Three words that kill more sales than any competitor ever could: “I can’t afford it.” But what if I told you that objection just handed you the keys to a bigger deal?
Trust me, I’ve been in those sweaty-palm moments where a client throws a curveball and your confidence walks out the door along with your sale. But if you think about it a little differently, those objections are golden tickets to closing deals.
By the end of this article, you’ll turn those awkward, deal-breaking moments into opportunities that actually work in your favour. Ready? Let’s dive in.
1. Spotting Unspoken Objections with Genuine Curiosity
First up – the deadly silent objections. You know that feeling when everything seems smooth, but something’s lurking beneath the surface?
I was in a pitch once, and I could sense the hesitation radiating from across the table. Nothing was being said, but the energy had shifted. So instead of ploughing ahead with my presentation, I asked one simple question: “What concerns do you have about this service?”
Suddenly, it was like verbal diarrhoea. Budget worries, fears about results, and business concerns that had nothing to do with our creative work. So for a brief few minutes, we stopped talking about it. This became a great discussion that gave us the chance to provide genuine business advice that worked in our favour.
If you’re constantly talking in a pitch, you’re not listening, and I can’t tell you how many agencies miss dozens of opportunities because they’re too busy selling rather than understanding.
Screenshot this: The best pitches are never one-sided. Your service is only one part of your client’s overall business puzzle. Being creative problem solvers doesn’t just stop within the Adobe Ecosystem.
2. Handling Excuses by Meeting Clients Where They Are
Right, let’s tackle the classics: “I can’t afford this,” “We’re not ready yet,” or my personal favourite – “We can get it cheaper elsewhere.”
When I first heard these, I’d either drop the price immediately or say “Sure, when you’re ready, give me a call.” This was my mistake.
Now I acknowledge the excuse: “That’s completely understandable. You’re not alone – many clients felt the same way initially, then they realised the cost of doing nothing or getting it wrong far outweighed the investment with us.”
This simple acknowledgement opens the door for a real conversation instead of ending it.
One client looked me dead in the eye and said, “That’s mental money for a website, I’ve been quoted £7k with XX.” Six weeks later, he signed for £15k – double what he was quoted elsewhere. Here’s exactly what changed his mind:
We identified that just two sales directly from her new website would cover the entire cost. But here’s the key – we didn’t talk about colours or aesthetics. We discussed lead generation, value, and profit. The potential return for getting it done properly outweighed any cost concerns.
And we explained our process to maximise this opportunity to a level that made us the safe option. Yes it was more expensive, but we were able to demonstrate how we’d maximise the return on investment.
Warning: If you roll over at this objection, you’ll lose trust fast. Address concerns confidently and turn them into commercial opportunities.
3. Cooling Down Malicious Objections with Calm and Curiosity
Before I share strategy number 4, there’s something that most agencies get completely wrong when facing hostile objections.
Ever sat in a meeting where everyone’s onboard except one person? Usually, someone far removed from the project who throws the weirdest questions your way.
I had one meeting where the MD was properly angry. Not at us, but at the previous agency’s failings. It was almost like he was putting that blame on us before we’d even started.
“Can you guarantee this will work?” “The last team didn’t deliver.” “The logo doesn’t need changing.”
The attack on service was relentless and staying calm was tough, but I asked open-ended questions about his past experiences and respectfully challenged his understanding. We asked what he needed the site to do, what the opportunities were for him and explained our process to achieve this.
Within minutes, he shifted from defensive to excited about the possibilities.
Here’s the magic: When you switch that person from argumentative to being in your corner, they become your biggest advocate.
And I’ll not lie, these sales become your sweetest victories..
4. Using Requests for Information to Build Trust
This next one’s controversial, but it’s closed me over £50k in deals…
When clients fire off questions like “What concrete results can you show?” or “How does this apply to my industry?” – most agencies panic.
I had a client named….actually we’ll call her Jenna for anonymity sake, who grilled me with rapid-fire questions. But here’s what separated us from the competition: preparation.
I always carry a case study brochure that demonstrates every commercial objection my ideal clients are likely to ask:
- Growth in revenue ✓
- Moving into new markets ✓
- Potential acquisition or sale ✓
- Recruitment and retention ✓
Here’s the secret that most agencies miss: Don’t keep your answers vague. Specificity is your best friend and instantly separates you from everyone else.
One racecourse client went from 322,000 annual attendance to 326,469 the year after their rebrand. Their new stand sold out on release day with €1,000 per head tickets. We helped deliver commercial value, and additional profit
Another client took their business from £50m to £55m the year after rebranding. The company introduced new products, moved into new markets and scaled revenue post-rebrand and website launch.
