AAA Framework: How Architects Overcome Client Objections

December 11, 2022

Tyler Suomala

Founder of Growthitect

After several weeks of preparing, you’ve finished presenting your proposal to a prospective client. You take a deep sigh of relief. You’ve done it.

And you’re proud. You’ve had great conversations with this prospect. You dove into their layers of pain. You feel as though you really understand what they want and this is what they want.

But just as you’re about to pat yourself on the back and take your victory lap, the prospect hesitates…

”We have a lot going on right now. I’m not sure if now is the time.”

You can’t believe your ears! Not sure if now is the time?! Then why have they been stringing you along?!

“Oh, I thought this was something you wanted to get started as soon as possible?”

You ask, masking your frustration.

“Well we were talking about it and it just seems like too much. Let’s pause for now and we’ll get back to you.”

Your heart sinks as they walk away. You can’t help but ask yourself, “What am I missing?”

Overcoming Objections

You might do everything right before you hear an objection. But if you fail to appropriately handle an objections once it comes, it can kill a deal quickly.

Objections are extremely common. Why? Because your client has a lot to deal with.

  • Learning what or who needs their attention.

  • Investing a large amount of money.

  • Choosing who to work with.

  • Trying to get loan approval.

  • Navigating new territory.

  • Deciding when to start.

And, depending on your client, they may have never done any of this. Especially at the same time.

So it’s natural for your client to have questions. Or be curious. Or get cold feet. Or feel hesitant.

But you are the expert.

You need to teach, educate, consult, and guide them through this process. (This is, of course, assuming that you know you are the right fit for the client and have their best interest in mind.)

So what do you do when they begin to object?

01 // Acknowledge

Let’s take the example from above. Your client just told you:

”We have a lot going on right now. I’m not sure if now is the time.”

Don’t panic. Everything is ok. Remember, this is natural.

The first step is to acknowledge their feelings so that they feel heard and understood.

“I totally understand your hesitancy. There is a lot involved in this process.”

But don’t stop there…

02 // Answer

What is it that you’re answering? In this scenario, you’re responding to the hesitancy that they’ve expressed as to whether “now is the time”.

You can respond using your client’s own words from earlier in the discovery process, which is powerful. For example:

”When we met last time you mentioned that your current space won’t be able to accommodate your growth.”

Or you can respond by educating the client with relevant information from your own experience, which is helpful. For example:

“December is a great time to get started because it’s more likely we’ll begin construction before material costs increase again.”

But you don’t want to stop just yet…

03 // Ask

Objections become stronger as the conversation gets weaker.

So you want to ask an open-ended question that will keep the conversation going. For example:

“How much growth do you expect over the next year?”


“Why do you think that now might not be the right time?”


”What has changed since we last spoke?”

As the conversation continues, you’ll be able to understand whether this objection is simply a hidden fear or concern that you can alleviate or a true bottleneck in the plan.


Your client is typically navigating unfamiliar territory and making a lot of decisions, so its not uncommon for them to have questions and hesitancies.

When you face an objection, just remember AAA:

  1. Acknowledge their feelings so they feel understood.

  2. Answer their objection with a simple statement.

  3. Ask an open-ended question to continue the conversation.

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