Sales

9 Common Sales Objections in Tech (& How to Respond to Them)

September 8, 2022

Written byMixmax

9 Common Sales Objections in Tech (& How to Respond to Them)
  • Types of sales objections
  • Why is objection handling important?
  • How to handle sales objections
  • How to respond to common sales objections
  • Key takeaways
  • Let Mixmax help you close more deals

Sales objections are common in any industry, but can be especially common in tech sales.

Think about it— how many objections have you gotten that sound something like “We don’t need that right now,” or worse… 

“.” 

(In case you’re wondering, that represents no reply at all.)

This is because the tech industry is constantly changing and evolving, which can make it difficult for buyers to know exactly what they need. 

As a result, it’s important to be prepared with how you’ll address common objections. 

This post discusses the different types of objections and 9 of the most common sales objections in the tech industry–and how to respond to them.

What you'll learn:

  • The different types of sales objections
  • Why objection handling is important
  • How to handle sales objections
  • How to respond to common sales objections

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Types of sales objections

There are five types of sales objections; we’ll go over each one in more detail below. 

Lack of budget

Your prospect may tell you that they don’t have the budget for your product or service. This may be because they don’t see the value in what you’re offering, or it may be a genuine issue.

If it’s the latter, there are a few things you can do.

  1. Try to understand why they don’t have the budget. Is it because it’s too expensive? Or is it because they have other priorities? Once you understand the reason, you can try to address it.
     
  2. If they have other priorities, you could try to sell them on the value of your product (e.g., implementing your product will save their team ~10 hours of work per week).

  3. You could also ask them what their budget is and see if there’s anything you can do to work within that budget. For example, you can offer a payment plan, different payment terms, delayed contract start times, or include referral/case study work.

  4. Get creative with pricing/billing if it's a customer you really want to win.

A sample response to this objection might be:

“I understand that you may not have the budget for our product right now, as is often the case when I speak to new clients. Can you tell me a little more about how you have justified purchases in the past for other solutions? I might be able to offer a solution that would work better for you.” 

OR

“I know budget is often a sticking point. Can we work together to build a business case that would allow you to seek budget approval?”

Lack of trust

Your prospect may not trust you, your company, or your product.

This is especially true if they are unfamiliar with your product, in which case they have every right to be wary. 

Their trust needs to be earned.

There are a few things you can do to overcome this objection.

  1. Try to build trust by being transparent and honest. 

  2. You can also try to build trust by being a credible source of information. Share relevant articles, blog posts, or case studies (a.k.a. social proof) that show why your product is trustworthy.

  3. If you have any awards or recognition, be sure to mention them as well.

  4. In addition to being transparent and honest, it’s also essential to be helpful. Show them that you’re an expert in your field and that you’re there to help them solve their problem. If you can provide valuable information without selling them anything, they’ll be more likely to trust you.

A sample response to this objection might be: 

“Our product excels at XYZ for revenue teams. If you’re looking for a solution for your {other type of} team, we have features they can benefit from, but our main focus is helping revenue teams reach their full potential.”

OR 

“It sounds like you don’t have much experience with our product. I’d be happy to share some case studies or blog posts that show why our product is trustworthy. We can also set up a call with an existing customer if you're open to it. Would that be helpful?” 

Lack of need

Your prospect may not see the need for your product or service.

This could be because they’re not aware of the problem that your product solves, or it could be because they don’t think the problem is big enough to warrant a solution.

Follow the steps below to overcome this objection: 

  1. Attempt to identify the need. By doing your research ahead of time, you should have already uncovered their pain points. Bring those up and ask questions. The more you know about their needs, the better equipped you’ll be to sell them on your product.

  2. Explain how your product will solve their problem and make their life easier. Be sure to use specific examples and data to back up your claims.

  3. If they’re still not convinced, try using a case study or testimonial. Show them how someone else in a similar situation was able to benefit from your product.

  4. If you’re still having trouble overcoming this objection, try offering a free trial or a money-back guarantee. This will show them that you’re confident in your product and that they have nothing to lose by trying it.

A sample response to this objection might be: 

“It sounds like you’re unsure if our product is right for you. Can you tell me how much time you’re currently spending on {task/problem that can be solved with your solution}? What if you could cut that time in half?”

OR

“I completely understand why you might not see the need for our product. A lot of people feel that way at first. But let me explain how it could help you. In XYZ situation, our product was able to do ABC. Do you think you might be facing a similar situation?” 

Lack of urgency

When a matter isn’t urgent, it’s easy to push it aside and forget about it. This is often the case with sales objections.

Your prospect may not see the urgency in solving their problem, so they’re not motivated to take action.

