Funnel & Find: Asking Better Questions and Handling Objections

Overview

Effective questioning is key to handling objections, understanding client concerns, and finding solutions. The Funnel & Find technique helps guide conversations, making objections feel less like conflicts and more like collaborative discussions.

This guide will cover:

• Objection handling strategies
• Why asking the right questions matters
• The Funnel & Find technique
• Common objections and effective responses
• Pro tips for better client conversations

1. Objection Handling Process

Step 1: Agree

• Acknowledge the client’s concern to establish common ground.

Step 2: Isolate the Objection

• Determine the real reason behind their hesitation.

Step 3: Steer the Conversation

• Use questions to redirect the focus toward solutions rather than problems.

Step 4: Repeat If Necessary

• If the client raises additional concerns, cycle through the process again.

2. Why Asking the Right Questions Matters

• Helps uncover the root cause of objections instead of just surface-level complaints.
• Creates a conversation rather than a debate, making the client feel heard.
• Encourages self-discovery, allowing the client to recognize the value of the service.
• Positions the solution as a collaborative effort, rather than a sales pitch.

3. The Funnel & Find Technique

This method involves starting broad and gradually narrowing down the questions to uncover deeper insights.

1. Start with an open-ended question to encourage discussion.
2. Ask progressively more specific questions to clarify and isolate the real issue.

4. Handling Common Objections Using the Funnel & Find Approach

Objection: Too Costly

Broad Questions:

• What changed in terms of your marketing budget?
• What other expenses are preventing you from marketing your business?

More Specific Questions:

• What does your call or job volume look like now?
• How does your current volume compare to when you started with Townsquare?
• What is the average price point of one of your jobs?
• How many jobs can you take on in a week?

Objection: Switching Services

Broad Questions:

• Who will be providing your marketing services moving forward?
• What was your goal when signing on with Townsquare Interactive?

More Specific Questions:

• What are we not doing for you that this new provider will?
• What goals have not been met?
• How will switching services help you achieve your goals?
• What expectations have not been met?
• What could we do better to move your campaign forward?

Objection: No ROI (Return on Investment)

Broad Questions:

• How has business been recently?
• How are you measuring success with your campaign?
• How are customers currently finding you?
• What other marketing efforts are you using?

More Specific Questions:

• Are there any jobs or services you provide that we are not tracking?
• If so, what are they?
• Have you been receiving the form submissions coming through your site?
• What types of jobs are you looking to bring in?

5. Pro Tips for Effective Conversations

• Avoid Yes/No Questions – Ask open-ended questions that lead to meaningful discussions.
• Make the Conversation About the Client – Focus on their business goals and needs.
• Keep It Conversational – Do not rush to isolate the objection after just two questions.
• Avoid Being Combative – Show empathy and patience.
• Ask Questions Proactively – Guide the conversation toward solutions rather than waiting for objections.