👋 Today, we’re following up on the previous email about follows up with more about follow-ups.

Multi-word sentence puns aside, let’s dive in! 🚀

The 6 Most Common Ad Sales Objections (And How to Overcome Them)

Tough questions in sales are NOT a negative thing. To the contrary, they’re a GREAT thing.

They’re a sign of interest, AND they’re your prospect giving you an opportunity to discuss their reservations.

Here are the seven most common pushbacks we hear in sponsorship sales, and how to handle each one.

1. "Do you do affiliate?"

What they're really asking: Can I pay only for results? I’m not convinced yet.

How to handle it: "We don't do affiliate, but all our partners are performance-focused. [Brand X] achieved a $31 CAC, [Brand Y] got 847 qualified leads, and [Brand Z] saw 2.8x ROAS on their campaign."

If you're confident in your performance, offer soft guarantees. "If we don't hit [reasonable metric], we'll add bonus placements to the next campaign." Be careful with this though. Structure things that are super conservative, and that you’re confident will work. Don’t offer guaranteed refunds, offer guaranteed makegoods.

The key is demonstrating that fixed-price sponsorships can still deliver performance-level accountability. Share case studies, provide detailed reporting, and make it clear you're aligned with their success.

Note: Some brands do ZERO paid media. So, like any objection here, you can’t overcome this objection every time.

2. "We don't have the budget for this"

What they're really saying: Either they genuinely don't have budget, or they don't trust you're worth it yet.

How to handle it: Don't immediately discount. Grow up. Instead, break down the value.

"Let me show you the math: You're reaching XYZ decision-makers at ABC per impression, which is 40% below typical CPMs in this vertical. For context, [Similar Channel] charges $7,800 for half this reach."

If they share their actual budget, meet them there if it's reasonable for you. "We can do a smaller package at $X that includes [specific deliverables]. This gets you started and we can scale up if it performs."

Sometimes a smaller deal today builds trust for a bigger deal tomorrow. But know your floor—don't undervalue yourself just to close anything.

3. "Not sure if this is a fit"

What they're really saying: Either it genuinely isn't a fit, or you haven't communicated which segment IS a fit clearly enough.

How to handle it: Probe first. "What percentage of the audiences you typically run with are your exact ICP? Is it normally 100%? 70%? 40%?"

They might say 40-60%. Then ask: "Got it. So when you run with [Similar Channel], what percentage of their audience matches your ICP?"

This reframes the conversation. A perfect audience fit is rare. The question is whether your overlap is competitive and whether the price accounts for wastage.

If there's genuine fit, quantify it: "Based on what you've shared, about 55% of our audience matches your ICP, that's XYZ qualified readers. We can create a smaller package specifically for you to de-risk the stage."

If it's genuinely not a fit? Be honest. "Based on what you're looking for, I don't think we're the right channel right now." You'll save time and earn trust that pays off later.

4. "We're not focused on growth right now"

What they're really saying: Our priorities are elsewhere, retention, product, fundraising, internal chaos.

How to handle it: Don't try to overturn their entire strategy. You'll fail and burn the relationship. It’s unlikely they’re lying to you in my experience.

Instead, acknowledge and plant seeds: "Totally understand. Sounds like you're in optimization mode. When growth becomes a priority again, we'd love to be in the mix. Mind if I check back in Q2?"

Stay top of mind without being pushy. Send them relevant case studies occasionally. Share industry insights. Position yourself as a resource, not a vendor.

The goal isn't closing now, it's being first in line when their priorities shift. Most companies cycle between growth and consolidation phases. Be patient.

5. "We have no budget left this quarter, circle back..."

What they're really saying: Either they're genuinely tapped out, or they have a little left but aren't convinced yet.

How to handle it: Don't fight this. They're most likely telling the truth, and they took a minute out of their day to tell you—that's interest. Nothing you say will change their entire marketing strategy for the quarter.

Gently push for short term while leaving the door open for long term:

"Hey [Name],

Brand X has been smashing it recently with [Goal Y], hence why we'd love to partner with you too.

If you have some Q4 budget hiding under the carpet, we can get a small test package off the ground in the $5-10k range.

Assuming there's nothing under the carpet, no worries. Our Q1 calendar starts to fill up around January, so I'll set a note to circle back in late December.

Best,
Dan"

Then set a reminder every 2-4 weeks to nurture them and keep yourself top of mind. Send relevant case studies, industry insights, or quick wins from similar brands. Stay present without being pushy.

6. "Can you send over some more information?"

(On a call. On an early-stage email, this is obviously not an objection.

What they're really saying: I'm either genuinely interested but busy, or I'm politely trying to end this chat cos I’ve mentally checked out.

How to handle it: Don't just say “Yeah, sure, l’ll send it over, bye!” Instead…

"Happy to! Just to make sure I send the most relevant stuff, what specific information would be most helpful? What Audience breakdown? Case studies from [their category]? Pricing and packages?"

If they give specifics, they're genuinely interested. If they're vague or don't respond to your clarifying question, they were probably brushing you off.

For genuine interest, send exactly what they asked for and see if you can book a follow up call before hanging up.

For brush-offs, send materials but deprioritise. They know where to find you if interest develops.

« OR »

“Sure, we can wrap this up. Just so I’m protecting everyone’s time and keeping everything super transparent. How interested are you on a scale of 1-10? And if you’re below an (let’s say) 8, what’s not a fit here in your opinion?”

If they say a high number, great! If they give a low number, that’s also great, you can quickly address their concerns, or mark it as closed lost, depending on their reasoning.

The Pattern Across All Objections

Every objection is either a real blocker or an opportunity to close. Your job is figuring out which one you're dealing with.

Ask questions before making assumptions. Prompt for specifics over generalities. And most importantly, know when to walk away from deals that genuinely aren't a fit.

The best salespeople don't overcome every objection; they qualify efficiently and focus energy where it matters most.

P.S. Need help selling more sponsorships? My agency Ad Sales as a Service helps media companies do just that.