You can be real about this objection. It’s common and perfectly understandable. The key is to help them see the urgency in taking action.

  1. Start by explaining why their problem needs to be solved urgently. Is it costing them money? Is it preventing them from reaching their goals? Is it causing them stress? The more you can help them see the urgency and what they're losing by waiting, the more likely they’ll be to take action.

  2. If that doesn’t work, try using a scarcity tactic. This could mean offering a perk (e.g., extra time with an implementation team, more support hours, strategy resources, co-marketing opportunities, etc.) that expires soon.

A sample response to this objection might be: 

“Do you mind if I ask why you’re not ready to take action on this? Is there something holding you back?” 

OR

"Based on the criteria we discussed earlier in the evaluation, we calculated that this problem was costing you $_ per month.  If we can get started with implementation, that problem goes away and saves you that money. Delaying will cost you that much until the problem is solved."

Lack of authority

Last but not least, one of the most common sales objections that salespeople face today is a lack of authority.

In other words, the prospect doesn’t feel like they have the power to make a decision.

This objection is common in larger companies where multiple decision-makers are involved in the buying process.

If your prospect isn’t one of those decision-makers, you’ll need to ask them to reach out or guide you toward those who are.

  1. One way to do this is by explaining the consequences of not taking action. What will happen if they don’t solve their problem? Will it cost them money? Will it affect their job performance?

  2. Help them see why it’s important for them to take action, and make your prospect a “hero.”

A sample response to this objection might be:

“I completely understand why you might not feel like you have the authority to make a decision. Can you tell me who I can speak to to discuss the results of our evaluation?” 


OR

“I know that it can be tough to make a decision when there are other people involved. But from what you’ve told me, it sounds like this is a problem that needs to be solved urgently. If you don’t take action, the consequences could be XYZ. Is there someone else you need to involve in the decision-making process? I’d be happy to reach out to them.” 

Read also: 10 Actionable Sales Productivity Tips to Close More Deals

Why is objection handling important?

Have you ever been in a situation where you’ve tried to sell something, but the other person just wasn’t interested? It’s frustrating to say the least.

Objection handling is an important skill for salespeople because it allows them to overcome objections and continue the sale. It’s a cycle of questions and responses that helps the salesperson understand the objection and find a way to overcome it.

According to Sales Growth, there are three main steps in objection handling:

  • Understanding the problem
  • Diagnosing the root cause
  • Fixing it for good

When you combine these three steps, you create a powerful force that can help you overcome almost any objection.

That takes us back to the importance of it all—objection handling is important because it can help you close more sales. More sales = more commission = more money in your pocket = more happiness.

Kidding. Money doesn’t buy happiness. We know that…

Anyway.

The point is, objection handling is important because it can help you close more sales (and make more money). And who doesn’t want that?

How to handle sales objections

Active listening: The first step in overcoming any objection is to listen to what the prospect is saying. This might seem like common sense, but you’d be surprised how many salespeople try to jump in and fix the problem without really understanding it. The key to active listening is to focus on understanding the objection, not on coming up with a response.

Repeating to ensure you’ve understood their objections: Once you’ve listened to the objection, repeat it back to the prospect in your own words. This will help to ensure that you’ve understood their objection, and it will also give them the chance to elaborate if they need to.

Validating their concerns: The next step is to validate the prospect’s concerns. This doesn’t mean that you agree with their objection, but it does mean that you understand why they’re feeling this way.

Asking follow-up questions: Don’t just reply with a generic answer to the objection. Take the time to ask follow-up questions that will help you understand the objection better. Giving up straight away isn’t an option-- remember, you’re trying to overcome the objection and continue the sale.

Leveraging similar objections from customers: Previous prospects have likely had similar objections to the one you’re currently dealing with. Use their objections to your advantage and leverage them in your response. You can even mention how they became a happy customer despite their initial objection.

Setting up a follow-up meeting: Time is a significant factor in objection handling. If they don’t have time to talk now, ask them when would be a better time to call back. If they’re not ready to make a decision yet, schedule a follow-up call. 

Pro tip: Use Mixmax’s one-click meetings feature to embed your availabilities directly into your message and secure that follow-up meeting.

How to respond to common sales objections

1. We're not interested

Ah, the “we’re not interested” objection. This is a common one, but it’s not necessarily a bad thing. Just because they’re not interested now doesn’t mean they never will be.

Rebuttal: “I understand that you’re not interested at the moment, but I think it would be beneficial to schedule a follow-up meeting in a few weeks. By then, you might have a better idea of what your needs are, and we can see if our product is a good fit for you.”

2. We're too busy

Don’t allow yourself to be brushed off, even if they are legitimately busy. Instead, take it one step further and ask them when would be a better time to call back.

