The 5 Most Common Sales OBjections
and How To Handle Them
Written by Mike Cooch

There is no excuse for 'winging it' when it comes to handling objections in your sales process.

There are no new objections, so there is no reason why you should go into sales conversation unprepared.

In this post I'm going to share my 3-step system for handling what I call 'brush off' objections - those objections you get when prospecting when you can tell that the prospect isn't really listening and just wants to get you off the phone. 

I'll also give you some examples of this formula in action with 5 of the most common brush off objections.


The process starts before you even get on the phone, by being prepared with knowledge and a system that will make your objections handling responses effective.

The number one thing you are trying to accomplish in overcoming the brush off objection is to ACTUALLY get their attention—they didn’t really listen to what you initially said because they immediately identified you as a salesperson.

Here's how you respond:

  • --Agree with the caller, so you don’t seem confrontational or defensive 
  • --Restate a version of your messaging that is tailored to their objection 
  • --Ask questions to move the conversation forward

This is a very simple but powerful system that you can use to respond to any brush off objection.

But you should practice specific responses to use to overcome the most common objections you are going to hear repeatedly.

Here are five examples:

  1. “I’m not interested.”
  2. “Just send your information.”
  3. “We’re already taken care of.”
  4. “I’m too busy, don’t have the time.”
  5. “We don’t have the money/budget.”
1. “I’m not interested.”

Response 1 

“That’s fine ______, and many people I speak with tell me the same thing as well.

But as they learn more about our services and see what this can really do for them, they were glad they took a few minutes.

One thing that would be a good fit for you is (provide a quick benefit).

“Let me ask you, how are you currently (doing something related to what you are selling)?” 

Response 2 

“I know that ______, heck if you were interested you’d have called me! (Say this with a smile in your voice.)

But seriously, I know you get a lot of calls, and every now and then it makes sense to listen to the right call, and this is it.”

(Your Client's Name) took a few minutes to hear me out, and we were able to double his lead volume in the first month of working with him.

“Let me ask you, what about your marketing system at your business isn't performing as well as you'd like?”

Response 3 

“I totally understand, I haven't met a business owner yet that is interested in learning how to do all of the details involved in X, Y, and Z!

That's why they hire me. Just like (Your Client's Name) did, and we were able to double his lead volume in the first month of working with him.

“Let me ask you, how are you currently generating leads for your business?”

Response 4 

“That’s no problem, ______. I have a drawer full of clients told me the same thing when I first called them as well. In fact, I’ll put you in touch with some of them if you want.

But the point is this: if you’re like most people I speak with, you’re having trouble (list the problems your marketing service solves) and in a couple of minutes I can share with you the solutions to those problems that my other clients are enjoying right now.

Let me ask you: how many leads are you currently getting from Google each month?”

2. “Just send your information.”

Never agree to send out information when someone responds like this—total waste of your time and money. Use the following approach:

Response 1 

“I’ll be happy to get that out to you, but while I have you on the phone, let me ask you a few questions to make sure I’m sending you the right information.”

Ask qualifying questions …then finish with something like:

“If I could show you how to (explain how your service benefit would help them), would you seriously be willing to consider using our company to help you?”

If they refuse to answer questions and insist on you sending information, just be very direct with them and use response 2 below. 

Response 2 

“You know, ______, I get a lot of calls and when I’m really not interested, I tell the reps to just send their information and then I hope they lose my number. Be honest with me, is that what’s happening here?”

3. “We’re already taken care of / happy.”

Response 1

“I’m glad you're taken care of right now, ______, and that shows me that you are making good investments in marketing your business.

Let me ask you something. If you ever found it necessary to find another vendor, could I be the first one in line to talk to you about some of your needs?”

If yes …

“Great. I’ll go ahead and send you some of my contact information; do me a favor and keep it with your (similar) records so you’ll have it handy when you need some help with your marketing efforts.”

Get all their contact information, then ask …

“Great. Just out of curiosity, ______, what might have to happen for you to even consider looking at someone different?” (Qualify and expand on their answers here.) 

