How to Overcome Objections

This is the third in a series on Handling Objections—often the most challenging step in the sales process. Once you can recognize and respond to objections, the next step is learning how to move through them and actually overcome them.

How do you overcome an objection?

In the last installment, we focused on how to respond—acknowledging the concern and asking for specifics. Those actions are necessary because they help you fully understand what’s behind the objection and set the stage for how the prospect will listen to what comes next.

Once the concern is clear, the next step is to ask for openness to explore solutions.

“If I could suggest a couple of options that might satisfy your concern, would you be willing to explore them?”

This question matters. It invites collaboration and gives you a sense of the prospect’s willingness to move forward. If they agree, you can proceed. If they hesitate, you may uncover the real objection—something they weren’t ready to say initially.

From there, offer two options to address the concern:

“We could reduce the number of items in the proposal, or we could look at another product that would be closer to your price. Which option would you like to explore first?”

Offering two choices keeps the conversation focused. Instead of overwhelming the prospect with possibilities, you guide them to choose between clear paths forward.

This is a simple approach, but it requires discipline. It asks you to slow down, stay present, and allow the prospect to engage in the solution.

Actions to take

Sales Associates:

• Take a breath before moving into solutions.
• Ask for willingness to explore options before offering them.
• Present only two clear choices that directly address the concern.
• Be quiet and give the prospect time to consider what you’ve offered.

Sales Managers:

• Watch for this strategy in conversations and coach your team to use it consistently.
• Expect some discomfort at first—this approach requires patience and intention.
• Demonstrate it whenever possible so your team can see what it looks like in practice.

When done well, this approach does more than resolve objections. It keeps the conversation moving forward in a way that feels collaborative and focused.

Now, go start practicing overcoming concerns.