Instructions

This playbook helps you capture, organize, and respond to common customer objections at each stage of the funnel — from early awareness to post-sale.

How to Use:

  1. Identify objections your team hears most often (sales, support, surveys).
  2. Group them by theme and stage in the customer journey.
  3. Create empathetic, value-driven responses for each.
  4. Keep the tone aligned with your brand and audience.
  5. Regularly update with real responses that work.

Objection Handling Grid

Objection Stage Underlying Concern Suggested Response Proof/Backup Owner / Team
“It’s too expensive” Consideration Value vs cost, budget limits “Totally understand — most of our customers said the same at first...” ROI calculator, testimonials Sales
“We’re happy with our current tool” Awareness/Consideration Switching risk, inertia “That makes sense. May I ask what’s working really well for you with your current setup?” Competitive comparison, integration ease Sales
“Setup seems complicated” Decision Fear of wasted time, friction “Our onboarding takes <15 minutes and we guide you every step of the way.” Setup video, customer onboarding quotes CX/Support
“I don’t understand what it does” Awareness Messaging not clear “Let me show you how others in your role are using it to [outcome].” Case study, demo Marketing
“What if it doesn’t work for us?” Decision Risk aversion, past failures “That’s fair — we offer a 30-day guarantee so you can try it risk-free.” Guarantee policy, success stats Sales/Marketing

Objection Types to Include

Best Practice Response Structure

Use this flow to train your team: