"I need to think about it."
I've worked with a lot of really great sales guys and they basically all say that if the "I need to think about it" objection comes up you have failed at discovery.
But I would say go back further.
That call was lost before it was booked.
The call was lost at the AD LEVEL, not the sales level.
Meta reads the words in your ad and finds people who match them. Write something vague and hopeful about "transforming your look" and the algorithm finds people who are vague and hopeful about it too. They like the idea. They'll take a free call about the idea.
Then a price shows up and everyone gets sticker shock.
They never really wanted a result in the first place.
You found people who didn't want to actually convert. 🤷
BUT!
Write the ad about one man. He's 34. He's worn a hat to every wedding for three years. He's googled the same procedure four times and closed the tab four times.
Get that specific and the algorithm finds him, because he's the only one the words fit.
He clicks because the ad reads like something he could have written himself. By the time he books, he's already past the "is this for me" stage. The ad did the sorting before anyone picked up the phone.
That's the difference between a lead and a window shopper. It gets decided in the script, days before the call.
What we're doing now
Every script we write starts with one person's exact frustration. Before any copy exists, we answer:
- Who is this for? One age, one situation.
- What have they already tried? Name it in the ad.
- What have they been telling themselves to put off acting? Say it back to them.
- What does the next step cost? Put it in the script, so price is never a surprise on the call.
If a script could apply to anyone, we throw it out. "Anyone" doesn't buy.
If your calls keep ending with "let me think about it," the fix is probably upstream. Book a strategy call and bring the ad that booked your last one.