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7 Common Sales Objections When Selling Courses (And How To Handle Them)

Just Know How Course Boutique

If you're selling online courses, then chances are you've heard all these objections before—and more. As a salesperson, it can be difficult and nerve-wracking to face potential buyers who are looking for a reason to say no.

The truth is that every successful salesperson must be able to handle objections in order to close the deal and make the sale. In this article, I'm going to share with you 7 common objections and how to tackle them when selling online courses. Whether you're a marketing professional or an entrepreneur learning the ropes of selling, I'm sure you'll be able to take away valuable insights from this post that will help you land more sales and increase your revenue. So let's dive right into it!

How To Handle The 7 Most Popular Sales Objections When Selling Online Courses

Objection #1: No Money to Invest in a Course

One of the most common sales objections for online courses is "I don't have money to invest in a course".
It's understandable - when you're investing in a course, you want to make sure that it's worth your money, and that you'll get a return on your investment.
Don't worry - there are plenty of ways to show your potential customers why they should invest in your course. Focus on the benefits they'll get from taking the course, such as acquiring new skills or becoming more marketable in their field. Emphasize the value of investing in their future, and how it can help them reach their personal and professional goals.

Objection #2: Not Enough Time to Learn

“I don’t have enough time to learn or watch a course”.
This will likely be spoken by potential customers who may have time constraints or competing priorities that keep them from investing in your online course.
That doesn't mean those prospects are completely out of reach though. It might be that they just need a little reassurance that it won't take up too much of their time and that there's a way to make learning manageable and achievable.
To help them understand, offer a timeline of how long they should expect to spend on the material each week. Break down the length of each module and the estimated amount of homework they can expect to do outside of class. Showcase how individual program elements fit together, and explain how the course is divided into digestible chunks so they don’t become overwhelmed by too much information at once.
You can also emphasize the fact that digital courses don't require travel or rearranging their daily routines, which is often a key selling point for busy professionals who may not have time for an in-person or hybrid program.

Objection #3: Course Price Is Too High

Price objections are probably the trickiest to handle because your course prices must reflect the value of what you have to offer. But that doesn't mean that some people won't still find it too expensive.

Show the Value

When addressing objections related to price, it's important to focus on value rather than cost. So start by highlighting the potential benefits that students will be getting once they've finished your course and how they’ll help transform their lives is a great way to show the true value of your course and how it’s worth every penny—and you don't have to be wishy-washy or exaggerate here; just be straightforward about what outcomes students can expect from completing your course.

Be Upfront

Another way to combat a price objection is by being upfront about your course's pricing from the start—this way, prospective buyers don't feel fooled after getting excited about a product only for them to realize later that it's out of their budget.

Objection #4: Lack of Confidence in the Content

The best way to counteract this objection is to make sure you’re presenting your course in a way that shows off its true value and highlights what makes it unique. Other ways you can address this is by;

Demonstrating Your Expertise

You can establish trust and credibility by displaying evidence of any relevant qualifications or certifications, or even including reviews from successful members who have taken your courses before.

Offering Discount or Trial Period

Another great way to build confidence in the content of your online courses is by giving potential customers options by offering payment plans or discounts on bulk purchases. This gives them an opportunity to evaluate their learning experience and decide whether it is something worth investing in. It also allows people more flexibility when it comes to investing in your course and showing them the value you can provide with reasonable payment options will go a long way.

Objection #5: Unsure About the Value of the Course

The best way to handle this objection is to be confident! Here are a few pointers:
  1. Point out any material that your customer can access after completing the course, such as ebook downloads, video tutorials or additional activities.

  2. Highlight any other benefits that come with taking your course, such as discounts on future purchases or access to an exclusive network.

  3. Demonstrate how they could use the skills they learn in real-life applications – this could be anything from work related to personal development goals.

  4. Talk about the convenience of online courses and how they can fit them into their schedule with ease - unlike traditional classroom-based learning which requires set times and availability.

  5. Share real customer stories - testimonials from people who took your course can highlight its true value for potential customers and make them more open to giving it a try!

Objection #6: Competition: “I’m using your competitor”

So the 6th objection you may encounter is that there are better alternatives on the market. And while this objection might be hard to address, let’s look at what sets your online course apart from the competition.

Unique Selling Proposition

First, look at your unique selling proposition (USP). Does your online course have something that other courses don’t? Something that your target audience is missing? That’s where you start.

Communicate Benefits

Second, don’t forget to point out the benefits of your course and why it’s worth their money. Explain the value of the course in terms of what your customer will get from taking it. For example, if the course offers something more than just knowledge - certification or mentorship - then make sure you highlight those benefits during your sales pitch. This could be new skills, increased confidence in their ability, or improved performance in a certain area—all things that result from taking your course and completing the exercises.

Objection #7: Prefer Google and “Do It Yourself”

The last objection you may encounter is when potential customers say they’d rather just turn to Google or try to figure it out on their own. This kind of objection is a bit tougher to deal with because it almost sounds like the customer doesn’t value your course at all.
You can handle this objection by pointing out that there’s a TIME component to learning. Sure, someone can spend hours and hours scouring the internet, reading blog posts and articles, but you are offering them the benefit of having all of this knowledge delivered in an organized fashion through your online course. You're making it much easier to learn and teaching them in a way that saves them time and frustration.
In addition, take the time to go over some of the unique aspects of your online course. Explain what makes it different than just using Google or “Doing It Yourself”. Point out sections that include real-world examples with step-by-step guidance so students can actually implement what they are learning quickly and easily.
By emphasizing the value of your course, you can help potential customers overcome their objections about not wanting to pay for something that they could potentially learn on their own for free.


In the end, it comes down to having the right approach and attitude when handling objections. You need to be able to listen, empathize, and come up with solutions that illustrate the value and potential of your online course.
With the right strategy and response, sales objections can be overcome and you can still close the deal. So, next time you encounter a few sales objections, approach them with confidence and you’ll be able to make the sale.
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