Objection Handling Script Template
Proven scripts for handling the four most common sales objections: pricing, timing, competition, and authority. Each uses the LAER framework to turn objections into opportunities.
"It's Too Expensive"
The prospect pushes back on pricing or budget
Acknowledge: "I hear you — budget matters, and I want to make sure this makes financial sense for your team."
Explore: "Can you help me understand — is it the total cost, or is there a specific budget ceiling you are working within?"
Reframe: "When [similar company] evaluated the cost, they found they were spending [amount]/month on [manual process/existing tools]. By switching, they actually saved [amount] in the first [timeframe]."
Close: "Would it help if I put together an ROI comparison specific to your current setup?"
"Not the Right Time"
The prospect says they want to wait or revisit later
Acknowledge: "Totally understand — timing is important. I do not want to push something that does not fit your current priorities."
Explore: "Out of curiosity, what would need to change for this to become a priority? Is there a specific trigger or event?"
Reframe: "One thing I have heard from teams that waited is that [cost of delay, e.g., 'every month without this costs them X hours in manual work']. The setup takes [timeframe], so starting now means you are ready by [when they need it]."
Close: "What if we set up a pilot so you can test it without a full commitment?"
"We Already Use [Competitor]"
The prospect is using a competing solution
Acknowledge: "Great — [Competitor] is a solid tool. A lot of our customers actually came from [Competitor]."
Explore: "What is working well for you with [Competitor]? And if you could change one thing about it, what would it be?"
Reframe: "The main reason teams switch to us is [key differentiator]. For example, [customer name] moved from [Competitor] because [specific gap] and saw [result]."
Close: "Would a side-by-side comparison on [the gap they mentioned] be useful?"
How to Use These Scripts
Listen before responding
Let the prospect finish their objection completely. Do not interrupt. The real concern often comes at the end of what they say, not the beginning.
Adapt the language
These scripts are frameworks, not word-for-word scripts. Use your natural voice and adapt based on the prospect, industry, and context of the conversation.
Practice with role-plays
Run weekly role-play sessions with your team. Have one rep play the prospect and throw curveball objections. Repetition builds muscle memory.
Track what works
Log which responses lead to next steps and which fall flat. Build a data-driven playbook by measuring win rates per objection type and response.
Customize in Dewx
Inside Dewx, tell Dew: "Build an objection handling playbook for [your product/service]." Dew generates custom responses for your specific objections, pulls in relevant case studies, and makes the playbook searchable during live calls. Track which responses convert best from the GTM Hub.
Related Templates
Frequently Asked Questions
What are the most common sales objections?
The four most common objections are price ("It's too expensive"), timing ("Not right now"), competition ("We're already using X"), and authority ("I need to talk to my boss"). Each requires a different approach. The key is to acknowledge the concern, ask a clarifying question, then reframe the conversation around value.
What is the best framework for handling objections?
The LAER framework works well: Listen (let them finish), Acknowledge (validate their concern), Explore (ask questions to understand the real issue), Respond (address the root concern with evidence). Never argue or dismiss an objection. Treat it as a request for more information.
How do I train my sales team on objection handling?
Start with a documented playbook of common objections and scripted responses. Run weekly role-play sessions where reps practice handling objections live. Record real sales calls and review them as a team. Track which objections come up most often and refine your responses based on what works.
How does Dewx help with objection handling?
Dewx GTM Hub stores your objection handling playbook and makes it searchable during live calls. Dew can suggest real-time responses based on the objection type, pull up relevant case studies, and log which objections come up in each deal. Over time, you build a data-driven library of what works.
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