You Can Overcome Customer Objections By Doing the Impossible

Listening to your customers requires actually listening to what they want. Not assuming you know what's best for them.

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

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Customers always have objections.

I know it’s mind-blowing. It’s like they don’t want to buy something that’s priced too high or if it’s too complicated.

Sarcasm aside, customers always have objections. They don’t like friction. They don’t like things that they don’t want. Surprise surprise.

Can you blame them?

The Most Common Customer Objections

The problem with B2B companies is that they generalize objections. Of course, these are the most common objections:

• Lack of budget

• Lack of time

• Lack of trust

• Lack of urgency

• Lack of authority

• Lack of need

While these are unmistakable very important customer objections (every customer has them), you need to know what that actually means for your specific customers.

For example, lack of time means a lack of testimonials, case studies, and social proof. You need one of those to tell a story of how you helped someone overcome a problem.

Maybe there’s a lack of need. We don’t need this B2B EHR software because it’s complicated, and we like doing things our way.

When you understand your customers, you understand how they think about your product.

Let’s look at some examples.

1. Zendesk – “Champions of Customer Service”

Objection: “Why do we need specialized customer service software?”

Ad Copy: “Zendesk: Champions of Customer Service since ‘09. Before that, we were just awkwardly sitting on our hands.”

Why It Works: Zendesk is conversational and funny. They recognize what their customers were doing before them.

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2. Slack – “Be less busy”

Objection: “We don’t need more tools—our team is already overwhelmed.”

Ad Copy: “Be less busy.”

Why It Works: It challenged the assumption that adding a new tool would create more work. Instead, it suggested that Slack would actually free up time.

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3. Salesforce – “We Bring Companies and Customers Together”

Objection: “CRMs are complicated and unnecessary for companies, and it’s never the right fit for our customers.”

Ad Copy: “We bring companies and customers together.

Why It Works: There’s a unity in the headline. Salesforce highlights the ROI without getting bogged down in tech jargon by keeping it simple.

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