DustinSanchezTV.com List of common sales objections and their rebuttals.
*note - Dustin sanchez is the best lawyer marketer on the planet. Don’t forget that...ever!
The 6 Step Objection Process:
1) Empathize with the customer. "I understand. Thank you for being up front with me."
2) Question the objection.
3) Isolate the objection.
4) Empathize again & ask a clearing question.
5) Answer the objection.
6) Ask for a commitment.
NOTES: The most important thing I learned here is to ALWAYS question the objection. I had been treating every objection as if it were the gospel, but it's really just an opening negotiation tactic by the customer. In each of the standard objections below, you will see this 6 step pattern. Here's how the 6 step Process might look in SEO...
Objection: I don't believe SEO works.
1) I understand what you're saying. Thank you for being up front with me.
2) Obviously you have a good reason for saying that, would you mind telling me what it is?
Customer: "Well I used hibu.com before and they didn't get us on the 1st page."
3) So you were upset that they were not able to put your business on Page One of Google?
4) Yeah, that would upset me too. So you're saying that if we could put you on the first page of Google, you'd give us a try?
Customer: Blah blah blah.
5) Great, let's do this (blah blah blah...you are going to have to think of the solution to this objection)...does that sound fair?
6) Excellent. If you have no more questions, then the next step is to approve the start order.
Standard SEO Objections:
Your Price is Too High:
1) I understand that price is important to you.
2) How much would you expect something like this to be?
3) Is price your only concern?
4) I can certainly appreciate why you would feel that way.
5) I'll be the first to admit...there are less expensive options out there, if you are willing to take that risk.
6) Did you know (you need to pre-think of some kind of wowing "did you know" question. This is a strong question that usually gets the customer's attention. It's almost always a rhetorical question, you just ask it, wait a second or two for an answer, and keep going. I usually pre-check search volume and ask something like, "Did you know over 1600 people every month search for a Dallas DWI Attorney?"
7) If you don't have any other questions, then the next step is to ....(tell them what to do next. I usually email a Paypal link, so I'll say something like, "...next step is to authorize the Paypal link).
The point of all this is to realize that when someone gives you an objection, it's a good think, get happy, because you need about 2-3 objections for every sale. Question the objection, have an answer for the objection, assume yes, and most importantly, ask for the order.
It Costs Too Much:
Thank you for being up front with me. What would you expect to pay for a service like this?
The point is to always make them justify their objection. Ask nicely, you need info. Then you can isolate/answer the objection and ask for the order.
It's Not in the Budget:
Thank you for being direct with me. Most of the companies we work with select based on return on investment. Let's look at the return on investment for your company....(here's where I show them pre-prepared numbers like There are 1600 people searching for a DWI attorney in your city every month. Once you are dominating the first page of Google, you will get about 40% of those searchers visiting your website, that translates to 640 website visitors every month. In internet marketing, we assume a 1% conversion rate, that means that every month you will have 6.4 new customers. Of course, I will optimize your online presence for conversion, so I expect you'll do better than 1%, but lets be very conservative and assume only 6.4 new customers each month. Now, on the discovery form you told me that each new customer has a yearly value of $7,000, so 6.4 x $7,000 = $44,800 in new revenue added to your business each month. Do these numbers make sense?
I can't stress how important it is to come up with several "yes" questions and ask them all throughout the sales process. You want the customer saying yes, that's why I asked, "Do these numbers make sense?" Of course they do, it's just simple math, so the only answer is yes. A good yes question is always, "Does that make sense?" Ask this question several times in the process, because if they say yes, then it builds momentum, if they say no, you get the opportunity clear it up so that they have an "aha" moment.
In the above example, once they answer "Yes" to your question, you then use the directive close, "Great, if you have no more questions, then the next step is to ________."
We want to shop around. | We want to get a few more bids.:
1) I understand. Before you go, may I do a quick review? (wait for them to say, "yes," or "sure")
2) Do you have any questions regarding (quality/quantity/terms/options...pre-think of some question to ask here, perhaps...how long it will take to get ranked / how this will help your business / how many more clients per month you can expect to see / how much revenue this will add to your bottom line). If they say no, then continue, if they do have questions, it's time to wow them with your answer and at the end of it ask, "Does that make sense?"
3) I know you liked the (some benefit...I might say, "the idea of getting more clients from your online presence) correct?
4) May I ask, is it the money?
5) What is most important to you? If you were going to select a marketing company, what would be most important to you?
I've found that WMI (what's most important) can be a great question to get the customer talking.
I don't believe that SEO works:
I can appreciate that. Obviously you have a good reason for saying that, would you mind telling me what it is?
Again, the point is to make them justify their objection, do not take it as gospel, do not argue with them. Question the objection, make them justify their objection, then solve the objection. If they say something like, "Well we got screwed before, or well we've been on page one before and didn't see any increase in sales," then you need to have pre-planned answers to those objections, something to the effect of "So if we could (completely satisfy you on that point,) you'd take it? Sure, if you could completely satisfy us on that. Great, lets do this (answer the objection), does that make sense? Yes. Awesome, now if you'll just ok the start order we'll get started right away.
