How To Address Objections In Ecommerce Messaging

What’s really killing your deals? Hint: It’s not your product—it’s misalignment of messaging between sales and marketing. I recently ran a closed lost analysis for a b2b saas client (finance industry), evaluating 12 months of data and the biggest issue was clear - prospects didn’t feel confident about moving forward because of mixed messages and a lack of clarity around how easy implementation would be. Here’s what we changed to fix it: 1. Sales and marketing out of sync Sales wasn’t equipped with the right materials to explain just how simple the implementation process was. Prospects left calls with more questions than answers. Discovery: 40% of deals were lost because the messaging wasn’t clear or consistent. We got sales and marketing on the same page by creating simple enablement materials that told a unified story. 2. Optimized customer testimonials messaging on landing page We revamped a key web page to include customer testimonials focused on how smooth the implementation process was. This instantly made prospects feel more confident. Discovery: Time spent on the page increased by 50%, and we started seeing more leads make it past the hesitation phase. 3. Provided sales w/ better tools With new materials in hand, the sales team got the training they needed to handle objections around implementation more confidently. This wasn’t just about a smoother process—it shortened the sales stage duration. Discovery: Sales cycles sped up by 20% once sellers had everything they needed to answer questions upfront. 4. Tighter engagement with prospects Once the messaging and tools were aligned, prospects started responding more quickly and engaging with us earlier in the sales process. Mitgated the hesitation. Discovery: We saw a 15% increase in inbound responses from prospects who were now clearer on the value and ease of implementation. TL;DR If sales and marketing aren’t telling the same story, deals don't close. Quick fixes to align your messaging, give your sales team the tools they need, and you’ll start building trust on deals faster. Checked in on your sales and marketing alignment. It could be what’s holding growth back. #b2b #funnelanalysis

I've generated tens of thousands in additional revenue with this simple email framework (that most people get wrong): I call it The Objection Handling Email. And it's specifically designed for people who: • Have clicked on your product page • But didn't buy These aren't cold leads. They're actually your HOTTEST prospects. They've literally raised their hand saying "I'm interested!" They just have some mental barrier stopping them from pulling the trigger. That's where Objection Handling Emails work like magic. By systematically tackling those objections holding people back, you can boost sales without changing: • Your product • Your landing pages • Or the rest of your funnel Now, there are 2 ways to deploy these emails: 1️⃣ The Ongoing Approach Send them alongside your regular newsletters. For example: Every Monday, we send one free-value email to our entire list. Then on Thursdays, we send an Objection Handling Email specifically to our "Clickers" segment. (People who've clicked our sales page but haven't bought.) This is the easiest place to start. 2️⃣ The Launch Approach During product launches, we send our regular morning emails to everyone. Then in the afternoon, we send 1 Objection Handling Email ONLY to people who: • Joined the waitlist for the product • Or clicked on the sales page (without buying) Now, let's break down the 7-step formula behind a high-converting Objection Handling Email: Step 1: Call out the objection directly in the subject line - no dancing around it Step 2: Validate before countering - let them know this is a common concern Step 3: ALWAYS reframe the objection into an opportunity Step 4: Use real numbers - make it concrete, not theoretical Step 5: Address skepticism head-on - say what they're thinking before they can think it Step 6: Social proof is everything - one real story > a thousand claims from you Step 7: End with a clear next step - make it OBVIOUS what they should do I've used this formula to generate hundreds of additional sales across multiple businesses. So, I hope you can give it a try soon! PS - Want a plug-and-play template to write high-converting Objection Handling Emails? Comment "template" & I'll send it over.

Objection handling done wrong causes buyers to say less. Objection handling done right encourages buyers to say more. (And let's be honest, it's hard to overcome objections if you don't truly understand what they are.) Quick story: (Internal conversation) "We should share our concerns with the seller." "There's no point, they'll just tell us we are wrong and try to convince us otherwise. I voce we just go with the competing solution and inform them they lost the deal next week." (If you're in sales or customer success, this conversation should worry you.) The best sellers I've worked seem to genuine want feedback in a way that leverages curiosity and transparency. Last year, I worked with a seller who got this right. We shared feedback on their proposal covering three main concerns: ability to meet technical requirements, self-serve capabilities, and pricing that scaled with our user base. Here's what they did so well in my opinon: 🔸 They listened instead of immediately refuting and problem-solving 🔸 They asked clarifying questions rather than getting defensive 🔸 They explored our use case instead of demanding to know the competition 🔸 They created space for more feedback rather than shutting it down At the end of the call, they said: "Thank you for sharing this. Here's what I heard you say [restated our concerns]. I'd like to address a couple of these points, but first let me touch base with our solutions consultant. Could we grab 30 minutes tomorrow? If it doesn't address your concerns, we'll graciously bow out. We don't want a bad fit. But based on what you shared, I think there might be some misunderstandings we can clear up." We agreed to the call. Turns out, there were misunderstandings. But here's the thing: admittedly we almost didn't share that feedback in the first place. Why? Because usually it feels like it falls on deaf ears or the seller will do anything to close the deal. I've shared this story before but encountered a similar situation last week so I thought it was worth sharing.