Most firms don’t lose leads because they’re not getting enough of them. They lose leads because they don’t know what to say once they have them on the phone. The objection isn’t the problem. The silence after the objection that’s where conversion dies. A hesitant “I need to think about it” quickly turns into a missed opportunity when your team doesn’t know how to respond with confidence and care. And while it’s easy to blame marketing or lead quality, the truth is much simpler and more fixable. At KerriJames, we’ve worked with hundreds of law firms and intake teams across the country, and time and again, the same pattern emerges: it’s not about getting better leads. It’s about having better conversations.
If your intake team doesn’t have practiced, natural-sounding responses to the five most common objections, you’re bleeding potential clients every single day. But here’s the good news: objections are predictable. That means your responses can be, too. With the right training, scripting, and consistent practice, you can equip your team to turn uncertainty into commitment and hesitation into conversion. This post is your roadmap. Together, we’ll walk through the most common objections intake teams face, break down why they happen, and provide real scripts and strategies that work. So when your next lead says, “I’m not sure,” your team will know exactly how to respond and how to guide that caller to a confident yes.
Understanding the Real Reason Behind Intake Objections
Objections are rarely about the words being spoken. They’re almost never about the actual words your intake specialist hears. More often, they’re coded signals of confusion, fear, uncertainty, or emotional overwhelm. When a caller says, “I need to think about it,” they may really be saying, “I’m scared of making a mistake.” When they say, “I’m not sure I need a lawyer,” what they often mean is, “I don’t yet understand how serious this is.” These objections are wrapped in polite brush-offs and delay tactics not because the lead isn’t serious, but because they’re human. And humans hesitate before taking action they don’t fully understand.
I remember working with a firm that was convinced their marketing agency was failing them. “We’re getting junk leads,” their intake manager insisted. “They’re just not ready to sign.” But when we pulled a week’s worth of recorded calls, the problem came into focus. The leads weren’t the issue the team’s response to hesitation was. Call after call, we heard good leads giving soft objections… and intake reps letting them off the hook. No curiosity, probing. No guidance. Just: “Okay, call us back when you’re ready.” And with that, the conversation and the lead was gone. Their conversion rate? A dismal 36%. Not because the leads weren’t qualified. Because the team wasn’t equipped.
Here’s the truth: Most objections aren’t decisions. They’re smoke signals from a potential client who wants help, but doesn’t yet know how to accept it. It’s your team’s job to read those signals to step into the moment with empathy, confidence, and clarity. Don’t dodge the objection. Decode it. When you do, you move from being a call-taker to a guide. And that’s where real intake transformation begins.
The 5 Most Common Intake Objections (and Why They Happen)
These objections? They’re not new. They come up in every firm, across every practice area, from solo shops to multi-office powerhouses. Volume doesn’t protect you from them. Neither does branding. These are the five most common roadblocks intake teams hear again and again:
“I need to think about it.”
Translation: “I’m overwhelmed and need time to make sense of this.”
This is one of the most common stall tactics, and it sounds harmless and reasonable, even. But underneath, it’s rarely about reflection. It’s about fear. The caller is trying to emotionally catch up to the reality of their situation, and your intake team just dumped a mountain of new information on them. If your team doesn’t slow down and create clarity, the lead will default to inaction. And they won’t call back.
“I’m not sure I need a lawyer yet.”
Translation: “I don’t understand the legal implications of my situation.”
This isn’t a true objection, it’s a gap in understanding. The caller might not realize that waiting to hire a lawyer could cost them evidence, leverage, or even the ability to file. They’re not rejecting your firm. They’re revealing that they don’t yet grasp what’s at stake. Your team’s role here is to educate gently, not hard-sell.
“I don’t have time right now.”
Translation: “This feels like a lot, and I’m not sure what’s involved.”
Most people calling a law firm aren’t doing so in a quiet moment. They’re managing pain, paperwork, kids, jobs, trauma. When they say they don’t have time, they’re not lying, they’re overwhelmed. The solution isn’t to rush them. It’s to reassure them. Show them that the process is simpler than they think, and that they’re not alone in it.
“It’s too expensive.”
Translation: “I don’t know if the value outweighs the cost or if I’ll owe anything upfront.”
