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Sales: Objections vs Excuses

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Sales objections are a concern that a customer has that prevents them from closing a deal. Most objections relate either to price or the concern that a product won't meet the customer's needs and expectations.
Customer excuses are invented reasons that a customer gives for not making a purchase. Most customers will say "I'll think about it" as a means of indirectly saying no. More elaborate excuses are typically given when a customer is still considering the purchase but isn't yet convinced.

Objections vs Excuses

Objections are real issues in the customer's mind. Excuses are a signal that the customer isn't motivated. As such, each situation requires a completely different set of sales techniques.
Objections to price might lead to a price negotiation process. Other objections may require a more detailed discussion of how a product meets a customer's need and expectations.
Excuses are typically a deeper issue of motivation. A salesperson may decide that a customer simply has no intention of buying and designate the customer a low priority. Alternatively, a salesperson may feel they can trigger motivation in the customer.
Objections vs Excuses
Customer concerns that are an obstacle to closing a deal.
Invented reasons that a customer gives for not making a purchase.
Associated With
How to Detect
Authentic, urgent and detailed.
Vague, trivial and nonspecific.


This is the complete list of articles we have written about sales.
Account Management
Ambiguity Effect
Bargaining Power
Bias For Action
Bliss Point
Business Relationships
Buyer Persona
Call To Action
Choice Architecture
Churn Rate
Closing Techniques
Complex Sales
Concept Selling
Conversion Rate
Curiosity Drive
Customer Lifetime Value
Customer Motivation
Customer Needs Analysis
Customer Persona
Customer Profitability
Customer Relationships
Customer Retention
Customer Satisfaction
Customer Service
Deal Desk
Decoy Effect
Default Effect
Fear Of Missing Out
Figure Of Merit
Final Offer
Hard Selling
Ideal Customer Profile
Lead Generation
Lead Qualification
Low Ball
Marketing Channels
Message Framing
Needs Identification
Negotiation Process
Nudge Theory
Objection Handling
Personal Selling
Pricing Strategy
Product Differentiation
Product Knowledge
Promotion Strategy
Sales Activities
Sales Analysis
Sales Channels
Sales Data
Sales Development
Sales Efficiency
Sales Force Automation
Sales Goals
Sales Management
Sales Metrics
Sales Model
Sales Objectives
Sales Pipeline
Sales Planning
Sales Process
Sales Quotas
Sales Risk
Sales Skills
Sales Strategy
Scarcity Marketing
Soft Selling
Solution Selling
Trade Fairs
Willingness To Pay
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Customer Motivation

A list of common customer motivations.

Fear Of Missing Out

An overview of fear of missing out.

Curiosity Drive

An overview of curiosity drive.

Conservation Of Effort

An overview of conservation of effort.

Needs Analysis

The common types of needs analysis.

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A definition of impulse buying with examples.

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The definition of status seeking with examples.

Customer Behavior

The definition of customer behavior with examples.


An overview of sales with examples.

Needs Identification

A definition of needs identification with examples.


The common types of sales prospecting.

Closing Techniques

A list of sales closing techniques.

Perceived Risk

The common types of perceived risk.

Objection Handling

The definition of objection handling.

Sales Channels

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