If you\u2019re smart and savvy, you can address some of the most common objections <\/strong>before<\/strong><\/em>\u00a0your customers bring them up<\/strong>.<\/p>\n Because even though every customer is unique and has their own, specific, personalized needs \u2014 there are some recurring sales objections that are far more common<\/strong>\u00a0than any others.<\/p>\n The famous sales author and motivational speaker Zig Ziglar coined a term<\/a>\u00a0for that set of common sales objections. He called them the five basic obstacles<\/strong>.<\/p>\n And since we know what they are, as cold emailers, we can strategically address those objections and overcome them <\/strong>before<\/strong><\/em>\u00a0our first live conversation<\/strong>\u00a0with a new lead.<\/p>\n How? We\u2019ll use our ultra-powerful automated <\/strong>cold email follow-ups<\/a><\/strong>\u00a0to do so.<\/p>\n In this article, I\u2019m going to lay out an original <\/strong>cold email copywriting<\/a><\/strong>\u00a0and strategy framework<\/strong>\u00a0we\u2019ve created at GMass for using your cold email follow-ups<\/strong>\u00a0to preemptively address<\/strong>\u00a0and quell the five common sales objections<\/strong>.<\/p>\n By using this framework to craft your follow-ups, you\u2019ll be able to systematically address whatever concern or concerns might be preventing a prospect from replying to your message to schedule a meeting with you.<\/p>\n The five common sales objections are:<\/p>\n While there are many other objections a customer might raise \u2014 you may see lists online of 30 or 40 objections \u2014 all of them fall under one or more of those five top-level categories.<\/p>\n (For instance, \u201cI\u2019m happy with your competitor\u201d really falls under \u201cNo need\u201d and \u201cNo trust.\u201d Or, \u201cSend me the info and I\u2019ll get back to you\u201d really falls under \u201cNo hurry.\u201d)<\/p>\n As you craft your offer, you should prepare to face all five of these objections<\/strong>\u00a0\u2014 and take measures to reduce each one.<\/p>\n Sales calls and cold emails require different approaches to the five basic objections.<\/p>\n On a sales call, objection handling is live.<\/strong>\u00a0You\u2019ve got to be prepared to think on your feet because each customer is going to add their own unique nuance to the basic concerns.<\/p>\n A popular technique is called LAER<\/a>, which was created by the sales training team at Carew International. That stands for:<\/p>\n You want to make sure you listen to your potential customer\u2019s concern<\/strong>\u00a0\u2014 make sure they feel heard. Don\u2019t cut them off or dive right into scripted talking points.<\/p>\n Acknowledge and validate<\/strong>\u00a0the prospect\u2019s concern.<\/p>\n Then begin exploring the concern by asking questions<\/strong>\u00a0to get at the heart of what\u2019s really<\/em>\u00a0the problem. They got on the call with you for some<\/em>\u00a0reason \u2014 meaning they have a problem that was pressing enough to warrant the conversation.<\/p>\n And once you\u2019ve figured out their biggest problem, you can craft a response that overcomes their objection<\/strong>.<\/p>\n Objection handling in cold email is different from cold calls because it\u2019s one-way communication<\/strong>. You\u2019re not answering questions live.<\/p>\n Here, you\u2019re going to throw out preemptive strikes against the five basic sales objections<\/strong>.<\/p>\n But\u2026 cold emails are short. Which means it\u2019s awfully tricky to squeeze quality countermeasures to all five basic objections into your initial message.<\/p>\n You may be able to get in one or two.<\/p>\n (In all of the cold email frameworks we cover here on GMass, I always strongly<\/em>\u00a0recommend great social proof \u2014 that should address the \u201cno trust\u201d objection. Also, every cold email should make it clear why the prospect needs what you\u2019re offering, addressing \u201cno need.\u201d) But all five? It\u2019s tough.<\/p>\n A<\/strong>utomated cold email follow-ups, however, provide an opportunity to drill down into each of these individual areas.<\/strong><\/p>\n As a bonus, by focusing your follow-ups around the sales objections, it actually gives you nice, clear direction and guardrails for your follow-ups.