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Your 7 Common Customer Objections and how to handle them

Woman shaking her head saying no

No matter how perfect your services are your audience will always find something to object to.


Because your customer's default is set to No. It's no one's fault - we are just built that way.

According to Harvard Business School, 95% of our purchase decisions take place unconsciously.

That's right we don't even know we're doing it - we think emotionally and justify logically.

Yet more often than not, I see sales pages that are too afraid to even try and tackle their customer's objections – it's as if by mentioning them, they think they're going to create a hurdle in their customer’s otherwise blissful unaware mind that will now stop them from buying.

But, that's not how your buyer's mind works - whether you like it or not those objections are already there and they are just looking for any reason not to buy from you.

So don't ignore the elephant in the room. Use your copy to get ahead of your client's concerns by showing them that you understand their objections.

Knowing where your audience is getting stuck means you can help unstick them before they go somewhere else.

Here are the 7 most common objections customers have and how you can overcome them

1. “I don’t need this.”

There are several good reasons why your potential customer has this objection: They may not have enough awareness as to what it is that you’re offering. Your message may be confusing This usually happens when you’re trying to appeal to everyone and not a specific target audience.

Make sure you have a clear USP (Unique Sales Proposition). What is it about your services that makes you different when compared to your competitors, and what specifically are you helping your prospect resolve or gain?

You will want to state this before you start explaining how your services work.

2. "This is not for me"

Often your copy doesn't address or identified your customers main problem - maybe you've listed your services features rather than focusing on Why your customer needs it.

If you're targetting the right prospect but they don't feel they have a reason for your services ask yourself if you've highlighted the correct pain or problem they want to be solved. Listen to what they want to achieve and then:

a) find their common inner villain and external outcome. What is their inner conflict are they stressed, frustrated, lonely, scared do they want to reduce anxiety, get better sleep, nail their business presentation, get a new job, start their own business.

b) Agitate the problem and show them how their problem will cause more pain if they don't solve it, for example,

"Don't Lose that big job opportunity to the loudmouth guy in cubicle B."

c) paint them a picture of what it's like to get rid of their problem sooner rather than later, and show them the succesful outcome

"Get your best sleep tonight and wake up with more energy

"Close that big sales pitch tomorrow"

3. “It’s too expensive.”

Everyone uses the price of a service to determine its value but if you’ve done your research and are speaking to your ideal client then money is never the real reason for this objection. The real issue is they don’t see your value.

Value is in the eye of the beholder.

For example,

the cost of a bottle of water at a cafe where they serve other drinks might be $1

the cost of a bottle of water where they serve no other drinks might be $2.50

the cost of a bottle of water with added electrolytes at a gym might be $5

The idea is to give your audience a frame of reference so they can decide whether they’re getting a good deal, or not. If you only highlight your prices, you reduce the quality of your services to a commodity and make the buying experience purely transactional.

To overcome this objection, you need to focus on the total value of your service instead of what they have to pay. Don't equate your services to an hourly or even daily amount. Equate your services to the value you give your client.

But by making the experience transformational you're selling something your customer cannot do on their own.

A good way is to Quantify your results. "10x your monthly income." "Get 1000 followers in 2 weeks" "Lose 1kg in 6 weeks" so they can see the results.

Included a clear value proposition and list what your customer will gain if they choose you - you can also include the value of each item or feature should they be sold separately or obtained elsewhere such as a competitor comparison list or your own services packages ie: basic, business, pro.

Atoms copywriting ad

In a recent Atoms ad - they started by acknowledging a perceived disadvantage of its product - its price and followed up with several facts that outweigh that disadvantage and turn it into a desirable advantage. They repeat the objection several times and each time they reaffirm the company’s original stance, challenging their audiences’ viewpoint on whether or not its shoes are worth the high price

If you're offering a lower price you'll want to explain the Value/Price gap and WHY you’re offering a discount. ie: Early bird promotions, beta testing, VIP discount.

4. "I don't have enough time"

If your service seems a little complicated or hard to achieve, they might back off because it’s going to take too much time or effort. By showing your audience that your service won't need a lot of effort or time. In fact, go one step better and show them how your service actually

Mcdonalds Delivery steps

saves them time. Tell them what you expect them to do and let them know you'll handle the rest.

Break your service into action points and guide them through the simple steps.

5. “I’m confused”

Confusion is one of the biggest conversion killers. If your prospect still has questions after reading your copy - or maybe they just need help with a recap - lead them to your Frequently Asked Questions.

Warby Parker FAQ

Your FAQs should help simplify and provide basic logistical information such as date, price, and next steps. Take away any risks or buyer remorse by adding your refund policy, guarantees and terms and conditions.

Warby Parker does an amazing job with their FAQ answered using customer testimonials

6. "It won't work for me"

Sometimes your prospect will believe in your service but doubt it'll work for them. They might be thinking it's too good to be true. They want evidence and assurance that your service really does what you say it does. The best way to overcome this is to give them social proof.

“One of my clients faced X (a similar problem) and we solved it by Y”

Without any social proof, your audience will leave your sales page to do further research and if they land on a competitor's page that has glowing testimonials they won't return to you.

Differentiate yourself from your competitors by sharing case studies or testimonies of previous clients that faced similar problems. This is the best place to use facts, case studies, and testimonials, that illustrate what makes your service credible.

7. “I’m not sure if I should buy from YOU”

This objection is often right at the end of your buyer's journey. They've considered most of the objections and are very aware of what they need help with but are now wondering why you.

This is why it's so important to build your authority and credibility in public. Leverage social media so they can see the real you behind the scenes.

Your customers will always have objections - but if you can address your customers objections head on not only will you show them that you understand their concerns and you hear them but by helping them over those hurdles you can move them to make their decisions quicker and qualify themselves.

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