Write objections in your reader’s words
Precision builds trust. If your chapter sounds like a rebuttal, readers dig in. If it sounds like them on a stressful day, they relax. Start each section with a line you’ve actually heard. Agree with what’s true in it. Then tell a short story where the counter‑frame solved the problem.
The three big risks, reframed
- Risk. Reframe from failure to learning: a small pilot with a clear rollback plan.
- Price. Reframe from cost to payback: a simple timeline with one lever that matters.
- Timing. Reframe from disruption to sequence: the first two weeks, written down.
Proof placement
Place a number, a quote, or a short case next to each reframing. Keep it tight. The goal is believability, not bravado.
Case: the pilot that unlocked budget
A team facing a skeptical CFO proposed a 30‑day pilot with a rollback on day 10. They showed a payback window and assigned owners. The chapter included a two‑paragraph case from a similar company. Approval came the same week, and the pilot became the production plan. The writing did the heavy lifting.
Build your objection library
Collect real lines from calls and emails. Group by risk, price, and timing. For each, write three parts: what they say, what’s true in it, and the counter‑frame with a case. Keep each to 150–200 words so sales can quote them as needed. Update the library monthly based on what’s actually coming up in deals.
RACI and readiness
Many objections are really ownership confusion. Add a RACI table to show who does what during a pilot and after. Pair it with a readiness checklist that states the first two weeks, step by step. When ownership and sequence are clear, timing objections fade.
Language to borrow
- “You’re right to worry about [risk]. Here’s how we make it small.”
- “Price without payback is expensive. Here’s our simple window and the lever that matters.”
- “Timing feels risky when steps are fuzzy. Here’s the first two weeks in writing.”