Common Sales Objections

Up Front Cost

Translation: Spending this amount of money all at once is scary and I’m worried about sunk
cost if something goes wrong.

What they want to hear:

● All of the things they get
● What they’re missing out on if they don’t act and act now
● They can leave if they want
● They can spread the up front payment out

Example:

Your Response:

Recurring Cost

Translation: I don’t think the service that you deliver monthly will save me enough time and
headache or provide enough return to justify the cost.

What they want to hear:

● You provide enough on an ongoing basis to save them time and money
● The headache they could face if they didn’t pay a little extra on a monthly basis to
have someone to call
● The monthly outlay compared to new monthly revenue

Example:

Your Response:

Timeframe (Not Ready to Move)

Translation: I think this is going to take too much of my time and don’t want to deal with it
right now.

What they want to hear:

● They are only required to have minimal involvement
● You can work quickly
● You’ll take care of everything on a monthly basis so that they can focus on their
business

Example:

Your Response:

Looking Around

Translation: I know that I need a website, but I don’t trust you over other companies yet.

Example:

Your Response:

Not Sure if I Need a Website

Translation: I can see that a website MIGHT help, but my business has survived to this point
without a website so I’m not sure it’s worth the risk and the extra hassle.

What they want to hear:

● What they’re missing out on by not having a website
● The website won’t be something that they have to worry about - you’ll take care of it
● The ROI is there

Example:
Your Response: