We started this section of our website several years ago to address common objections, and it has grown and changed as the art of radio sales has. We’d love to hear from you about
- Objections/questions and responses that have worked for you
- Other responses to the objections/questions listed on our site
- Responses that haven’t worked for you
- Objections/questions you can use some help with
Using Objections and Questions to Your Advantage
Here’s some great advice from a super sales success, a man named Martin Edelston:
In the advertising business, people would come up with a hundred reasons for not buying. I figured that if I could develop better responses to objections, I could make more sales. One day I decided to write down the reasons people did not buy from me. Each day I would write down what I thought was the best logical answer to these objections. Over time, I had pages and pages filled with answers to price objections, stalling tactics and other excuses for not buying. I field-tested these answers and edited them in my notebook.
By writing these responses over and over, I came up with the best possible answers. I discovered that people don’t have a hundred reasons for not buying, but only a few that they express in a hundred different ways. As I refined my answers, I got better at recognizing the patterns of resistance. Soon, no matter what they said, I had an answer to it. There was nothing that could stop me and I just sold, and sold, and sold and sold.
Common Objections
“I tried radio and it doesn’t work”
A good response is one that validates the experience but opens the door for reconsideration. Here’s a strong, conversational example:
“I hear that a lot—and in many cases, it wasn’t that radio didn’t work, it’s that the message, timing, or strategy didn’t match the audience. Like any medium, success comes down to execution. What were you trying to achieve when you tried it before?”
This kind of response works because:
- It doesn’t dismiss their experience.
- It subtly reframes the issue from “radio doesn’t work” to “maybe it wasn’t done right.”
- It invites dialogue, giving you a chance to uncover what went wrong and explain how your approach would be different.
“Your rates are too high”
A strong response to this balances empathy, confidence, and value. Here’s an effective, conversational reply:
“I understand—it’s important to make sure you’re getting real value for your investment. What we offer isn’t just airtime, it’s access to a targeted, loyal audience that can drive results. Can I show you how we’ve helped similar businesses get a strong return, even on a tight budget?”
Why this works:
- Acknowledges the concern without backing down.
- Repositions the conversation from price to value.
- Opens the door to a case study or proof of performance.
Optional follow-ups:
- “Let’s look at your goals and see if there’s a way to build something more efficient.”
- “What would make the investment feel like a better fit for you?”
“I advertise on social media”
Here’s a confident, respectful response:
“That’s great—social media is a valuable tool. What we’ve found is that radio and social actually work even better together. Radio drives awareness and trust, which leads more people to engage with your social ads. Would you be open to seeing how the two can support each other to get even better results?”
Why this works:
- Affirms their current strategy (no defensiveness).
- Introduces radio as a complement, not a competitor.
- Positions you as a partner in improving their total marketing impact.
Bonus follow-up, if they bite:
“For example, one local client saw a big jump in their Facebook engagement right after a radio campaign—people heard the brand and then looked it up. That’s the kind of synergy we can create.”
—Editor, Chatura Gupta