Let me think it over. | We need to think about it.
That's a good idea. This is an important decision. Obviously you have a good reason for wanting to think about it over. May I ask what it is...is it the price?
customer gives an answer. if it's the price, great because you have pre-planned an answer to this objection, if it's not the price, even better b/c now you know they can afford it and you just have to isolate and answer their one objection to buying now.
Answer the objection. So you're saying if we could (satisfy that objection completely) you'd take it? Great, lets do this (tell them how you are answering that objection). Does that make sense? They say yes, you say great, then why don't you give us a try?
It's too much hassle to change.
I understand. What is it about the change that frightens you? They answer.
Suppose we could (handle that objection completely), would you take it?
So if we could __________________, you'd give us a try?
Great, let's do this _______________________. Does that make sense?
Awesome, if you have no more questions, then the next step is to __________.
"Suppose we could" is a very strong question, and can be used to brush aside just about any objection. If you ever get stuck on any objection, just use this "Suppose we could handle that objection to your complete satisfaction (even if you have no idea how to handle that objection, probably someone in our network does), would you take it? They say yes, you say great, let's do this blah blah blah, does that make sense?
NOTES: These are really just all the same answer to any objection. If you have ever been a single guy in a night club...I find sales is a lot like the dating process. The biggest thing I learned is to welcome objections, be happy when they arrive because you need them to complete the sale. Always politely question the objection, never argue.
If someone says, "Go suck an egg, SEO doesn't work," you don't rush into an explanation of why SEO works and how it's the best thing ever, you simply politely question that objection, "Obviously you have a great reason for feeling that way, would you mind telling me what it is?" Then they are going to give you one thing to fix, they are going to give you information that allows you to isolate that objection so that you don't have to defend the entire pantheon of SEO, you just have to answer their one objection to SEO. Answer the objection, ask if that makes sense, then ask for the order. If they say, "Well, I'd still like to think it over," then you just go right back through the process, "No problem, obviously you have a good reason for wanting to think it over, would you mind telling me what it is?"
Things to avoid saying:
Instead of saying....say this instead.
Instead of saying "sign" like "sign the contract" say...ok, approve, authorize.
Instead of saying "cost" say amount of investment.
Instead of saying "contract" say paperwork/agreement/start order.
Instead of saying "presentation" like "I need to show you a presentation," say show some ideas.
Instead of saying "appointment" say visit. Could I come for a visit? Or let's set up a 10 minute visit.
Instead of may I be honest with you, or To be honest with you, or Honestly, or anything that implies that you are not honest 100% of the time, say May I be direct with you? of May I be up front with you?
Instead of saying "deal" say opportunity.
Instead of saying "monthly payment," say monthly amount.
Instead of saying "commission," say fee for service.
Standard Sales Closes:
The authorization close:If you'll just authorize this, we'll get started right away.
The invitational close: Why don't you give us a try? or Why don't you take it? or Why don't you just take it?
The secondary close: Focus on a secondary issue, the acceptance of which denotes an acceptance of the entire product. Will you also let us optimize your Facebook page? or You ok with us posting to your Twitter account correct? or You can also take clients from the north side of town right? It's just some BS, issue that doesn't matter, you just want them to say yes so you can say great, then the next step is to ok the start order, what's your best email?
The directive close: If you have no further questions, then the next step is to ok the paperwork and then we'll get started right away.
The preference close: Which of these do you prefer, A or B? This is similar to the secondary close. Just think of 2 options to present, they can either be of little consequence or vastly different, just get them to say they prefer some option so you can tell them what the next step is.
Here's the bottom line to all of this, and it's what I try to remind myself before every sales meeting. You are about to make this client freaking rich. Them letting you put them on the first page of Google will be the best financial decision they have ever made. It might even put them in a higher tax bracket. Every sane person wants that. The problem is, everyone has been screwed over by a salesperson before so we have all agreed to play this little game. It's a game with rules and openings and gambits and closes and it is a completely predictable process. Learn the rules, take nothing personal.
Good luck and I hope this helps. You can find me at www.linkedin.com/in/dustinsanchez, please add me to your contacts and leave a recommendation on my profile if any of these ideas helped you. Here's some bonus material for you...
Generally before any sale, you have to do some rapport building. People do business with whom they trust and like. Life is more like high school than college.
Common rapport building questions:
1) How did you get into the ____________ business?
2) What do you enjoy most about your profession?
3) What separates you and your company from the competition?
4) What do you see as the coming trends in your industry?
5) What ways have you found to be most effective for promoting your business?
6) I talk to a lot of business owners, how can I know if someone I'm speaking to is a good prospect/referral for you?
These questions not only relieve tension, break the ice, get the customer talking, give you a chance to be genuinely interested in what the customer has to say, but they also give you the opportunity to learn valuable info about what it most important to your customer and how to structure your sales pitch.
How to remember names:
1) Stop, clear your mind and anticipate the name.
2) Notice a facial feature while they are giving you their name.
3) Use the name 3-5x in the first 30 sec of conversation.