How to Handle Sales Objections? The 3 P’s—People, Product, Price
- Ray lang
- Jan 29
- 9 min read
Updated: Apr 1
Why Every Sales Objection Comes Down to Three Things and How to Handle Them
We’ve All Been There…
You’ve ticked all the boxes. Built a great relationship. Had all the right conversations and aligned the benefits to their business. You’ve even discussed the price, things are looking good.
Then suddenly... nothing
Silence...
Awkward hesitation.
The enthusiasm they had? Gone
The momentum? stalled
You’ve hit a wall, and now you’re scrambling. Did you misread the room? Were they never actually interested? Is this just another one of those prospects who likes to chat but never buys?
And then comes the excuses...
“The timing’s not right” “I need to check with my team” “I just don’t think it’ll fit into our business right now”
Sound familiar? Thought so. But here’s the thing, objections like these aren’t random! They don’t just appear out of nowhere. They happen because something was missing in the process.
Handle Every Sales Objection ~ No Matter How It’s Phrased
We’re taught that handling sales objections is about overcoming resistance. Finding the perfect rebuttal. Pushing past the ‘no’ until they give in. But let’s be real... forcing a sale is a guaranteed way to kill trust and burn a relationship.
The reality?
Every single objection falls into just three categories:
✅ People → They don’t trust, like, or relate to you
✅ Product → They don’t see the fit, value, or purpose
✅ Price → It’s too expensive or feels too good to be true
That’s it. No exceptions. No mystery. Every hesitation, every stalled deal, every “I need to think about it” ~ it all traces back to People, Product, or Price.
Why Timing, Fear, or Market Conditions Aren’t Real Sales Objections. They're Not.
A lot of salespeople hear objections like “the timing isn’t right” or “we’re not ready for this” and assume these are standalone problems. They’re not.
The truth?
These are failures in the sales process.
Timing? They weren’t actually in a buying cycle ~ or maybe they were just curious. That’s okay. The key is recognising this early, so you don’t waste time chasing a deal that was never there.
Fear or risk aversion? It’s because they don’t know you well enough to invest in you, or they haven’t gotten enough information yet. Fear comes from the unknown ~ don’t rush them, nurture them.
Budget concerns? It usually comes down to their understanding ~ how it solves their problem, saves them time, or increases their ROI.
If they’re hesitating, you haven’t uncovered their real pain point yet.
Every ‘no’ is a signal. It tells you where you lost them and what needs fixing. And if you handle this right, you don’t just “overcome” objections ~ you prevent them from happening in the first place.
(By the way, if you want to deep-dive into the art of truly listening and mastering the qualification stage, check out our guide: Are You Truly Listening? The Qualification Stage of the Sales Process.)
The First Step to Handling Objections? Figuring Out Where It Went Wrong
Most salespeople try to fix objections with quick comebacks. But if you don’t know why the prospect is hesitating, how can you actually fix it?
Handling sales objections isn’t about forcing a ‘yes.’ Some prospects will say yes just to end the conversation ~ because they don’t believe something but don’t want to push back. That’s not a win, it’s a missed opportunity. It’s about figuring out where things went off track.
It’s about knowing:
Did I lose them because they don’t trust me? (People)
Did I lose them because they don’t see the fit? (Product)
Did I lose them because they don’t believe in the value? (Price)
Once you know which one it is, you know exactly how to bring them back ~ whether that’s through reassurance, repositioning, or moving them back through the sales process.
People: They’re Not Buying Into You
This is the hardest objection to admit and overcome ~ because no one will admit it outright.
No prospect will ever say:
❌ “Something just feels off.”
❌ “I’m not sure you really get what we need.”
❌ “I’m just not feeling confident about you.”
Instead, they mask it as:
❌ “We’re not interested.”
❌ “We’ll think about it and get back to you.”
❌ “I need to check with my team.”
💬 Think about it:
"You can be their best friend for a lifetime, but if they don’t believe you have the knowledge, experience, or their best interests at heart, doubt seeps in."
At its core, People objections come down to one thing ~ trust. If they don’t trust you, they won’t buy.
Why This Happens:
They don’t trust you personally.
They don’t believe you have their best interests at heart.
You haven’t built enough credibility or authority in their eyes.
🚀 How to Fix It:
Make it about them, not you!
Stop pitching. Start asking the right questions and actually listen.
“What’s the biggest challenge you’re facing right now?”
Demonstrate, don’t tell.
Throwing facts and credentials at them won’t build trust ~ people believe what they see, not what you say.
Providing real-world examples, show them the results, the transformation, and the impact, something tangible they can relate to.
'Call out hesitations directly.
“Be honest with me ~ does this actually feel right for you?”
If they hesitate, it's a trust issue ~ and now you know where to focus.
✅ If they trust you, they’ll at least listen. If they don’t, the sale is already dead.
The people element of any objection is always the hardest to crack. If you ask the right questions, genuinely listen, and take your time building trust, you stand a chance. But sometimes, you have to accept that you’re not the right fit for this client ~ and that’s okay. Instead of forcing it, pass them to someone on your team who might connect with them better.
It’s not about your ego; it’s about getting the best outcome for the client and the business.
After all, you can’t be everyone’s cup of tea ~ otherwise, you’re just a mug.
Product: They Don’t See the Fit or Value
You believe your product is exactly what they need. It solves a real problem, delivers results, and has helped countless others. So why aren’t they biting?
Because they don’t see it. Not yet.
No one buys something they don’t believe fits into their world. If they can’t picture it working for them, they won’t move forward.
