The Most Common Objections
Key Takeaways
An objection may be a real constraint, a question or a decision to decline
Ask what would help without assigning a hidden motive
Give requested information and time; respect a refusal
Understanding a Client's Concern
Treat the stated concern seriously. You cannot identify a hidden motive from a phrase alone.
| Client Says | Possible Need to Clarify |
|---|---|
| "I need to think about it." | Time, information or a decision to pause |
| "I can't afford it." | Cash flow, cost or competing needs |
| "I'm too busy." | Scheduling constraints or a preference to wait |
| "I'm happy with what I have." | A reason to keep the current arrangement |
| "I need to talk to my spouse." | Shared decision-making or more information |
| "Send me information." | Written details in a preferred format |
| "I don't trust financial people." | Experiences, conflicts or unanswered questions |
| "The market is too risky." | Loss capacity, time horizon or uncertainty |
| "I'll do it later." | A different timeline or a decision to decline |
| "I can do this myself." | A preference for self-directed decisions |
A Respectful Response
- Pause and acknowledge what they said.
- Ask permission for a relevant clarifying question.
- Listen without assuming that agreement is the goal.
- Answer the concern accurately, including material costs, risks and limitations.
- Agree on a next step only if they want one.
Example: "Of course, take the time you need. Is there any information you would like before you decide?"
Income alone does not establish affordability. Before a securities recommendation, consider the customer's circumstances and reasonably available alternatives under the applicable standard of conduct. Do not turn a budget concern into pressure to buy.
Source: SEC Regulation Best Interest guide.
I Need to Think About It
A prospect at the end of a meeting who wants to delay
Setup
You've had what seemed like a productive meeting with a new prospect. They asked good questions, seemed engaged, and the solution clearly fits their needs. But as you move toward next steps, they pull back.
Client says:
“This all sounds really good, and you've given me a lot to think about. I definitely want to move forward, but I just need some time to think it over. Can you give me a week or two? I'll call you when I'm ready.”
Practice Objectives
- 1Accept the request for time
- 2Ask whether any specific information would help
- 3Respect a decision to pause or decline
- 4Ask who the client wishes to involve
- 5Agree on follow-up only with permission
I Can't Afford It
A prospect who objects on cost
Setup
A dual-income couple says the proposed plan is unaffordable. Their income does not show how much is available after debts, obligations and liquidity needs. Explore the constraint without assuming they can pay.
Client says:
“I appreciate all the work you've done here, but honestly, we just can't afford this right now. Between the mortgage, car payments, the kids' activities... there's nothing left at the end of the month. Maybe next year when we get raises.”
Practice Objectives
- 1Do NOT challenge their spending or suggest they can afford it
- 2Get curious about their financial situation without being judgmental
- 3Understand what "afford" means to them
- 4Clarify cash flow, obligations and priorities without minimizing the budget concern
- 5Discuss feasible alternatives, including deferring or declining the proposal
A client asks you to send information. What is the best first response?
Send a standard brochure and schedule an application meeting
Ask what information and format would help them decide
Ask for a verbal commitment before preparing written material
Send favorable performance examples from similar clients