Cost objections aren’t about dollars. They’re about uncertainty. Your caller might not know what a contingency fee is. Or they might assume they’ll need to pay something today. If your intake team jumps into justification mode without first clarifying the fee structure, they miss a huge opportunity to build trust. Price concerns are best addressed with clarity and confidence, not defensiveness.
“I want to talk to my spouse first.”
Translation: “I need validation or reassurance before I move forward.”
This one’s tricky because it’s deeply human. Most of us don’t make big decisions in a vacuum. But this objection is also a moment of momentum-loss if your team doesn’t handle it right. Instead of backing away completely, your reps can position themselves as helpful allies: “Let me walk you through it now so you can explain it clearly when you talk to them.” That small shift can keep the door open.
If your team has heard one of these in the past 48 hours, you’re not alone. The real question isn’t whether objections happen. It’s this: How did your team respond? Did they lean in or shut down? Did they guide or back away? Because how your team shows up in these moments is what determines whether the lead converts… or walks.
How to Reframe, Not Refute
Here’s what I tell firms all the time: Your intake team’s job is not to argue. It’s to align. Objections aren’t invitations to battle. They’re moments to connect. Yet too often, I hear well-meaning team members push back instead of leaning in. When someone says, “I need to think about it,” they’re not closing the door. They’re cracking it open, hoping someone will help them walk through. And too many teams slam it shut with a defensive, “What is there to think about?” That response shuts down momentum. It leaves the caller feeling unheard, maybe even a little embarrassed. And it almost guarantees they won’t be calling back.
Instead of refuting, teach your team to reframe. Reframing is about shifting the energy of the conversation from resistance to resolution, from discomfort to clarity. And it starts with a mindset shift: Objections aren’t obstacles. They’re opportunities. They’re signals that the caller is engaged, that they care enough to ask questions or voice hesitation. That’s your moment. Don’t waste it trying to “convince.” Focus on connection.
Here’s a simple framework we teach that intake teams can use in real-time:
Pause
Take a beat. Literally. Let a second or two pass before responding. This prevents your rep from sounding reactive or defensive. It gives space for calm and curiosity to lead.
Repeat
Reflect the objection back to the caller in your own words. “Totally understand you need some time to think through everything.” This shows that you heard them, and more importantly, that you’re with them.
Reframe
Now gently shift. Offer a new perspective. “A lot of our clients feel that way at first. Can I share what usually helps them make a confident decision?”
This framework does more than calm nerves; it builds credibility. It signals to your prospect, “We’ve been here before. We know how this goes. And we’ve got you.” That’s the kind of energy that builds rapport. And rapport is the foundation of trust. And trust? That’s what closes the gap between hesitation and a signed retainer.
If your intake team learns just one skill this quarter, make it this: Reframe, don’t refute. It will transform your conversion rate and your client experience.
Plug-and-Play Scripts That Actually Work
Let’s get into the meat: Here’s what your team can say when these objections arise.
Objection: “I need to think about it.”
Do Say: “Absolutely want you to feel confident in your decision. What part would you like to think through a bit more?”
Don’t Say: “There’s nothing to think about. You need a lawyer.”
Why This Works: It slows the moment down and invites a conversation, not an argument.
Objection: “I’m not sure I need a lawyer.”
Do Say: “I hear that. Most people aren’t sure when to involve a lawyer. Let me share what other clients in your situation experienced.”
Don’t Say: “You definitely need a lawyer for this.”
Why This Works: Storytelling helps reduce fear and builds familiarity.
Objection: “I don’t have time right now.”
Do Say: “I get it. Most of our clients are balancing a lot. That’s why we make the process simple. Can I explain the next two steps?”
Don’t Say: “It’ll just take a minute.”
Why This Works: You’re shifting the focus to ease and clarity, not speed.
Objection: “It’s too expensive.”
Do Say: “That makes sense it’s important to feel comfortable with cost. Let’s go over how fees and payment work so you can make the best decision.”
Don’t Say: “You can’t afford not to do this.”
Why This Works: Transparency reduces anxiety and builds trust.
Objection: “I want to talk to my spouse.”
Do Say: “I respect that. Want to walk through your options now so you can explain it clearly to them?”
Don’t Say: “You don’t need to talk to them, this is your call.”
Why This Works: It keeps momentum while respecting personal dynamics.
Practice Makes Confidence: Training Tips That Stick
Most intake failures aren’t caused by bad people. They’re caused by unpracticed teams. And that distinction matters. Because if you think you have a people problem, you’ll start looking for replacements. But if you realize it’s a practice problem, you’ll start building solutions.
