The most important piece of your sales process is to overcome objections and direct the lead down the appropriate path you want them on.

If you haven’t already done so, listen to How to get better at sales, where you will learn the first 2 steps to getting better at sales.

  • Learn from every sales call
  • Identify the type of buyer you are talking with

By the end of this episode, you will learn the most important piece of sales. That is how to overcome any objection to the 5 buyer types we identified in the last episode.

Before we dive in, let’s just go over those 5 buyer types again.

  • Price buyer those that want to just get the lowest price they can.
  • Value buyer those that want quality and price isn't a concern.
  • ”Know-it-all" buyer those that feel they know how to do your job.
  • ”Wishy-washy" buyer those that really don't know what they want.
  • ”Go-between" buyer those that say they are a decision maker, but not really.

Once you key in on identifying which type you are speaking to, you want to embrace them.

Lean in to what they want and give them exactly what they ask for.

STEP 3 - Put the buyer on the right path

With any of them, you don't want to waste your time in writing a proposal unless you get a firm "yes" from the at the end of the call.

You aren't in business to write proposals. If they balk at the time and cost investment and still ask for a proposal, tell them that "this is the proposal, nothing will be different in the document."

You aren't in the proposal writing business.

There's no reason to waste time on writing up an in-depth proposal on something that's never going to happen.

Explain to them that the proposal is a formality to get the ball rolling on the project together. If what they hear on this call doesn't make sense to them to move forward, nothing will change in the document.

When you identify the type of buyer, there's a different path you want to direct them to.

  • Price buyer --> referral
  • Value buyer --> a firm "yes" to move forward
  • "Know-it-all" buyer --> empathy first, with a path to clarity for why they are talking with you
  • "Wishy-washy" buyer --> add value and let them go and come back
  • "Go between" buyer --> explain the process, but then full stop until ALL decision makers on the call

STEP 4 - Overcome Objections

To help you identify which buyer a lead depends on the objections they have.

As you have your next sales call, or if you've recorded the calls in the past, listen very closely.

Break out a piece of paper and write down any of the objections you hear from the lead.

Statements like:

  • "that seems like I a lot of money for this"
  • "this should be simple"
  • “This sounds great, but I have to talk with so-and-so first"
  • "I'm not sure"
  • "I had this other person and it didn't work out"
  • "I'm talking with a few other vendors"
  • "I have someone else who can do this work but wanted to see what else is out there"

I can go on, but I think you get the point. Not every objection is in the form of confrontation or conflict, like “you are too much money.” Statements like “I’m not sure” or “this should be simple” are objections that are telling of who they are.

Write them all down and work through them where next to each objection, you put the type of buyer you think they are. Practice this on each call you have and you'll start getting better at identifying the type of buyer.

Once you can identify the type of lead, you can then use that as a trigger to push that buyer towards the appropriate path.

Only pushing value buyers and those that give you a firm “yes” to move forward, to the proposal writing stage.

Two things happen immediately with this.

  • The feeling of not closing enough deals starts to go away.
  • You start to identify the buyer type earlier in the process so that you don't even get on the phone with them.

Do this on your very next sales call. As you push the various types down the appropriate path, you’ll maintain your position as the expert and that feeling of getting lots of people on the phone but not closing enough will go away.

Running your freelance business

Struggles with time management? Which emails to send off and when? Wonder what type of software to use? Here are the answers you’ll want to have a listen to.
See all topics

More episodes in this topic:


What do you do when a crisis hits?


How to start building an email list as a freelancer?


How do you manage time wearing so many hats as a freelancer?


What software tools do you use for business? What is best?


How do you prevent, manage scope creep in your projects?


Do you schedule in time for exploring or reading articles online?


What is the best way to get income fast?


What happens if you can’t define a scope of work on a call?


What do I do first thing Monday morning?


How can I focus on my business when I’ve got a ton client work?


Do I have to be concerned with GDPR?


What are the tools and services that you use and would recommend to freelancers?


How do you have time for all that you do?


What podcasting gear do I use?


Does live chat bring you in business?


How do you followup with a lead after a proposal?


Did hiring a mentor really help you with starting up your business or your career?


What is my writing process


What is the easiest way to get a remote testimonial?


How do you determine a quality prospect?


How do you step away and actually take a vacation?


Are job boards reliable?


How to decrease the sales cycle or time to close?


How would you write a cold outreach email?


How to present different services that could potentially diminish your abilities in the minds of clients?


Should I bundle projects for clients or keep projects separate per client?


What product do you use for your business that you can’t live without?


What makes you stand out from other freelancers?


Do I drop this client?


How do I set a goal?


Do you meet leads and clients face-to-face?


How do I work “ON” my business and not “IN” my business?


What is the best structure for setting a goal?


How do you do a review of your week?


What do I say when a potential client says I’m too expensive?


What is activity based selling?


How to get more clients?


How to have a productive week?


Do you use a CRM for your business?


How do you choose the technology for your clients?


What is the structure of a weekly review?


What is the structure of a monthly review?


What are lead generation techniques to get me out of the feast and famine revenue cycle?


How do I know if I should buy a course?


What’s a polite way to tell existing clients you are raising your rates? And what is a reasonable percentage to go up?


How many email follow-ups should I send to a lead?


What do I do? I’m afraid to filter the tire kickers coming into my business because they are the only leads I have.


How to take the next step from contracting resource to solo business owner?


What do you think about Gutenberg? Schmutenberg!


How do I get better at sales?


How to overcome objections in sales?


How do I respond to an RFP?


How to respond to “I don’t need strategy, can you just do…”?


If you don’t have experience, how to you prove the quality without the education/experience?


How do you handle a client that has ghosted?


What do you ask during a sales call?


How to improve your sales process as a freelancer?


How to charge more as a freelancer?


How do you push past the imposter syndrome?


How do you segment your email list?


What to say when a client insists on adding something new?


What kind of content should I promote to potential clients?

Related episodes from

Live in the Feast Podcast

Get Every Resource and Content Upgrade

You've made it down here 👏. Put your name and email below and you will get access to all the free resources and content upgrades on the site.