Short answer: the five most common sales objections are "I can't afford it", "I need to think about it", "it's not the right time", "I need to ask my partner" and "I've tried things like this before". An objection isn't a no. It's usually a request for more information, from someone who's still in the conversation and wants you to help them say yes. Handle it by asking a question first, then showing the value against the price, the cost of waiting and the proof it works. Better still, answer the objection in your content before it's ever raised. Below are word for word replies for all five.

You've had a great conversation. They love what you do. You share the details of your offer and then it comes: "I just can't afford it right now." Or "Let me have a think about it." And most coaches reply with "No worries at all!" and never hear from that person again.

That's money left on the table, and often it's a client who genuinely needed your help. Here's how I handle objections without being pushy, sleazy or awkward.

This is part of my ultimate guide to making sales every single day, because handling objections well is one of the quickest ways to turn the conversations you're already having into sales.

First: an objection is not a no

When someone gives you an objection, they're still talking to you. If they really weren't interested, they'd ignore your message or scroll on. Whenever I ask someone if they'll be joining, I get one of three answers:

• Yes: brilliant, send the link.
• Yes, but...: now they've told you exactly what's in the way, so you can help.
• No: always ask why. "Could I ask why? It's really helpful feedback for me and my team." Sometimes it turns into a yes, or a better fit offer.

The 5 objections, and exactly what to say

1. "I can't afford it"

The biggest one by far. Usually they're not seeing enough value, or they're not sure whether they can afford it. Often they do have the money; you just haven't made the decision clear enough.

• Show the opportunity cost. Option one: keep piecing it together from free videos and risk being in the same place in six months. Option two: get help from someone who's done it, with a proven method.
• Show the value against the price. When the value clearly outweighs the price, it's a no brainer. Here's how to build a value stack.
• Break the number down. A $1,000 six month programme is less than $6 a day. That's a coffee, or a shop bought lunch.

If it's genuinely not affordable right now, a payment plan or a lower priced offer can help them start. Just don't drop your price on the spot; it undermines the value for everyone who paid in full.

2. "I need to think about it"

"Think about it" is rarely about thinking. It's usually an unspoken question or worry. Ask kindly, and nine times out of ten the real objection comes out. Then give a genuine reason to decide (a fast action bonus for 24 to 48 hours) and follow up.

3. "It's not the right time"

Sometimes that's true, and you should respect it. But often it really means "I'm too busy", which is exactly why they need help. When one of my three day events got the objection "I can't take that much time out of my business", my answer was simple: that's exactly why you need it. Yes, it's 21 hours. But what would those hours get you?

4. "I need to ask my partner"

Completely fair, especially for a big investment. Don't fight it. Help them have a good conversation instead, and let them know when any bonus deadline ends so the conversation actually happens.

5. "I've tried things like this before"

This one is everywhere right now. Ask what happened last time. Often they didn't finish it, didn't have time, or didn't get the support to implement it. Then show how yours is different using my Different You Now questions: what makes your offer different, why you, and why now. Share evidence: results, case studies, real stories of people like them.

How to build your objection playbook, step by step

Step 1: List the objections you actually hear

Look back through your DMs, emails and call notes. Write down the three objections you hear most, in the exact words people use.

Time: 20 minutes. Done when: you have your top three objections in their words.

Step 2: Write one question for each

Your first response to any objection is a question, never a defence. Use the scripts above as a starting point.

Time: 15 minutes. Done when: every objection has a kind, curious question to ask first.

Step 3: Write one answer for each

Value against price, opportunity cost, proof, or a way to start smaller. Save them somewhere you can copy from.

Time: 30 minutes. Done when: you have a saved reply for each of your top objections.

Step 4: Answer them before they're raised

People buy to solve a problem, achieve a desire, avoid pain or fear, and for emotional reasons they justify with logic afterwards. So in your sales emails, don't just pitch. Include an email on the opportunity cost, one breaking down the investment, a client story, and one that tackles time. By the time someone reaches a conversation with you, most of their objections have already been answered.

Time: Half a day. Done when: your sales sequence has one email per top objection. If writing those emails is the bit you keep putting off, the Copywriter inside Ascendia OS writes sales emails, sales pages and DMs that sound like you, so each objection gets answered without you starting from scratch.

Step 5: Follow up until you get a clear answer

Most sales don't happen on the first message. A large share come after several follow ups, often around the fifth. Following up isn't pushy. It's good service. Track your leads so you know who's waiting on a reply.

Time: 10 minutes a day. Done when: everyone with an open objection has a next follow up date.

Worked example: the objections after a webinar

Example (illustrative numbers): after a webinar pitching a $1,000 six month programme, a coach messages 30 engaged attendees asking "Will you be joining us?".

• 5 say yes straight away.
• 12 say "yes, but": 5 price, 4 "think about it", 2 partner, 1 tried before.
• 13 don't reply or say no. She asks the "no"s why.
• With the scripts above, a breakdown of under $6 a day, a 48 hour bonus and up to five follow ups, 5 of the 12 "yes, buts" join.
• Result: 10 sales instead of 5. $10,000 instead of $5,000, from the same webinar, just by not saying "no worries!".

Benchmarks

Common mistakes (and the fix)

• "No worries at all!" Fix: ask a question before you accept the objection.
• Discounting on the spot. Fix: show the value, offer a payment plan or a lower priced start.
• Arguing. Fix: curiosity, not debate. You're helping them decide.
• One follow up, then silence. Fix: track leads and follow up until you get a clear yes or no.
• Fake deadlines. Fix: real bonuses, real end dates.

Your action plan

Today

• Write down your three most common objections.
• Save a question and an answer for each, using the scripts above.

This week

• Message everyone who said "maybe" in the last month with a kind follow up.
• Ask every "no" why.

Next 30 days

• Add one sales email per objection to your sequence.
• Post one piece of evidence based content a week (a result, a story, a breakdown).
• Track how many "yes, buts" become yeses.

Objection handling works best inside a clear sales process: generate leads, start conversations before your event, message people afterwards, handle objections and follow up. The whole process is in the ultimate guide to making sales every single day. If you pitch on webinars, The 5-Figure Webinar Formula includes my objection handling slides so you answer the big ones before anyone asks. And for help with your sales process and messaging, find out how to work with me.

Frequently asked questions

What is the most common sales objection?

"I can't afford it". It usually means the value isn't clear enough yet, or they're unsure whether they can afford it. Show the opportunity cost, the value against the price, and break the investment down into a daily amount.

How do I respond to "I need to think about it"?

Ask what specifically they're weighing up, kindly. That usually reveals the real objection. Then give a genuine reason to decide, such as a fast action bonus, and follow up.

Should I offer a discount when someone objects to the price?

I'd avoid it. Discounting on the spot lowers the perceived value and isn't fair to people who paid in full. Show the value, offer a payment plan if appropriate, or suggest a lower priced starting point.

How many times should I follow up?

More than you think. Many sales happen after several follow ups, often around the fifth. Keep it kind and helpful, and track your leads so nobody slips through.

How can I stop getting objections?

Answer them before they're raised. Use your content, emails and sales page to address price, time and trust, and share evidence based content so people already believe it works before they talk to you.

Laurie Burrows is a UK-based marketing and sales strategist who has built a business that's generated multi-seven figures in sales through social media and digital marketing. Today, Laurie helps business owners use social media, content and digital marketing to get seen, attract more clients and make more sales. She's also the founder of Ascendia OS.