The Closer’s Guide: Objection Handling Techniques in B2B SaaS Sales


Dealing with sales objections is a make-or-break moment. If you don’t tackle your potential customers’ concerns head-on, they might just stroll over to your competitors without a second thought. It’s pivotal because leaving them unaddressed until the last stages of a deal can be highly detrimental. The longer a buyer holds onto an objection, the more entrenched it becomes, making it tougher to overcome.

When faced with objections, it’s not a signal to throw in the towel; instead, it’s the perfect moment to emphasize the value of your product. 

In this guide, you’ll get the lowdown on handling sales objections, along with effective strategies for countering common concerns. It’s all about reinforcing the worth of what you’re offering when the going gets tough.

What is Objection Handling?

Imagine you’re in the midst of a sales pitch, and your potential customers raise concerns or express reasons why they might not be interested in your product. Whether it happens during the initial phone call or later in the detailed discussions about your product, objection handling comes into play.

Objection handling is the art of skillfully addressing and resolving the issues or doubts that customers bring up. It’s about providing responses that satisfy their concerns enough to keep the sales process moving forward. Buyers can object to a product for various reasons, including its price, fit for their needs, features, or even comparisons with competitors. 

Now, let’s understand the distinction between objection handling and negotiating. 

When your prospect is still deciding whether your product meets their needs, that’s the objection-handling phase. Your aim is to acknowledge and address their concerns while assuring them that your product remains beneficial.

On the other hand, negotiation comes into play after the prospect has decided they want your product. At this stage, you work towards a mutually beneficial deal. It’s important not to mix these stages. Stick to objection handling when you’re still convincing your prospects of your product’s value, and save negotiation for the stage when both parties are ready to make a deal. Switching between them prematurely can risk weakening your case.

6 Standard Sales Objections and How to Handle Them

Here are the most common objections sales reps face.

1. No budget: “It’s too expensive”

  • Emphasize value: Clearly articulate the benefits and return on investment (ROI) of your product.
  • Offer flexibility: Provide options and bundles to cater to different budget constraints.
  • Break down costs: Instead of presenting an annual sum, consider breaking down pricing into more manageable chunks, such as monthly or per-user pricing.

2. No need: “I’m happy with what I have.”

  • Do your homework: Build trust by demonstrating a clear understanding of their industry and challenges.
  • Listen carefully: Validate concerns, identify areas where your product can address their workflow, and ask probing questions.
  • Demonstrate value: Use interactive product demos to show how your solution can be beneficial and align with their needs.
  • Showcase the newer, improved features. How does it stand out from the old?

3. No urgency: “Not right now”

  • Remind of pain points: Continuously tie your product back to its challenges to highlight its importance.
  • Stress intended output: Use data and potential outcomes to showcase the long-term value of your product.
  • Demonstrate its immediate benefits. How can it streamline current processes?
  • Think long-term: Shift the focus beyond immediate gains and emphasize the lasting impact of your solution.

4. No authority: “I don’t have the power”

  • Discuss roles: Early on, determine the prospect’s position in the company and their role in decision-making.
  • Understand company structure: Inquire about how purchasing decisions are made and identify all relevant decision-makers.
  • Shareable demos: Provide a personalized product demo link for prospects to share with other decision-makers, facilitating a collective conversation.

5. No trust: “I’m not sure about its security.”

  • Be transparent: Operate with radical transparency, clearly communicating what makes sense and what doesn’t.
  • Avoid pushiness: Respect the prospect’s needs and avoid being overly aggressive in pushing your product.
  • Know your industry: Demonstrate expertise by doing thorough research, understanding the industry, and offering valuable insights.
  • Provide testimonials, certifications, and robust security features.

6. No ease: “Your solution seems complex.”

  • Provide training: Offer training and user-friendly manuals. Simplify the integration process.
  • Give constant assistance: Highlight the availability of a dedicated customer support team that is ready to assist with any questions or challenges users may face.
  • Offer demo: Propose a personalized demonstration to walk the prospect through the user interface and key features.
  • Share success stories: If applicable, share case studies of other clients who successfully integrated and found the process manageable.

5-Step Objection Handling Techniques for B2B SaaS Sales Reps

Here is an objection handling framework to follow for B2B SaaS.

Step 1: Listen to the prospect

Remember the 70/30 rule—let your prospect do most of the talking. By actively listening to their objections, you’re showing them that their concerns matter. This builds a connection and sets the stage for a productive conversation.

Step 2: Ask open-ended questions

Engage your prospects with open-ended questions to understand their challenges better.

Questions like, “What’s the biggest challenge your team is facing?” or “How do you think a new product would solve your problem?” encourage them to share more, demonstrating your genuine interest.

Step 3: Solve the objection

Now that you grasp their objections, it’s time to offer solutions. Stay composed, draw on successful techniques from the past, and address their most pressing concern first.

Resolving objections not only solves immediate issues but also builds trust, laying the foundation for a positive relationship.

Step 4: Confirm the solution

After providing solutions, confirm if your prospect is satisfied by asking, “Are you happy with my solution?”

A “yes” means you can confidently move forward. If they say “no,” dive deeper with open-ended questions to understand their objection better or explore alternative solutions.

Step 5: Move on

Once objections are resolved and your prospect is content with the solution, it’s time to progress to the next stage of your sales process. Whether it’s closing the deal or facing another objection, don’t dwell too long on objections.

Listen, inquire, solve, confirm, and then move forward. Avoid revisiting objections once addressed to keep the conversation moving positively.


Mastering the art of overcoming objections can be your most valuable sales skill. In the world of sales, hearing “no” is par for the course, but it’s also where the excitement lies. Each rejection is an opportunity to delve deeper into understanding your prospect and finding solutions with the product or service you’re offering.

Objection handling is your tool to uncover the core issues your prospects are grappling with. With a bit of guidance, you can approach these situations with empathy, gaining insights into the origins of most objections.

When you navigate these interactions adeptly, you position yourself well to tackle any objection that surfaces. It’s about turning objections into a pathway for better understanding and ultimately closing the deal.