Effective Objection Handling That Overcomes Hesitation & Gets You Clients

Overcoming objections is one of the most important things you can do with your marketing. Yet, service-business entrepreneurs, coaches, and consultants don’t normally spend a lot of time on it. Instead, when they present their offers, they typically focus on things like the benefits of what they do. 

There’s nothing wrong with that. In fact, I want you to focus on spelling out the benefits of working with you. It’s a great way to address their wants and needs. After all, if you can’t get them to want what you want, they aren’t going to buy.  

But, even if potential buyers are so hungry for your offers that they start chewing on their keyboards, it’s not going to matter if you can’t address objections before they become a problem. 

Remember, potential customers aren’t just looking for reasons to buy from you. They are also looking for reasons to not buy from you. 

Today, I want to talk about 3 common objections potential clients typically have that can keep them from taking the plunge. And then I want to give you the best way to overcome those objections so you can move them from browsing to purchasing.

But first, let me give you an example of why this is so important…

He failed to overcome my objection on Black Friday

I’m a huge fan of continual improvement. While I consider my writing skills to be strong, I’m always trying to get better. So, I’ve had my eye on a particular writing course for about a year now. I like the guy who created it, and I believe his work gets results. Honestly, I would love to take it. 

Imagine how fast he got my attention when he offered it at 50% off for Black Friday & Cyber Monday. 

Yes, 50% off!

That message was clear and to the point. 

So, I opened the landing page and looked over every single bit. I saw what was in the course. I saw glowing reviews. Overall, I knew this was a great course. 

Yet…

I didn’t pull the trigger. 

As I looked over the sales page, I kept wondering to myself, “How much of this do I already know?” I didn’t doubt that the course had a ton of value. I doubted whether the course had enough value for me.

The writer had a great sales page, and I’m already a fan of his work. But, in the end, he couldn’t overcome a major objection I had, and he couldn’t close the deal. That cost him a sale. 

Let’s keep that from happening to you. 

Here are my top 3 objections and barriers that will keep your website visitors from throwing all their money at you. I want to take some time discussing them so you can understand the objection. Then, I will give you steps to overcome them. 

Objection #1: Lack of trust

Back in the 90s, my roommates and I used to watch the comedy troupe “Vacant Lot” on Saturday afternoons. I remember one series of skits that had to do with the idea that you could buy anything on the streets of New York for only 5 bucks. 

Here it is (and watching it was a blast back to the past for me):

Of course, this skit is making fun of people who are super gullible. Intentionally or not, it’s also a subtle warning not to be too trusting when making a purchase. 

Most people are a bit more discerning than the gullible guy in the skit. We know better than to just give our money for a product or service based on what the provider has to say about it. The bottom line is: It’s not safe. 

So many coaches, entrepreneurs, and service business owners think that they will be able to put up their website, run an ad or two, and rake in clients. Then, they are surprised that they get nothing in return for their endeavor than crickets. 

I totally get it. They know how good their offers are. They know they can really help others. And they assume potential clients should trust them when they say so.

But, here’s the thing: Trust is never to be assumed. It is always to be earned. 

You cannot expect anyone to buy from you until you build trust. So, let’s look at some practical ways you can do just that.

Offer free samples

Prospective clients won’t know how good you are until they have experience working with you. But, they won’t be willing to sign up to get experience with you until they know how good you are. 

Yeah, that’s a Catch-22, isn’t it? 

You need to overcome the objection “I don’t know if you can help me”. Free samples are your workaround. They change their perspective from no experience with you to experiencing a win. If you can give them a taste of what working with you will be like, they can make the decision whether to work with you or not from there. 

The question you want to answer is: How can I add value without asking for a commitment?

The easiest way to do this is with a lead magnet. This is usually a free PDF that prospects download in exchange for their email address. Yes, a major goal of yours is to get in their inbox so you can build a relationship. But, another major goal is to give them a big, easy win so they have a positive experience and learn that you really know what you are talking about and can help them move toward their goals.  

If you run a community, you might offer a free trial period. I recommend only a week. Again, you just want to give them a taste. You don’t want to give them so much that they don’t need to pay for a membership. Alternatively, you could offer a free tier, with a more robust tier (where the real value is) hanging in front of them every time they log in. 

Newsletters are becoming a hotter option with every passing day. Here, I’m not talking about the monthly roundup newsletters that we’re all familiar with. I’m talking about dropping a value bomb in the inbox of your subscribers on a regular basis. 

Leverage social proof

One of the funny things about trust is that you don’t have to earn it yourself. You can borrow it from others that potential clients already trust. 

I’m sure you’ve had the experience where a friend recommended that you go check out a restaurant in the area. As they raved about how good it was, you were making the decision to eat there in the near future. 

You didn’t have an experience with the place, but your friend did, and you trust your friend. You were sold the moment your friend opened their mouth. 

