How to handle objections on a sales call
To handle objections on a sales call, slow down instead of pushing harder: listen to the whole objection, acknowledge it, ask one clarifying question to find what is really underneath, respond honestly to that real concern, then check whether you have answered it. Most objections (price, “I need to think about it”, “I need to talk to my partner”) are a request for more clarity or reassurance, not a hard no. And sometimes “no” is the right answer, so a good closer helps the buyer decide well, not just decide yes.
This works the same in Australia and the US, and so do the guardrails: pressure tactics can cross into unconscionable conduct under Australian Consumer Law, and the FTC bans deceptive sales practices in the US. At She Sells, objection handling is one of the core skills we practise in live role play, with a team in Australia and the US, because it is the part of a call that most new closers dread.
The 5-step objection method: listen, acknowledge, clarify, respond, check
Use it on any objection, including ones not in the list further down.
| Step | What you do | What it sounds like |
|---|---|---|
| 1. Listen | Let them finish. No interrupting, no rebuttal loading in your head. | (Silence, then) “Okay. Tell me more about that.” |
| 2. Acknowledge | Show you heard it and that it is a reasonable thing to raise. | “That makes total sense. It is a big decision.” |
| 3. Clarify | Ask one question to find the real concern underneath. | “When you say you need to think about it, what part are you still weighing up?” |
| 4. Respond | Answer the real concern with facts, honestly, including limits. | “Here is exactly what is included, and here is what it doesn’t do.” |
| 5. Check | Confirm it is resolved before you move on. | “Does that answer it, or is there something else on your mind?” |
Where most new closers go wrong
The biggest mistake is answering the objection you expected instead of the one they said. When a prospect starts with “It’s just a lot of money…”, let her finish: the second half (“…and I’m not sure my partner will see the value”) is often the real objection. Acknowledging is not caving, but skip the scripted “I understand how you feel, others felt the same” line, because buyers can hear a script coming. Step 3 is where the call is won or lost: one open question (“Is it the amount, or the timing?”) beats three clever rebuttals. And in step 4, never invent a result, a deadline or a scarcity (“only two spots left”) that isn’t true. If it is a genuine no at step 5, thank them and end the call warmly.
Want to practise objection handling with real feedback? Book a free call with the She Sells team.
Common sales objections, what is underneath, and a respectful response
These are the objections you will hear most on high-ticket calls for coaching, courses and services. The “usually underneath” column is a starting guess, not a mind-read: always use your clarifying question to confirm.
| Objection | What is usually underneath | A respectful response |
|---|---|---|
| “It’s too expensive.” | Unsure of the value, worried about cash flow, or comparing to a cheaper option. | “Is it the total amount, or whether it is worth it for you?” Then recap the specific problem they told you they want solved and what is included. If it genuinely isn’t affordable, say so and don’t push finance on them. |
| “I need to think about it.” | A specific doubt they haven’t said out loud yet, or they want space without pressure. | “Totally fair. What’s the main thing you’ll be thinking over?” If they still want time, agree on a time to follow up and give them everything in writing. |
| “I need to talk to my partner.” | A shared budget, a genuine joint decision, or a polite exit. | “Of course. What do you think they’ll ask?” Help her prepare the facts, and offer a short call with both of them if that suits. |
| “Now’s not a good time.” | A real life event (new baby, school holidays, a move), or fear of committing. | “What’s happening right now that makes it tricky?” If the timing is genuinely wrong, agree and suggest when to reconnect. |
| “Is this legit?” | They’ve been burnt before or have seen scams online. A healthy question. | Welcome it. Give the business name, the terms in writing, the refund policy and where to read independent reviews. Never get defensive. |
| “I’ve tried something like this before and it didn’t work.” | Fear of failing again and wasting money, or self-doubt. | “What happened last time?” Then be honest about what is different and what isn’t, including the effort it takes on their side. |
Price objections deserve extra care
On price, the ethical line is simple: help them see the value clearly, then let them decide with their own budget. Asking “Is this money you have, or money you’d need to find?” is a kind question, not a closing trick. If someone tells you they’d be putting rent on a credit card, the right response is to slow down, not to celebrate the yes.
When the objection is really fear
Many objections are the buyer’s nerves talking, and many fumbled responses are the closer’s nerves talking. If the word “no” makes your stomach drop, read our guide on how to overcome fear of rejection in sales.
When “no” is the right answer
A closer’s job is to help the right people say yes and the wrong people say no quickly and kindly. “No” is the right answer when:
- The offer won’t solve the problem they described.
