Listen, I’m going to be straight with you.
If you’re a health coach, practitioner, nutritionist, or wellness pro trying to build a real business… sales objections probably make you want to crawl under your desk and hide.
“I need to think about it.”
“I need to talk to my partner.”
“I can’t afford this right now.”
And suddenly you’re like, “Okay cool, no worries! Let me know!” while your stomach drops and you wonder if you should’ve just become an accountant instead.
Yeah, I’ve been there. Most of my Health Coach Accelerator students have been there too.
But here’s the thing that changed everything for me (and that I want to share with you): objections are not rejections.
I sat down with sales coach Nicole Kramer on my podcast recently, and she dropped some serious truth bombs about handling objections that I need you to hear. Because if you can’t navigate objections with confidence, you’re leaving clients (and cash) on the table… and honestly, you’re probably doing those potential clients a disservice too.
Let’s dive in.
Why Most Coaches Are Terrified of Objections (And Why You Need to Get Over It)
First, let’s talk about why objections freak us out so much.
You’re sitting on a sales call. Things are going well. You’re vibing. They seem interested. You can feel it.
Then you share your pricing and BAM.
“Hmm… I don’t know. That’s a lot of money.”
Your heart sinks.
Your palms get sweaty.
You start backpedaling like you’re on a unicycle going downhill.
Why does this happen?
Because somewhere along the way, we learned that sales = sleazy. We think if someone says “I’m not sure,” that means “back off, you pushy weirdo.”
But Nicole said something in our conversation that literally made me sit up straighter:
“Objections are buying signals.”
Wait, what?
Yep. If someone really didn’t want what you’re offering, they wouldn’t be on the call with you in the first place.
Think about it.
No one wakes up on a Tuesday morning and thinks, “You know what sounds fun? Signing up for a bunch of free discovery calls with coaches I have zero interest in working with.”
If they’re there, if they showed up, if they’re asking questions… they want this. They’re just scared. Or confused. Or they don’t trust themselves yet.
And that’s where YOU come in.
The 3 Magic Phrases That Help You Navigate Objections Like a Pro
Okay, here’s the good stuff.
Nicole shared three simple phrases you can use when someone throws an objection at you. These aren’t scripts you memorize and robotically repeat. They’re conversation starters that help you stay curious, build empathy, and ultimately help your potential client make the best decision for themselves.
Magic Phrase #1: “What makes you say that?”
This one is GOLD.
When someone says, “I can’t afford this,” or “I don’t have time for this,” your first instinct is probably to respond with something like:
“Oh, well, we have payment plans!” or “It only takes 30 minutes a day!”
But here’s the thing… you don’t actually know what they mean yet.
Instead, try this: “What makes you say that?”
This does two things:
- It keeps you curious instead of defensive
- It gives them space to unpack what’s really going on
Because here’s a secret: the money objection is almost never actually about money.
Nicole and I have both seen this a million times. Someone says, “I can’t afford it,” but what they really mean is:
“I don’t know if I’m worth investing in.”
“I’m scared I’ll fail again.”
“I don’t trust myself to follow through.”
When you ask “What makes you say that?” you’re opening the door for them to tell you what’s REALLY going on.
And once you know that? You can actually help them.
Maybe they’re not ready. Maybe they do need to move some money around. Or maybe… they just need permission to say yes to themselves.
You won’t know unless you ask.
Magic Phrase #2: “Help me understand…”
This phrase is your Swiss Army knife for objections.
You can use it in so many ways:
- “Help me understand what made you want to get on this call in the first place.”
- “Help me understand what the cost is to you if you DON’T do something about this.”
- “Help me understand what would make this feel like the right decision for you.”
The beauty of this phrase is that it keeps YOU in listening mode and THEM in reflection mode.
And when they start talking… magic happens.
They start to hear themselves.
They start to connect the dots.
They realize, “Oh wow, I’ve been dealing with this for three years and it’s affecting my energy, my relationships, my confidence… maybe the real question isn’t ‘Can I afford this?’ but ‘Can I afford NOT to do this?'”
