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5 Common Prospect Objections—and How to Handle Them Like a GTM Pro
Turn Objections Into Opportunities
Every prospect who objects isn’t saying “no”—they’re saying “not yet,” “prove it,” or “help me make a decision.”
In go-to-market (GTM), objection handling is a skill that separates average reps from top performers. The best GTM teams treat objections as signals—indicators of hesitancy, curiosity, or confusion. Handled right, they become opportunities to build trust and move the deal forward.
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Let’s break down 5 common objections and how to respond like a GTM pro.
1. “Now’s Not a Good Time.”
One of the most common responses. Sometimes it’s real. Often, it’s a polite way to deflect.
How to respond:
“Totally understand. Just to clarify—are you currently focused on other priorities, or would it make more sense to revisit this in a few weeks when things are calmer?”
This question respects their time while qualifying intent. It also gives you permission to re-engage later.
Pro Tip: Use tools like Apollo, Clay, or LinkedIn triggers to time your follow-up based on relevant changes like funding, hiring, or new leadership.
2. “We’re Already Using a Competitor.”
This isn’t a dead end—it’s a comparison opportunity. Don’t criticize the competition. Instead, explore gaps.
How to respond:
“That’s great—always smart to have a system in place. Out of curiosity, what’s working well with [competitor], and where do you see room for improvement?”
You’re creating space to highlight differentiation based on their own feedback.
Pro Tip: Share testimonials or short case studies that show why similar customers switched to your product.
3. “It’s Too Expensive.”
This is rarely about price alone. It’s about perceived value.
How to respond:
“I hear you—budget is always important. Just to understand better, is the concern about upfront cost, or are you weighing it against expected ROI?”
This reframes the discussion from cost to impact.
Pro Tip: Develop simple ROI visuals or calculators to show the cost of inaction versus the benefits of adoption.
4. “I Need to Check with My Team.”
This usually means the person isn’t the final decision-maker—or they don’t feel confident enough to push internally.
How to respond:
“Makes sense. Just so I can support you better—who else typically weighs in on decisions like this? Would it help if I sent a summary they can review?”
You’re not being pushy—you’re being helpful.
Pro Tip: Use multi-threading strategies to identify and engage multiple stakeholders early in the process.
5. “Can You Send Me Some Info?”
A classic brush-off. But not always.
How to respond:
“Absolutely. Just so I send the most relevant info—are you looking for technical details, pricing, or something more case-study based?”
You qualify the request and keep the door open for conversation.
Pro Tip: Avoid sending a generic sales deck. A tailored one-pager is far more effective and easier to digest.
Operationalizing Objection Handling
To build this into your GTM playbook:
Create an objection library by persona and segment. Keep it updated.
Role-play objections during weekly standups—this builds muscle memory.
A/B test objection-handling responses in your email sequences or calling scripts.
Every GTM team should treat objections as part of the sales journey—not obstacles, but checkpoints.
The best GTM leaders know objections are a sign of engagement. Don’t fear them. Anticipate them. Prepare for them. Practice them. Whether it’s over email, on calls, or in demos, confidence in handling objections builds credibility—and credibility closes deals.
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Until next time,
The GTM Guild