3 Words That Dissolve Any Objection
THE FEEL – FELT – FOUND FRAMEWORK + OBJECTION RESPONSES
The Framework
FEEL
Acknowledge the client’s emotion without suggesting the conversation is over.
Purpose: Build rapport and reduce resistance.
FELT
Normalise their concern by showing that others have experienced the same hesitation.
Purpose: Help the client feel understood rather than isolated.
FOUND
Shift the conversation toward the positive outcome by explaining what others discovered after moving forward.
Purpose: Guide the client from uncertainty to possibility.
Common Objections & Responses
1. “I can’t afford it.”
Feel:
“That’s completely fair.”
Felt:
“A lot of our clients felt the same way at first.”
Found:
“What they found was that when they looked at the long-term return instead of just the upfront cost, the numbers made much more sense.”
Follow-up Question:
“Can I show you that comparison?”
2. “I need to think about it.”
Feel:
“Of course. This is a big decision, and it deserves careful consideration.”
Felt:
“A lot of people felt exactly the same way.”
Found:
“What they found was that once one remaining question was answered, the decision became much clearer.”
Follow-up Question:
“What’s the main thing that’s still holding you back?”
3. “I’m not ready yet.”
Feel:
“Completely understand. Timing is important.”
Felt:
“Many of our clients felt the same at this stage.”
Found:
“What they found was that waiting sometimes meant missing the exact opportunity they wanted.”
Follow-up Question:
“What would need to happen for the timing to feel right for you?”
4. “Your price is too high.”
Feel:
“I hear you.”
Felt:
“A few of our clients had the same initial reaction.”
Found:
“What they found was that when they compared the investment with the cost of waiting—or choosing the wrong alternative—the value became much clearer.”
Follow-up Question:
“Would you like me to walk you through that comparison?”
5. “I need to speak with my partner/family.”
Feel:
“Absolutely. This is an important family decision.”
Felt:
“Many buyers involve their partner or family after the first meeting.”
Found:
“What they found was that having all the facts made those conversations much easier and more productive.”
Follow-up Question:
“What information would be most helpful for me to prepare for them?”
The Key Principle
Never fight the objection.
Your goal isn’t to prove the client wrong—it’s to help them feel heard.
The Feel – Felt – Found framework transforms an objection from a final decision into an open conversation, allowing the client to reach their own conclusion with confidence.
