The answer is simple: because you’re not there to answer the objection when your customer brings it up.
It might seem counterintuitive, but being the “customer advocate” and getting out in front of their objection will actually score you more points, and generate more sales.
When you think about it, a viewer’s objection won’t just go away because you ignore it.
And without anyone there for them to discuss it with, it’ll just stay on in their mind, lingering, simmering, and festering.
But imagine the following scenario…
They’re watching your whiteboard video, and an objection hits them like a bolt of lightning. Just as it does, the narrator answers it clearly and thoroughly.
Who seems like the trusted advisor now? That would be YOU.
When to bring up an objection
There are two schools of thought on this.
One is that you bring up the objection toward the end of your video, right between your main pitch and your call to action.
This is a great place to do it, because it doesn’t interrupt the flow of your pitch, and you’ll quell your prospect’s fears and doubts right before it comes time for them to take action.
Another possible entry point for the objection is where it naturally comes up in person or on the phone.
So for example, if customers usually ask about the level of hassle involved in returning your product the moment you mention that you only offer standard shipping, then that could be a great time to address that objection.
Don’t go objection crazy
It can be tempting to take this concept too far, but there’s really no need to. One main objection, or two at the most, are usually all it takes to inform your customers, get trust, and bring their guard down.
In other words, there’s no need to bring up every imaginable objection — just the big ones. If there is a longer list you need to convey, then you can always go ahead and put it into a FAQ on your website, and direct viewers there as part of your call to action.