How To Overcome The Most Common Objections On A Pharma Sales Call

An objection is an opportunity for you. By the time you finished a typical objection-handling techniques and methods training in a pharmaceutical company, you can consider yourself an "objection handler" pharma rep. You need to overcome physicians' objections during a sales call, for example on drug price complaints, and this post is your quick reference to how you do it the right way.

Preparing pharma reps for handling an objection

Typically, there are 2 most common concerns and objections you'll face in medical sales. They are:

• Technical objection
• Competition objection

How to overcome physician technical objection on a sales call

When you face any complaints, you'll find it to be very tempting to point out where the physicians are wrong or in short, to argue with them. If you win the argument, you'll feel good about it, but the good feeling does not necessarily translate into profit. You're not in the business of proving people wrong. A more desirable approach for you is to redirect the conversation to something more positive.

Steps to handling a technical objection

These are 4 steps you can take in handling technical, medical sales objections:

1. Clarify
2. Acknowledge
3. Respond
4. Check

Step no.3 (Respond), where your focus should be, consists of 3 steps:

• Show product features and benefits that refute or minimize the objection
• Use third party info to emphasize any claim.
• Restate the related feature and benefit of the product

How to overcome physician competition objection on a sales call

One of the most common complaints and concerns that you'll hear when making your pharma sales call is drug pricing. You can practice handling this, and other physicians claim smoothly during your preparation for a pharma sales call. Competition objections that you get from physicians indicate their satisfaction with a competitor's product.

This type of objection requires the use of "basic differentiation technique."

Steps to handling competition objection

These are the steps you want to take when handling competition objections in medical sales:

• Express your respect for the physician choice
• Provide proof that your product is as good as or superior
• Provide them with additional benefits unique to your product
• Check

When you provide your physician with a proof, take these steps:

1. Show the similarities between product
2. Show the difference where your product is superior.
3. Check

These steps summarize objection-handling techniques and methods you can use as a "pharma objection handler." When handling objection in medical sales, knowing what to do is not enough. A complete pharmaceutical sales competencies cover, at least, 9 core competencies. Objection handling is one of these competencies. Preparing pharma reps to overcome objections and concerns of physicians is an ongoing process, not a one-off exercise.

Advance Tips:

In pharma sales, objections from healthcare providers (HCPs) are part of the game. Each objection can vary—from concerns about product efficacy to budget constraints or skepticism about the brand itself. Handling these requires a bit of strategy and a lot of empathy. Here’s what I’ve found works best when navigating these challenging conversations:

Listening and Finding the Root of the Objection

When an HCP raises an objection, I’ve learned that the initial concern isn’t always the real issue.

For example, if they say, “It’s too expensive,” that might be a surface-level response. Maybe they’re actually worried about cost-effectiveness or how the treatment fits into their overall patient budget.

I like to ask a few clarifying questions, like, “What aspects of cost are most critical to you?” or “What’s your biggest priority in finding a new solution?” This approach not only uncovers the underlying issue but also shows the HCP that I’m genuinely interested in helping them, not just making a sale.

Using Evidence to Address Skepticism

In pharma sales, you’re not just selling a product; you’re selling trust. HCPs need to believe in what you’re saying, and the best way to build that trust is through solid evidence.

When I encounter skepticism, I find it effective to share clinical data, study results, or even success stories from other providers who’ve had great outcomes with the product. For instance, I might say, “I understand you want to see more evidence. Here’s a recent study that shows how this medication improved patient outcomes in a similar demographic.”

When HCPs see that there’s data to back your claims, they’re more likely to view you—and the product—as credible.

Handling Multiple Objections with Prioritization

Sometimes, objections come in pairs (or trios). An HCP might express concerns about cost, side effects, and patient adherence all in one breath. When that happens, I like to focus on the most pressing concern first. I’ll ask, “Which of these factors is the biggest priority for you?” and then tailor my response accordingly. This way, I avoid overwhelming the HCP with information and can address each point with the attention it deserves.

Leveraging Empathy in Every Conversation

One of the best tools I’ve found in handling objections is simply showing empathy.

HCPs face a lot of pressure to make decisions that will benefit their patients, and understanding their perspective can make all the difference. Instead of diving straight into a rebuttal, I take a moment to acknowledge their concern. For instance, I might say, “I understand why you’d have concerns about this for your patients. It’s a big decision.” This lets them know I’m on their side and creates a more collaborative atmosphere.

Wrapping It Up

Handling objections is all about understanding the other side and responding with confidence, clarity, and empathy. In pharma sales, every objection you overcome brings you closer to building trust with healthcare professionals and helping them make the best choices for their patients. Remember, each “no” is an opportunity to uncover concerns, address them thoughtfully, and strengthen your connection with the client.

So, whether you’re dealing with questions about price, efficacy, or any other hurdle, stay prepared, stay patient, and let your expertise shine through. With the right mindset and approach, even the toughest objections can lead to stronger relationships and better outcomes in the long run.