This happens mainly due to a lack of information. When a person objects to us, it is because they are not sure if they are buying a product or service. This is because they do not have clear information, they are not convinced by what is offered or we simply do not completely solve the problem they have at that particular moment.
In order to avoid objections, we must first understand the customer and know exactly what they need. Once we have done this, we will be able to sell in a better way, by offering what they need and explaining how we will solve their problem.