6 Sales Objections and 12 Ways to Solve Them

Every business faces sales objections, and most of them come from uncertainty, not opposition. Your prospects may like your offering, but they hesitate because they’re unsure. Will it work for them? Can they trust your team? Will the results justify the cost? Each of these objections can be overcome with the right strategy. Social proof—showing that others have already made the choice and benefited from it—is a great way to overcome sales objections. Let’s take a look at 6 of the most common sales objections and 12 ways to overcome them using messaging, testimonial content, and smart storytelling.

6 Sales Objections and 12 Ways to Solve Them

Objection 1: “We’re not sure it will work for us.”

This objection isn’t usually about your product, but about relevance. The buyer sees what you offer, but doesn’t see how it applies to their specific situation, industry, use case, or internal processes. This often comes from a lack of visibility into your customer base or a lack of context in your messaging. If this potential customer doesn’t see someone like them using your solution successfully, they assume it’s not a fit.

Use targeted testimonials. Show real customers who match your prospect’s role, industry, or business type. The closer the alignment, the more your customer is likely to trust the testimonial or review. For example, a director of operations wants to hear from another director of operations, not a CEO. When someone sees their own challenges, fears, and goals reflected in your testimonial, the perceived risk drops dramatically.
Build segmented case studies. Instead of lumping all your customer success stories together, create categories based on market segments, product features, or outcomes. Organizing your social proof this way helps visitors find proof that’s immediately relevant to them without needing to dig. Add short video clips or testimonial snippets to your case studies so your content connects emotionally, not just strategically.

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Objection 2: “We’ve never heard of you.”

This objection stems from a lack of familiarity or social validation. The product might sound promising, but the buyer is uneasy because your brand isn’t well-known or hasn’t been recommended by someone they trust. In a world where brand recognition equals safety, unfamiliar names can feel risky—even when the solution itself is better than those of leading industry names. The hesitation isn’t about what you offer, but whether the buyer will look bad if it doesn’t work out.

Lead with logos. If you’ve worked with recognizable or respected companies, showcase those relationships prominently. Even if your prospect doesn’t know you, they likely know someone on your client list, and that lends you borrowed credibility. A logo carousel, paired with brief quotes or short videos from those clients, can validate your authority in seconds.
Share origin and credibility stories. Create a simple video or about-us page that shows your track record, early wins, customer growth, or unique advantage in the market. Let prospects understand not just what you do, but why it’s working. This builds trust in your business as a real team, not just a product.
Let early adopters speak. A testimonial from a customer who chose to work with you early on—and is still happy—can be incredibly effective. Let them describe what they were unsure about at the beginning, what helped them decide, and how it turned out. Their story becomes your credibility.

Objection 3: “We need more time to think about it.”

This is often a polite stall, but not necessarily a refusal. The buyer might be interested, but something’s still unresolved. Maybe they need internal buy-in. Maybe they’re unsure whether the value outweighs the perceived risk. Or maybe they’re just overwhelmed and defaulting to inaction. The longer you let this sit, the colder the lead becomes. The solution is to to re-engage them with reassurance that feels personal, not pushy.

Address unspoken doubts with testimonials. Use customer stories that explicitly talk about second-guessing the decision and what changed their mind. When a testimonial includes uncertainty and resolution it validates the prospect’s hesitation while also showing that others moved past it.
Create a “Why I Said Yes” series. This format gives customers a chance to speak directly to the decision-making moment. What pushed them over the edge? What were they thinking before they made the purchase? What results did they start seeing that confirmed their choice? These narratives hit directly at the moment where your prospects are currently stuck.
Show the cost of waiting. Use testimonials or case studies that explain what life was like before the customer acted. Highlight pain points, inefficiencies, or missed opportunities they wish they’d solved sooner. This reframes the buyer’s hesitation as a risk in itself—the risk of waiting too long.

Objection 4: “It’s too expensive.”

This objection is rarely about actual dollars. More often, it means the buyer hasn’t seen enough value to justify the cost, or they’re unsure how to explain that value to others. It can also reflect fear of poor ROI or fear of accountability if the decision backfires. Solving this isn’t about lowering the price, it’s more about reframing the value.

Use ROI-focused testimonials. Ask your customers to speak specifically about how the investment paid off. Did they save time, reduce churn, increase efficiency, or boost revenue? Let them quantify those results if possible. When your customer says, “It paid for itself in three months,” you don’t need to say it yourself.
Highlight time saved or mistakes avoided. Help the buyer realize that “expensive” is relative. If your service prevents a six-month delay or helps them avoid a bad hire or a software crash, it becomes a bargain. Testimonials that focus on avoided losses or gained momentum can powerfully reshape how your product’s value is perceived.

Objection 5: “We already have a solution in place.”

This objection isn’t about disinterest, but more about inertia. Even if your product is better, the effort of switching often feels bigger than the benefits. Buyers worry that switching means learning a new system, disrupting workflows, or exposing themselves to new problems. Unless the benefits are clear and the process feels manageable, the customer is likely to default to what they already know.

Share stories of smooth transitions. Use testimonials that highlight how easy it was to switch, how your team supported onboarding, or how fast results started to show. A video of a customer saying, “We were up and running in a week,” speaks louder than any implementation guide.

Objection 6: “It sounds too good to be true.”

Sometimes prospects aren’t objecting to your price, your offer, or your team; they’re objecting to your credibility. They’ve been burned before. They’ve seen bold promises followed by underwhelming results. When your messaging is sharp, polished, and confident, it can ironically create doubt if the buyer doesn’t yet know you. This objection isn’t always about mistrusting the product, but it’s often about mistrusting the promise. Even great offers can trigger skepticism if they feel too easy, too fast, or too perfect.

Let customers share their own initial skepticism. Some of the most effective testimonials are from people who admit they didn’t believe it would work at first. When a customer says, “Honestly, I thought this was just marketing hype—but then I tried it,” their story becomes a turning point for your prospect. It diffuses the suspicion, humanizes the journey, and builds credibility through humility. Encourage your customers to share their own uncertainties and you may win over even the most guarded buyers.

Overcome Sales Objections

The most persuasive sales content doesn’t argue, it empathizes. It acknowledges uncertainty, then walks the buyer through it by showing what others experienced. The more clearly your content reflects real concerns and real resolutions, the more likely your prospects are to say yes. And when those resolutions come from the voice of another customer the message lands faster, deeper, and more convincingly.

Start collecting testimonials that resonate, and start making connections with new customers. Start a free trial of Boast today to make video testimonial collection simple.