How to Handle Sales Objections, Deflections, and Rejections Like a Pro

Picture the scene: you’re on a demo, and you’re killing it. 

Your storytelling is on point, and your prospect is desperate to sign right there and then. You can feel it. They go to speak, and…

*Insert deal-killing objection here* 

Ouch. We’ve all been there – but if your immediate reaction is to end the call, curl up into a ball, and never speak to your prospect again, you’re missing out. 

Here’s the thing: not all sales objections are equal, and being able to identify the difference is a critical sales skill. If a pushback immediately makes you consider the deal lost, you’re potentially walking away from a good sale. Equally, if you spend time handling the wrong objection, you could just be wasting your time on something that’s never going to close.  

In this blog post, we’re going to talk about how to identify the prospects who are simply brushing you off, the ones who need reassurance, and the ones who just aren’t a fit, and how you can respond to each with confidence: 

• Sales Objection vs. Deflection vs. Rejection — What’s the Difference?
• 8 Mile-ing: Call Out Objections Before They Do
• The Double A Method: Answer, Then Ask
• Let Customers Handle Objections for You

We’ll also discuss the tools you can use to handle every sales objection that comes your way – including the Surfe Chrome extension, which gives you all the data you need to prevent avoidable objections from the get-go. 

Ready? Let’s get moving 👇

Sales Objection vs. Deflection vs. Rejection – What’s the Difference?

To the untrained ear, all pushback sounds the same: a no. But to a seasoned rep? There’s a world of difference between not now, not sure, and not a chance. Let’s break it down: 

Sales Objection: The Hesitant “Maybe”

Objections are the good kind of pushback. Yes, you read that right. 

Sure, they might slow the deal down, but they’re not stopping it – all they’re really doing is telling you “I’m interested, but something’s holding me back”. 

It might be:

• “This seems expensive.”
• “We’re worried about implementation time.”
• “We’ve tried something similar and it didn’t work.”

Objections are honest, specific, and – here’s the kicker – they mean the prospect is actually considering your offer. If they weren’t, they wouldn’t bother raising concerns.

Your move: lean in. Ask why. Get curious. Objections are just invitations to keep the conversation going – and take it deeper. 

Deflection: The Artful Dodge

Now we’re in murkier waters. Deflections are those vague, brush-off-y replies that give the illusion of interest… without any actual commitment.

You’ll hear:

• “Now’s not a good time.”
• “Can you send over some info?”
• “We’ll circle back.”

Translation: “I don’t want to talk right now, but I also don’t want to be rude.”

But here’s the thing: deflections aren’t rejections. Yes, really! Maybe they’re busy. Maybe they’re unsure. Maybe their Slack just exploded with @here notifications. Either way, they’re not fully out.

Your move: don’t retreat. Instead, gently test the waters. Try: “Totally get it. Just so I’m not clogging your inbox – what kind of info would actually be helpful to send over?”

Think digging, not ditching. Simple. 

Rejection: The Cold, Hard No

Ah yes – the “bless and release” moment.

Rejections are unmistakable:

• “We’re not looking for this at all.”
• “Please remove me from your list.”
• “We are completely happy with our current solution.”

These are the true no-go zones. The prospect is either not the right person, not the right company, or just really doesn’t want to hear from you.

Your move: wish them well, and move on. There are better-fit prospects waiting – ones who will actually care about what you’re selling. Go find them. 

8 Mile-ing: Call Out Objections Before They Do

If you’ve seen 8 Mile, you know the scene: Eminem walks on stage, lays out every insult the other guy might throw at him… and leaves him with nothing to say.

In sales, the move is just as slick.

8 Mile-ing means calling out common sales objections before your prospect gets the chance to weaponize them. Done right, it makes you sound confident, credible, and – dare we say it –  like someone worth buying from.

Here’s what 8 Mile-ing could sound like in practice:

“I know pricing’s usually a concern at this stage. That’s why we’ve made it flexible – happy to walk you through options based on your team size.”

The beauty of this statement is that it doesn’t come across as being defensive. Instead, you’re just being proactive. You’re saying, “I know how this usually goes – and I’m ready to help you find a solution”. In other words, you’re setting yourself up as a teammate, not an opponent. 

Why does it work?

• It shows you’ve been here before
• It diffuses tension and builds trust
• It prevents your prospect from feeling like they’re playing the bad guy

And let’s be honest: it’s hard to object when someone’s already addressed the thing you were about to bring up.

But You Can’t 8 Mile Blind

This only works if you’re properly prepared. You can’t anticipate sales objections if you don’t know who you’re talking to or what matters to them. And you’re more likely to remember every important detail if it’s all in your CRM, instead of scattered across random notes, emails, and that post-it note in one of your desk drawers.

The solution? Surfe. With the Surfe Chrome Extension, you can:

• Enrich LinkedIn contacts with verified emails and phone numbers
• Sync everything into your CRM in one click
• See key context – like company size, role, and location – before you even start the convo

Instead of fumbling around for basic info mid-call, you’re already addressing real sales objections with confidence. That’s how good reps get ahead – and stay in control of the conversation.

Next up: what to do when the objection does come up live – and you need a game plan on the spot. Let’s talk about the Double A Method.

