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Marketing 360® Blog

How to Understand and Overcome Customer Objections

When a prospective customer visits your website, they come armed with objections to spending their money. Learn to recognize and overcome these objections or your sales will suffer.

Do you really like spending money?

Think about it, honestly. When you spend money, your bank account goes down. Suddenly, you’re a bit poorer.

As the money goes out, a twinge of insecurity hits you. You hope you’re not wasting what you worked so hard to earn.

Sensible people feel this way. It’s what keeps us from blowing every paycheck on junk we don’t need. It’s a survival instinct.

The tactic we use to guard against buyer’s remorse is the objection. For consumers, objections are ways we justify not buying a product. We literally object to something about how the product is presented, which we use as an excuse not to act.

For example, I recently clicked on an ad for a gourmet salsa. I like salsa, so I wanted to give it a look.

The site looked fine and the salsa sounded good. Then I looked at the product page to discover the smallest amount I could buy was a case for $77.

Right away, I started raising objections. What if I don’t like it? That’s a lot to pay for salsa. I wish I could try a sample first. Well, I can just buy some in the store or make my own.

In less than 10 seconds they lost the sale.

They didn’t have to. They could have anticipated this objection and dealt with it by offering an inexpensive sampler pack. Better yet, they could have made it impossible for me to pass with a free sample in exchange for my contact info.

Then, they would have me in a sales funnel for repeat purchases, which (presumably) is their goal. If I loved their salsa, I might have been a customer for years to come.

Now we’ll never know.

The Skeptical Shopper

You, as a business owner, are infatuated with your product.

This is your baby – your dream. You’ve worked so hard on it… you know it inside out. You can’t imagine why anyone would pass up such a high-quality offer.

Nobody’s closer to your offer than you, and that’s the issue. You’re too close.

You’ve lost your perspective. You can’t see it from the customer’s point of view.

Your customer is skeptical. They don’t know or care about you. All they care about is getting their problem solved and finding a good deal.

They don’t trust you. You’re a stranger… a salesperson who wants their money so you can take a long beach vacation.

They’re checking you out because they have some interest or need; they are a prospective buyer.

But remember: they don’t want to spend their money. They’re working hard to raise objections. Fear whispers warnings in their ears:

This might be a ripoff. These guys don’t seem legit. This isn’t really what I’m looking for. I don’t get how this works. It costs too much. This can wait.

When you create your marketing material, your goal is not just to please yourself. In fact, whether or not you think it’s cool is irrelevant.

You must create it for the skeptical shopper. You have to become that shopper, filled with doubt and inclined to hesitate.

Become them and raise their objections. What’s stopping them in their tracks? Where are you losing their trust? Do they understand the value you offer?

Does your sales process fit with steps they’re willing to take? Does the way they interpret cost vs value work in your favor?

Do this yourself, but also get other people to look at your content in a formal user assessment. Ask them to play the role of the skeptical shopper, and note the objections they raise.

Then plan for how your content will overcome these objections.

Tips for Overcoming Shopper Objections

After you determine what objections your visitors are likely to raise, meet them head-on.


Of course, one of the most common objections is based on price. They fear spending too much on an untested offer. If someone believes buyer’s remorse is likely, they’ll close their wallet.

One of the most effective ways to overcome this objection is to use a loss leader, which is an offer you make to new customers where you take a loss in order to secure them as a repeat customer later.

The salsa site I visited could have used this strategy by offering a cheap sample pack. Here’s an example of a childcare service with an effective loss leader:

Other ways to overcome the price objection include:

  • Offer a lowest price guarantee.
  • Offer a money-back guarantee.
  • Use discount pricing.
  • Offer freebies, two for ones, or bonus gifts.

Also, make sure if you have a premium offer that you communicate its value with clarity. Differentiate from competitors and make a strong argument for why your product is worth it.

If you determine people are thinking “this costs too much” you must overcome that objection. If they feel they have to risk too much money or the value you deliver isn’t worth the price, you’ll lose every time.


Lack of clarity creates a devastating objection. When visitors think to themselves “I don’t understand why I need this,” your sale is doomed.

There are several things you must do to overcome this objection.

First, you need to really understand the needs of your prospects. What are their main pain points? What active problem brought them to you in the first place? How will the way your solution makes them feel motivate them to spend money?

You need a crisp, clear value proposition. Make sure the benefit you deliver is something people understand as soon as they get to your website.

This business knows who they’re targeting and clearly outlines the value of their offer (also a good example of overcoming price objections):

storage center marketing case study

Lack of clarity is usually a symptom of the business creating content without taking the perspective of the first time customer. They assume people will understand the value of their offer without being explicit in their message.

Instead, you need to assume people will be easily confused and distracted. Be obvious. Communicate the value you deliver without ambiguity. Confusion kills conversions.

Competitive Comparisons and Options

If there is anything that’s the kiss of death for a marketing campaign it’s when the business owner says “We don’t have any competition.”

This is, in reality, never true. Most businesses have direct competition, and consumers always have other options – including doing nothing.

To overcome this objection, you have to acknowledge the other choices people have and be explicit about why you’re the best choice.

Often, businesses prefer to ignore competition, but customers almost never do.

Again, remember that people have no problem leaving you by doing nothing. They’re outta there and didn’t spend their money.

Make sure your value proposition connects to a persuasive, enticing call to action. Never assume people will just act – you have to make a powerful suggestion. For example:

call to action button

If there is clearly another option, overcome that objection by being clear about why you’re the best choice. Then make sure you motivate people to take immediate action.


If your website visitors think “I don’t really trust these guys,” you have a serious objection to overcome.

Trust issues sink conversion rates. There is no excuse for coming across as untrustworthy with your marketing content.

There are a number of factors to consider here. First is just the impression your content itself makes. For example, if you have an outdated, cheap-looking website, people may feel tentative about giving you their credit card info.

Second is content that’s too salesy. Blatant sales material with manipulative or unrealistic sounding offers is viewed with mistrust. With online marketing, you’re better off having a helpful, informational tone.

Also, avoid making superfluous or exaggerated claims you can’t substantiate. Claiming you’re the best without any kind of proof can backfire, making people think you’re hiding deficiencies behind empty slogans.

Instead, make sure to verify the value you offer with specific content and videos. Display trust badges, verifications, and certifications.

Probably the best proof you can provide won’t come from you but from your customers. Authentic testimonials from clients subdue doubts and create an affinity with your visitors.

website testimonial

Be Proactive

The key takeaway here is to be proactive about recognizing and dealing with objections. It’s how you win the debate. You know their argument in advance so you can prepare an effective response.

Be empathetic. Get to know the thinking of your prospective customers and understand the doubts that prevent them from buying.

Most of all, know their needs and triggers. The underlying objection you have to overcome is their resistance to spending money. Connect with what motivates them emotionally and use it to craft your content.

When your content is really doing its job, these objections won’t even come up. You’ll quite that internal fear and replace it with confidence and excitement.

That’s when people will start thinking “This sounds really good. I’ve got to have this.”