things like, "I hear this a lot" or "I'm sorry you feel that way." Validating their objection shows that you respect their perspective and are genuinely interested in addressing their specific issue.
  • Show Understanding: Use phrases like, "It sounds like this has been very frustrating for you" or "I can understand why this might be a concern." This shows that you are actively listening and trying to grasp the impact their objection has on them.
  • Offer Assistance: Assure the prospect that you are there to help. By saying, "I hear what you're saying and I think I can help," you convey your confidence in finding a solution that meets their needs. This statement positions you as a trusted advisor who genuinely wants to address their concerns and provide a valuable solution.
  • Demonstrate Understanding: Throughout the conversation, continually demonstrate your understanding of their objection and its impact on them. Reflect back their concerns and emotions to show that you are actively engaged and truly comprehend their perspective. This level of understanding fosters trust and builds a strong foundation for effective objection handling.

Empathy lays the groundwork for productive objection handling and positions you as a trusted advisor who genuinely cares about your prospect's concerns.

Active Listening and Open-Ended Questions: A Key Approach

The basic approach to handling customer objections is to keep them talking.

And you do that with active listening and following that by asking open-ended questions that require them to answer with something other than yes/no answers.

By actively listening, you can demonstrate your commitment to understanding your customers' concerns. 

Active listening involves fully engaging with the customer's message, both verbally and non-verbally, and demonstrating genuine interest in understanding their perspective.  You also demonstrate respect for them, gain deeper insights into their objections, and position yourself as a trusted advisor. 

You give your undivided attention to the customer, avoiding distractions and focusing on their words and body language. Maintain eye contact, nod in agreement, and use appropriate non-verbal cues to show that you are fully present in the conversation.

Do not interrupt the customer while they are expressing their objections. 

Restate or summarize the customer's objections to ensure accurate understanding.

Use phrases like "I understand," "That must be challenging," or "I can see why that's important to you."
This helps build trust and rapport, creating a more constructive and collaborative environment for objection handling.

By following the previous steps, and having the right mindset you have established some rapport and put the prospect at ease. Now, focus on creating an open and comfortable environment for them to share their thoughts and concerns freely.

Asking Clarifying Questions.
Seek clarification by asking open-ended questions that encourage the customer to elaborate on their concerns. This shows that you are genuinely interested in understanding them and provides you with valuable insights to help address their objections.

Open-ended questions begin with "what," "why," "how," or "tell me about,".

“You cannot really answer an objection, but you can answer a question. The key to handling objections is to rephrase them into questions that can help the customer make better decisions.” (Forbes Magazine)

Get specific, use the information you gathered from the previous steps to guide your questioning. For example, if the objection was related to approval, ask, "When you say 'I can't get approval on this,' what do you mean specifically?" This question encourages the prospect to provide more details about the specific challenges they are facing.

To ensure a comprehensive understanding of the prospect's objections, you should enquire about any additional concerns they might have. It helps to Isolate Objections. For example, you could ask, "Aside from X concern, is there anything else on your mind that's holding you back from being less than 100% certain this is the exact solution your company needs?" This question allows you to proactively address any potential objections that might arise later.

Once you feel that you have genuinely grasped the core of the objection, you can confidently move on to the next step in the objection handling process. 

Remember, the art of asking open-ended questions requires active listening, genuine curiosity, and the ability to dig deeper into the prospect's thought process. Practicing this skill will help you uncover the root cause of objections, improving your chances of overcoming them.

Be Prepared … The Proactive Approach


Like the boy scout you need to be prepared.

Anticipating objections before they arise empowers you to be prepared and responsive.

This approach means doing things like:

  • Anticipating Objections: Put yourself in the customer's shoes and identify common objections that may arise during the sales process. Consider factors such as pricing, features, competition, or implementation challenges. 
  • Addressing Objections in Advance: Take the initiative to address potential objections before the customer brings them up. Incorporate preemptive explanations, evidence, or testimonials into your sales pitch or presentation.
  • Present Customizing Solutions: Tailor your approach to address specific objections based on the customer's unique situation. 
  • Educating the Customer: Act as a trusted advisor by educating the customer about potential objections and how your product or service overcomes them. 
  • Preparing and Rehearsing: Knowing the objections that may come up you can role play responding to them with business colleagues.

The Confident Approach to Handling Customer Objections

The confident approach emphasizes the collaborative approach to addressing objections, enabling you to foster positive customer interactions and build strong relationships.

Here are some key strategies and techniques to help you confidently overcome objections:

  • Prepare and Rehearse: As mentioned above Preparation is the foundation of confidence. Install further confidence by rehearsing your responses to ensure fluency and polish in your delivery.
  • Respond Calmly and Professionally:  Avoid becoming defensive or argumentative. Instead, focus on providing a well-reasoned and logical response while you reinforce the value proposition of your product or service.
  • Offer Solutions, Not Arguments: Focus on finding solutions. Present alternative options, additional information, or address specific concerns that will alleviate their objection. Provide tangible examples, case studies, or testimonials to support your proposed solutions. Collaborate with the customer to identify the root cause of their objection
  • Highlight Benefits and Value: Emphasize the benefits and value of your product and connect these benefits to the customer's specific needs and pain points. Clearly articulate how your offering solves their problems or enhances their situation, making it easier for them to see the value and overcome their objections.
  • Learn a variety of methods to respond to Objections: As part of the Rehearsal mentioned above you should also practice the processes of responding to objections. Language tools like “Feel Felt Found" can be valuable in making you sound more confident. A range of proven techniques and strategies will help you handle objections with confidence.

Remember to Close with Confidence.
By expressing confidence in the resolution and reiterating the value proposition, you can encourage the prospect to move forward with the purchase.


The approach to handling customer objections that is successful is to adopt a proactive and empathetic approach, actively listen, ask open-ended questions and provide tailored solutions to their concerns. If you do these things you can transform objections into valuable stepping stones towards successful sales outcomes.

Embrace objections as opportunities, engage with your customers, and build trust.

With these skills, you can enhance your sales effectiveness, increase customer satisfaction, and achieve greater success in your sales endeavors.

Further Reading

Objection Handling 5-Step Process

15 Ways To Handle Customer Objections