The prospect's objections provide an opportunity for you to identify their pain points, offer a solution, and reframe their perspective. There are almost always ways to address your prospect's concerns if you approach the objection in the right way. Objection handling is when a prospect presents a concern about the product/service a salesperson is selling, and the salesperson responds in a way that alleviates those concerns and allows the deal to move forward. Objections are generally around price, product fit, or competitors.