Here's the whole cheat sheet. Learn the one question first. It does most of the work, and you can use it on your next call.
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Five things sit behind that line, and the person rarely says which.
1. The money. They like it, but the number is bigger than they planned. Tell: they ask about payment plans, say 'that's more than I expected', or the line comes right after you give the price.
2. Trust. They are not sure you can deliver. Tell: 'Do you have clients like me?', 'How long have you done this?', 'Can I see something first?'
3. Timing. It's the wrong month. Tell: 'after the holidays', 'once things settle down', 'next quarter'.
4. Someone else. A partner, a business partner or an accountant has a say. Tell: 'I have to talk to...', 'we decide these things together'.
5. Fit. They doubt it will work for their situation. Tell: 'my business is different', 'I tried something like this before'.
Don't guess which one it is. Ask one question and let them tell you.
Three things to leave out: 'the price goes up Friday' (unless it really does), 'what would it take to get you to decide today?' and 'you'd be crazy to wait'. Each one turns a conversation into a chase.
Why it works: You can't answer the real objection until you know which of the five it is.
The one question
Ask it right after they say the line. Slow down. Then stop talking and let them answer.
If they say 'all of it' or 'I don't know', ask: 'If I could fix just one of those for you right now, which one would it be?'
Fair, {first_name}. Thinking it over makes sense. So I can help with the right thing: when you say you want to think about it, is it more the investment, the timing, whether it will work for your situation, or someone else you want to talk to first?
Why it works: It names the five usual reasons for them, so they can pick one without feeling cornered, and a menu is easier to answer than an open question.
If it's the money
Tell: they ask about payment plans, or the line arrives right after you say the price. Don't drop your price on the spot. First find out whether money is the real issue or the polite cover story. Only offer payment options you really have.
That makes sense, {first_name}. {your_price} is real money, and I'd want to be sure too. Let me ask you one thing. Forget the price for a second. If the money was already sorted, is {your_offer} what you'd pick to get you to {their_goal}?
If yes: Then we're only solving one problem, how to make the numbers work. Here's what I can do: [your real options, for example a payment plan, a smaller first step, or a later start date]. Which of those would make this a yes you feel good about?
If they hesitate: Then the price isn't the real issue, and I'd rather talk about what is. What's holding you back?
Why it works: Taking the price out for a moment shows whether the offer is right. If it is, you're solving a payment problem. If it isn't, you've found the real objection.
If it's trust
Tell: 'Do you have clients like me?', 'How long have you done this?', 'Can I see something first?' Don't defend yourself. Agree that checking is smart, and offer proof they can check. Only offer proof you really have. If you have little yet, show how the work gets done and say so plainly.
Good thing to check, {first_name}. You're about to put {your_price} behind someone you met today, and you should be sure. Here's what I'd do in your seat: ask for proof before you decide. I can send you [a real result from a client close to your situation] and set up a short call with [a past client who agreed to talk]. Would that cover it, or is there something else you'd want to see first?
Why it works: You side with the doubt instead of arguing with it, and proof they can check beats any promise you make.
If it's the timing
Tell: 'after the holidays', 'once things calm down', 'next quarter'. A real event, like a launch or a move, is worth planning around. A vague 'later' rarely moves by itself, so ask what changes.
That makes sense, {first_name}. Let me ask so I understand. What changes between now and then that would make it a better time?
If there's a real reason: Then let's plan around it. We can start on [date after the event], and we book a time now to talk again on [date]. [Only say this if it's true: I'll hold your start date until then.]
If nothing really changes: Then the question will still be here in three months. Is there a smaller first step that fits this month?
Why it works: It treats real timing with respect and gently tests a vague 'later' without any fake deadline.
If someone else has a say
Tell: 'I need to talk to my husband', 'my business partner decides with me', 'let me run it by my accountant'. The person on your call is now the one who has to sell it at home. Give them what they need to do that. On your next call, ask early who else is part of the decision.
Makes sense, {first_name}. A decision like this should be made together. Two quick things. What do you think they'll ask first? And could we get them on a short call tomorrow, so I can answer in person?
If that's hard, I'll send you a one-page summary you can forward: your goal ({their_goal}), what's included in {your_offer}, the investment of {your_price}, and the start date. When are the two of you talking, and can I check in after?
Why it works: You help them make the case to the person who isn't on the call, which is what they have to do anyway.
If they doubt it will work for them
Tell: 'my business is different', 'I tried something like this before', 'I'm not sure I'm the right fit'. Let them finish. Repeat their own words back to them, then show how your offer deals with that exact thing.
If it truly isn't a fit, say so: 'Based on what you've told me, I don't think this is right for you. Here's what I'd do instead.' Telling the truth builds more trust than a sale you can't deliver.
That's a fair worry, {first_name}. Tell me what's different about your situation, or what you tried before that didn't work. [Listen all the way through.]
Here's what I heard. You want {their_goal}, and on the call you said '{thing_they_said}'. {your_offer} is built to deal with exactly that, and here's how: [one plain sentence on how it works for their situation]. Does that cover it, or is there a piece that still doesn't fit?
Why it works: Their own words come back to them, so the answer feels built for them and not pulled from a script.
The text to send that evening, if they still left to think
Send it within a few hours of the call, not the next morning. One question, no link. If they go quiet after it, the ghosted follow-up pack picks up at day 2 (comment GHOSTED).
Hey {first_name}, thanks for the time today. You said you want {their_goal}, and you mentioned {thing_they_said}. No rush on a decision. If one thing is holding you back, tell me what it is and I'll give you a straight answer. Glad we talked.
Why it works: It repeats what they told you, takes the pressure off, and gives them one easy way to say what's really in the way.
Step 2 · your free seat
Install the rest live with us
Join the live Group AI Growth Session on Zoom. We teach the full plan (Aim, Buyer, Create, DMs, Engine), and if you complete the 2-minute audit you get 100 verified leads that match your ideal client: the first 10 during the session, the other 90 at the end, with a CSV.