The Double A Method: Answer, Then Ask

You’ve just been hit with a sales objection – live, mid-call, mid-demo, mid-slide-deck-you-practiced-four-times. Eeeek!

This is the moment where most reps either freeze, filibuster, or fumble. The Double A Method stops you from becoming one of those reps.

Here’s how it works:

1. Answer the objection clearly and calmly. No flinching. No pitch panic.
2. Ask a follow-up question that keeps the conversation moving.

That’s it. That’s the method. Simple, right? Let’s break it down.

Step One: Answer

You’ve just heard something like:

• “This looks great, but the timing’s not ideal.”
• “Honestly, our budget is pretty tight right now.”
• “We’re not sure we need another tool for this.”

Your first move? Acknowledge. Confirm you heard them. And offer a direct, no-fluff reply that shows you’re actually listening.

For example:

“Totally fair – budget’s always a factor. We work with a lot of teams in the same spot, and we’ve got flexible options depending on size and usage.”

You’re not steamrolling the objection. You’re giving it room – but not the whole stage.

Step Two: Ask

Now that the pressure’s off, you’ve got a clear path to steer the convo forward. Ask a follow-up that opens things up instead of shutting them down.

For example:

“What would need to be true for this to feel like a good investment for you?”

This works for two reasons:

• It hands the mic back to your prospect.
• It gets you closer to the real issue behind the objection. To take this example – a price objection is rarely about price. Instead, it’s more about perceived value. If you can get them to tell you what’s stopping them from seeing the value, you know where to steer the conversation. 

Think of an objection as a doorway, not as a wall: you can walk through them if you know how. Coming up: how to make your customers do the heavy lifting – with social proof that shuts down sales objections before they even start.

Let Customers Handle Objections for You

Sometimes the best response to a sales objection… isn’t yours.

Because no matter how polished your pitch is, or how many stats you drop, there’s one voice your prospect trusts more than yours: someone who’s already bought from you.

That’s why social proof is your secret weapon. When you use real customer quotes to respond to objections, you’re not arguing. You’re sharing. And that feels a whole lot more credible. Here’s how to do it: 

Step One: Name the Objection

Call it out clearly. Don’t soften it or sugarcoat it – that just makes you sound unsure.

“Totally get the hesitation. A lot of teams we speak to have been burned by tools before, unfortunately.”

Step Two: Hand the Mic to a Customer

Follow it up with a real quote that tackles the concern head-on.

“That was [customer’s] biggest concern too, but since signing with us they’ve experienced [benefit].”

This isn’t about dropping a polished testimonial. It’s about letting your future customer hear from someone who was in their shoes – and made the leap anyway. 

Why it works:

• It replaces your pitch with a peer’s experience
• It validates the objection without making it a barrier
• It makes your solution feel tested, not theoretical

Build Your Proof Bank

If you don’t have a stockpile of quotes ready to go, start collecting them:

• During onboarding calls
• In follow-up emails from happy users
• In Slack threads where your product gets praise

A quick “mind if I quote you on that?” can go a long way. Over time, you’ll build a mini-library of responses for the most common sales objections – real, relatable, and ready to deploy.

Let’s Wrap It Up!

Picture the scene now: you’re on a call, your prospect makes a sales objection, and…nothing bad happens. Woah! 

You recognize it for what it is (read: not a deal-breaker), use one of the above frameworks to stay in control, and move on. Easy peasy. 

FAQs About Handling Sales Objections Like A Pro

What Are Sales Objections in B2B Sales?

Sales objections are expressions of concern or hesitation from a prospect who’s interested – but not sold yet. They usually sound like, “This is too expensive,” or “We’re not sure it’s the right time.” These aren’t rejections. In fact, when a buyer raises a real objection, it means they’re engaged enough to care. Your job isn’t to bulldoze through them – it’s to understand what’s behind the concern, answer it clearly, and guide the conversation forward with confidence.

How Do You Handle Sales Objections Without Sounding Pushy?

The trick to handling sales objections without going full used-car-salesperson is to stay calm, curious, and collaborative. Acknowledge the objection – no flinching. Then ask a smart follow-up that gets to the heart of the hesitation. For example, if they say the price is high, ask: “What would need to be true for this to feel like a good investment for you?” Don’t aim to overpower the objection. Instead, aim to walk through it, together.

What’s the Difference Between a Sales Objection, Deflection, and Rejection?

Sales objections are real concerns that show a prospect is still considering the offer – think pricing, timing, or risk. Deflections are surface-level brush-offs like “Send me more information”. These are meant to stall or end the conversation. Rejections are the hard no’s – wrong person, wrong company, or no interest at all. Knowing the difference saves you from wasting time on bad fits and helps you double down on prospects who just need a little nudge.

Why Are Sales Objections Actually a Good Thing?

Sales objections might sting in the moment, but they’re actually gold. They mean the prospect is paying attention – and thinking seriously about your solution. Most objections come from a gap in understanding or a need for reassurance, not from flat-out disinterest. When you answer them well, you build trust. Objections are an opportunity to deepen the conversation, not end it.

Can You Use Social Proof to Overcome Sales Objections?

Absolutely. In fact, letting your customers handle objections for you is one of the smartest plays in the book. When a prospect hesitates, a real quote from a current customer – especially one who had the same concern – is more persuasive than anything you could say yourself. It shows your product works in the real world and builds trust fast.