How to handle objections and hesitancy in the heat of the moment

These people are giving you money and trusting you to do important work. Some hesitation is only natural. How you address a prospect’s biggest concern (or a constellation of smaller ones) can determine whether or not they’ll use your services.

That being said, don’t push a sale just because it’s what you want. Hesitancy, waffling and uncertainty can signal straight-up aversion. If the prospect isn’t currently a fit, for any reason, it’s time to cut out and move on. For calls with potential though, this is how you can overcome common apprehensions:

Money

Tackle by: Reframing

Instead of breaking down how much you cost, focus on how much money they stand to save or gain in the long run.

If all else fails: Consider offering a reduced project scope that fits their budget. Or working with them to develop a payment plan with installments.

Skillset

Prospects may not get the difference between content writing and copywriting, for example, or pure thought leadership versus SEO.

Tackle by: Clearly and concisely explaining exactly what you do

Make sure they understand how your service can tangibly help them. Go back to your value-add notes and make sure their problem needs your solution.

If all else fails: Throw them a referral

Sometimes people come to you with the wrong idea of what service you provide. Help them understand the issue and garner some goodwill by sending them to someone who can help.

Availability or Timeframe

The customer wants the project done in a month but you’re not even available till next month. Or they want a faster turnaround than what’s feasible for quality work.

Tackle by: Bringing the focus back to the value they’re going to gain or reducing scope

Be honest, and remind them that good results take time. Alternatively, if they’re worried about seeing movement, offer them a milestone plan.

If all else fails: Move on

No one needs a difficult customer. If they’re already over-concerned about communicating across time zones or tying you down to specific working hours, that’s stress you don’t need in your life

Expected results

You’re good, but you’re not a miracle worker. Unrealistic expectations of what your work can achieve or lack of clarity on how your service leads to your stated results will start a project out on the wrong foot.

Tackle by: Setting expectations

Walk them through your process step-by-step. Use concrete examples, not concepts, and make sure you’re avoiding needless jargon

If all else fails: Move on

There’s a chance this prospect will end up being unreasonable through and through. You’ll have a good sense of this depending on how they respond to you correcting their goals.