“Ask Judith” Archives

Overcoming objections

by Judith Cohen

Dear Judith, 
I love reading your column each month and would like to ask if you know of a resource that could help all coaches in overcoming objections. For example: You are giving a client a sample session and at the end of the session, that person says he or she received great value but doesn’t have the money right now. Can we put together some potential responses?

Or here is another similar response from a client: “Obviously I could use some coaching. What I really feel I need is organization. I can’t justify spending the money right now on coaching because I feel I need to do a lot of work myself on applying what I already know. We’re also planning a vacation to [fill in expensive vacation spot of your choice].”

What do you suggest?
—D.M.

Dear D.M.: 
Thanks for your kind words about my column. Rather than brainstorm appropriate responses with you, let’s look at how you might maximize your results in doing sample sessions and at listening to what the client is really asking of you in each of these situations. To do this, you must come from curiosity in both cases.

A sample session is a great opportunity not only for a prospective client to check you out but also for you to check out whether you want to work with this client or not. For more information on doing sample sessions, you can go to one of my earlier columns here.

I am particularly curious about why this prospective client engaged you in a sample session at a time when he or she didn’t have the money to pay for an ongoing coaching relationship. Did that person just want a one-shot freebie or was he or she seriously looking for a coach? Assuming that the person was seriously looking for a coach and for whatever reason, didn’t want to choose you, he or she might have used money as seemingly neutral way of letting you off the hook. On the other hand, if the person just wanted a “quickie,” it would have been good for you know that in advance and then have the choice as to whether you wanted to invest your time in her or him.

People in sales know how to qualify their sales prospects. While success in sales is often based upon numbers, repeatedly selling to unqualified buyers is a no-win proposition for any salesperson. How can you qualify your potential coaching clients? Before setting up an appointment, you might send them an email letting them know your fee, how often you like to work with people, your areas of expertise and perhaps a suggestion about how to choose a topic to be coached on in their sample session. This lets people know what they are getting into before the session and reduces the possibility of wasting your time. Traditionally, sample sessions have been free. You might decide to charge a nominal fee for your time and your coaching expertise. This will likely dissuade people who are not ready to seriously commit to a coaching relationship at the present time.

Now that we’ve looked at a structural answer to your question, let’s examine the question from another perspective. What is the client truly communicating to you in each case? In the sample session, the person received great value during your session. Get curious! What was so valuable for that person? What impact will this have on his or her situation? Is it possible that this new awareness will add satisfaction to this person’s life? What else adds satisfaction to her/his life? How much money does he/she invest in these other pursuits? Perhaps this person didn’t connect the fact that she/he is willing to pay for other satisfactions. What is it about coaching that this person doesn’t see as worthy of a monetary investment at this time?

Another line of questioning might be to discover what amount of money this person would be willing to pay to continue to create this amount of value in her/his life. Coaching is about creating possibilities, of course. What possibilities can you create that will be a win-win for you and your prospective client?

Finally, purely out of curiosity, I would be interested to know what led her/him to set up a sample session at this particular time, knowing that he or she didn’t have the money to continue to do the work. Perhaps an overzealous friend or relative pressured that person into doing a sample session with you. Support her/his ability to choose what to say yes to and what to say no to. It’s likely that this is an issue that could use some work. Use this as an opportunity to plant some seeds that at a later time might blossom into something the client will create the time and money to work on.

As for your current client, again, it’s a matter of choice and of setting priorities. It seems as if an expensive vacation feels more necessary to this client than coaching does at this time. If this person has been coaching with you for a long period of time, it is possible that he/she really does need a break to integrate all that has been learned. However, my gut feeling is that this might be a way to avoid the issue.

I am curious about how much your client really does want organization in his or her life. If it truly is a compelling desire, your client will do what is necessary to take action on the matter. As someone who has dealt with my own organization issues, I know that when I lack motivation to be organized, it’s hard for me to keep my systems organized without external support. You might point out that coaching can deal with the underlying assumptions and beliefs that lead to both organization and disorganization. When your client says, “I need to do a lot of work myself on applying what I already know,” I am wondering what story this person is making up about “having to do A LOT of work MYSELF.” This seems to be merely a perspective and not the only way that the situation must be experienced. Have your client suggest and explore other perspectives that will be more compelling and fruitful.

Objections are opportunities for coaches to get curious. Take the objection seriously and then generate questions that will help the client explore the issue more fully. What price would your client be willing to pay to have what he/she wants? As you might imagine, once your client has satisfactorily explored all objections, she/he is likely to be sold on your services. Although you may not always get a long-term client out of a sample session, the sample session will at least help the person achieve clarity around goals and perspectives. With clarity, the person has a much better opportunity to make choices that will serve them. Clarity about your time and worth is also important to know for yourself and for others who seek to use your time. Letting people know your fees at the outset can be a proactive step in qualifying your future clients.