Six questions that unlock the real objections

“Objections are rarely about price”

clock • 3 min read

Ash Borland, mortgage business coach, Mortgage Business Mastery, discusses key questions to ask clients to understand why they may be hesitant to purchase protection in the moment.

I was working with a broker recently who was frustrated with their protection sales. They were doing the work: running decent discovery calls, presenting options, explaining benefits. But clients still came back with the dreaded "I'll think about it." On the surface, it looked like rejection. In reality, the broker wasn't uncovering the real objection, they were taking the first excuse and moving on. Once we added a few well-timed questions, everything shifted. Instead of dead ends, clients opened up about what was really worrying them. Once those concerns were out in the open, protec...

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