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PMA Objection Handling Script

An objection handling script to help your sales team with fielding common objections relating to price, gatekeepers, lack of interest, and more.
Product Marketing Alliance
Objections are an unavoidable part of the sales process - but this template is designed to help you turn objections into opportunities. It’s important to take the time to plan, prepare, anticipate what questions or issues could come up - and don’t allow yourself to take objections personally or become demotivated.
Objections
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Price
One of the most common objections salespeople will come across: “We don’t have the budget”, “We’d need to negotiate on price”, etc. The key is to ask questions to get to the root issue and to focus on the benefits over the cost.
Decision-making authority
When you hear a pushback like “I’ll need to get approval”, empower them to be your champion. Make it worthwhile for them to help you by establishing that you will address some of their needs.
Happy with current vendor
When a prospective comes back with “We use a competitor”; or “We already do this in-house”, keep the conversation going by asking for details (ideally you’ll already have done your research on who they work with, and your competition’s strengths and weaknesses).
Lack of interest - Gatekeeper
It’s the specific job of gatekeepers such as receptionists and PAs to screen out unwanted calls, with responses such as “Just send me some information”; “We don’t accept sales calls”; “What’s this in regard to?”
Lack of interest - Decision-maker
You’ve secured an appointment with the right person, but they’re giving you the brush-off like “It’s not the right time”, or “I’ll get back to you”.
Price
Description
One of the most common objections salespeople will come across: “We don’t have the budget”, “We’d need to negotiate on price”, etc. The key is to ask questions to get to the root issue and to focus on the benefits over the cost.
Tactics
👉 Focus on differentiating your offering in terms of value:
Can I ask what you are comparing our price to?

👉 Establish whether they actually have the budget to be a viable lead:
How much were you thinking of paying?

👉Encourage them to reevaluate their current situation, and allow you to explain hidden costs they may not have considered:
How much will it cost you to do nothing?

👉 Give a real-life example of how another company in the same vertical actually saved money using your product:
After using our product to [automate their payments], [Example Customer] found they saved [XX%] on [transaction fees at the end of the quarter].
Use an ROI calculator to calculate the kind of quantifiable benefits your product can deliver.

👉 Bring any underlying concerns to light to help you understand and address any issues beyond the price objection:
Is price the only thing holding you back from signing?

👉 Show them a different way of perceiving your pricing:
Upfront, I understand it's a significant purchase. Let’s break it down by [monthly, quarterly, yearly ROI].

👉 Build trust by finding a way to work together to address genuine price or budget concerns:
Perhaps we could negotiate a staged rollout that will allow the cost to be spread out over time?
If things are tight now, do you think you will have a budget for this in the upcoming quarters?
Will doing a proof of concept with the key users help establish the product’s value?
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