How to Handle Objections in Startup Sales

08 November 2023

How to Handle Objections in Startup Sales

The world of startup sales is a challenging one. It's a landscape filled with uncertainty, high stakes, and potential for massive growth. One of the most crucial skills a startup salesperson needs to master is handling objections. Objections are inevitable in any sales process, but they can be particularly challenging in a startup environment where the product or service may be new and unproven. In this guide, we'll explore strategies for handling objections, turning them into opportunities, and ultimately closing more deals.

Understanding Objections

Before we delve into how to handle objections, it's important to understand what they are. In the context of sales, an objection is any reason a potential customer gives for not making a purchase. This could be anything from concerns about price, to doubts about the product's effectiveness, to simply not being ready to make a decision.

Objections are not necessarily a bad thing. In fact, they can be a sign that a prospect is seriously considering your product or service. They've thought about it enough to come up with reasons why they might not want to buy. This means they're engaged in the process, and it's your job to guide them towards a decision.

Common Types of Objections

While every sales conversation is unique, there are some objections that come up more often than others. These include price objections, timing objections, and product objections. Price objections are when a prospect feels the product or service is too expensive. Timing objections occur when a prospect feels it's not the right time to make a purchase. Product objections are when a prospect isn't convinced that your product or service is the right fit for their needs.

Understanding these common objections can help you prepare for them and respond effectively when they arise. It's also important to remember that objections are often not about the actual issue at hand, but rather about underlying fears or concerns. For example, a price objection might really be about a fear of making a bad investment. By addressing these underlying concerns, you can often overcome the surface-level objection.

Strategies for Handling Objections

Now that we understand what objections are and why they occur, let's explore some strategies for handling them. These strategies are not one-size-fits-all solutions, but rather tools you can use and adapt to fit your unique sales conversations.

The first step in handling objections is to listen. This may seem obvious, but it's easy to jump into defense mode when a prospect raises an objection. Instead, take the time to really hear what they're saying. Ask clarifying questions to make sure you fully understand their concern. This not only shows respect for the prospect, but also gives you valuable information you can use to address their objection.

Empathize and Validate

Once you've listened to the prospect's objection, the next step is to empathize and validate their concern. This doesn't mean you agree with their objection, but rather that you understand where they're coming from. This can be as simple as saying, "I understand why you might feel that way." This helps to build rapport and trust with the prospect, making them more likely to be open to your response.

After empathizing, you can then validate the prospect's concern. This means acknowledging that their concern is valid and important. For example, if a prospect raises a price objection, you might say, "I understand that price is a significant factor in your decision. It's important to make sure you're getting the best value for your investment."

Reframe the Objection

After empathizing and validating, the next step is to reframe the objection. This means presenting the issue in a new light that makes your product or service the solution. For example, if a prospect is concerned about price, you might reframe this by talking about the return on investment they can expect from your product.

Reframing requires a deep understanding of your product or service and its value proposition. It also requires a good understanding of the prospect's needs and goals. By aligning your product's benefits with the prospect's objectives, you can turn an objection into a selling point.

Provide Evidence

Once you've reframed the objection, the next step is to provide evidence to support your claims. This could be in the form of case studies, testimonials, or data. The goal is to show the prospect that others have faced the same concerns, chosen your product or service, and achieved positive results.

Providing evidence is particularly important in startup sales, where your product or service may not have a long track record. By showing that others have successfully used your product, you can help alleviate concerns about risk and uncertainty.

Practicing Objection Handling

Like any skill, handling objections takes practice. It's important to regularly role-play sales conversations and practice responding to objections. This not only helps you become more comfortable with the process, but also allows you to refine your responses and become more effective.

Practicing objection handling can also help you develop a more positive mindset towards objections. Instead of seeing them as obstacles, you can start to see them as opportunities to learn more about your prospect and provide value. This shift in mindset can make a big difference in your sales success.


Handling objections is a critical skill in startup sales. By understanding objections, employing effective strategies, and practicing regularly, you can become more adept at turning objections into opportunities. Remember, objections are not roadblocks, but rather signposts guiding you towards a deeper understanding of your prospect's needs and how your product or service can meet them. With patience, empathy, and skill, you can navigate objections and close more deals.

About the author
Arnaud Belinga
Arnaud Belinga
Arnaud Belinga is the Co-Founder & CEO at Breakcold. He talks about Sales CRM use, marketing & sales. He loves Surfing 🏄‍♂️ & Skateboarding 🛹️.
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