<\/p>\n One common question I receive all the time is: What should I write in my automated follow-ups?<\/strong><\/p>\n No one ever knows what to say, so they stare at the blank screen and ultimately they wind up plunking in messages like:<\/p>\n \u201cHey, just wanted to check in to see if you got my last email. Let me know if you\u2019re interested.\u201d<\/p>\n We can do better than that! By focusing our follow-ups on objection handling, we give each one a specific purpose<\/strong>\u00a0\u2014 almost like we\u2019re reading the prospects\u2019 minds.<\/p>\n So\u2026 even if you address all the basic sales objections brilliantly in your cold email follow-ups, you may still need to talk about them live with your prospect.<\/p>\n That\u2019s why it\u2019s still important to learn how to handle objections in sales calls<\/strong>\u00a0\u2014 whether it\u2019s the LAER method or just through your general sales instinct.<\/p>\n However, by noting the concerns in your emails ahead of time, the hope is you\u2019ll reduce the amount of time you\u2019ll need to spend on objection handling on your sales calls<\/strong>\u00a0\u2014 and you can jump to closing the deal a lot faster.<\/p>\n We\u2019ll now explore how you can tackle each of the five common sales obstacles in your cold email follow-up messages.<\/p>\n For this exercise, we\u2019ll say I\u2019m from a marketing agency and I\u2019m offering website design services. And the niche I\u2019m targeting is dentists who have an out-of-date website (non-responsive\/mobile-friendly).<\/p>\n Here is my initial email, I went with a simple AIDA formula<\/a>\u00a0cold email.<\/p>\n Subject: <\/strong>The {DentalPracticeName} site is broken on mobile \u2014 we can help<\/p>\n Message:<\/strong>\u00a0So yeah\u2026 {DentalPracticeURL} is messed up on cell phones. I just took this screenshot:<\/p>\n {DentalPracticeImage}<\/p>\n At the Pollent Agency, we specialize in responsive design \u2014 those are websites that adjust to look great on any screen size, from computers to iPads to phones. Check out this gallery of dentist sites<\/a>\u00a0to see our work in action.<\/p>\n I\u2019d love to get {DentalPracticeName} on our slate for May. Let me know if you\u2019re interested and I\u2019ll send over more details to get your website fixed ASAP.<\/p>\n Now we\u2019ll cover the follow-ups for this email to handle the objections that might arise.<\/p>\n Ultimately, need is the make or break sales objection<\/strong>.<\/p>\n While the other objections certainly matter as well (and matter a lot), need trumps all.<\/p>\n If the person or company needs what you\u2019re offering, they\u2019ll buy it.<\/p>\n If they don\u2019t need it, they won\u2019t.<\/p>\n Need is also something to be cognizant of during the prospecting stage<\/strong>. Are you targeting the correct customer personas? If you understand your customers\u2019 pressing problems, you should understand their needs.<\/p>\n In most cases, the customer already has some<\/em>\u00a0solution to the problem you\u2019re offering. Are you <\/strong>clearly<\/strong><\/em>\u00a0offering something better \u2014 or different?<\/strong><\/p>\n Their current solution has the incumbency advantage, so you\u2019ve got to offer something awfully compelling to overcome that \u2014 and a marginal difference in features likely isn\u2019t going to be enough.<\/p>\n Need is an area you\u2019ll address with virtually all cold email copywriting frameworks.<\/p>\n However, you may not be able to hit all the different angles of need within those frameworks.<\/p>\n In the example I set up earlier, I focused on a pressing need: Dentists whose websites are non-responsive and, therefore, don\u2019t look right on mobile. I even included a screenshot by including a personalized image with my mail merge<\/a>.<\/p>\n But there are always more need-based objections to anticipate<\/strong>.<\/p>\n For instance, the dentist or the people at the office might see the website looking broken on mobile and not think it\u2019s that big of a deal. Or they might think it\u2019s a big deal, but they figure they can have a friend fix it. Or that mobile doesn\u2019t matter that much. Or that their website isn\u2019t a key marketing channel.