Every customer will have a sales objection. And your job is to get ahead of them. To bypass their objection before it even pops into their head.

After all, sales objections are a natural part of the buying process. And overcoming objections drives sales, builds trust, addresses concerns, and shows customers why your product is the right fit. 

In this blog, we’ll explore common objections and how these brands use their web design and copy to overcome them in advance.

A well-designed website or sales page directly impacts sales. According to Business Dasher, 75% of shoppers judge a website’s credibility based on design alone. So write a copy that addresses common questions your customer might have.

Take Heatonist, a niche hot sauce brand. Their clean, mobile-friendly design and strategically placed call-to-action (CTA) buttons helped them scale from a small online shop to a multi-million-dollar business.

What are Sales Objections?

Sales objections are concerns, hesitations, or doubts that potential customers express when considering a purchase. These objections can stem from price, trust, timing, product fit, or the customer’s understanding of value. 

Addressing objections effectively is crucial because they are often the final hurdle before conversion.

For example, a customer might say, “It’s too expensive,” which often means they don’t see enough value in the product. Instead of lowering the price, a strong salesperson or marketer would highlight unique benefits, offer a payment plan, or share testimonials from satisfied customers.

Sales Objections: Examples and How to Overcome Them 

Here are 19 common sales objections you’ll enter, and how you can overcome them to increase conversions, reduce cart abandonment, and ultimately, sell more.

1. “I’m Afraid of Hidden Fees”

Customers dislike surprises at checkout, especially unexpected fees for shipping, taxes, or handling. Hidden charges make buyers feel deceived, leading to cart abandonment. 

To combat this, transparency is key. Display total costs upfront on product pages and use a shipping calculator before checkout. 

Many brands now offer free shipping thresholds, incentivizing larger purchases while eliminating fee-related objections. 

Oodie, an oversized hoodie brand, saw an increase in conversion rates by implementing Klarna’s “buy now, pay later” model and clearly listing all fees upfront. 

A complete transparency helps reduce last-minute drop-offs. If customers feel they’re getting hit with hidden fees, they will abandon their carts in frustration. 

Being upfront about all costs, offering installment payment options, and using price breakdowns reassures buyers that there won’t be any surprises at checkout, ultimately increasing trust and sales.

2. “It’s Too Expensive”

Price is one of the biggest objections in e-commerce, but it’s often more about perceived value than the actual cost. Customers hesitate when they don’t see the benefits outweighing the price.

A great way to handle this is by offering:

• Side-by-side product comparisons: Show how your product outperforms cheaper alternatives.
• Bundle discounts: Increase the perceived value by offering complementary products together.
• Customer testimonials & UGC: Reviews and user-generated content build trust and justify the cost.

Take Bambooee for example, an eco-friendly paper towel brand, initially struggling with price objections. Their solution? 

A lifetime reusability guarantee and a video demonstration of how one roll replaces 286 paper towels. This clear value proposition increased conversions significantly.

3. “I Don’t Trust This Website”

A lack of trust is a major conversion killer, especially for newer e-commerce brands. If shoppers question the legitimacy of your website, they won’t buy—no matter how great your product is.

To overcome this:

• Add trust signals: Display security badges, SSL certificates, and customer reviews.
• Use high-quality product photography: Blurry or inconsistent images make brands look unprofessional.
• Feature social proof: Show real customers using your product via testimonials or social media embeds.

Here’s an example. Taaluma Totes, a small backpack brand that sources fabrics from different countries, built trust by sharing behind-the-scenes stories of their ethical sourcing. Their transparency reassured customers and boosted sales.

4. “I Need to Think About It”

When a customer says this, it’s often a polite way of saying they aren’t convinced. Your job is to create urgency and remove hesitation.

Here’s how:

• Scarcity tactics: Highlight low stock or limited-time offers (“Only 5 left in stock!”).
• Money-back guarantee: Eliminate risk by offering easy returns.
• Follow-up emails: If they abandon their cart, send a reminder with a time-sensitive discount.