How This Sounds:
❌ “We’re happy with what we have.”
❌ “I don’t think this would work for us.”
❌ “It’s just not a priority right now.”
💬 Think about it:
“Most prospects don’t reject a product because they don’t have a problem ~ they reject it because they haven’t fully connected the dots between their problem and your solution.”
Why This Happens:
They don’t fully understand the impact of their problem.
They don’t see how your product applies to them.
You’ve pitched too soon ~ before they’ve closed the gap.
🚀 How to Fix It:
Clarify the pain first.
Before offering a solution, make sure they’ve fully admitted the problem.
“If I understood you earlier, your problem is X ~ what’s that actually costing you in time, money, or effort right now?”
Make it specific to them.
No generic benefits ~ tie it directly to their business.
“Imagine if [problem] wasn’t an issue anymore ~ how much smoother would things be?”
Show proof, not promises.
A case study or example from their industry carries 10x more weight than a sales claim.
✅ If they see the fit, they’ll consider the price. If they don’t, it’s already a no ~ even if they haven’t said it yet.
If they don’t see how your product fits, the problem isn’t the product ~ it’s the process. Qualification and discovery should have uncovered their real pain points, and your presentation should have made the solution crystal clear.
If they’re still not convinced, don’t force it ~ go back. Revisit the problem, ask better questions, and make sure you’re actually solving what matters to them. It’s not about pushing harder—it’s about ensuring the fit is right.
It’s not Always Be Closing ~ It’s Always Be Qualifying!
Price: They Don’t See the value
You’ve walked them through everything. The problems clear, the solution is solid, and the fit makes perfect sense. But then, it happens... pushback on price.
You’ve probably heard this a hundred times:
❌ “We don’t have the budget for this.”
❌ “It’s too expensive - what's the best price”
❌ “We’ll review it next quarter.”
But here’s the truth ~ most “price” objections aren’t about money.
If they believed the value far outweighed the cost, they’d find a way to make it work.
💬 Think about it:
“People spend money when they believe they’re getting more in return. If they see the results, they’d find the budget.”
Why This Happens:
They don’t believe the return outweighs the cost.
They don’t fully grasp the impact of their problem.
They’re comparing your price to the wrong thing (e.g., a cheaper, less effective alternative).
🚀 How to Fix It:
Reframe price into ROI.
“Instead of focusing on cost, think about what this actually delivers. If it solves X and increases Y, is it worth it?”
Break it down into tangible value.
“Right now, you’re losing [X hours, Y revenue] by not fixing this. This changes that.”
De-risk the purchase.
Payment plans, trials, or guarantees can remove hesitation.
✅ If they believe in the ROI, price becomes an investment. If they don’t, it’ll always feel too expensive.
Price isn’t usually the real objection ~ it’s just the easiest one to say. If they truly see the value, the cost becomes secondary. The real issue? They’re unsure if the return is worth the spend.
If they’re pushing on price, it’s because they don’t fully see the impact or don’t feel the urgency. Either way, don’t drop the price ~ shift the perspective. Revisit their pain points, show the real cost of inaction, and ensure they see how this solves their problem.
The goal isn’t to be the cheapest option ~ it’s to be the right solution.
Making Sales Objections a Strength
Objections aren’t roadblocks; they’re signals. The best salespeople use them to refine their approach and improve their conversations.
Here are a few practical ways to level up your objection-handling skills:
🔹 Track every new objection you come across
Keep a running list of the most common ones and refine your responses over time.
🔹 Practice active listening and open questioning
Instead of jumping in with a counterpoint, dig deeper into what’s really being said.
🔹 Your loyal clients are the best weapon in your arsenal
Ask them to give reviews and feedback to showcase to your potential clients. Real-world trust factors like these help overcome objections better than any pitch ever could.
Handling sales objections isn’t about having the perfect response. It’s about having the right mindset ~ one that’s focused on learning, refining, and guiding the prospect toward a decision that makes sense for them.
Sales Isn’t a Straight Line
Believe it or not, but objection handling isn’t about overcoming objections ~ it’s about knowing how to navigate them effectively.
🔹 Figure out the real objection.
Is it People, Product, or Price?
🔹 Know when to move forward and when to step back.
If they’re hesitating, it’s for a reason.
🔹 Lead the conversation ~ don’t force it.
The best salespeople guide, they don’t push.
Inexperienced salespeople rush the process, trying to close too soon. Great salespeople read the signals, adjust their approach, and make sure the timing is right.
If you’re handling objections the right way, you’re not forcing a yes ~ you’re helping the prospect reach the right decision for them.
How SalDevo Helps Businesses Handle Objections Like a Pro
We don’t believe in one-size-fits-all sales tactics. Instead, we help you build stronger, smarter sales processes that eliminate objections before they even happen.
✅ Sales Process Creation & Management ~ We help you design a sales process that’s built for performance, ensuring that objections aren’t roadblocks, but signposts that keep conversations moving in the right direction.
✅ How to Handle Sales Objections ~ Through practical frameworks and real-world experience, we teach teams how to address objections confidently, so they increase conversions without feeling like they have to ‘sell’ harder.
✅ Track Metrics That Count ~ We help you understand how to manage your enquiries and track your performance over time. This insight ensures you’re always improving and aligning your sales efforts with measurable results.
Objections don’t have to be deal-breakers. With the right approach, they become opportunities to strengthen trust, reinforce value, and guide prospects toward the right decision. It’s what we call The SalDevo Effect.
Join the conversation, What’s a common objection you hear in your business? Drop it in the comments section ~ let’s discuss.
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