Response 2 

“I’m glad you're taken care of right now, ______, and that shows me that you are making good investments in marketing your business.

“Let me ask you something, ______, when was the last time you took the time to do a serious ‘apples to apples’ comparison with another provider?

Many of our clients started with doing a comparison like this and realizing that they could be getting better results and/or saving money.

Would you be open to finding out if that’s the case at your business?” Response 3 “I know you have another company working with you and that’s exactly why I’m calling you!

The best thing about trying our service out is that you don’t have to quit using who you are now, but rather, you get to try us out side by side and then make the best decision for you.

I mean let me ask you: If you found a way to get better (service, results) for less money and still get better service, wouldn’t you want to at least know about it?”

4. “I’m too busy, don’t have the time.”

Response 1

“I know that feeling; my desk is full of things I need to do, too. I’d be happy to schedule a time to call you back, but I don’t want to bother you if you're really not interested.

Let me ask you a quick question and be honest with me: If I could show you a local marketing system that is proven to generate more sales, would it be worth it for you and I to talk for just five minutes see how it could work for you?”

If yes …

“Terrific. Do you have a five minutes right now?”

If no …

“I’m looking at my schedule. What is a good time in the next handful of days?” 

Response 2 

“That’s exactly why I’m calling, ______.

All of my clients are so busy running their business, that they don’t have time to focus on building marketing systems that get them new clients.

I know you are very busy, and I promise not to waste your time. If I can explain this to you in just three minutes and if you think it can help you, we can schedule more time later.

If you don’t, we can part friends. Is that fair?” 

Response 3

“______, you probably get a lot of calls like I do, and my initial reaction is to say I’m too busy as well. 

But I can explain this to you in just three minutes and if you think it can help you, we can schedule more time later. 

If you don’t, we can part friends. Is that fair?”

5. “We don’t have the budget/money.”

On the price objection it’s especially important to remember that your goal here is not to overcome this, or find out if they really have the money or not, or help them to find the budget—that is your job during the close. 

Rather, your job here is to simply acknowledge this initial resistance and move past it and earn the right deliver your pitch and qualify. 

Response 1

“______, it’s much too early to talk about money, and I wouldn't expect you to be ready to buy something you know nothing about.

Let’s do this: I’ll spend just a couple of minutes with you to see if our marketing services would work for you, if it makes sense, then we can talk about how we would integrate it. Does that seem fair?” 

Response 2 

“______, I know that if you gave me $300 today and I gave you back $2,000 over the course of the next six months, then you’d find the money in about five minutes, wouldn’t you?

All I’m saying is that my service might work like this for you, and it’ll only take a few minutes to find that out if it would.

That’s worth a few minutes of your time, isn’t it?”


You need to practice this system so you can use it effectively and with confidence no matter what objection you are presented with.

Take 15 minutes each day and role play the handling of various objections until you get it down.

Then, once you know it well, the most important thing is to deliver it with confidence and assertiveness - you want to sound like you are certain the conversation is still going to move forward, not as if you are begging for their attention.

Get this right and you'll find that you can literally double the number of quality conversations you can get out of your prospecting efforts. That's a fast path to sales growth!

Getting Stumped By Prospect Objections?
"Steal” Our Time-Tested Word-by-Word 
3-Step System and Scripts to Pulverize Even The Toughest Objections!
You'll Never Again Feel At a Loss of Words when Selling Against an Objection!

All the best,

Mike Cooch and the Local Sales Lab Team

Mike Cooch

Mike generates 6-7 big ideas before breakfast (conservative estimate). CEO & founder is a “serial entrepreneur” with Texas-sized passion for sales & marketing, business development, and technology. He is an expert in local and digital marketing. His businesses have been named to the INC Magazine List of Fastest Growing Companies three years in a row, and were also nominated as a Best Place to Work in their respective cities. He is married with three children, and is learning to surf in his new hometown of San Diego (lifestyle design, baby!).

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