Tired of hearing “I can’t afford it”? Here’s how to confidently handle money objections and lead clients to empowered decisions without feeling sales-y.
If you’re an online coach or service provider, you’ve likely encountered money objections in sales calls. Clients say things like, “I love what you’re offering, but I just can’t afford it right now.” These moments can feel disheartening, especially when you believe in the value of what you’re offering. But here’s the truth: the objection isn’t about money. It’s about helping the client make an empowered decision.
In this blog post, I’m going to show you how to handle these objections with confidence, based on principles I teach in Life First Business. You’ll walk away with strategies to guide prospective clients through their fears, help them make aligned choices, and move from “I can’t afford it” to “Yes, this is the right investment for me.”
Reframe the Purpose of Sales Calls
Sales calls aren’t about convincing someone to buy your offer or proving its worth. Instead, they’re about supporting clients in making a decision. Think of yourself as a guide. Clients sign up for sales calls because they’re seeking clarity, not a hard sell.
Rather than immediately addressing money concerns, take a moment to step back and remind yourself that clients are capable of making empowered decisions. Your job is to help them see the possibilities for themselves, not to talk them out of their fears.
Addressing Objections Starts with Confidence in Your Offer
One of the biggest mistakes I see is when service providers confirm the client’s fears. They quickly agree with the objection and assume the client’s limitations are real. Here’s the thing: the more you lead yourself through your own financial fears and limitations, the less you’ll see those as obstacles for your clients.
This means you need to work on your own mindset around money. Are you confident in your pricing? Do you believe your offer provides real transformation? When you’re grounded in your offer, you’ll find it easier to respond to objections from a place of strength and certainty, rather than feeling like you need to justify the price.
Ask Probing Questions to Understand the Real Objection
Before you dive into responding to the “money objection,” ask questions to dig deeper. What is the client really saying? Often, money concerns are a surface-level objection masking deeper fears. Maybe they’re unsure about whether your program can help them. Maybe they’ve invested in other programs that didn’t work out, and they’re scared of repeating the same mistake.
Here are some questions you can ask to get to the root of their hesitation:
- “What makes you feel like now might not be the right time to invest?”
- “Can you share more about your financial concerns? Is it about affordability, or something else?”
- “What would have to be true for this to feel like a great investment for you?”
By asking these questions, you shift the conversation away from price and toward the real issue: whether they trust themselves to take the leap.
Hold the Space for Empowered Decisions
One of the most transformative things you can do in a sales call is to hold space for your client to come to their own decision. This is a key part of the Life First Business framework. You don’t need to push or convince; instead, invite them to explore what it would look like to invest in themselves.
For example, if a client says, “I’m not sure I can afford this right now,” you can respond with something like, “I hear you. If this is a stretch, what would need to shift for this to feel like possible for you?” This question opens the door for the client to reflect on their priorities and values, which are often the real issues behind money objections.
Lead with Compassion, Not Convincing Energy
Remember, your goal is not to convince anyone to work with you. Approaching sales from a place of sufficiency, as we teach in Life First Business, means letting go of the outcome. You can stay neutral, present, and compassionate, knowing that whether they say yes or no, you’re still in your power.
This is where your personal growth work comes in. The more you lead yourself through money concerns in your own life, the easier it will be to guide clients through their fears. Clients are drawn to coaches who model what’s possible, and when they see you embodying financial empowerment, they’ll be more likely to feel confident in their decision.
Use Strategic Offers to Make the Decision Easier
Sometimes, it helps to have a structured way to handle money objections that still honors your boundaries. This is where strategic planning comes into play.
If you’re offering a high-ticket program, consider implementing payment plans that allow clients to make smaller monthly payments while still committing to the full investment.
Trust the Process and the Right Clients Will Say Yes
Ultimately, the clients who are meant to work with you will say yes when they’re ready. Your job is to stay grounded, continue leading with confidence, and allow them to make their own empowered decision. Not every call will result in a sale, but every call is an opportunity to refine your process and understand your ideal clients better.
Next Steps: Learn More in Life First Business
Handling money objections is just one part of the broader conversation around clean selling and empowered decision-making. In Life First Business, we dive deep into how to have high-converting sales calls, align your sales process with your values, and create offers that sell with ease.
If you’re ready to transform the way you sell and attract high-ticket clients without burnout, you can learn more inside the program. Whether you’re navigating pricing, client objections, or building a sustainable sales system, Life First Business has the frameworks and tools you need.