The truth is, most intake specialists genuinely want to succeed. They care about helping clients and doing well for the firm. But when they freeze up on calls, stumble through objections, or let leads walk away it’s usually because no one ever taught them how to navigate those critical moments. Hoping your team will “figure it out” on live calls is not a strategy. It’s a recipe for lost revenue.
Here’s how to build real skill not just wishful thinking:
Weekly Roleplays
Choose one or two objections each week and run structured, low-pressure roleplay sessions. Rotate who plays the caller and who plays the rep. Focus on using the pause–repeat–reframe framework until it feels like second nature. Don’t skip this because it feels awkward at first. But when the real calls come in, your team will be ready.
Live Call Reviews
Pull real examples from your phone system or intake software. Play the wins to reinforce what works. Then review the stumbles not to embarrass anyone, but to coach through them. Frame every review as a chance to learn, not a performance evaluation. Ask: “What worked here? Where could we reframe better?”
Objection Tracker
You can’t improve what you don’t track. Use a shared spreadsheet, a CRM field, or your intake dashboard to log every objection that comes up. Over time, you’ll see patterns maybe 40% of your leads are saying they need to talk to someone first. Maybe “cost” is being raised more often than you realized. That’s intel you can use to update scripts, coach better, and improve marketing messaging upstream.
Most firms think they need a new tool, a fancier intake form, or an AI widget to improve conversions. But as I tell my clients all the time: Your team doesn’t need a new CRM. They need a script they’ve practiced 20 times. Confidence isn’t an accident it’s a product of repetition. So give your team the reps they need to show up strong when it counts.
When to Push Forward and When to Let Go
Not every “no” is a final no. But not every lead deserves a second, third, or fourth follow-up either.
Set clear criteria:
- Qualified lead + common objection? Follow up.
- Unqualified lead + vague disinterest? Let go.
Coach your team to know the difference. Otherwise, they’ll waste time chasing ghosts instead of closing real opportunities.
Turning Objections Into Data
Want to improve your marketing message, ad targeting, and intake strategy? Stop guessing and start tracking. The objections your team hears every day aren’t just challenges to overcome. They’re data points. And when you capture them consistently, they become one of your firm’s most powerful diagnostic tools.
Every “I need to think about it,” every “It’s too expensive,” every “I’m not sure I need a lawyer” that’s a breadcrumb. When you gather those breadcrumbs across dozens or hundreds of calls, you start to see the path forward. Maybe 47% of your leads are hesitant because they “need to talk to someone.” That tells you something important: Your intake scripts and marketing messages may not be creating enough urgency or clarity up front. That insight doesn’t just help your reps. It shapes your headlines, your email sequences, even the timing of your follow-ups.
Here’s the part most firms miss: Data isn’t just for end-of-month reports or KPI dashboards. It’s not just something you glance at before a partner meeting. When used intentionally, it becomes the engine behind insight-driven action. Tag objections inside your CRM. Set up a drop-down field in your intake form. Create a quick spreadsheet if you have to. Whatever it takes start recording the why behind every lost lead. Then sit with that data every quarter and ask: “What are our prospects really telling us?” That’s how you close gaps in your messaging, empower your intake team, and turn confusion into conversion.
Final Thoughts
The best intake teams don’t avoid objections. They prepare for them. They understand that objections are not rejections; they are invitations for deeper conversation. When your team hears hesitation, that’s their moment to lean in, build trust, and guide the prospect forward with clarity and confidence. The firms that consistently convert leads at the highest rates are not the ones with the fanciest marketing or the most aggressive sales tactics they are the ones whose teams are trained, practiced, and prepared to handle the pivotal moments when hesitation arises. Give your team the tools. Train them weekly. Build their confidence through repetition and coaching, and watch your conversion rate climb. And remember, every objection is just a door waiting to be opened. The key is not a magic phrase or a clever comeback it’s a mindset of curiosity, empathy, and connection. Your intake team’s goal is not to win an argument, but to guide someone toward the help they need, at a time when they may feel unsure or vulnerable. Equip your team with the right words, the right framework, and the right mindset, and you’ll transform not only your intake performance but also your client experience. Want help building the scripts, systems, and team that convert? Visit KerriJames.co and explore our intake training and coaching solutions.