This is called “social proof”. That’s why I always recommend that coaches, service businesses, and entrepreneurs strive to get as many top-notch reviews and recommendations as they can. 

Here are some ways to build up your library of recommendations:

• Facebook recommendations
• Google Business reviews
• Ask for written testimonials from clients and permission to share them publicly
• Ask clients to record a video recommendation

Once you have these, you can sprinkle them throughout your website. For example, here’s one that comes right from the Wise Owl homepage. 

You can also overcome this objection with success stories or case studies of past clients. These are more in-depth. Generally, you tell the story about how your client had a problem, your approach to solving it, and the results they received by working with you. 

Before you write them and show them to the public, you need to get permission from the business first. While a business may be thrilled with how you helped them reach their goals, they may have a policy in place that prevents them from supporting other businesses in this way. Please be sensitive to that. 

If you have credentials and certifications, you can display those to the public. These help you handle objections by showing that you have met the minimum expected standards of excellence according to those authorities. 

If you have any prominent businesses you have worked with, you can display their logos (with permission, of course). Imagine how it will affect a potential client to see that you have worked with major brands, such as Nike, Apple, Mr. Coffee, or any other well-recognized name. 

Write blog articles to build authority

I have people in my life who are absolutely wonderful. I would trust them with nearly every aspect of my life. Yet, if I am having an electrical issue with my house, I will not let them touch it with a 10’ pole no matter how many times they tell me they are pretty sure they know what needs to be done. 

One of the main criteria for trust is knowledge. In many respects, your blog is a targeted brain dump that lets people in and shows them how knowledgeable you are about your topic. I encourage you to use your blog to become a thought leader in your niche. You want to become someone people turn to when they want advice, inspiration, or ideas. 

If you can do that, then they are far more likely to turn to you when they need your services. 

Objection #2: Budget concerns & price objections

Right now, finances are tight everywhere. families and businesses are tightening their belts. their needs haven’t necessarily changed, but the means they have to meet those needs are not what they once were.

This is a huge issue right now for coaches, entrepreneurs, and service business owners. and, here are some ways that you can work with potential clients so they don’t feel so much financial pressure that they just don’t feel like they can afford you. 

Transparent Pricing

Let’s face it, there are many people out there who probably will not be able to afford your services. The sooner they realize this, the sooner they will be able to stop thinking about hiring you. 

This is where transparent pricing can help you. If you are outside their budget, they can move on. 

I realize this is hard for any business owner. But, if they aren’t able to afford you, they are not going to sign up anyway, so there’s no reason for either of you to put time into the decision. Remember, this potential client is indeed interested. It’s just that your prospect is not ready financially just yet. You can work with them when they are. 

For those who are able to afford you, they know that right up front. All they need to do now is decide whether they think your services are going to be worth it. 

Breakdown your value-based pricing

So, are you worth it? If so, how will they know? 

I generally don’t recommend that you trade your time for money. Instead, in most cases I recommend using value-based pricing. So, the question isn’t how much time will you spend on a project, but how much value will your client receive. 

This is where you need to list everything (and I mean everything) out that you do and it’s value. For example, if you manage blogs for a business, you could tell them that you…

• Write a blog article, optimize it for SEO, format it, and publish it weekly.

Or…

• Research topics in the niche that are hot so your articles are timely
• Research how competitors are working with the topic so you can write articles that offer more value to readers than theirs
• Bring your brand to life in the minds of your readers in ways that make what you do more meaningful than your competition
• Establish you as a foremost authority in your niche who can demand higher pricing for products and services
• Write keyword-rich articles that attract Google’s attention and move you up in search rankings
• Incorporate affiliate links and promote products to generate passive income
• Measure performance for continual improvement

That list could go on, but I think you have the idea. What I want you to ask yourself is this: If you were a business owner, how much more value do you see in that second list? And, keep in mind, it’s exactly the same job description. Can you see how detailing where all the value is in your offer can make hiring you a no-brainer?

Flexible payment options

Have you considered payment plans? If clients can’t afford a lump sum upfront, they may be able to afford your offers if they can make payments. If you can offer a payment plan, you can alleviate a major pain point for a client. 

This can be tricky, though. If you have an ongoing service agreement with someone, and they stop paying, you may have to make decisions on how to handle the situation. 

Alternatively, you can offer downsells for those who can’t scrape up enough to cover the cost of the full offer. Maybe, instead of your premium hybrid in-person/digital course, you could offer all the digital material for half price. That way, they get a portion of the value that they can afford. 

Objection #3: Don’t see the value

Now we’re getting into the fear of the unknown. This will paralyze any decision-maker. It may be the case that a prospect may be extremely interested in what you offer, but they aren’t sure if the value of your solution to their pain point is actually there. 

