.You’ve probably been in that situation before — a client hesitates. Maybe they’re worried about cost, unsure if your solution is right for them, or just sitting on the fence. In any case, it’s a moment where trust can either grow or vanish. Enter the classic — and incredibly effective — Feel, Felt, Found method.

And yes, it’s old-school. But trust me, this three-word framework still packs a punch in 2025. Why? Because it taps into something timeless: empathy, relatability, and results.

To see how it works in action, let’s break it down.

Step 1: “I understand how you feel…”

This is your chance to connect. You’re not just nodding along — you’re showing real empathy.

“I understand how you feel. It’s totally normal to be concerned about the cost at first.”

You’re meeting the client where they’re at emotionally, which immediately lowers their defenses. You’re not arguing, but acknowledging.

Step 2: “Others have felt the same way…”

Now, bring in the relatability. Make them feel like they’re not the only one.

“A lot of our clients have felt the same way, especially before they saw the impact of our work.”

As a result, this creates a sense of community — that they’re not alone in their hesitation. It builds comfort.

Step 3: “But what we’ve found is…”

Then comes the value. Share proof, a story, or a win.

“But what we’ve found is that when clients view marketing as an investment rather than a cost, they start seeing real growth. Let me show you how we helped Bill and Mary double their leads in three months.”

This is the clincher — where you shift from emotion to logic, from doubt to belief.

Why It Works

The beauty of Feel, Felt, Found is that it’s not about being “salesy.” It’s about being human. You’re not steamrolling objections. You’re walking with the client through them.

It’s EQ meets strategy.

Bonus Tip: You Don’t Have to Use the Actual Words

You don’t have to literally say “feel, felt, found.” The structure still works with your own voice:

“Totally get where you’re coming from. Just last week, another client had the same concern. Here’s how we worked through it…”

It’s the sequence that matters:

  • Acknowledge the emotion.
  • Normalise it.
  • Reframe it with a positive outcome.

Try It in Your Next Client Conversation

Next time someone raises a concern, pause and drop into Feel, Felt, Found. Practice it a few times and it’ll start to come naturally — like a second language of trust-building.

After all, objections aren’t roadblocks. They’re just signposts telling you where the client needs a little more care, clarity, and confidence.

So go out there and turn those objections into opportunities.

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