In a recent study of over 200,000 sales calls, whenever a prospect raised an objection, the win rate went up by almost 30%.


Overcoming sales objections is both an art and a science that requires a balance of persuasion, strategy and empathy. In today’s competitive marketplace, the ability to overcome objections is more crucial than ever. Whether you’re a seasoned sales professional or just starting out, improving your ability to navigate objections can significantly impact your success.

Here are some effective strategies to overcome objections:

  • Listen intently — many salespeople have a natural tendency to immediately counter the objection, but this is a misstep. Think of an objection simply as a potential buyer’s way of providing you with information you can use later in the sales pitch. By actively listening, without interrupting, you demonstrate empathy and show that you value their input.
  • Acknowledge and clarify — thank the prospect for sharing their concerns with you, as it will show them that you value their viewpoint and respect their feelings. If necessary, ask clarifying questions to really get to the root of the objections. Many successful salespeople go so far as to repeat back the exact objection to the buyer to ensure they understand.
  • Provide relevant information and solutions — using fact-based information and real-life examples, propose solutions that address the customer’s objection while still meeting their needs. This demonstrates that you are committed to finding a mutually beneficial resolution.
  • Close confidently — once you have listened, acknowledged and provided a solution to the objection, do not shy away from confidently asking for their business. Reinforce how your product or service solves the buyer’s problem or meets their need. Confidence is contagious, and a strong close can help to overcome lingering doubts.

By mastering the art of overcoming objections, you can build stronger relationships with customers, increase sales conversion and drive business growth. Practice these strategies consistently and remember that objections are not obstacles but opportunities to demonstrate the value of your offering.

At USLI, we have multiple sales teams that are using the above strategies to drive new business submissions and help our customers sell more insurance! To learn more or shadow any of the sales teams at USLI, please contact Tom Snyder at [email protected]. You can also visit USLI University to take advantage of free, on-demand sales training for you or your team on topics like overcoming objections.