Example: Pipcorn, a gourmet popcorn brand, boosted conversions by adding countdown timers to flash sales, reducing abandoned carts.

5. “Shipping Costs Are Too High”

Unexpected shipping fees are one of the top reasons for cart abandonment. If customers feel blindsided, they’ll leave before completing the purchase.

Fix this by:

• Offering free shipping thresholds: “Spend $50 for free shipping!”
• Being transparent upfront: Show shipping fees before checkout.
• Providing alternative options: Offer local pickup or slower, cheaper shipping methods.

Take Rumpl, for example, a high-performance outdoor blanket brand, introduced free shipping on orders over $75 and saw a 22% increase in average order value.

6. “I Don’t Think Your Product Can Help Me”

Some customers doubt whether a product will solve their specific problem or fit their needs. 

This is especially true for new, innovative, or niche products. If a shopper doesn’t immediately see how your product applies to them, they won’t buy.

For example, if you sell ergonomic standing desks, a potential customer might say, “I don’t think this will actually help my back pain.” 

The best way to handle this is through education and targeted proof. Showcase case studies, testimonials, and before-and-after results from real customers who have benefited from your product.

A compelling way to overcome this is by using tailored messaging. If you know your audience, segment them and create content that speaks directly to their needs. 

A fitness brand, for instance, can highlight how their resistance bands aren’t just for athletes but also for beginners, seniors, and those recovering from injuries. The key is showing clear, relatable success stories.

7. “I Can Find It Cheaper Elsewhere”

When customers compare prices, they aren’t just looking for the cheapest option—they’re looking for the best deal for their money.

Position your product effectively by:

• Highlighting unique benefits: Show what sets you apart (materials, craftsmanship, ethics, etc.).
• Offering price-match guarantees: If feasible, match lower prices from competitors.
• Leveraging exclusivity: Offer members-only pricing or loyalty discounts.

Example: Girlfriend Collective, an activewear brand, overcame price objections by promoting their ethical production and recycled materials. Customers paid more because they valued sustainability.

8. “I’m Not Sure About the Product Quality”

A customer who doubts your product’s quality is unlikely to purchase—especially if they can’t physically inspect it.

Here’s how to address quality concerns:

• Include video demos: Show your product in action.
• Encourage in-depth reviews: Let customers upload photos/videos with their testimonials.
• Offer risk-free trials: Let them experience the product before committing.

Example: Rothy’s, a sustainable shoe brand, uses 360-degree product images and customer reviews with real-life photos. This transparency helped them become a $1 billion brand.

9. “I’m Not Sure If Now Is the Right Time to Buy”

Customers often hesitate to buy due to financial concerns, waiting for sales, or a lack of urgency. Overcoming this requires strategic urgency tactics. 

Limited-time offers, countdown timers, and exclusive first-time discounts can push hesitant buyers to act. Taylor Stitch, a sustainable fashion brand, drives immediate purchases through pre-sale campaigns, creating urgency by offering discounts for early orders. 

If customers feel they might miss out on a deal, they are more likely to buy now rather than later. 

Providing incentives such as free shipping thresholds or loyalty program rewards can also encourage quicker decision-making. Creating urgency without pressure is key to nudging undecided shoppers toward completing their purchase.

10. “The Checkout Process Is Too Complicated”

Every extra step in your checkout process increases the chance of cart abandonment.

Solutions:

• Enable guest checkout: Don’t force account creation.
• Auto-fill form fields: Reduce manual input for faster checkout.
• Show progress indicators: Keep users informed about how many steps remain.

For example, Nomad Goods, an electronics accessories brand, simplified checkout by offering one-click checkout with Apple Pay & Google Pay, reducing abandonment rates and boosting sales..

11. “I’m Not Ready to Buy Yet”

This doesn’t mean a lost sale—it means you need to nurture the lead.

Strategies:

• Offer wishlist & cart-saving features: Let customers return later.
• Use retargeting ads: Remind them of products they viewed.
• Send educational content: Warm leads with helpful tips related to your product.

