Objection Handling
Purpose: The seven objections we hear most, what each one usually means underneath, and how to respond without pressure or fluff. Objections are information, not resistance. Our job is to find out which real concern is hiding inside the polite phrase, answer it honestly, and let the customer decide. Marcus trains the reps on this quarterly.
One rule above all: never argue, never fake-discount, never invent urgency. If the honest answer costs us the job, give the honest answer. That is the whole brand, per Brand Voice Guide.
1. "The price is too high."
What it usually means: One of three things — sticker shock against an uninformed expectation, a genuinely tight budget, or they cannot see what the money buys. Rarely means "your price is wrong."
Framework: Do not defend the number. Ask what they were expecting and against what. Then walk the estimate line by line so the price becomes a set of understandable decisions instead of one scary total. Offer real scope options (phasing, material choices) — not a discount.
Sample phrasing: "Fair enough — can I ask what you were expecting it to come in around? ... Okay, so we're a ways apart. Let me walk you through where the money actually goes on this one, because there are a couple places we could adjust the scope if the budget's firm. What I won't do is quote you the same job for less and make it up by cutting corners you can't see from the ground."
Escalate when: they ask for more than 5% off. Only Tara or Dave can approve that — say so plainly: "That's above what I can approve on my own. Let me talk to Tara and get you an answer today."
2. "I need to think about it."
What it usually means: A missing decision-maker, an unvoiced concern (usually price or trust), or genuine deliberateness. It is almost never about needing more time to think in silence.
Framework: Respect it, then gently find out what "it" is. Ask what part they want to think over. Whatever they name is the real objection — handle that one. Then agree on a specific next touch instead of leaving it open.
Sample phrasing: "Of course — this isn't a small decision. Just so I'm useful when we talk next: is it the price you want to sit with, the timing, or something about the scope? ... Got it. How about I give you a call Thursday, and if you've got questions before that, you have my cell."
Escalate when: it repeats three touches in a row with nothing new. Marcus reviews the file and decides whether to keep working it or move it toward Lost.
3. "We're getting other bids."
What it usually means: Sensible diligence. Sometimes a price-anchoring move, sometimes their insurance carrier asked for multiple bids. Not a rejection.
Framework: Endorse it — genuinely. Then equip them to compare properly: same scope, same materials, licensing and insurance, and what happens after the crew leaves. Ask when they expect the other bids and time the follow-up to land after.
Sample phrasing: "Good — you should. Two things worth checking when you compare: make sure every bid covers the same scope, because a number that leaves out the decking repair isn't a lower price, it's a smaller job. And ask each of us who actually shows up if something's wrong a year later. When do you expect the other numbers? I'll check back in after that so you're comparing with everything in hand."
Escalate when: the deal is a partner referral or an unusually large scope — flag it to Marcus so he can decide whether to get personally involved.
4. "Insurance will cover it, so I'll wait for the adjuster."
What it usually means: They assume the claim outcome is certain and Summit is a formality that comes after. Often they do not yet know what carriers actually pay or how scopes get written short.
Framework: Never promise what insurance will pay — coverage is the carrier's call, full stop. What we can do is document the damage properly before the adjuster visit and make sure the claim scope reflects what is actually on the roof. Position the free inspection as protecting their claim, not competing with it.
Sample phrasing: "That makes sense, and to be straight with you — whether it's covered is your carrier's decision, not ours, so I'd never promise you a number there. What we can do is get up there before the adjuster does, photograph everything properly, and make sure nothing gets missed when the scope's written. Adjusters are looking at a lot of roofs; documentation is what protects you. The inspection's free either way."
Escalate when: the customer asks us to interpret coverage, dispute a denial, or "make the numbers work" on a claim. Coverage determinations and disputes go to Dave, and anything that smells like scope-padding is a hard no, per Business Rules.
5. "Can you match this lower quote?"
What it usually means: They want to hire us but the cheaper number is making it hard to justify. This is actually a buying signal — they are asking us to remove the last obstacle.
Framework: Ask to see the other quote (most will share it). Compare scope honestly. Usually the gap is a real difference — thinner scope, different materials, no tear-off, exclusions. If the scopes genuinely match and we are simply higher, say why, and let them choose. We do not blind-match numbers.
Sample phrasing: "I appreciate you telling me instead of just going with them. Can you send it over? Nine times out of ten when I see a gap like this, the two bids aren't for the same job — and if that's the case here I'll show you exactly where. And if it turns out it really is the same job and they're just cheaper, I'll tell you that too, and why our number is what it is. Then it's your call and I'll respect it either way."
Escalate when: matching would mean a discount over 5% — that is Tara's or Dave's call, nobody else's. Also escalate to Marcus if the competing quote looks like a scam (huge deposit, no license number) so we can warn the customer carefully and factually.
6. "We got burned by a contractor before."
What it usually means: Fear, not skepticism about Summit specifically. Somebody took a deposit and vanished, blew a timeline, or did work that failed. They are asking: how do I know you're different?
Framework: Let them tell the story — do not rush past it. Then answer with verifiable structure, not reassurance: written scope, progress billing on remodels (30% deposit to schedule, final 10% only at walkthrough sign-off), named point of contact, license and insurance in writing. Structure is believable; promises are not.
Sample phrasing: "I'm sorry — that happens more in this trade than anyone wants to admit, and it's exactly why people don't trust contractors. I'm not going to ask you to take my word for anything. Everything we do is in writing: the scope, the schedule, the payment terms. On a remodel you'd never be out ahead of the work — 30% to get on the schedule, then you pay as stages finish, and the last 10% doesn't leave your pocket until you've walked the job and signed off. If any step of that feels off, you'll have Pete's direct line, not a call center."
Escalate when: the prior dispute involved lawyers or an active complaint against another local contractor — loop in Dave before promising anything, and keep everything factual.
7. "We're going to wait until next year."
What it usually means: Real budget timing, a competing expense, or a soft no they hope we will accept without a conversation. Occasionally it means the problem does not feel urgent because they cannot see it.
Framework: Take it at face value, then make sure they are deciding with full information: what waiting does to this particular problem (a leak compounds; a dated kitchen does not) and what it does not do (prices rarely move in the customer's favor). If waiting is genuinely fine, say so — and book the future follow-up on the spot so it feeds Lost Lead Reactivation instead of the void.
Sample phrasing: "That might be the right call, honestly — this isn't a today-or-never thing. One thing I'd want you to know first: that flashing Tara flagged is the kind of issue that's a $900 fix now and a ceiling repair later if water gets moving. If it were purely cosmetic I'd tell you to wait without a second thought. Want me to check back in with you in the spring either way?"
Escalate when: never, on its own. Just log the timeline honestly and set the follow-up.
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