Closing a deal in sales can feel like making a long drive to the end zone, only to be blocked by customer objections. But instead of seeing objections as barriers, successful sales reps view them as opportunities—clues that a potential customer is engaged and open to persuasion.

By shifting perspective, addressing concerns, and building trust, sales teams can turn objections into stepping stones toward a sale. Handling objections effectively helps reps understand prospects better, align solutions to their needs, and strengthen relationships.

Using insights from over 20 million sales conversations analyzed with Echow, we’ve identified the top four techniques sales professionals in the trades can use to overcome objections and close more deals.

Prepare for Common Sales Objections

While each customer’s objections are unique, some concerns appear repeatedly across industries. Here are four common objections and how reps can address them:

1. 'It’s Too Expensive'

Price is a frequent hurdle, but instead of offering discounts or backing down, top sales reps use this moment to reframe the conversation around value.

Often, this objection arises because customers don’t fully grasp how the product or service benefits them. Reps should ask probing questions such as:

• “What specific challenges are you hoping to solve?”
• “What would make this investment feel worthwhile for you?”

By uncovering the root of the concern, reps can position the product as a valuable investment, shifting the focus from cost to benefits.

2. 'I Need to Think About It'

When customers say they need more time, they often have unspoken concerns. Reps should politely ask if cost, uncertainty, or another factor is the primary issue.

Reframing the purchase as a long-term investment can also help. Delaying action may lead to increased costs or additional problems down the road. By quantifying these risks, reps can instill confidence and urgency in the decision-making process.

3. 'I’m Happy With My Current Solution'

This objection may seem like a dead end, but it’s actually an opportunity to learn more about the customer’s needs.

Reps should first validate the customer’s satisfaction and then ask what they like most about their current solution. Once they understand the customer’s priorities, they can highlight unique benefits their product offers that competitors might lack.

4. 'I Don’t See the Value'

Most objections boil down to this fundamental issue: the customer doesn’t see how the product or service benefits them. Demonstrating value through social proof can be powerful.

• Customer testimonials
• Case studies
• Real-world success stories

Providing tangible examples of satisfied customers with similar needs can help prospects see the potential impact of the solution.

4 Effective Objection Handling Techniques

After analyzing more than 20 million in-home sales appointments, Echow identified four highly effective ways to handle objections in sales conversations.

1. Ask More Open-Ended Questions

Asking open-ended questions keeps the conversation focused on the customer’s needs rather than the sale. Top-performing reps ask an average of 20 more questions per sales interaction than their peers.

Examples of open-ended questions reps can use:

• “If you could improve your current solution, what would be your top priority?”
• “What factors matter most when making this decision?”
• “What would I need to show you to help you feel confident in moving forward?”

By guiding the discussion, reps gain insight into the customer’s true concerns and can tailor their pitch accordingly.

2. Practice Active Listening and Adjust Talk Speed

Successful sales conversations are a two-way street. Reps should practice active listening by:

• Paraphrasing customer concerns to show understanding.
• Staying fully present and avoiding interruptions.
• Matching the customer’s talk speed to establish rapport.

Top salespeople maintain a balanced talk-to-listen ratio—ideally speaking no more than 65% of the time. This ensures the customer feels heard and engaged.

3. Offer Flexible Financing Options

Cost concerns are one of the biggest objections in sales, but offering flexible financing can make big-ticket purchases more manageable. Echow’s research shows that when reps mention financing, customers are willing to spend over 200% more on average.

Providing clear payment plans gives customers control over their investment, making them more likely to commit.

4. Use Promotions Strategically

Promotions create a sense of urgency that encourages prospects to take action. Limited-time discounts, seasonal offers, or personalized incentives (such as birthday promotions) can help hesitant buyers move forward.

Echow’s research shows that well-timed promotions can increase average ticket sizes by more than 92%. The key is to present promotions as a value add rather than a last-minute discount.

Turn Insights into Action with Echow

Understanding and addressing objections is crucial to sales success. But the best way to refine objection-handling techniques is by using real-time data.

Echow’s AI-driven virtual ridealongs allow sales leaders to analyze real customer conversations, identify missed opportunities, and provide targeted coaching to reps. By tracking objections, gathering data, and conducting structured follow-ups, sales teams can continuously improve their approach.

Ready to elevate your sales game? Book a demo with Echow today!