This can be tricky. Your goal here is to reveal to prospects everything they are going to get when they buy, but you don’t want to actually reveal everything they are going to get when they buy, because if you do they don’t need to buy. 

(I so hope that made sense.)

Let’s pull out all the stops for this. 

Demonstrations

Some companies offer a walkthrough of their products for potential clients before they buy. Of course, this requires a special kind of product. If you have something like this, a walkthrough will not only show them how your product works, but it will also show them that your product will meet their needs. 

This hands-on experience will let the prospect know upfront if the value of your product is indeed there. Plus, as you work with your prospect, you are building a relationship with them. 

This gives the opportunity to play with the system and assess the value of your offering. The more someone works with something, the more familiar it becomes, and they start moving forward toward becoming a buyer. 

Outline for your offer’s content

One of the first things I do when considering whether I want to purchase a book is look over the table of contents. I want to know what the book is about and how it covers the topic. 

You can do the same for your offers (especially if you are selling courses or full programs). It’s a simple way to help those who want to make sure it’s for them to feel validated. Think of this as a low-tech, less time-consuming version of the demo. 

Develop educational content

The more familiar people are with your products and services, the safer they feel when it comes to making a purchase. Don’t be afraid to educate your audience to address their objections before they even see your offer. 

A series of blog posts are great for this. You can break down your offer into a series of articles that you can promote on social media. You are creating a narrative of meaning over time to wrap around your offer.

Webinars seem to have fallen out of style, but they can be great for this. In your webinar, you can address not only why your current solution to their problem is so powerful, but you can reveal the logic behind it all that helps viewers make sense of why they need it so much. And, you have the added benefit that video presentations add an additional layer of personalization, which helps them to trust you a bit more. 

Time to talk about using A.I. to help overcome objections

I realize that using A.I. might be daunting. So, let’s get to the root of the problem right now: fear. 

(Notice how I’m setting up this type of objection to be busted.)

It’s natural to be afraid of new things, especially when they are related to our livelihoods. We don’t want to try something that could set us back after all our hard work getting to where we are now. 

Yet, I’ve seen how effective A.I. can be as a marketing assist, and I want you to see how powerful it can be in as painless a way as possible. We look at marketing holistically, so as we empower you to excel in marketing, teaching you how to use A.I. is just one of the parts of the solution we offer for your marketing problems. 

Even though it’s artificial, you might be surprised at how well it can uncover what’s really going on inside your prospect’s head.

Here’s how you can start to use it. 

Start with ChatGPT

This is the easiest to start with. It’s free and good. Feel free to expand your horizons later, but for now I want to help you wade into the waters a little bit at a time. 

Don’t think of A.I. as a machine. Think of it as an assistant. Talk with it as an assistant. Use clear and precise sentences. And don’t be rude. Say “please”. 

I’m going to walk you through a fictional example. 

Start by telling it who you are, what you are doing, and who your ideal client is. Remember to be precise. 

I’m a copywriter who writes copy for websites designed to connect with my ideal clients in a way that moves them toward scheduling a call with me. I work with coaches, consultants, service businesses, entrepreneurs, and solopreneurs in in the health and wellbeing niche. Please list out my ideal client’s hopes, dreams, aspirations, concerns, and fears and a business owner and professional who wants to increase their impact in the health and wellbeing niche. 

Here’s what ChatGPT came back with:

Certainly, let’s explore the hopes, dreams, aspirations, concerns, and fears of your ideal clients in the health and wellbeing niche:

• Hopes and Dreams:
  1. Achieving Optimal Health: Your clients likely dream of reaching and maintaining a state of optimal health, both physically and mentally.
  2. Making a Positive Impact: They aspire to make a meaningful impact on the well-being of others, whether through their services, products, or expertise.
  3. Financial Prosperity: As business owners and professionals, they may hope for financial success and stability in their health and wellbeing ventures.
  Concerns:
  1. Market Saturation: They might be concerned about navigating a market that’s becoming increasingly saturated with health and wellbeing offerings.
  2. Effective Communication: Communicating the unique value of their services in a crowded space could be a concern.
  3. Balancing Work and Well-being: Striking a balance between running a successful business and maintaining personal health and well-being is likely a significant concern.
  Fears:
  1. Ineffectiveness: There might be a fear of not being able to deliver the promised results to their clients, leading to a negative impact on their reputation.
  2. Financial Strain: Fear of financial instability or losses in their business endeavors may be present.
  3. Stagnation: They may fear stagnation or being unable to adapt to evolving trends in the health and wellbeing industry.
  In your copywriting, you could speak directly to these elements by addressing how your services understand and align with these hopes and dreams, alleviate concerns, and provide solutions to the fears your clients may have. Remember to infuse your academic yet casual tone to make these concepts accessible and relatable to your audience.