A different client repositioned itself from the public sector to the private sector following a change of legislation. Where they were previously unknown, they became a huge entity in the private market overnight.
Ask yourself: Do you know this type of information for your clients? And if you did, could you use it to overcome objections? I know each of my clients’ commercial ambitions because they are intrinsically linked to the work we do. While you could of course argue our work alone didn’t add £5 million of revenue, I know that it was a huge part of the growth plan that affected every area of the business. Yes, they had an outstanding team delivering a record year, but this was backed by brand confidence that hadn’t been seen in decades.
5. Embracing Showoff Objections to Build Rapport
Then there are the showoff objections – clients wanting to flaunt their knowledge about your industry.
Just last week, a client started grilling me about complex workflows and automations they’d seen me use on LinkedIn. Instead of feeling threatened, I smiled and said, “You certainly know your stuff! Have you looked at implementing much of this yourself?”
It turned into a brilliant conversation where we nerded out about opportunities for their business.
Why this works: It makes them feel valued and respected. Engaging them on their expertise builds instant rapport and opens the door for you to demonstrate how you can amplify their existing knowledge.
Quick tip: Compliment their expertise before presenting your solutions – it shifts the dynamics in your favour.
6. Defusing Subjective Objections by Focusing on Client Goals
Right, if you’re still watching, you’re serious about this. Here’s something I’ve never shared publicly…
Subjective objections – personal feelings about you or your agency, and unfortunately, these can be brutal.
I started my business at 27. Back then, entrepreneurship wasn’t cool like today. I was young, and I walked into and back out of many meetings where clients doubted my capabilities outright.
Initially, I went into defence mode. My back was up, and so were my clients. Disaster.
Instead of defending myself, I pivoted: “Tell me about your business goals for the next 12 months.” This redirected negativity into reflection on their aspirations, letting me align our services with their vision. “How do you think a new brand can help?”
This opened up the conversation and when you position yourself as the opportunity to help clients earn more money and build their businesses, you diffuse subjectivity and focus on the objectivity of your work.
Definitely watch out for this trap: Defending yourself rarely helps. Keep the focus on your client, not you.
7. Breaking Through General Sales Resistance with Genuine Questions
Ever sat across watching someone’s body language and think to yourself, why are you so angry or defensive? This general sales resistance is where the client is in the classic closed-off sitting with arms crossed position. Sound familiar?
Here’s a tactic that’s increased my close rate by a lot. Simply asking, “Would you mind if I ask you some questions about your needs?” If you think about it, I wasn’t trying to convince them and sell, but rather start listening and understanding.
This shows genuine interest and breaks the ice. Clients love talking about themselves, and entrepreneurs bloody love talking about their business.
The more you listen, the more you learn. I promise that clients often give you the answer to their own objections if you just listen.
8. Overcoming Last-Ditch Objections with Empathy and Proof
Finally, last-ditch objections – when a prospect almost signs but hesitates at the final hurdle.
I had a client needing reassurance before committing to a significant investment. Instead of pushing harder, I validated her concerns by sharing stories of past clients who felt exactly the same but went on to enjoy fantastic results.
The weapon here is empathy combined with social proof. We used our case study brochures and decks extensively. If they had a business challenge, I had the example memorised and could talk about it confidently. Over time, our team learned this and they could dovetail in my conversation, making for a much stronger objection-handling process.
I’ve used this exact approach in hundreds of pitches, and it works because you’re not just selling – you’re providing genuine reassurance based on real experiences and results.
Putting It All Together
So there you have it – eight strategies to convert objections into opportunities. Remember, objections aren’t barriers; they’re prompts to reveal what clients truly value. Don’t stress about them because when you know how to address them, they are no longer barriers to gett ing a sale.
And something important you need to know is that you don’t have to be the best objection handler in every area. The skills of listening and understanding what the client’s objection are the most important. The strategies beyond that come easily.
So here’s my challenge to you: Pick three strategies from this video and implement them in your next client meeting. Reflect on past objections – are you better positioned to handle them now?
Look, I’ve just given you eight strategies worth thousands in extra revenue. If this helped, smash that subscribe button – I’ve got hundreds more videos planned that’ll transform how you sell and scale your agency.
Want to dive deeper? Head over to https://courses.moveatpace.com/selling-creative-services and check out my Selling Creative Services course. Over 4 hours of content, workbooks, frameworks, and multiple PDFs to help you sell your services for the value you deserve.