School Media Sales Objection Flashcards

Flashcards covering specific responses to common school media sales objections and closing scripts.

How should you handle the objection: "We need to think about it."

Acknowledge that you may not have given them enough information yet, and ask what specifically they still need to think through. If it is price, confirm whether the project itself is fine and if making the investment make sense allows them to move forward.

How should you handle the objection: "I need to sleep on it."

Explain that usually it means they are no longer interested or uncomfortable with project, timing, or investment. Ask which of those concerns them most, and if solving that concern allows moving forward right now.

How should you handle the objection: "I'll get back to you."

Transparently mention that neither party knows when that means. Ask if they lost interest or if scope, timing, or investment is holding them back. If they genuinely need time, schedule 10 minutes on the calendar for Tuesday or Wednesday.

How should you handle the objection: "Send me a proposal."

Ask what specific elements they need to see to seriously consider moving forward. Offer to schedule 10 minutes on Tuesday or Wednesday to review it together rather than letting it get buried in an inbox.

How should you handle the objection: "Just email me."

Ask what content would actually be useful for them to see before sending another email, and schedule 10 minutes on the calendar (morning or afternoon) to review it once seen.

How should you handle the objection: "The price is too high."

Ask if it is more than expected or if they do not believe the project is worth the investment. If it is more than expected, confirm if making the investment work means they would move forward.

How should you handle the objection: "I don't know if this is worth $6,000$."

Ask for tuition per student and highlight that content will be used across website, admissions, social media, and open houses over multiple cycles to help families make a major per-year tuition decision.

How should you handle the objection: "We don't have the budget."

Clarify whether the school never spends money on this or if this year's budget has already been allocated. If already allocated, get the scope ready before the next budget planning cycle begins.

How should you handle the objection: "Can you do it for $4,000$?"

State that you can build a $4,000$ solution without quietly cutting corners on a $6,000$ scope. Ask which components (flagship film, photography, social content, interviews, or production days) matter most.

How should you handle the objection: "This isn't a priority right now."

Ask what the biggest admissions and marketing priorities are. Show how media is a tool directly supporting those priorities (such as reaching and converting prospective families).

How should you handle the objection: "Call me next semester."

Ask what changes next semester. If it is budget, arrange to review scope and plans before budget planning happens, rather than after decisions have already been made.

How should you handle the objection: "We already have a videographer."

Ask what they handle (e.g., events or social). Clarify that ongoing event content and a planned admissions campaign are two different jobs, and offer to complement their work rather than replace them.

How should you handle the objection: "We have someone in-house."

Ask what else they handle to identify bandwidth limits, and offer to own full production while the in-house person maintains creative oversight.

How should you handle the objection: "We can just use an iPhone."

Agree that phone video is great, but clarify that value comes from planning, storytelling, interviews, audio, direction, production, editing, and creating a usable content library.

How should you handle the objection: "Our students can make the video."

Validate student content as authentic for social media, but differentiate it from the flagship campaign for major tuition decisions, offering a professional campaign that incorporates authentic student voices.

How should you handle the objection: "Our current video is fine."

Ask how old the video is and if the school has evolved since then, highlighting the importance of presenting the school as it exists today without discarding what already works.

How should you handle the objection: "We just redesigned the website."

Compliment their investment in building the showroom, and explain that updated photography and video ensure that the content inside matches the quality of the new redesign.

How should you handle the objection: "We're happy with enrollment."

Ask if enrollment is at target in every single grade and program, and distinguish simply getting more families from attracting more of the right families before they visit.

How should you handle the objection: "How do I know this actually gets us students?"

Acknowledge that single videos do not guarantee enrollment, but emphasize that video improves one of the key online research experiences influencing prospective families.

How should you handle the objection: "What's the ROI?"

Ask how they judge admissions investments and what tuition per student is. Point out that a multi-channel, multi-cycle asset only needs to influence a small number of family decisions to make economic sense.

How should you handle the objection: "Another videographer quoted us $3,000$."

Compare strategy, production days, photography, interviews, flagship film, short-form content, revisions, usage, and timeline to determine if it is an identical scope or two different projects.

How should you handle the objection: "We need three bids."

Ask what decision criteria will be used besides price, confirming that lowest price does not automatically win and positioning your proposal to win on the key criteria.

How should you handle the objection: "I need to talk to the Head of School."

Ask if they personally want to move forward if the Head of School approves, then offer a brief 15-minute 3-way meeting so they do not have to act as the salesperson.

How should you handle the objection: "We need board approval."

Ask what details the board needs (proposal, cost, rationale, timeline, deliverables), provide those materials, and schedule 10 minutes immediately after the board meeting to address questions.

How should you handle the objection: "We're too busy."

Reassure them that your role is to remove work through a single point of contact while handling planning, production, filming, and editing so staff workload remains minimal.

How should you handle the objection: "We can't disrupt classes."

Explain that production works around education using approved classrooms, a small footprint, natural footage, short interview windows, and thorough pre-planning.

How should you handle the objection: "Student privacy is a concern."

Confirm that production operates entirely within the school's existing media-consent process with approved students, classrooms, and locations.

How should you handle the objection: "We don't want it to feel fake."

Reassure them that the goal is authenticity through real questions and answers, capturing what is already present rather than using corporate scripts.

How should you handle the objection: "Nobody watches long videos anymore."

Explain that a single production is formatted into multiple assets (flagship film, 60s, 30s, 15s cuts, vertical Reels, interview clips, website media) for different stages of the admissions journey.

How should you handle the objection: "You're young."

Clarify whether the concern is experience, reliability, or professionalism, and ask to be evaluated on process, work quality, and references rather than age alone.

How should you handle the objection: "We'd rather hire a big agency."

Identify what a larger agency provides, confirm that execution and reliability are the main concerns, and emphasize direct access to the actual producer while matching that reliability.

How should you handle the objection: "We're not signing anything today."

Confirm there is no pressure and that the goal is evaluating fit, suggesting that both parties simply agree on a logical next step before ending the call.

How should you handle the objection: "We're just looking."

Welcome their position, present the recommended solution with no pressure to decide today, and ask if they are open to taking a next step if everything makes sense.

How should you handle the objection: "We're going to hold off."

Identify whether timing is the true issue rather than project fit, clarify what specific event or milestone needs to happen, and schedule a follow-up around that date.

How should you handle the objection: "We'll reach out if we're interested."

Respectfully ask if they lost interest in the project or are simply not ready to decide. If not ready, schedule a 10-minute follow-up (Tuesday or Wednesday) for a clear yes, no, or not yet.

What Universal Response script should be used immediately after handling any sales objection?

Ask: “Perfect. So other than what we just handled, is there anything else preventing you from wanting to move forward?” If no: “So if that's handled, you're comfortable moving forward. Am I right?” If yes: “Fantastic. Then let's do this.”