Objection Handling in B2B Sales
A common question I get asked when it comes to objection handling is this:
"How can you get people to go from no to yes?"
I understand why people ask that. However, the question itself leans on the belief that objection handling is about getting every single person you speak to to say yes. That is highly unlikely.
What Objection Handling Is Really About
- Not about forcing a yesUnderstanding where someone is coming from
- Structured conversationNot an argument or high-pressure tactic
- Improved conversionEven a few percentage points makes a difference
In any real sales pipeline, not every prospect is going to say yes. Objection handling is not about forcing every no into a yes. It is not about manipulating people. It is not about winning an argument.
If someone has been properly qualified and there is a clear need, then yes, there are absolutely ways to ask better questions, use the right tone of voice, and communicate genuine conviction so that someone may move from an absolute no to a possible yes and then finally to a yes.
But this is not a guaranteed method for every prospect.
It is important to set that foundation before we go any further.
Objection handling often feels like it is going to be a fight. That is not how we should view it. We are not looking to argue. We are not looking to push. We are looking to understand. We want to deeply understand where someone is coming from and see whether there is a bridge between where they are now and the solution we provide.
Why objection handling feels difficult
Every business faces different objections.
Some of you will hear cost objections. Some will hear that a prospect is happy with their current supplier. Others will hear "we are not interested" very early in the process.
That makes teaching objection handling tricky because one example may not apply to your situation. Instead of giving you one script for one objection, I want to give you a structured way to approach objection handling that works across different situations.
Common Objection Types
- Cost objectionsToo expensive, over budget
- Supplier loyaltyHappy with current provider
- Early dismissalNot interested right now
Step 1: Gather factual data on your objections
The first step in effective objection handling is having factual data. You need to know what objections you hear on a consistent basis.
With my coaching clients and in training sessions, we often focus on getting clear evidence of the top objections that come up every week.
How do you do that? You keep a record.
For 30, 60 or even 90 days, record exactly what people say when they choose not to move forward.
Example
Prospect one: "We would like to go with you, but it costs too much."
Prospect two: "We chose someone else because they were cheaper."
Those are both cost-based objections. You summarise and group your objections into common themes. After a few weeks, you will normally see two or three objections that appear far more often than the rest.
Many clients are surprised when they do this exercise. Sometimes you hear an objection so often that you stop attempting to handle it. You assume that every time it comes up it means the deal is over.
That is not true.
There will always be situations where the right objection handling approach could have moved the conversation forward. Once you have clarity on your top two or three objections, you can begin to prepare properly.
Step 2: Use a clear framework (ERCS)
When I was in my first corporate sales role, we were trained in an objection handling framework called ERCS.
At first, it felt too simple. An acronym for handling any objection sounded unrealistic. But after seeing it work in real sales situations, I never looked back.
A real-world example
I was out prospecting with a colleague in Leicestershire on an industrial estate. We walked into a large organisation and, by chance, the buyer was in reception. After a brief explanation of why we were there and how we believed we could help, she quickly said:
"If I am honest, I already have suppliers in place that I am very happy with."
Empathy
I responded by genuinely acknowledging her position. I said I understood where she was coming from. Empathy reduces tension. It shows you are not there to argue.
Refine
I asked a refining question to understand the objection more deeply: "What is it that you like about your current supplier?"
She replied that they offered next day delivery, she had a strong relationship with the account manager, and the cost was good.
Commit
I then asked: "If hypothetically we could improve delivery times, build a strong relationship with you over time, and demonstrate cost savings, would there be any reason why we could not at least have a meeting?"
She laughed and said, "That is really good. You have got me there. No, there is no reason why we could not meet."
Secure
We secured the next step, which was a follow-up meeting. That is objection handling in action. Not an argument. Not pressure. A structured conversation.
What ERCS actually means
Empathy
You demonstrate that you understand their world view. Whether the objection comes early in prospecting or late in the sales process around cost or contract terms, you show that you hear them.
Refine
You ask a deeper question to fully understand the objection. You are gathering clarity so you can respond intelligently rather than defensively.
Commit
You use a conditional question. For example: "If we could improve A, B and C, would you be open to moving forward?" This tests whether the objection is real or simply a reflex response.
Secure
You lock in the next step. That might be a discovery meeting, a proposal presentation, or asking for the business itself.
Step 3: Practice
Writing down what you will say is easy. Applying it in a live sales situation is different.
If objection handling is not practised, it will not feel natural. Even if you intend to use it, you may revert back to old habits under pressure.
Practice with:
- A sales manager
- A coach
- A colleague
- Or even by yourself out loud
If you can remember even 80 percent of what you prepared when the objection arises, you will dramatically increase your chances of moving forward.
The ERCS Framework
Step 4: Application in the real world
Application is often the hardest step.
Many people say they have had sales training before, but they did not feel the impact in their real work.
Application requires bravery.
When the objection comes up, you must choose to slow down, empathise, ask refining questions, and test commitment.
This is one reason our Sales Training Programme includes group coaching. It creates a safe environment where business owners and sales professionals can discuss real objections and practise these conversations properly.
Without application, knowledge stays theoretical.
Final thoughts on objection handling
At the start of this article, I challenged the idea of objection handling. That was deliberate.
Objection handling sounds like you are trying to force someone into a buying decision. That is not the reality.
If you genuinely care about helping people and solving problems, objection handling becomes a way of deeply understanding someone's concerns and exploring whether you can move forward together.
It does not mean every no becomes a yes.
But if you improve your conversion rate by even a few percentage points at any stage of your sales process, the impact on revenue, performance and confidence can be significant.
Objection handling is not about pressure. It is about clarity, structure and professional communication.