<\/p>\n (You can extrapolate this out to whatever it is you\u2019re offering. You may address one major need, but there are always other needs at play.)<\/p>\n So with my follow-up, I\u2019m going to aim to hit on other needs as well.<\/p>\n Subject: <\/strong>{Number} of visitors have seen your broken mobile website since my last message<\/p>\n Message:<\/strong>\u00a0Yep, it\u2019s true.<\/p>\n Based on SimilarWeb traffic estimates, {DentalPracticeURL} gets {WebVisits} per week. 60.7% of traffic today is mobile. That means {Number} saw the broken site.<\/p>\n We\u2019re ready and waiting to help. Plus we don\u2019t just make beautiful, mobile-friendly websites \u2014 we also design sites that are ultra-fast, SEO optimized, and easy for you to update as hours and services change. Oh\u2026 and we make them fast<\/em>.<\/p>\n Reply to this email and we\u2019ll send over our plan today.<\/p>\n In this email I did several things:<\/p>\n It\u2019s also important to notice I used GMass\u2019s feature here to \u201cforce prior conversation below message<\/a>,\u201d even though the message has a different subject line.<\/p>\n That allows the recipient to quickly reference the context<\/strong>\u00a0(in case they forgot) without me having to waste valuable copywriting space reiterating any exposition.<\/p>\n Cost is a convenient, and common<\/strong>, reason for businesses to pass on a product or a service.<\/p>\n Of course, if you\u2019ve properly pitched your offer, you should make it clear how you will generate far<\/em>\u00a0more money than whatever your product or service costs.<\/p>\n Which is why cost is an objection you <\/strong>must<\/strong><\/em>\u00a0be able to overcome<\/strong>.<\/p>\n Price should never be the deciding factor \u2014 the deciding factor is <\/strong>value<\/strong><\/em>.<\/strong>\u00a0The question is never how much something costs, it\u2019s what someone will get for that cost.<\/p>\n So if you get hit with the \u201cno money\u201d objection, it\u2019s because your prospect isn\u2019t seeing the benefit at the price point you\u2019ve set<\/strong>.<\/p>\n Few initial cold emails discuss cost. It\u2019s a slippery slope to make your key value proposition centered around being a \u201ccheap\u201d solution.<\/p>\n Which means\u2026 when we address this objection in the follow-ups, it\u2019s often the first time the prospects will see us mention it.<\/p>\n Ideally, you\u2019re not going to come out and say: \u201cWe\u2019re a cheap solution.\u201d<\/strong>\u00a0That can devalue what you\u2019re offering.<\/p>\n Instead, you want to address those common \u201cno money\u201d concerns and frame your arguments around things like ROI<\/strong>, cost savings over alternatives<\/strong>, or the long-term cost of not addressing the issue<\/strong>.<\/p>\n Here\u2019s my next follow-up message, where I discuss price.<\/p>\n Subject: <\/strong>How Shine Dental\u2019s website paid for itself in 4 days<\/p>\n Message:<\/strong>\u00a0Hey! It\u2019s Ferris from the Pollent Agency again.<\/p>\n One thing we hear from dental practices a lot is: \u201cDo we really<\/em>\u00a0want to pay for a new website? We\u2019re already paying for x, y, and z.\u201d<\/p>\n So here\u2019s our answer. It\u2019s a case study from Shine Dental, who we worked with last year. They tracked services booked from their new mobile website and\u2026 it paid for itself in 4 days from when we launched it. Check it out here<\/a>.<\/p>\n And if you\u2019re ready to talk about getting your new website going, we have three slots left in May. So reply to let us know if you want one ASAP!<\/p>\n In this email I:<\/p>\n If you don\u2019t have a case study to use, you can take other approaches here. Share testimonials or share aggregate numbers of past client ROI if you can.<\/p>\n In lieu of that, break down the ROI of your service compared to other potential solutions to the same problem (e.g., in my case, I could show expected website ROI versus Google\/Facebook ad ROI).<\/p>\n Your prospect needs to feel some sense of urgency to take action<\/strong>.<\/p>\n They may feel that sense of urgency because you\u2019ve accurately identified a pressing problem<\/strong>.<\/p>\n They may feel that sense of urgency because you\u2019ve set up a credible atmosphere of urgency or scarcity in the offer<\/strong>\u00a0you\u2019ve presented.