1. Do Your Research
Before calling your prospect, research their company and any immediate needs your product can address. That way, during the call, you can focus on what’s most relevant and how you can solve their problems. This will go a long way to minimizing the number of objections you’re forced to grapple with.

2. Avoid Offering a Lower Price
When a prospect answers your pitch with “We don’t have the budget right now,” resist the temptation to lower the price, which puts your product’s value in doubt and undermines your presentation. Instead, request the opportunity to demonstrate your product’s differentiators, and offer concrete examples of how it can solve the prospect’s pain points.

3. Counter the Competition
If a prospect tells you they already work with your competition, don’t thank them for their time and end the call. Instead, explain that many of your customers used to or still work with your competitor, but that you can offer additional value. Present case studies of how and why current clients made the switch during a follow-up call.

4. Stay Silent
Instead of jumping on an objection, take a few seconds to remain quiet. It gives you time to think of a response, and it shows that you’re taking their situation seriously. Listening intently allows you to focus on the information they’re offering, which leads to a better-framed pitch and fewer counter-objections.

5. Focus on Impact
When the situation is promising but the prospect answers that they’re waiting for the right time, help them to realize the impact of your product and why they need it now. Present numbers that clearly show how it can immediately improve their ROI, and also address their company’s aspirations and how your product can move them closer to achieving them.

6. Remain Part of the Process
When a prospect answers that they need to consult with a co-owner, supervisor or other colleague before moving forward, it might be legitimate, but it could also be a way to end the call. To make sure it’s not a sales-terminating excuse, request a joint sales call or meeting with the prospect and the colleague they reference in order to move the process along.