You’re not telling them what to think. You’re asking questions that help them think more clearly.
That’s not manipulation. That’s leadership.
Magic Phrase #3: “What do you understand about…?”
This one is sneaky good.
Let’s say someone says, “I need to talk to my partner first.”
Cool. Totally valid.
But instead of just saying “Okay, let me know!” and ending the call, try this:
“What do you understand about the benefits of starting now versus waiting a few months?”
Or:
“What do you understand about what it would cost you to stay where you are?”
This phrase gently invites them to reflect on what they’ve already learned in the conversation.
And here’s what’s wild… most of the time, when you ask this question, they’ll say something like:
“Well, I know I’ve been struggling with this for years. And I know it’s affecting my health. And I know I can’t figure this out on my own. So… yeah, I probably shouldn’t wait.”
Who’s selling at that point?
Not you.
THEY are.
And that’s exactly how it should be.
The Real Secret: Curiosity + Empathy = Courage
Nicole said something in our conversation that I can’t stop thinking about:
“When you stay curious long enough to build empathy, then you have the courage to ask the hard questions.”
This is the framework.
You don’t just jump straight to “Well, are you more committed to your dreams or your excuses?”
That’s weird and aggressive.
Instead, you:
- Stay curious. Ask questions. Listen. Dig deeper.
- Build empathy. Show them you understand. Relate to their struggle. Make them feel seen.
- Ask the hard questions. Once you’ve done steps 1 and 2, you’ve EARNED the right to challenge them a little.
Nicole shared a story about her first business coach. She spent 25 minutes on the call telling her coach ALL the reasons why she needed help. Then the coach shared the price… and Nicole was like, “Uh, I don’t know if I can afford that.”
And her coach said:
“Are you more committed to your dreams or your comfort zone?”
Mic drop.
But here’s the key: that question landed because the coach had spent 25 minutes listening first. She’d built the relationship. She’d earned the right to ask.
And Nicole? She said yes. And it changed her business.
That’s what we’re talking about here.
What to Do at the BEGINNING of a Sales Call to Avoid Objections Later
Okay, pro tip time.
Want to know how to handle objections before they even come up?
Ask this question at the START of your call:
“If this feels aligned for you and you feel ready to move forward, is there anything that would hold you back from making a decision today?”
Boom.
Now you know.
Maybe they say, “Yeah, I need to talk to my partner first.”
Cool. Now you can say, “Got it. So it sounds like you’re here to gather information so you can make a decision together later. What information would be most helpful for you to take back to them?”
Or maybe they say, “I’m not sure how much it costs, so I’m just here to learn more.”
Perfect. “Okay, so you’re here to explore whether this is even in the ballpark for you. Let me ask… what would make this feel like a good fit for you?”
When you ask this upfront, you’re not sitting there the whole call with your fingers crossed hoping they say yes.
You KNOW what you’re working with.
And you can guide the conversation accordingly.
The 5 Most Common Objections (And What They Really Mean)
Let’s get practical for a second.
Here are the objections you’re probably hearing on repeat… and what they ACTUALLY mean.
Objection #1: “It’s too expensive.”
What they’re really saying: “I don’t know if I’m worth investing in” or “I’m scared I’ll fail again and waste the money.”
What to ask: “What makes you say that?” Then dig into what it would cost them NOT to do this. Help them see the real price they’re already paying by staying stuck.
Objection #2: “I need to think about it.”
What they’re really saying: “I’m overwhelmed and scared and I don’t trust myself to make the right decision.”
What to ask: “Help me understand what you need to think about. Is it the timing? The investment? Whether this will work for you?” Get specific. Because “I need to think about it” is usually code for “I’m freaking out.”
Objection #3: “I need to talk to my partner.”
What they’re really saying: Sometimes it’s legit. Sometimes it’s “I’m scared to make this decision on my own.”
What to ask: “Totally get it. Just curious… are you asking for their support or their permission?” This question is POWERFUL. It helps them get clear on what kind of conversation they’re about to have.
