How to Use Sales Rebuttals During the Negotiation Process

11 min read

Some salespeople shiver with fear when they think about customer objections. You practice your sales script until you can say it backwards. Yet, when it comes to objections, the script goes out the window. But an objection, somewhat counterintuitively, is an opportunity.

It is better to get the prospect talking than to have them disappear without rhyme or reason. If you have the right rebuttals, you can work through every objection in the negotiation process. In addition, you help your prospect to feel heard and understood. Nonetheless, it is up to you to win negotiations with the right sales rebuttals.

Do Customer Objections Have to Be Scary?

In a salesperson's fantasy world, there would be no objections, and every prospect would want nothing more than to buy, buy, buy! Nonetheless, we live in the real world and there are objections to handle.

This can be especially true in the negotiations process where all the details need to be ironed out. It's critical to put the issue within a big picture perspective. You can then really reduce a lot of stress in the sales environment. There are four major types of objections you may come across in negotiations:

  • Trust: does the customer trust your company?
  • Price: this also includes budget and ROI. It really boils down to whether the customer is worried about how much they will spend.
  • Quality of products and service: this type of objection focuses on delivery time, quality of your product or service, quality of your employees, response time, and compatibility with their needs.
  • Pressure: as you go further into negotiations, a prospect may stall if there are still remaining objections

Do objections have to be scary? Not at all. If you can plan and anticipate the four types of objections above, then you can work on the appropriate sales rebuttals to overcome any objections. Keep in mind that the customer is just trying to execute their due diligence before making a purchase--as anyone would. At the same time, you don't have to try to overcome every curve ball thrown your way. Know when it's okay to walk away.

As a result, objections really aren't that scary.

Objections Offer Valuable Feedback

If you never experienced any objections, then you are not selling--you are simply taking orders. Instead, look at objections as a way of sharing what is most important to the customer. Then, think of the types of objections you receive regularly. It's must easier to tackle an objection if you learn the proper rebuttals.

Addressing objections right away produces much more positive results. Many salespeople fear specific objections such as those on price or delivery time and try to never bring them up. Still, the longer you hide from an objection, the more difficult it will be to address as the opportunity starts to age.

In addition, skilled negotiation requires knowledge. You can obtain that knowledge by noting your prospect's objections.

Take objections as the chance to improve your sales presentation. Furthermore, as you go further up in your company, the more complex the sales process can get as you sell higher-ticket items with longer sales cycles. It's important to improve your sales rebuttals now before it's too late.

Be Flexible

Once you start negotiating with a prospect, you have no idea how they might respond. They might throw out a variety of objections just to see how you react. Perhaps the prospect is a bit cold and put off by other salespeople who have wasted their time so, they want you to prove your worth before allowing you to get to the next stage.

On the other hand, they might have a business issue you have never encountered before. It's just like dealing with a wide variety of people--the best salespeople must be adaptable. Whether you are dealing with an extraordinarily tough objection or an unusual business situation, you must learn sales rebuttals that will open the door to the next stage in the sales journey.

This is about keeping your head on straight even if it feels as if you're on the receiving end of a firing squad. What happens when you aren't flexible? You lose out on a potential sale.


Your objective is to win negotiations and objections with sales rebuttals. To achieve your goals, you must prepare. This includes improving your understanding of your target market. Other attributes to study include:

  • Their role in their company
  • Their background
  • Their purchase history
  • Potential opportunities and challenges
  • Understanding their demographics

Regardless of how many years you've worked in sales, preparation is critical for every step in the negotiation process. This doesn't mean you haven't eliminated the potential to get caught off guard, but preparation will give you the confidence to keep going and responding appropriately even in tough situations. On the other hand, don't take preparation too far--you still need to talk to your prospects. 

Listen Before You Negotiate

As stated earlier, objectives give you a better idea of what is most important to your prospect. When you listen, you can tune into words, body language, and voice tone. The best negotiators are often also the best listeners. You are listening for needs, wants, and whys. This is the time where it's really important to understand your sales plan, and what you need to do to achieve your sales targets.

You don't ever want to put your foot in your mouth, which is why effective listening is essential for negotiations. Part of listening also involves paraphrasing by replying with what you think you heard. "You're saying...did I understand correctly?" When a prospect and a salesperson negotiate, there is a mutual desire to reach an agreement.

The only problem is the "whats" can be in opposition. This is the time to uncover the "whys" that each party has in common. And, the same goes with objections. Repeat the objection, and ask if you understood their objection correctly. Now, consider the "whys" before conveying your sales rebuttal.

The "whys" will convey that both parties want the same thing. Think of why the prospect may be interested in your product or service. It never works to argue. You must first agree with your prospect, then address their issue.

Ask Additional Questions

It's also important to ask additional questions. For instance, if the prospect wants to talk to their "partner," or "higher-up" before making a decision, you might use this sales rebuttal:

"Talking to your partner is a good idea. Although, they might not have the same information you now have or be as excited about it as you are. I'm here with you now and able to answer all your questions, not theirs. How about we set up a meeting with you and your partner tomorrow. I'll get everything set up to make sure you get what you need."

Another common objection is the not ready to make a final decision. You might respond by saying:

"I understand it takes time to make a decision. I'm here to give you all the information you need to make the right decision for your company. We already agree that you like/need the product. How else can I help you make a final decision?"

Another example is where the customer may state they aren't allowed to do business with your company. In this scenario, it's perfectly okay to ask what the main reason is for not having the ability to purchase your products. Use these sales rebuttal formulas and examples to overcome any other objections you face:

1. Acknowledge > Redirect + Question (qualifying)

2. Acknowledge > Redirect + Value Statement Once you feel you have successfully given the right sales rebuttals, continue the conversation as if the sale is imminent.

Final Thoughts

During negotiations, it is important to listen first and speak second. After that, you can successfully use the right sales rebuttals to move the prospect towards the buying stage.