Challenger vendor sales objections, and how to handle them
Some objections have nothing to do with what you sell, and everything to do with who you are: a smaller, newer or less familiar name up against a bigger, safer-looking one. These are the objections challenger vendors hear in every industry, from CIOs, CFOs, and procurement, marketing, operations and IT leaders. Each one comes with a short video, the thinking behind the objection, and words you can use on your next call.
Objection map
| Objection | Who says it | One way in |
|---|---|---|
| “What if you go out of business?” | CFO | Answer the risk in writing. |
| “You're too small for a company our size” | CIO | Ask what keeping up means. |
| “Nobody gets fired for choosing the big name” | Director of IT | Make the safe choice visible. |
| “I've never heard of you” | Marketing Director | Earn the next ten minutes. |
| “Nobody in our industry uses you” | Head of Operations | Find the nearest neighbour. |
| “You're not a Leader in the analyst report” | Head of IT Procurement | Ask what the report stands in for. |
Watch all 6 objections
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Objections in other industries
Cloud infrastructure
Objections from CIOs, and from infrastructure, platform, data, finance and procurement leaders.
6 objections, each with a video
CRM and sales software
Objections from CROs, and revenue operations, finance, business applications, sales and demand generation leaders.
6 objections, each with a video
Customer data platforms
Objections from data leaders, CMOs, privacy officers, marketing operations, engineering and e‑commerce leaders.
6 objections, each with a video
Cyber security
Objections from CISOs, security operations, finance, IT, compliance and engineering leaders.
6 objections, each with a video
Data and analytics
Objections from data leaders, CFOs, COOs, and analytics, governance and AI teams.
6 objections, each with a video
ERP and finance software
Objections from CFOs, controllers, CIOs, and procurement, operations and audit leaders.
6 objections, each with a video
HR and payroll software
Objections from HR directors, CFOs, and payroll, people, IT and employee relations leaders.
6 objections, each with a video
Integration and automation
Objections from CIOs, architects, and finance, security, operations and engineering leaders.
6 objections, each with a video
Observability
Objections from SRE, engineering, platform and security leaders, CTOs and CFOs.
6 objections, each with a video
Resource management
Objections from COOs, and resourcing, delivery, people, workforce planning and practice leaders.
6 objections, each with a video
Work management and collaboration
Objections from CIOs, PMOs, COOs, CFOs, and IT security and agency operations leaders.
6 objections, each with a video