Closing clients can be challenging, especially when you’re faced with objections. During my time running a fitness business, I learned how to handle objections before they even came up. By qualifying and screening clients during the initial consultation, I was able to stay in control and close 82% of the prospects who came in for complimentary sessions.
This guide outlines how to handle the four most common objections—price, commitment hesitation, spouse approval, and opting for a lower package—using proven scripts and a reliable process.
5-Step Objection-Handling Process
Before diving into specific objections, use this consistent five-step framework to stay in control:
- Listen to the objection without interrupting.
- Question the objection to clarify it.
- Answer the objection clearly.
- Confirm that your answer resolves the concern.
- Ask for the close again.
Objection 1: Price
“That’s too expensive.”
What they’re really saying:
- You haven’t built enough value.
- They may need help with payment options.
- They’re comparing price, not quality.
How to respond:
- Clarify whether it’s the price or the payment.
- Rebuild the problem and emphasize your solution.
- Offer flexible payment plans.
- Reinforce your credentials and guarantees.
Sample script:
Prospect: “That’s too expensive.”
You: “Can you share what makes you say that?”
Prospect: “It’s more than I expected.”
You: “Understandable. Let’s recap—you want to [insert goal], and it will take [X months] with [Y sessions/week]. This plan reflects that. Does that make sense?”
Prospect: “Yes, but it’s still high.”
You: “Let’s consider what you’ve already spent trying to fix this. Now imagine finally solving it with a guaranteed program. Isn’t that worth the investment?”
You: “Would you prefer to pay in full or use a payment plan?”
Objection 2: Non-Commitment
“I want to think it over.”
What they’re really saying:
- They’re unsure about the value or trust.
- They’re hesitating due to fear or uncertainty.
How to respond:
- Ask what they need to think over.
- Reinforce urgency and their motivation.
- Address underlying doubts directly.
Sample script:
Prospect: “I want to think it over.”
You: “I hear you. What exactly would you like to think through?”
Prospect: “It just feels like a big decision.”
You: “Understandable. But let’s revisit your goal of [X]. If you wait six more months, how will that feel?”
Prospect: “Worse.”
You: “Exactly. Let’s fix this now so you’re not in the same spot months later. What’s still holding you back from moving forward today?”
Objection 3: Spouse Approval
“I need to talk to my spouse.”
What they’re really saying:
- They may not be the sole decision-maker.
- They’re not confident enough to justify the purchase.
How to respond:
- Schedule a joint meeting.
- Show empathy while staying in control.
- Re-establish the value of the solution.
Sample script:
Prospect: “I need to talk to my spouse.”
You: “Absolutely. Let’s schedule a time for the three of us to discuss this. I want to make sure both of you have your questions answered. Would [Day/Time] or [Day/Time] work better?”
Objection 4: Choosing a Lower Package
“I’ll just go with the smaller package.”
What they’re really saying:
- They don’t see enough value in the full program.
- They’re nervous about full commitment.
How to respond:
- Confirm their reasoning.
- Emphasize the full solution and long-term benefits.
- Offer payment flexibility if needed.
Sample script:
Prospect: “I’ll go with the three-month plan.”
You: “Why do you feel that’s the best fit?”
Prospect: “It’s more affordable.”
You: “That makes sense. But you mentioned your goal requires at least six months. The smaller plan might only get you halfway. I’d hate to see your progress stall. If cost is the issue, would it help if we explored a payment plan for the full program?”
Final Tips for Success
- Be consistent with your process.
- Pre-qualify leads using forms or calls to uncover objections in advance.
- Always follow up. Set the next step before ending any conversation.
Mastering objections is about empathy, confidence, and structure. The more consistent your process, the more clients you’ll convert—while genuinely helping them achieve their goals.