Objection #4: “I don’t have time right now.”
What they’re really saying: “I’m overwhelmed and I don’t know how I’d fit this into my life.”
What to ask: “What do you understand about what it’s costing you to keep putting this off?” Or “Help me understand… when was the last time your schedule magically cleared up?” (Spoiler: never.)
Objection #5: “I want to try to do this on my own first.”
What they’re really saying: “I don’t want to admit I need help” or “I’m not sure this will work and I want to hedge my bets.”
What to ask: “Totally fair. Just out of curiosity… how long have you been trying to do this on your own?” Let them connect their own dots.
The pattern here?
None of these objections are actually about the thing they’re saying.
They’re about FEAR.
Fear of failure.
Fear of wasting money.
Fear of not following through.
Fear of change.
And your job isn’t to bulldoze through that fear.
It’s to help them name it. Face it. And decide if they’re ready to move through it.
Real Talk: What This Looks Like in Action
Let me paint you a picture of how this actually plays out on a call.
You’re 20 minutes in. The person across from you (let’s call her Sarah) is nodding along. She’s engaged. She’s sharing her story. You can tell she needs what you’re offering.
Then you share your pricing.
Sarah’s face changes.
“Wow… that’s… I mean, that’s a lot. I don’t know if I can afford that right now.”
Old you would panic. Start offering discounts. Apologize for the price.
But new you? You stay calm.
You take a breath and say: “What makes you say that?”
Sarah pauses. “Well… I mean, I’ve spent so much money on programs that didn’t work. And I’m worried this won’t work either. And then I’ll have wasted all this money and I’ll feel like an idiot.”
Boom.
There it is.
It’s not about the money. It’s about trust. In herself.
Now you can have a REAL conversation.
“I totally get that. It sounds like you’ve invested in things before that didn’t land. Help me understand… what was different about those programs? What made them not work?”
And now Sarah is unpacking it. She’s getting clear. She’s realizing that those other programs were generic. They weren’t personalized. They didn’t have support.
And YOUR program? It has all those things.
By the end of the call, Sarah doesn’t need you to convince her.
She’s convinced herself.
All you did was ask good questions and create space for her to get clear.
That’s the power of curiosity.
The Thing No One Tells You About Sales Calls
Here’s what I want you to really hear:
Your goal on a sales call is not to get a YES. Your goal is to help someone make a DECISION.
Yes or no.
Both are fine.
Because a “no” from someone who isn’t ready is way better than a “yes” from someone who’s going to ghost you, ask for a refund, or not do the work.
You want people who are ALL IN.
And sometimes, the kindest thing you can do is help someone realize they’re not ready yet.
I’ve had calls where I’ve said, “You know what? I don’t think now is the right time for you. Here’s what I think you should focus on first…”
And you know what happens?
They come back six months later. Ready. Grateful. And they become your best clients.
Sales isn’t about tricking people into saying yes.
It’s about helping people get clear on what they actually want… and then supporting them in making the best decision for themselves.
How This All Connects to Your Business
If you’re a health coach or practitioner trying to build a sustainable business, you need to get comfortable with sales.
Not in a gross, bro-marketer, “just close them bro” kind of way.
But in a “I care about this person and I’m going to help them make the best decision for themselves” kind of way.
Because here’s the truth:
Sales is the first step in transformation.
When someone says yes to your program, they’re saying yes to themselves.
They’re making a commitment.
They’re deciding they’re worth it.
And THAT is where the real work begins.
So if you can’t help someone through objections on a sales call… how are you going to help them through objections in your program?
You won’t.
And that means they won’t get results.
And that means you won’t build the business you want.
So let’s flip the script.
Let’s stop seeing objections as scary.
Let’s start seeing them as opportunities.
Opportunities to:
- Dig deeper
- Build trust
- Help someone get clear
- Take a stand for their transformation
And let’s use these three magic phrases to guide the conversation:
- “What makes you say that?”
- “Help me understand…”
- “What do you understand about…?”
