Objection handling for sales lead generation

Handling objections is an important aspect in the process of sales lead generation. Most buyers will listen to a call and think of at least one thing they’re not sold on. Good telemarketers must be able to address and overcome resistance if they’re going to steer the conversation towards a successful conclusion.

When dealing with objections, it’s important to remember that they can actually be a positive sign in sales lead generation. Often, potential customers will raise concerns when they’re interested in a product. So in some cases, objections are actually buying signals. They offer the perfect opportunity to provide more information about your offering and to learn more about buyer’s needs and requirements.

In general, objections fall into two main categories: emotional or factual. If telemarketers are going to allay the concerns of their prospects, they need to understand the differences behind these two types of objection and learn how to address them.


Emotional objections can come in many forms. Some of the most common include things like ‘changing supplier will be too much hassle’. Again, one of the keys to overcoming this type of objection is understanding. Even if the objection isn’t completely rational, it’s a real concern to the potential customer so important to your sales lead generation. You need to take the time to put their fears to bed.

Try to lay out why your product or service offers the perfect solution to their needs. A good way to do this is to pick one feature that demonstrates the advantages your company can offer. More often than not, people find it easier to remember one strong, valid point than a long list of advantages.

Emotions are increasingly playing a bigger part in business, so emotional objections are every bit as important as other objections. The success of a company’s sales lead generation depends on many things, including sensitivity. Just because a prospective customer might be taking a dislike to something based on emotion, it’s no less valid. In fact, according to Harvard Business School “a revolution in the science of emotion has emerged in the last few decades, with the potential to create a paradigm shift in thinking about decision theories. The research reveals that emotions constitute powerful, pervasive, and predictable drivers of decision making.”


Factual objections are often caused by a misunderstanding or a lack of information. For example, the potential customer may not be able to see how your company is different from its current supplier, or how your product or service offers a solution to its professional needs.

If you come across a factual objection, the first step to overcoming it is finding out more about it. Once you understand, you can explain how your products or services offer them the perfect solution. For example, if the buyer is concerned about price, you can talk them through the various benefits of your particular offering. Your sales lead generation will get much better long term outcomes and build better relationships with this approach.

When dealing with factual objections, it’s important to listen carefully to what your potential customer is saying. Showing empathy and understanding during the call will not only help you to build rapport, it will give you the chance to uncover needs. Before any kind of sales lead generation can occur, this is essential.

Handling objections just one part of good sales lead generation. To find out more about how we can help you, give us a call today.

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