Rebuttal: “Sounds like timing isn’t on our side to connect this quarter… no worries! Let’s find a time that works better with your schedule to connect. Please select an option in my poll below:

Which month would be better for me to reconnect?”

  • September
  • October
  • November
  • December

Fun fact: The Mixmax poll feature is a great way to gather information from your prospects. You can use it to find out when would be a good time to reconnect or to get a better understanding of their needs. It’s an easy way to get feedback and helps you overcome the objection of being too busy. Check it out here!

3. We're not sure what we need

This is an opportunity to learn more about the prospect’s needs. By asking follow-up questions, you can get an adequate understanding of their requirements and see if your product is a good fit for them.

Rebuttal: “That’s okay! Many of our customers don’t know exactly what they need when they come to us. Can you tell me more about the problem you’re trying to solve? That way, I might be able to offer some suggestions.”

4. We don't have the budget for that

Budget is always a tricky subject, but everyone has one. This objection is common, but it’s not always accurate. There are ways to work around budget constraints, and you should explore those options with the prospect.

Rebuttal: “I understand that budget is a concern for you. Many of our customers had the same concern, but most of them saw ROI within the first year of implementing our product. Let me break it down for you...”

5. That's not our priority right now

Why is it not a priority? Is there something else that’s a bigger priority for them? Can you help them see how your product can help them achieve their priority?

Rebuttal: “Our solution may be able to help you with achieving that ‘priority.’ Can you tell me more about the ‘priority’ and how our product can help you with that? We might be able to offer some guidance.”

6. We're happy with what we have

You’ll get this objection a lot, especially from companies that have been using the same product for a long time. It’s important to show them how your product is different and focus on value proposition.

Rebuttal: “I’m glad to hear that you’re happy with what you have–many of our new clients had said the same thing when we first started talking to them. Our product is different because ____. We are confident that we can offer more value because ____.”

7. We're already using a similar product

It’s not always easy to convince someone to switch products, but it doesn’t mean it’s impossible. You mustn’t trash the competition, but similar to the “we’re happy with what we have” objection above, you can show how your product is different and why it’s better.

Rebuttal: “I understand you’re using {Competitor} today. The majority of our customers were using {Competitor} before they decided to switch to us.

<Insert Survey* with this question> Curious, what is {Competitor} missing today to be the ABSOLUTE perfect tool for your sales team?”

Mixmax Poll-gif

*One of the best ways to overcome objections is by using data. With the Mixmax survey feature, you can easily create polls and surveys to get feedback from your prospects. This helps you better understand their needs and see if your product is a good fit for them. It’s an easy way to get feedback and is a crucial tool in the sales process when it comes to objection handling.

8. We've heard bad things about your product

This one can be tricky, but it’s essential to stay calm and always be professional. You can use this as an opportunity to learn more about the prospect’s concerns and see if there’s anything you can do to address them.

Rebuttal: “That’s unfortunate to hear. It’s not easy to please everyone, but we’re always trying to improve our product. Can you tell me more about the specific concerns you’ve heard? We’re not a fit for everyone, but the customers that do fit our product love us. Part of my job is to make sure that it’s a good fit for your business.”

9. I'm not the right person...

So they’re not the right person, but do they know who is? If not, can you help them find the right person? If they do know who the right person is, can you set up a meeting with that person?

Rebuttal: “That’s fine! It was nice speaking with you. Do you have any idea who the right person would be that I could speak with? If so, could you introduce me?” OR “No problem! Could you direct me to the right person? I’ll be happy to reach out.”

Cheat Sheet_55 Sales Email Subject Lines That Boost Open Rates_Mixmax

Key takeaways

Handling objections is a crucial part of the sales process, but it doesn’t have to be difficult. With the right approach, you can easily overcome the most common sales objections and continue moving the sale forward.

Always remember to:

  • Really listen to your prospect’s concerns.
  • Understand exactly what is blocking them from moving forward.
  • Not give up after the first “No.”
  • Be prepared to offer solutions that will alleviate their concerns.
  • Follow up with your prospect several times if necessary.

Let Mixmax help you close more deals

Being able to overcome sales objections is all about engaging your prospects the right way. Mixmax can help you achieve that.

These nifty features built for Gmail will help you engage your prospects and close more deals:

  • Email polls & surveys: Gather information and feedback from prospects to better understand their objections. 
  • Reminders: Set reminders directly in Gmail to follow up at a later date or if your prospect hasn’t responded by a certain time.
  • One-click meetings: Make it easy for prospects to book a follow-up call with you by including times directly in the email.

Learn more about Mixmax here.

Want better results from cold emailing? 
Use Mixmax to increase your reps’ productivity and achieve pipeline success.


Free demo