Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

Client's Questions Are Objections In Disguise #shorts

13 Jun 2026 · 1 min

Watch on YouTube

1:11

In this YouTube short, Nicolas Cole shares a key insight about client communication: many client questions are actually disguised objections. He illustrates this with an example where a client asks whether newsletters will drive sales for a sunglasses business, explaining that the underlying doubt is the objection. Cole argues that instead of defending or trying to convince the client, one should reframe the objection as an unanswered question. By treating it as a knowledge gap, the salesperson can focus on educating the client, showing how newsletters can be leveraged across platforms, thereby turning the objection into an opportunity to provide value.

Chapters

Something that has taken me a long time to learn is that when people ask you questions, most of the time the question is an objection in disguise. If you're on a call with a client and the client asks you, "Do you think that newsletters are really going to drive sales for me and my sunglasses company?" That's not actually a question. That is an objection. The client is thinking to themselves, "I don't think that newsletters are going to increase sales for my sunglasses company." There's an objection hidden inside that question. Maybe they don't understand the ways that you can fully use newsletters across different platforms or as different assets. Once this clicked for me, I was able to overcome objections so much more easily because what you realize, I think oftentimes people feel this feeling of, oh, a client has an objection. Now I have to like defend myself. Now I have to convince them of something. And I would encourage you to take the complete opposite approach. An objection is really just an unanswered question. And the reason I like framing it as an unanswered question is you have to remember that if the client was educated, if the client knew the answer to the question, they wouldn't have asked you the question to begin with. So the whole reason why they are asking you a question is because they need help. They lack understanding. They lack education.