How to Handle Sales Objections

In 2025, handling objections isn’t a hurdle—it’s a superpower. Objections are no longer seen as rejection but as windows into your buyer’s mindset. With the right frameworks, empathy, and preparation, you can turn resistance into revenue. This guide shows how to handle objections with confidence—and how Apollo.io empowers sales teams with data and tools to overcome them faster.

What Are Sales Objections?

Objections are expressions of concern, doubt, or resistance during the sales process. They typically reflect underlying fears, information gaps, or real constraints. Rather than pushing through them, modern sellers listen, explore, and resolve collaboratively.

According to Gong.io, deals with well-handled objections are 64% more likely to close. Apollo helps reps prepare by arming them with real-time buyer data, company insights, and proven objection responses inside the CRM or outreach tool.

Top Objection Handling Frameworks

1. LAER

• Listen: Fully hear the concern.
• Acknowledge: Validate their perspective.
• Explore: Ask what’s behind the objection.
• Respond: Tailor a relevant, specific solution.

2. Feel-Felt-Found

Empathize, normalize, and redirect with a story:

• Feel: “I understand how you feel...”
• Felt: “Others felt the same way...”
• Found: “They found that...”

3. Objection Resolution Framework

Ideal for complex deals:

1. Clarify
2. Validate
3. Isolate
4. Investigate
5. Transform
6. Resolve
7. Confirm

Common Sales Objection Categories (and How to Handle Them)

1. Budget

“It’s too expensive”

• Reframe to ROI: “Let’s look at your current churn—this solution could reduce that by 30%.”
• Show TCO: Apollo helps you calculate cost of ownership over time.
• Flexible terms: Offer phased or smaller-start plans.

2. Authority

“I need to run it by the team”

• Map the decision process
• Provide enablement content (e.g., Apollo Analytics dashboards)
• Book multi-stakeholder demos

3. Fit

“Not sure it works for our use case”

• Share relevant case studies
• Run tailored demo using ICP filters from Apollo Search

4. Timing

“Let’s revisit next quarter”

• Quantify cost of waiting
• Offer light-touch pilots
• Send intent-based check-ins using Apollo workflows

5. Trust

“We’ve never heard of you”

• Use third-party validation (e.g., Gartner, G2)
• Connect with reference customers
• Offer proof-of-concept engagements

Advanced Objection Handling Tactics

• Proactive Handling: Surface objections before they’re raised
• Objection Storytelling: Share how others overcame the same issue
• AI-Powered Objection Alerts: Apollo lets you log, tag, and coach in real time

Measuring and Improving

Track key metrics:

• Objection-to-Close ratio
• Call continuation after objection
• Post-objection meeting acceptance

Use Apollo Analytics or Gong to review and refine responses across the team.

Conclusion: Turn Objections into Opportunities

Objections are a sign of engagement, not rejection. With Apollo.io, you can:

• Prepare with intent + persona-based insights
• Personalize your responses at scale
• Track which objections slow deals—and solve them earlier

Get better at objection handling by entering every call with the right context, data, and follow-up. Try Apollo free and convert resistance into closed revenue.