Excellent! Now I can follow up on that by asking about objections:

Taking this into account, please give me the top 10 objections they may have to hiring me to write new copy for their website. Offer 3 ways to overcome each objection in listicle format.

Here’s what I get:

Objection 1: Cost Concerns

Solution:

1. Showcase Value: Clearly articulate the long-term benefits of your copywriting services, emphasizing the potential return on investment in terms of increased client engagement and conversions.
2. Flexible Packages: Offer customizable packages to accommodate different budget levels, providing options that suit the specific needs of each client.
3. Payment Plans: Introduce flexible payment plans to ease the financial burden, allowing clients to spread the cost over a timeframe that works for them.

Objection 2: Uncertainty About Results

Solution:

1. Case Studies and Testimonials: Share success stories and testimonials from previous clients, demonstrating the tangible results and positive impact your copywriting has had on their businesses.
2. Clear Strategy: Outline a transparent strategy for your copywriting process, showcasing how you tailor your approach to address the unique needs and goals of each client.
3. Data-Driven Approach: Emphasize your commitment to data analysis and iteration, assuring clients that your methods are based on results and continual improvement.

Objection 3: Perceived Lack of Industry Knowledge

Solution:

1. Thorough Research: Highlight your dedication to in-depth research, ensuring that your copy is not only persuasive but also deeply informed about the nuances of the health and wellbeing niche.
2. Client Collaboration: Emphasize your collaborative approach, involving clients in the process to capture their unique expertise and industry insights.
3. Showcase Relevant Experience: Share examples of successful projects within the health and wellbeing niche, demonstrating your understanding of the industry and its specific challenges.

Objection 4: Time Constraints

Solution:

1. Efficient Process: Illustrate your streamlined and efficient copywriting process, assuring clients that you value their time and are committed to delivering results promptly.
2. Clear Timelines: Provide clear timelines and project milestones, giving clients a transparent view of when they can expect deliverables.
3. Collaborative Scheduling: Work collaboratively with clients to establish realistic timelines that align with their schedules, ensuring a smooth and manageable workflow.

Objection 5: Concerns About Authenticity

Solution:

1. Client Involvement: Emphasize your collaborative approach that involves clients in the creative process, ensuring that the final copy authentically represents their brand and values.
2. In-depth Understanding: Showcase your commitment to deeply understanding each client’s unique voice, values, and mission, ensuring that the copy aligns authentically with their brand identity.
3. Iterative Feedback: Implement an iterative feedback process that allows clients to review and provide input at various stages, ensuring the final copy resonates authentically with their vision.

I think that’s a great step forward. I have a lot to chew on here. 

Initially, you might get less-than-stellar results, and your first experience with A.I. may be disappointing. And, after you ask a question or two, if it doesn’t seem to work you might be tempted to throw in the towel. 

In short: Don’t. Stick with it. It will take a bit of time and practice for you to get the hang of it. 

Remember, when working with A.I., you have to give it the right questions to get a high-quality response. Avoid open-ended questions and be as specific as you can. When results aren’t what you expect, adopt the mantra, “I need to think more precisely,” and try again. 

A.I. is a big help, and you don’t have to dive in over your head right away. Forget any sense of urgency and just wade in slowly. For what it’s worth, I think moving into new things like this slowly is better for you in the long run anyway. 

Effective objection handling is a must

If after all this, you still don’t think objection handling important, think again. Don’t forget the moral of my story earlier: I really wanted that course from a man I trusted to deliver results, and I still didn’t buy it because he didn’t overcome an objection with his marketing (I didn’t know whether the course was right for me). So, how you handle objections matters.

I’ve covered objections around fear of the unknown, pricing, and value concerns. This list is not exhaustive, but it should get you thinking in the right direction as you start to sensitize yourself to customer objections and create your own process to overcome them. As you continue to learn more about your ideal client, you will learn about new objections, and you will come up with new ways to address those as well. Once they have an objection to hide behind, there’s nothing left to keep them from buying.

I know, this is a lot to think about. Indeed, marketing has a lot of moving parts and it’s hard to keep track of them all. That’s one of the reasons it is so hard. 

If you ever find yourself overwhelmed and feel lost, not sure which direction to go to get positive results, know that you don’t have to do it all alone. You can contact us, and we’ll see what we can work with you to sort it all out.

If that’s where you are right now, then maybe it’s time to talk. Feel free to set up a clarity call. It’s free and you’ll walk away in a better position than when you sat down to talk. (Oh, and notice how I mentioned that the call is “free” should overcome the objection of cost. 😊)

If you don’t have time to talk, no problem. We have a new program coming that will offer you a ton of help with your marketing for an extremely low price. Once we release it, you will be able to sign up right away. Make sure to watch your email for the grand opening announcement. (And if you aren’t on our email list, you can sign up here and get “101 Lead Magnet Ideas” as a bonus.)