Objections
We're already busy
or
We're booked out for months. We don't need any more work
"That's awesome. Most businesses want to be in your position. Let me ask you...what happens once you add another crew?"
"If referrals slowed down tomorrow, what's your backup plan?"
"So it sounds like you're busy today, but you're still planning for growth?"
Teaching Point: Busy isn't the objection. Find the future problem.
We're too small
Coach Them To:
"Is staying small the goal, or are you hoping to grow over the next year?"
If they say grow...
"What's going to get you there?
We're using another company
"That's good to hear."
"What made you choose them?"
"If you could improve one thing about working with them, what would it be?"
Never attack the competitor.
What does "HTTP" stand for?
HyperText Transfer Protocol
What are our 4 pillars
1. Website Content
2. Independent Endorsement
3. Google Business Profile
4. Well Run Business
My website is fine
or
my website works great
"I actually agree. I wasn't calling because your website looked bad."
"I'm curious...when someone asks ChatGPT or Google AI for the best contractor in your area, are you confident your business gets recommended?"
Teaching Point: Stop selling websites.
Send me information
"Absolutely. Just so I don't send something completely irrelevant...what were you hoping to learn from it?"
or
"What caught your attention enough to ask for information?"
What are you selling
"Nothing yet. I'm just trying to figure out if this conversation even makes sense."
or
"Honestly, I don't know if we can help until I learn a little about your business."
Goal: Lower their guard.
Which U.S. state has the longest coastline?
Alaska
Which foreign country provided the most military support to the American colonies?
France
My IT guy handles that
"That's great. Is he mainly maintaining the website, or is he helping you become recommended by AI platforms too?"
"Out of curiosity, what are you hoping he helps your business accomplish?"
Teaching Point: IT ≠ Marketing.
Call me in 6 months
"Happy to."
"What do you expect will be different six months from now?"
If nothing changes...
"Then help me understand why six months would make more sense than twenty minutes this week."
We already have somone
"Good. Are they mainly managing your website or helping grow the business online?"
Then...
"What's been the biggest win working with them?"
Which country consumes the most chocolate per capita?
Switzerland
When was D-Day?
June 6, 1944
We get all our business from referrals
"That's usually a sign you do really good work."
"Just curious...what percentage of your business would you say comes from referrals?"
"If one of your referral partners retired tomorrow, where would new business come from?"
Teaching Point: Referrals aren't guaranteed forever.
We're good
"I figured you might be."
"Just so I understand...when you say you're good, are you talking about leads, your website, or just business overall?"
Make them define "good."
We dont want more leads
"Makes sense."
Then...
"Is the goal more profit, better jobs, hiring, or just maintaining?"
Who was the oldest person to sign the Declaration of Independence?
Benjamin Franklin (70)
Which war was known as "The Forgotten War"?
Korean War
We don't pay for Google
"That's actually why I asked."
"If you're growing without paying Google, imagine if AI and Google naturally recommended you even more often."
Teaching Point: Validate first.
We don't need marketing
"That's fair."
"How are most new customers finding you today?"
"Is that exactly how you want people finding you a year from now?"
Marketing never works
Don't defend marketing.
Ask:
"What did you try?"
Then...
"What were you hoping would happen?"
Then...
"What actually happened?"
Who was the youngest signer of the Declaration of Independence?
Thomas Lynch Jr. (27)
"How are you different than me just building my own website?"
"You absolutely can build it yourself—just like you can do your own taxes or replace your own roof. The question isn't can you, it's whether that's the best use of your time and whether you'll get the same result."
Then ask:
"How much time have you already spent trying to figure out SEO, AI visibility, Google Business Profile optimization, reviews, citations, and content?"
OR
"You could absolutely build your own website."
"Just like I could probably watch YouTube and replace my roof. But I'd rather hire someone who does it every day because I care about the outcome."
"We're not just building websites. We're helping businesses become the recommended choice online. That includes your website, your Google Business Profile, your reputation, AI visibility, content strategy, lead management, and ongoing optimization. Those things working together are what help generate business—not just having a website."