<\/p>\n Or, ideally, both of those will be true<\/strong>.<\/p>\n But if your offer doesn\u2019t feel like a priority, it\u2019s easy for your prospect to ignore your cold email.<\/p>\n Or, if they wind up having a conversation with you, it\u2019s easy for them to blow you off with a statement like, \u201cSend me the info to review and share with my team and I\u2019ll get back to you.\u201d<\/p>\n It\u2019s your job to make it clear there <\/strong>is<\/strong><\/em>\u00a0a hurry \u2014 and they\u2019d better act right away<\/strong>.<\/p>\n As you can see, there\u2019s considerable overlap between \u201cno need\u201d and \u201cno hurry.\u201d At the heart of both is whether or not you\u2019ve hit on an urgent problem.<\/p>\n One big difference with \u201cno hurry\u201d is you can push through the objection harder by also adding urgency to the solution<\/strong>.<\/p>\n The key, though, is credibility<\/strong>.<\/p>\n For instance, if you end an email by saying, \u201cI only have three slots left\u201d \u2014 as I did in my last sample email \u2014 that\u2019s mildly credible. It might spur action from some people, but most will see it as a transparent attempt to manufacture scarcity<\/strong>.<\/p>\n However<\/em>, I\u2019m going to do something in my next follow-up to add credibility to that statement.<\/p>\n And that\u2019s what you need to strive for: Urgency and scarcity that feels real.<\/p>\n Because that\u2019s the key to objection handling for \u201cno hurry.\u201d<\/p>\n Here\u2019s my next follow-up message, where I create a sense of urgency.<\/p>\n In my first follow-up email, addressing the \u201cneed\u201d objection, I already somewhat addressed the \u201churry\u201d objection. I used raw numbers to show how many visitors to the dentist\u2019s website were seeing the non-responsive mobile version per week \u2014 that creates urgency.<\/p>\n So this time, I\u2019m going to create urgency exclusively around my offer.<\/p>\n Subject: <\/strong>New website before June?<\/p>\n Message: <\/strong>Hey there,<\/p>\n Wanted to check in again about getting {DentalPracticeName} a new, mobile-friendly website in place ASAP.<\/p>\n We\u2019re now down to only 1 <\/strong>slot left in May (here\u2019s<\/a>\u00a0the amazing roster of clients we\u2019ve worked with for the month)!<\/p>\n Reply to set up a meeting and I can hold that slot for you. We\u2019re all excited to potentially work with you. {AcctManagerName} would be your account manager and they\u2019re fantastic!<\/p>\n In this email I:<\/p>\nObjection Handling with Cold Email: Table of Contents<\/h2>\n
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What Are the 5 Common Sales Objections?<\/h2>\n
\n
How to Handle Objections in Sales Calls vs. Cold Email<\/h2>\n
How to handle objections in sales calls<\/h3>\n
\n
How to handle objections in cold emails<\/h3>\n
If I address objections in my emails, will I still have to address them when I talk to the prospect?<\/h3>\n
How to Handle the 5 Basic Sales Objections in Cold Email<\/h2>\n
![\"Objection](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/objections-initialemail-tinified.png\")
<\/a><\/figure>\nSales Objection #1: No Need<\/h3>\n
Why prospects believe they don\u2019t need what you\u2019re offering<\/h4>\n
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How to use cold email follow-ups to address need-based objections<\/h4>\n
My sample follow-up message on need<\/h4>\n
![\"Follow-up](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/objections-noneed-tinified.png\")
<\/a><\/figure>\n\n
Sales Objection #2: No Money<\/h3>\n
Why prospects believe they can\u2019t (or shouldn\u2019t) pay for what you\u2019re offering<\/h4>\n
\n
How to use cold email follow-ups to address financial objections<\/h4>\n
My sample follow-up message on money<\/h4>\n
![\"Follow](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/objections-nomoney-tinified.png\")
<\/a><\/figure>\n\n
Sales Objection #3: No Hurry<\/h3>\n
Why prospects believe there\u2019s no hurry to pursue your offer<\/h4>\n
\n
How to use cold email follow-ups to address time and prioritization objections<\/h4>\n
My sample follow-up message on urgency<\/h4>\n
![\"Objection](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/05\/objections-nohurry-tinified.png\")
<\/a><\/figure>\n\n