The Bottom Line

Read time: 3.5 minutes.​
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Hey Reader,

Let’s dive into something that’s probably holding back more sales than we’d like to admit: objections. You know, those pesky little “buts” that creep up right when you think you’ve got someone ready to sign on the dotted line.

Objections are a natural part of the sales process, but how you handle them can be the difference between a sale and a missed opportunity. And today, I want to talk about a unique way to overcome them—not by out-talking your prospect, but by letting your success stories do the heavy lifting.

Sales is Just Coaching Through Objections

Think about it. If someone clicks on your ad, fills out your application form, and books a call, they’re already interested. They’re like the person who walks into an appliance store looking for a washer and dryer—they may not buy today, but they’re definitely in the market.

The real challenge isn’t generating interest; it’s navigating through the mental roadblocks that keep them from saying yes. In many cases, overcoming objections is the key to closing the deal.

But instead of just trying to verbally arm-wrestle someone into a sale, let’s talk about a smarter, more strategic approach: relatable case studies and testimonials.

The Power of Relatable Case Studies

I learned this gem from Stu McLaren years ago, and it’s been a game changer. Here’s how it works:

1. Identify Common Objections: Start by writing out all the main objections you’ve heard from prospects. Is it price? Fear of tech? Uncertainty about whether it’ll work for their industry? Write them all down.
2. Collect and Categorize Testimonials: Gather testimonials and case studies from your past clients, and categorize them based on the objections they address. Did someone overcome a fear of not being tech-savvy? File that under “Tech Objections.” Did someone in a niche industry see success with your program? File that under “Industry-Specific Objections.”
3. Use Testimonials Strategically: Now, this is where the magic happens. You can use these categorized testimonials at various points in your sales process:
   • Preemptively: Send these testimonials in a nurture sequence before the sales call. If you know the top three objections you typically hear, address them before they even come up.
   • During the Call: If a prospect raises an objection during the call, don’t just try to talk them out of it. Instead, say, “I understand where you’re coming from. Let me share a quick story from one of our clients who felt the same way.” Then, play a video or share a written testimonial that addresses that exact concern.
   • Post-Call Follow-Up: If a prospect needs time to think, don’t just let them sit in silence. Hit them with a couple of these testimonials that speak directly to their objections while they’re in decision-making mode.

Real-Life Application: Overcoming Objections with Real Stories

Let’s say you’re on a call with someone who’s interested in your program but says, “I’m just not tech-savvy. I’m worried I won’t be able to keep up.” You could try to reassure them with promises of support and training, but that only goes so far.

Instead, imagine being able to say, “I get it. Let me share a quick story about John, who had the same concern. He wasn’t tech-savvy at all and felt completely out of his depth. But after joining our program, he’s now confidently running his online business like a pro.” Then, you play a short video of John saying exactly that.

Now, the objection isn’t just being countered by your words—it’s being obliterated by someone who’s been in their shoes.

Turn Objections into Opportunities

Here’s the deal: if you know the objections your prospects are likely to have, and you have a library of testimonials that specifically address those objections, you’re not just handling objections—you’re turning them into opportunities.

This strategy isn’t just for sales calls, either. Use these testimonials in your ads, retargeting campaigns, email sequences, and anywhere else prospects might be hanging out. The more places you can address these concerns, the less likely they are to stand in the way of a sale.

A Framework for Action

So here’s your homework for the week:

1. Identify the top objections your prospects have.
2. Collect testimonials that directly address those objections.
3. Categorize them so you know exactly which one to pull out when a specific objection comes up.

And finally, start using them strategically in your marketing and sales processes. This approach is what Robert Cialdini would call “pre-suasion”—you’re not just responding to objections, you’re proactively addressing them before they even become a sticking point.

So, next time you hear a “but,” don’t just talk your way through it. Let your success stories do the work for you.

Until next time,

Nic “Case Study Sharing” Kusmich

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P.S. Watch my latest YouTube video "How To Approach Ads Budgeting and Testing" HERE​

P.P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

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