Objection handling is one of the trickier, more grating aspects of sales life. Pushback is natural and often productive in a sales engagement, but in many cases, a piece of you is going to think, “Oh, come on,” when a prospect brings up concerns.
In those instances, you can‘t lose composure and run the risk of making critical mistakes, but what can those “critical mistakes” look like? Well, reader, we were wondering the same thing. That’s why we tapped some experts for their perspectives on the subject.
So without further ado, here’s the insight that we here at The HubSpot Sales Blog — the heart, soul, spirit, and mind of the sales-related and sales-adjacent content space — gathered for you. Check it out!
6 Mistakes You Can Make When Handling Objections
1. Jumping at the First Objection
Marcin Pienkowski, Head of Salesforce at Think Beyond, says, “I’ve watched countless sales reps trip over objections — not from weak responses, but from racing to answer the wrong ones.
“The classic mistake? Believing the first objection is real. It rarely is. When prospects say, ‘It’s too expensive,’ reps sprint toward discounts or value props. They hear, ‘We’re happy with our current solution,’ and launch into feature comparisons.
“These responses miss the mark — they‘re just prospects’ quick exits from conversations they aren’t ready to have. The genuine concern lurks deeper, still unspoken.
“I never take that first objection at face value. I dig. ‘When you mention budget, are we talking zero flexibility, or is this about where to prioritize spend?’ That single question flips everything. If the real block is risk, internal politics, or fear of change, suddenly I know what actually needs solving.
“Reps who swallow surface objections end up spinning their wheels. They battle imaginary problems, defend against non-issues, and watch deals fade over technicalities. But objections aren’t roadblocks. They’re more like smoke screens. When I pause, question them, and uncover the real issue, I stop reacting and start closing.”
2. Rushing to Address Concerns Without Fully Understanding Them
Jehann Biggs, President & Owner of In2Green, says, “A common mistake I see in sales reps when handling objections is rushing to address the concern without fully understanding it. When a prospect objects, it’s easy to feel the pressure to quickly provide a solution, but this approach misses the opportunity to really listen and dig deeper into the root of the issue.
“The prospect might mention a concern, such as price, but that could be a surface-level issue masking a deeper hesitation, like uncertainty about the long-term value or the fit of the product for their needs. Jumping straight into defending the product or offering a discount can shut down further conversation and doesn‘t address what’s really holding the prospect back.
“In our case, I had a potential client once say the price of an eco-friendly product was too high. Instead of offering a discount right away, I took the time to ask more questions. Turns out, their hesitation wasn’t about the price at all, but about the durability of eco-friendly materials over time. Once I understood the real concern, I could speak to the long-lasting benefits of our materials, which reassured them that the higher initial investment was worth it in the long run.
“From then on, when an objection comes up, I make sure to pause and ask follow-up questions to understand exactly what the prospect’s concern is. This helps me address the real issue. Taking the time to listen shows that I’m genuinely interested in solving their problem, not just pushing for a sale. Once I have a clear picture of their concern, I can respond in a way that directly speaks to their needs, making it much easier to move the conversation forward and build trust.”
3. Arguing
Arjun Narayan, Founder & CEO of SalesDuo, says, “One of the worst ways to deal with objections from prospects is to get defensive and start arguing. This only leads to more problems, creating resistance and undoing all the rapport-building efforts. It is important to understand their perspective and show empathy.”
4. Offering Discounts Too Soon
Narayan also says, “Being quick with offering discounts is another common mistake. You are only devaluing your product or service and raising questions about its quality if you offer discounts immediately when faced with an objection. This can affect your future deals by eroding your margins. Start with showcasing the ROI and the unique benefits your solution offers and use discounts strategically.”
5. Answering Too Quickly
Dávid Breitenbach, Chief Commercial Officer at PatentRenewal.com, says, “A common misstep is answering too quickly — and this is highly tied together with my first point. In our experience, most reps become defensive and use assumptions about what the other party is trying to express.
“Reps need to take time to pause, think, and ask open-ended elaborative questions to actually understand what is driving the other party. Many reps also ignore the emotional side, responding logically when objections are often driven by fear of change or making the wrong decision.
“I acknowledge this by saying, ‘I get why switching providers feels risky — what’s your biggest concern about making a change?’ Finally, reps often assume the first objection is the real one, when budget or timing concerns are often just polite deflections.
“I dig deeper by asking, ‘If budget wasn’t an issue, would this be a fit for you? ‘— which often reveals the true hesitation. In my personal view, the key is to slow down, listen actively, and turn objections into a productive discussion where reps actually help prospects solve a problem.”
6. Jumping Into Problem-Solving Mode
Adam Czeczuk, Head of Consulting Services at Think Beyond, “This runs counter to what most sales trainers preach, but I’ve watched countless reps stumble when they start jumping straight into problem-solving mode.
“The moment a prospect says, ‘This is too expensive’ or ‘Now’s not the right time,’ they snap into defense mode, rushing to justify, explain, or worse — offering discounts before uncovering what’s actually happening.
“In my almost 20 years spent in sales, I’ve never seen a perfect objection response close a deal. What actually moves deals forward is getting the prospect to explain their hesitation in their own words. When someone tells me the price is too high, I skip the value pitch and ask, ‘Compared to what?’ If they say the timing feels off, I’ll ask, ‘What would make this the right time?’
“Nine times out of ten, their answer reveals something deeper than the surface objection. Maybe they got burned by a previous vendor. Maybe they don‘t trust their budget numbers. Maybe they’re stalling. You won‘t discover this through talking — you’ll find it through listening.
“Sales isn’t about crafting the perfect rebuttal. You have to make prospects feel understood. Once they sense you’re there to uncover what they truly need rather than push them, everything shifts. That’s when objections transform from roadblocks into the exact reasons they buy.”
I mentioned it at the top of this post, and I‘ll say it again: Objection handling is one of the trickier, more grating aspects of sales life. Running into pushback is more or less a given in any sales engagement, and knowing how to field and thoughtfully address prospects’ concerns as they arise is mission-critical to a successful career in the field.
Hopefully, this article offers you some perspective on the potential pitfalls you need to be mindful of when handling objections — helping you consistently deliver on this stage of the sales process, going forward.