Example: Brooklinen, a bedding company, increased conversions by sending cart reminders featuring customer testimonials, reinforcing why their sheets were worth buying.

12. “I’ve Never Heard of Your Brand Before”

When customers don’t recognize your brand, they hesitate to trust it. A lack of familiarity makes them worry about scams, low-quality products, or poor customer service. 

To overcome this, establish credibility through trust signals. Display customer reviews, testimonials, and user-generated content prominently on your site. Press mentions, influencer partnerships, and collaborations with industry experts also help build trust. 

Running retargeting ads featuring customer success stories can reinforce legitimacy. 

A great example is Pela Case, a sustainable phone case brand that overcame this issue by leveraging influencer marketing and securing media coverage on major sites like TechCrunch and Forbes. 

If customers see that real people have purchased and loved your product, their hesitation will decrease, making them more likely to complete a purchase even if they’ve never heard of your brand before.

13. “I Don’t Know If It Will Fit Me/Work for Me”

When customers are unsure if a product suits them, they hesitate to buy. This objection is common in fashion, beauty, and personalized items where size, fit, or skin compatibility are major concerns. 

The best way to address this is by offering tools that help customers make confident choices. 

Virtual try-ons, detailed size charts, and AI-powered recommendations can provide guidance. Encouraging customers to share real-life images and reviews also helps buyers visualize how the product fits into their lives. 

Warby Parker, a direct-to-consumer eyewear brand, solved this problem with their free home try-on program. 

Customers could receive multiple frames, test them at home, and return what they didn’t like. This eliminated hesitation and increased conversion rates. 

If your product requires personalization, offering a free trial, a risk-free return policy, or an interactive sizing guide can remove doubts and drive more confident purchases.

14. “I’m Not Sure About the Return Policy”

Customers fear getting stuck with a product that doesn’t meet their expectations. A complicated or unclear return policy creates hesitation and increases cart abandonment. 

To resolve this, ensure your return policy is straightforward and customer-friendly. 

Display it prominently on product pages and checkout screens. Brands that offer free or extended returns build more trust and encourage hesitant buyers to take the plunge. 

For instance, Allbirds, a sustainable footwear company, introduced a 30-day wear test, allowing customers to return shoes even after wearing them. 

This reassurance boosted their sales while also building long-term customer loyalty. Hassle-free returns give shoppers confidence, making them more likely to purchase in the first place. If returns are complicated, customers will likely avoid buying altogether. 

A well-structured return policy that prioritizes customer convenience can significantly increase conversions and encourage repeat purchases, proving that your brand stands by its product quality.

15. “Your Competitor Offers More Features”

Customers frequently compare your product with competitors before making a purchase. If they believe another brand offers better features or value, they may hesitate. Instead of engaging in a price war, focus on differentiation.

Highlight what makes your product unique—whether it’s higher quality, a better customer experience, or additional perks that competitors don’t provide. 

Educational content, such as comparison charts and explainer videos, can showcase why your product is superior. 

Beardbrand, a men’s grooming company, competes with mainstream brands by offering highly personalized beard care solutions. 

They educate their customers on the benefits of tailored grooming routines through in-depth content and consultations, setting them apart from generic competitors. Instead of convincing customers that your product is cheaper, show them why it’s the best investment for their needs. 

When shoppers understand your product’s unique value, they are more likely to choose it over competitors, even at a higher price.

Takeaway

Handling sales objections isn’t about convincing customers—it’s about eliminating their doubts so buying feels like an easy decision.

If you’re just starting, focus on trust-building objections first (e.g., legitimacy concerns, unclear policies). Once you optimize these, refine objections around pricing and urgency to maximize conversions.

The best brands don’t just sell products—they remove obstacles so customers confidently hit “Buy Now.”

At Influicity, we provides end-to-end e-commerce marketing strategy and execution to help brands increase sales. Schedule a strategy session with the Influicity team today.