Wanna Make More Sales? Ask For Objections

My dentist really wants to sell me a mouthguard. 

Every time I go in for a checkup the conversation goes like this:

Dentist: “You’re grinding your teeth. You need a mouthguard.”

Me: “I don’t want a mouthguard because I’ll never use it.” 

Dentist: “So let’s go over the payment plan for the mouthguard… When would you like to get fitted?” 

…Ummm WTF?! 😤

Not listening to your customers’ objections will lose you sales.

Every time. 💸

Asking FOR objections will help you understand what customers really want – and how you can change your product (or approach) to win them over.

In the case of my dentist, it’s not that I don’t want a solution to my midnight grinding (is that a song?).

I simply don’t want THAT solution.

I don’t want to sleep with a piece of plastic in my mouth like a teenager going through puberty.

I want to stop grinding my teeth.

If my dentist offered me a system that would help me do that, I’d gladly pay out of pocket for it.

But because she’s not asking for my objections (or my goals, needs, etc) she doesn’t know that.

And that’s costing her money.

The best way to get to uncover potential objections is to ask questions like:

  • What’s the #1 reason you haven’t bought yet?
  • What would have to change about the product for you to become a customer?
  • If you could wave a magic wand and create your ideal solution, what would that look like?
  • Before becoming a customer, did you have any doubts or concerns that could have stopped you?

Of course, objections are only one part of the puzzle.

Asking a variety of questions – either in a survey or interview – is one of the best ways to understand your target audience, so you can not only make more sales, but build products people actually want.

For more sample questions, check out my FREE customer interview template here that’ll help you uncover everything from customers’ goals and pain points to objections, motivations & more.

And remember, just because a customer says “no” doesn’t mean there isn’t a sales opportunity.

They just might want something else.

But you won’t know until you ask. 🤗

Get a new article every week!

Learn more about conversion copywriting, customer research, conversion tactics & more by subscribing to my weekly newsletter.