4 Email Templates to Handle Popular Sales Objections

Jun 24 2019

sales objections

You can look at a sales objection as a blow to your ego, or a sign of interest and the hurdle you need to leap over before you can sign the deal. It all depends on your attitude.

Almost every salesperson faces rejection and objections from prospects in their sales careers. With the right email template, you can handle common objections expertly. You can take the opportunity to make an offer your prospect finds irresistible. Expert sales negotiation workshops prepare your sales team to handle the following main types of objections.

Handling Product Fit Objections

Some of the most common objections encountered in sales negotiations emails center on product fit. Here are some reasons why a prospect may not see your product as a solution to their problem.

  • Prospect doesn’t know what your product or service does.

  • Prospect doesn’t know they have a problem, and that your service can eliminate their problem.

  • Prospect is aware of having a problem but doesn’t see an investment in your service as worthwhile.

  • Prospect doesn’t know your company.

  • Prospect’s company lacks the capacity to implement your solution.

  • Prospect feels your product doesn’t adequately address their business challenges.

  • Prospect thinks your product or service is just a fad, with a short life cycle.

To counter these objections, negotiation workshops prepare you in the following ways:

  • To evaluate your prospect. Perhaps your prospect isn’t the right fit and your product won’t offer them any value.

  • If there is a product fit, to customize your value proposition to better describe your product’s value.

  • If there’s a product fit and the prospect is aware they have a problem, maybe they don’t see the urgency in implementing a solution. Your email will need to instill some sense of urgency.

Now that we know how to identify a product fit objection and what to address, check out this template:

Dear (Name),

Thanks for your earlier reply. Since our last communication, I’ve been doing more research on your competitors, and I realized (name of competitor’s company) is doing (activity) to scale up their (operations such as customer engagement).

It struck me that your company may utilize our product capabilities to quickly leverage your customer service and enhance customer satisfaction. Could I set up a 15-minute demonstration so you can see how this one feature of our product can work to increase your overall sales, marketing, and customer support efforts?

Handling Price Objections

Price is the number one objection salespeople encounter. In simulations from sales negotiation workshops, some of the most common price-related objections you will hear include:

  • It’s too pricey for us.

  • We already did our annual budget, maybe next year.

  • We need to allocate that budget elsewhere.

  • We don’t want to get stuck in a contract.

The list of price-based objections can be extensive. However, there are some general strategies taught in negotiation workshops to counter most price objections. For instance:

  • Share compelling case studies that can persuade your prospect to earmark resources for your product as a priority.

  • If the objection is about committing to an annual contract, offer the option of making monthly or quarterly subscriptions.

  • If the objection is about having no money, the prospect may be facing cash flow problems. Demonstrate how your product can increase return on investment (ROI) and work to solve the prospect’s cash flow problems.

An email to handle price objections may look like this:

Hi (Name),

I was just looking at your pricing comments and was wondering if you could give a few details.

Is our total price too high, or can we offer a lite package that tackles your immediate needs at a lower price range?

Are there aspects of our proposal that didn’t resonate well with the challenges your team faces?

If you’re open to it, we could stage a rollout with a customized package and have the option to expand as your needs grow. Can we schedule a call tomorrow and discuss specifics?

Handling Competitor-Related Objections

Another common objection is when your prospect is already using a similar product from one of your competitors. Workshops in sales negotiations teach that competitor-related objections are more easy to approach than price and product fit objections. This is because the prospect already recognizes the challenge they face and have identified at least one solution. Your job is to highlight why your product is better than the competition’s product. Some commonly faced objections used to counter competitors include:

  • Prospect locked in a contract with another vendor.

  • Prospect already identified a cheaper product.

  • Prospect happy with their current vendor.

  • A competitor makes negative statements about your company or product.

Your email needs to address:

  • Identifying weak spots in the prospect’s relationship with the competitor.

  • When competing against cheaper pricing, offer a justifiable one-time introductory discount. Demonstrate your superior results that more than make up for the price difference.

  • When faced with binding contracts between prospect and competitor, demonstrate how your product’s ROI offsets costs of breaking the earlier contract.

Your email may look like this:

Hi (Name),

I understand you’ve been using (competitor’s product) for a while now. In fact, we have over a dozen mutual customers with them. Companies that use both our products often permanently migrate to our product because it delivers a better (X objective) since we focus more on (unique benefit #1) and have better experience delivering (unique benefit #2).

I’m not asking you to quit using their product, but I’d like the opportunity to show you the added value you’re missing out on. I can show you how previous clients have increased their ROI within weeks of migrating from similar products.

When is the best time to schedule a call or meeting so we can discuss this further?

Handling Decision-Making Objections

Quite often, you will start negotiations only to find out your contact has no authority to transact the sale. Some of the common authority-based objections are likely to be:

  • The procurement manager isn’t convinced.

  • I can’t persuade my team to adopt this.

  • I’m not authorized to sign off on this purchase.

  • We are part of a buying group.

Your email could focus on:

  • Asking your contact to introduce you to the decision-maker.

  • Turning your contact into an influencer.

  • Convincing your contact to add you to their list of approved vendors if the prospect is a member of a buying group.

Your email template could look like this:

Dear (Name),

It was great to hear back from you, and I understand that you have to consult others before a decision can be made.

Could you help me reach out to key members of your team by providing their email addresses? I could explain our position to make it easier for you to get a unified decision on rolling out with us.

Alternatively, I have attached a short summary containing our value proposition. Maybe you could share this with your team and key me in on a roundtable discussion so I can demonstrate the additional value our product will bring your department and company. If they love it, as I’m sure they will, I’ll be sure to mention you as my contact so we can achieve a smooth implementation.

Looking forward to getting in touch with you and your team.


As you can see from our templates, most objections can be resolved by providing relevant and customized information. Be proactive about overcoming objections by prequalifying your prospects. Be persistent without being too pushy or “salesy”. Lastly, make your emails not just about making a sale but also about developing professional relationships. Objections should be recognized as a sign of interest, an early level of engagement. Keep in mind that while an objection may prevent a sale today, other opportunities may open up in the future.

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