Objection handling scripts

How to use this

An objection is usually a question in disguise. The owner is not attacking you. They are checking whether this is safe to say yes to. Each script below follows the same three moves: acknowledge what they said, ask one question to understand it, then answer honestly. Read them aloud a few times so the words become yours, then adapt them to your style. Never use a script to pressure someone. If the honest answer is that you are not the right fit, say so.

The three moves

Move	What it sounds like	Why it works
Acknowledge	"That makes sense." / "Fair question."	They feel heard, so they stop defending
Ask	"Can I ask what you're comparing it to?"	You find the real concern
Answer	A short, true reply tied to their situation	It solves the actual problem, not a guess

"It's too expensive."

That's fair, it's a real expense. Can I ask what you're comparing it to?

If they compare it to a cheaper quote or a do it yourself builder:

That makes sense. The difference is mostly what you're not doing
yourself: I write the page structure around how your customers decide,
set up the booking, and look after it afterwards. If budget is the main
thing, we could start smaller, with [number] pages instead of [number],
and add the rest later. Would that work better?

If they have no comparison, it just feels like a lot:

Understood. How many new [customers / jobs / patients] would the site
need to bring in for it to pay for itself? For a lot of businesses that's
a small number, but you know your numbers better than I do.

Do not invent a return for them. Let them do the math with their own numbers.

"We need to think about it."

Of course. Usually when people say that, there's one specific thing
they're unsure about. Is it the price, the timing, or something about the
site itself?

Then answer that one thing. If they still need time:

No problem. I'll send the proposal today so you have everything in
writing. Can we put 15 minutes in the calendar for [day] to answer any
questions?

"I need to talk to my partner first."

Makes sense, it's a shared decision. What do you think they'll ask about?
I can make sure the proposal answers it. Or, if it's easier, I'm happy to
walk them through the draft on a short call too.

"My nephew (or a friend) does our website."

That's great that you have someone. Is the site doing what you need it to
do right now?

If they admit it is not:

Totally understand wanting to keep it in the family. I'm not trying to
push anyone out. What I can offer is that this is all I do, and I'll be
around to look after it. If your [nephew] wants to keep doing it, I'm
happy to hand over the draft as a starting point.

"We're too busy right now."

I hear that. Is it that you don't have time for the project, or that the
timing of having a new site live doesn't suit you?

Then:

The main thing I need from you is about [one to two hours] in total:
a short call to agree the content and one review before launch. I handle
the rest. Would starting [month] be easier?

"Our current site is fine."

That's fair, and it might be. Can I show you the one thing I noticed?

Show them the specific flaw, on a phone if it is a mobile issue. Then:

If that isn't a problem for your customers, then you're right and it's
not worth changing. If it is, the draft shows one way to fix it.

"Can you do it cheaper?"

I can, by doing less. For example, if we [remove the blog / use fewer
pages / you provide all the text], the price comes down to [$amount].
Which of those would you be comfortable leaving out?

Never lower the price without lowering the scope. Otherwise you teach the client your first number was not real.

"Why do I need to pay every year?"

Good question. The yearly plan covers [hosting, security updates, backups,
and up to [number] small content changes a month]. Without it, the site
still works, but nobody is watching it, and fixes get billed one at a
time. It's optional. Would you prefer to look after it yourself?

[Example only: an offer like $2,500 upfront plus $1,000 a year for agreed maintenance. Your numbers depend on your scope, location and costs.]

"I've been burned by a web designer before."

I'm sorry, that happens more than it should. What went wrong last time?

Listen fully. Then address that exact thing:

That's why I [put the scope in writing / make sure you own the domain and
put the exit terms and buyout fee in writing upfront / show you the
work before you pay the balance]. You'll have the login to your domain
from day one.

"Just send me some information."

Happy to. So I send something useful rather than a generic brochure, what
would you want to know to make a decision?

Send exactly that, and propose a follow up date in the same email.

Your own objections log

Every time you hear a new objection, add it here with what worked.

Objection, in their words	What I said	What happened	Better next time
[ ]	[ ]	[ ]	[ ]
[ ]	[ ]	[ ]	[ ]
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Rules for every objection

• Acknowledge before answering
• Ask one question before giving any long explanation
• Keep the answer under 30 seconds
• Never make a claim about results you cannot back up
• Never discount without reducing scope
• End with a question or a clear next step