I get it: navigating sales objections can make you feel like you’re trying to dodge bullets - which is why most business owners avoid leaning into these conversations altogether. I mean, who wants to get hit?
But, let’s be real for a moment: sales objections are a normal part of the business game.
After all, we’re asking most people to step outside their comfort zones to invest in themselves - and the larger the price tag, timeline, or commitment, often the more stretchy this can feel for someone - especially when they’ve never invested in themselves or their business before, or are being asked to drop more than they paid for their first or current car.
But, here’s the thing: an objection doesn’t always mean someone doesn’t WANT to invest, it’s just that they don’t know how, are scared, or don’t trust themselves.
Think of it like this: if you travel to a new city - let’s say you come to visit me here in NYC! - it’s easy to get overwhelmed, feel out of your depth, and not want to go further than a block from your hotel because you’re worried you’ll get lost, turned around, or have something bad happen to you.
But by asking a friendly New Yorker (don’t let the movies fool you, we’re very helpful - just direct) - or by checking your phone’s GPS - you’re able to see what’s true, where you are on the map, and that you were never lost, the city isn’t as big and daunting as it seems, and the coffee shop you want to try is a few easy blocks’ walk away.
It’s the same with sales objections - just like when you’re traveling, it’s not that a potential client doesn’t want to move forward, it’s that they’re so caught up and lost in their own overwhelm and limitations they aren’t able to zoom out to see the whole map and what they want is an easy step away.
And, it’s your job as the metaphorical New Yorker in your business story to step in as the one who knows the way and also knows it’s absolutely safe to walk a few blocks to lead the conversation.
Something I find helpful to remember when a sales objection comes up for someone: even though you, on your side, notice that an objection is fear or a limitation for someone - for example, I want to invest but I have to finish this course, I want to but I can’t afford it - they may not realize it yet.
Just like as a New Yorker, I know it’s absolutely safe to walk a few city blocks to grab some excellent coffee. It might take the person I’m helping navigate the city a little longer to get on board and trust that those graffiti-covered buildings are nothing to worry about.
Oftentimes when we’re on the service provider side, we can see people’s stories, their excuses, their BS, from a loving place and see how they’re getting in their own way, preventing themselves from moving forward and getting what they want, and the very thing that will help them get it.
On the potential client side, when you’re giving an objection like “I can’t invest in this yet because I’ve already bought a course with modules and worksheets I haven’t finished yet.” - you don’t believe you’re giving excuses or stories.
We all believe and fight for our own stories, excuses, and limitations. We think they’re true, and we buy them.
I reflect this to you because it can be very helpful to see this contrast and tension that comes up and support you when you’re navigating a sales conversation so that you aren’t making someone feel wrong for having a story about moving forward or not feeling ready.
It’s important to both hear someone - “I totally hear you that street looks sketchy and the ‘80s gave NY a bad rap” - not make them wrong, and still help them see what else can be true that might help them get to their desired destination - ”When I first moved to NY, I was a little nervous walking in this part of town as well. But, I lived here for nine years now, and I go to that coffee shop every week, and I can tell you, not only is it perfectly safe to walk here, the coffee is some of the best in the city and so worth it.”
This way, you can start to see, objections are normal, the potential clients who have objections aren’t trying to lie or create stories, they aren’t a bad fit or giving you red flags, they’re human and having some fears and really buy and believe what they’re telling you.
And, your job is to be the New Yorker, really hear them, help them see how something else could be true, and to be a voice that's a stand for what they want and show them how they can get there.
Wishing you your version of success!
P.S. Want support mapping out a sales process that works for you to bring in the right kind of leads who turn into right-fit clients to fill your programs, waitlists, and sell out your launches?
I’m excited to invite you to join me in a new coaching intensive, Unapologetic Words that Sell, designed to help you leverage the words that work for you at every stage of your sales process, so you know exactly what to focus on and speak to for booking pinch-me clients (you’d secretly work with for free) who love to pay you.
Learn more here and book a free coaching consultation here to discuss how this intensive can support you in growing and scaling a six and seven-figure business and upcoming availability.