Your Next Steps
If you’re reading this and thinking, “Okay, this makes sense… but I still don’t know what the hell to say on sales calls,” I get it.
Sales is a skill. And like any skill, it takes practice.
Here’s what I want you to do:
Practice these phrases.
Seriously. Say them out loud. Get comfortable with them. Role play with a friend.
Because the more comfortable you are with these questions, the more natural they’ll feel on an actual call.
And if you want more support around this stuff… building your offer, learning how to sell it, creating a business that doesn’t burn you out… that’s exactly what I teach inside Health Coach Accelerator.
We don’t just teach you how to build a program. We teach you how to SELL it. With confidence. Without feeling gross.
Because you deserve to get paid for your work.
And your future clients? They deserve to work with you.
So let’s make it happen.
Pro Tips for Actually Using These Phrases
Okay, before I send you off into the world to start handling objections like a boss, let me give you some practical tips for actually USING these phrases effectively.
Tip #1: Don’t Rush the Silence
When you ask, “What makes you say that?”… shut up.
I know it’s uncomfortable.
You want to fill the silence.
You want to jump in with a solution.
Don’t.
Let them sit with the question. Let them think. Let them process.
The silence is where the magic happens.
Tip #2: Actually Listen to What They Say
This sounds obvious, but I see coaches mess this up all the time.
They ask a good question, but they’re not really listening to the answer. They’re thinking about what they’re going to say next.
Don’t do that.
When someone is answering your question, BE PRESENT.
Listen for what they’re NOT saying.
Listen for the emotion behind the words.
That’s where you’ll find the real objection.
Tip #3: Follow Up with More Curiosity
One question is good.
Two or three questions is better.
Don’t be afraid to dig deeper.
“What makes you say that?”
“Tell me more about that.”
“What else?”
Keep peeling back the layers until you get to the REAL thing.
Tip #4: Mirror Their Language
If they say, “I’m scared I’ll fail,” don’t respond with “Well, my program has a 95% success rate!”
Instead, say, “I hear you saying you’re scared you’ll fail. Help me understand what failure would look like for you.”
Use their words. Meet them where they are.
Tip #5: Know When to Let Go
Sometimes, people aren’t ready.
And that’s okay.
If you’ve asked good questions, stayed curious, built empathy, and they’re still saying no… let them go.
Don’t chase. Don’t beg. Don’t discount your prices.
Just say, “I totally hear you. This doesn’t feel like the right timing for you, and I respect that. If things change down the road, you know where to find me.”
Then move on.
The right people will say yes. The wrong people won’t.
And both outcomes are perfect.
Why This Matters for Your Business (Beyond Just Closing More Sales)
Here’s the thing that most business coaches won’t tell you:
Learning how to handle objections doesn’t just help you make more money.
It makes you a BETTER COACH.
Because when you can stay calm in the face of resistance…
When you can ask good questions instead of getting defensive…
When you can hold space for someone’s fear without trying to fix it…
You become the kind of coach people want to work with.
You become the kind of leader who can guide someone through their transformation.
And THAT is what builds a sustainable business.
Not tactics.
Not scripts.
Not “just post 3 Reels a day and pray.”
But real, human connection.
Real conversations.
Real leadership.
So yeah, these magic phrases will help you close more sales.
But more importantly?
They’ll help you become the kind of coach who creates real, lasting transformation for your clients.
And that’s what this whole thing is about, right?
The Bottom Line
Objections aren’t the enemy.
They’re invitations.
Invitations to:
- Get curious
- Build connection
- Help someone see themselves more clearly
And when you approach them with curiosity, empathy, and courage?
You’re not being pushy.
You’re being a leader.
And that’s exactly what your clients need.
So the next time someone says, “I need to think about it”…
Don’t panic.
Don’t backpedal.
Just get curious.
Ask: “What makes you say that?”
And see where the conversation goes.
You might be surprised.
Ready to build a business that feels good AND makes money? Learn more about Health Coach Accelerator here and discover how to create a high-ticket signature program that actually sells.