- They can’t afford it without real financial hardship.
- They are under obvious stress (grief, a crisis, a health scare) and not in a state to decide.
- Someone else is pressuring them to buy, or they don’t seem to understand what they’re agreeing to.
- They have said no clearly more than once.
Respecting a no protects the buyer, the business and you. Refunds, chargebacks and angry reviews cost far more than a lost sale. If you’re preparing for one, our list of sales closer interview questions includes how to talk about ethical selling.
Pressure selling: the legal lines in Australia and the US
This is general information, not legal advice. The business you close for should have its own compliance rules.
Australia: unconscionable conduct and unsolicited agreements
The ACCC explains that unconscionable conduct is behaviour so harsh that it goes against good conscience, and that courts can consider factors including “the use of undue influence, pressure or unfair tactics”, knowingly targeting consumers experiencing vulnerability, and whether the stronger party acted in good faith. The ACCC lists a case where a former training college was found to have implemented systems of unconscionable conduct in selling online diploma courses, which is a useful warning for anyone selling education.
Separate rules cover telemarketing and door-to-door sales. An unsolicited consumer agreement arises when the seller approaches the consumer without being invited, negotiations happen by phone or away from the seller’s premises, and the value is over $100. In those cases the ACCC says telemarketers may only call on weekdays between 9 am and 8 pm and Saturdays between 9 am and 5 pm, must hang up straight away if asked, and the consumer has 10 business days to change their mind. Most remote closing calls are booked by the prospect, so they are usually invited contact, but outbound follow-up calls can fall into these rules. Ask your employer which applies.
United States: the FTC
The FTC Act empowers the Federal Trade Commission to prevent “unfair or deceptive acts or practices”. The FTC’s guide to the Telemarketing Sales Rule says the rule generally doesn’t apply to calls consumers make in response to general media advertising, but upsells on those calls are covered, and certain categories (such as some business and investment opportunities) stay covered. Where it applies, it bans misrepresentations about cost, performance and refund policies, requires the total cost to be disclosed before payment, and prohibits threats or intimidation.
Worth knowing: the FTC’s Cooling-Off Rule gives three days to cancel certain sales made at home or temporary locations, but it excludes sales made entirely online, by mail or by phone. US buyers on a Zoom call often have fewer automatic cancellation rights than they think, which is one more reason to never rush them.
How to get good at objections (and get paid to use the skill)
Objection handling is learned through repetition, not reading. Practise the five steps out loud, record yourself and review where you rushed. Many closer roles are commission-heavy or commission-only, so this skill directly affects what you take home, and it takes time to build. For realistic pay ranges in Australia and the US, see how much remote closers make.
She Sells teaches this in two programs (see our programs). She Launches is the foundation: live coaching, role play and frameworks, including objection handling. She Soars is the career program through the She Sells “Cert III in Remote Sales” certificate with placement facilitation: once you’re certified, our recruitment team works with you to land a role within 90 days, or your money back. Brooke learnt this the hard way. She started as a primary school teacher, moved into remote sales in 2020, made $440 in her first month, and has since generated over $10M in online sales.
Ready to learn the skill and get hired? Book a free call with the She Sells team and ask us anything.
Frequently asked questions
What is the best response to “I need to think about it”?
Agree that it is a fair thing to want, then ask what specifically they will be thinking over. Usually there is one concern you can answer on the spot. If they still want time, book a follow-up and send everything in writing rather than pushing for a decision today.
How many times should you handle an objection before accepting a no?
Address each genuine concern once, properly, and check it is resolved. If the person says no clearly, or repeats the same objection after you have answered it, accept it and end the call kindly. Pushing past a clear no is where selling turns into pressure.
Is it legal to use pressure tactics on a sales call?
Persuasion is legal, but undue pressure and misleading claims are not. In Australia the ACCC lists undue influence, pressure or unfair tactics as factors courts consider for unconscionable conduct, and in the US the FTC acts against deceptive practices. Check the compliance rules of the business you sell for.
How do you handle a price objection without discounting?
Ask whether it is the total amount or the value that worries them, then recap the problem they told you they want solved and exactly what is included. If it truly isn’t affordable for them, the honest answer is that now may not be the right time.
Can you learn objection handling with no sales experience?
Yes. It is a skill built through practice and role play, and many women already use the same listening skills as parents, teachers or nurses. Expect it to feel clunky at first and to improve with repetition and feedback.
Results vary. Nothing here is a promise of income. See our earnings disclaimer.
