One of the most common objections sales professionals encounter is the “I need to talk to my spouse” line. While it can feel like a major roadblock, this objection often masks deeper reasons, like uncertainty or logistical constraints. The key to overcoming it lies in empathy, strategy, and understanding the root of the concern. Let’s dive into some of the best responses to this objection, backed by insights from industry experts.
It’s Not Always an Objection — Understanding the Dynamics
Ken Moskowitz, Chief Creative Officer at AdZombies, offers an important reminder:
“One of the things some of you are missing is sometimes it’s not an objection. Many couples have agreements on spending above certain dollar amounts without consulting one another. That’s a reasonable thing and isn’t a ‘objection’ per se. The tough guy sales routine doesn’t work well anymore. Consultative, educational, empathetic … that’s what wins today.”
AdZombies
Understanding that not every situation is an objection is crucial. Sometimes, the spouse truly needs to be involved due to prior agreements. Rather than bulldozing through, a consultative and empathetic approach builds trust and rapport.
Engage Both Decision Makers Early On
David Carroll of Dope Marketing has a simple but effective approach:
“Can you bring your wife on the next call so she can help you make the decision?”
Dope Marketing
By inviting the spouse to the conversation early, you show respect for the decision-making process and reduce the likelihood of objections down the road. This technique helps ensure both parties are on the same page from the start.
Acknowledge Their Need to Talk It Over
Chad Librizzi, Chief Operations Officer at Rapid Rooter Plumbing, emphasizes empathy:
“I understand completely, a decision like this shouldn’t be made without your partner. What do you think they would say about these options?”
Rapid Rooter Plumbing
This response acknowledges the validity of consulting a spouse, while subtly inviting the prospect to think through the decision on their own. By framing the question this way, you help the buyer consider the spouse’s perspective without delaying the process.
Know the Decision Makers Before the Sale
Tommy Mello of A1 Garage Door reminds salespeople to identify all decision-makers early on:
“You should have known that there was another key decision maker before the sale started.”
A1 Garage Door
Understanding the full buying unit at the beginning can save you from this objection later. Always ask during the discovery phase if anyone else is involved in the decision, which allows you to structure your pitch accordingly.
Setting a Future Meeting for the Spouse’s Involvement
Tony Tillman of Apple Door Systems offers a versatile strategy:
“I understand that completely, and this is a big investment for your family. If I could free up some time tomorrow, would she be available, or do you feel that you can answer all the questions she might have to make a decision?”
Apple Door Systems
By offering to meet again when both partners can be present, you not only show flexibility but also underscore the importance of having all decision-makers aligned. This approach shows respect for the spouse’s role without losing momentum.
Call the Spouse Together Right Away
Hunter Deese of Garage Door Advisors has a more direct solution:
“Sure! Would it make sense for us to call them now? That way if they have any questions that you might not know the answer to, I could answer them?”
Garage Door Advisors
This immediate response can catch the prospect off-guard in a good way. If they agree, you can address any concerns the spouse may have on the spot, speeding up the decision-making process and avoiding future delays.
Tackle the Objection Strategically
Andy Wild of The Wild Institute shares a multi-step process that has proven successful:
“This works 75% of the time — especially when it comes to larger ticket services that aren’t ideal for the customer in price.”
The Wild Institute
- “Oh thank you – I have to talk to my husband”
- “No worries – I completely understand. What do you think he will say?” (Go for no attempt 1)
- “I’m not entirely sure – that’s why I need to talk to him.”
- “I understand – which part of the quote do you think will stand out for him?” (Go for no attempt 2)
- “Oh, well I know he won’t be fond of the _______ (we’ll say price here) [PRICE]”
- “What did you guys have in mind for a project like this?” (The customer ALWAYS has a ballpark price in mind, even when they say they don’t.)
- “Oh I am not sure – it just seems like something I would really like to talk to my husband about.”
- “I totally get it! What about ____(slightly lesser offer)______” (Go for no 3)
- “Well that’s a bit better – but I will still need to talk to him.”
- “I totally get it [NAME]. To be honest, this job is important to me, and I want to make sure that you and your husband get the correct service from the correct company – that’s where I am in. In knowing what you’re husband would agree to, why don’t we agree on a 10% deposit today for ____[3rd reduction, only slight]____ and we can call it a desicive human discount?” (Go for no 4, assessed customer’s pain point (price in this case) offered one-off in-moment deal.)
Wild’s approach involves multiple attempts to “go for no,” each time asking deeper questions about the spouse’s likely concerns. This method keeps the conversation focused on the core issue — often the price — and provides opportunities to offer discounts or other solutions that can sway the decision without needing a second conversation.
Jeremy Miner’s Approach: Emotional Depth and Scheduling Follow-Ups
Jeremy Miner of 7th Level HQ explains how to handle this objection in two key scenarios: emotional and logistical.
“When your prospect says, ‘I need to talk to my spouse,’ it’s for one of two reasons: you haven’t pulled out enough emotion, or it’s purely logistical. Either way, you acknowledge the situation and set up a future meeting with both parties.”
7th Level HQ
Miner stresses that you must first understand which of these two reasons is driving the objection. If it’s emotional, ask deeper questions to help the prospect see the value in what you’re offering. If it’s logistical, simply schedule another meeting with both decision-makers present. This method keeps the sales process moving forward without coming across as pushy.
The Art of Overcoming Objections: A Strategic, Empathetic Approach
The “I need to talk to my spouse” objection is an opportunity to refine your sales technique and demonstrate that you’re not just selling a product, but solving a problem. Each expert’s response reinforces that understanding the decision-making dynamics and responding empathetically can help you move past this common hurdle.
In sales, it’s not about forcing the sale but guiding the prospect towards a solution that meets their needs and fits within their decision-making framework. These strategies will not only help you close more deals but also foster long-term trust with your customers.