Playbook: How to Handle Product X Sales Objections
Purpose
This playbook outlines how to identify and address common objections during the sales process for Product X. Objections aren’t rejections, they're valuable moments of insight into the buyer’s priorities and potential barriers. When addressed thoughtfully, they become opportunities to build trust, deliver clarity, and move the conversation forward.Common Objections and Root Causes
“It’s too expensive.”
Budget: The prospect may not perceive enough value for the cost or may have limited funds.
“We are already using a competitor.”
Need: The prospect may believe their current solution is “good enough.”
“I need to consult with my team.”
Authority: The prospect may not be the sole decision-maker and needs buy-in.
Response Framework: LAER+T
Listen – Understand the objection fully
Acknowledge – Validate the concern without defensiveness
Explore – Ask questions to uncover the deeper “why”
Respond – Offer a solution or shift focus to value
+Trust – Build credibility with insights, stories, or proof
Sample Scenarios & Responses
Objection: “It’s too expensive.”
Response:
“That makes sense—let’s dig into what matters most to you so we can match the value to your goals.”
Why it works:
• Validates the concern
• Refocuses on value, not just price
• Opens the door to ROI or feature exploration
Objection: “We already use [Competitor Z].”
Response:
“Great, I’m glad to hear you’re already seeing value from a solution. Out of curiosity, is there anything about your current setup that feels limiting or could be improved?”
Why it works:
• Avoids badmouthing the competitor
• Invites honest comparison
• Creates space to highlight differentiators without pressure
Objection: “I need to consult with my team.”
Response:
“Absolutely, aligning with your team is key. Would it be helpful if I provided a summary deck or short video walkthrough to make that discussion easier?”
Why it works:
• Respects the buying process
• Adds value by offering helpful tools
• Keeps momentum by staying involved in the decision cycle
Track What Matters. Learn What Wins.
Use a simple spreadsheet or tracking tool to capture objections, test responses, and share what works across your team. An objection tracker turns everyday challenges into insights that drive smarter conversations—and better outcomes.
| Objection | Buyer Role | Root Cause | Response Used | Outcome | Notes |
|---|---|---|---|---|---|
| It’s too expensive. | Sales Leader | Value perception | “Let’s dig into what matters most...” | Moved forward | ROI examples helped |
| Already using Competitor Z | Technical Buyer | Happy with status quo | “Is there anything that feels limiting?” | Follow-up booked | Called out integration gaps |
| Need to consult with team | Manager | Not sole decision-maker | “Would a summary deck help?” | Pending | Send recap/reminder |
Final Thoughts
Handling objections isn’t about having the perfect answer, it’s about listening, learning, and showing that you’re invested in solving real problems. Use this playbook to stay prepared, stay human, and keep the conversation moving forward.