Align assurances to overcome objections

Align assurances to overcome objections

Directly addressing customer objections with tangible assurances not only diminishes perceived risks but also enhances the credibility of your product or service. This targeted approach can more effectively reduce customer concerns and build trust.


This exercise aims to match customer objections to suitable assurances or reasons to believe. The goal is to alleviate customer concerns, boost confidence, and thereby increase conversions.


  1. Refer back to the customer objections identified in the previous exercise.
  2. For each objection, consider how an assurance could alleviate the customer's concern. Here are some common assurances:
  • 14-day free trial
  • Money-back guarantee
  • Lower price guaranteed, or we'll match it
  • Free shipping
  • Free returns
  • Free express shipping
  • Free international shipping
  • We pay the tax
  • 100% privacy guaranteed
  • No-questions-asked returns
  • 24/7 customer service
  • Unlimited online storage
  1. Map each objection to a suitable assurance that would effectively counter it.
  2. Now, consider how each assurance can be integrated into your customer journey and communicated effectively.

As an example, let's continue with the EdTech startup 'SkillBoost' example:

Customer Objection Assurance Integration into Customer Journey Communication Strategy
"Your company doesn't have the capability." 14-day free trial Offer a 14-day free trial that allows potential customers to explore the product's capabilities firsthand. Highlight the free trial prominently on the homepage and pricing page. Use email marketing to inform potential customers about the free trial.
"I don’t think your prices are reasonable." Lower price guaranteed, or we'll match it Offer a price match guarantee to assure potential customers that they are getting the best possible deal. Clearly state this guarantee on the pricing page, and in marketing and promotional materials.
"I will have to spend a lot of time and energy convincing others around me." 24/7 customer service Provide round-the-clock customer service to assist potential customers with their queries and concerns, making it easier for them to convince others. Include this assurance in marketing and sales materials, and on the 'Contact Us' page on your website.

This exercise helps you align your assurances directly with customer objections, thereby creating a more customer-centric and persuasive offering.

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