# 097: How to Overcome Product Buyers’ Objections

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-10-13
- Length: 41m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections
- Listen: https://productstartup.com/

## Summary

Will Russell, founder of Russell Marketing, explains how inventors and startups can identify and overcome five core buyer objections: cost, positioning, brand, technical, and apathy. He advises using market validation to set correct price points, creating educational content like comparison charts to differentiate products, and building founder transparency to establish credibility. Russell also highlights the importance of minimizing risk through warranties and using urgency to combat apathy, ensuring that early launch revenue serves as market validation rather than the primary profit center.

## Chapters

- [0:48](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=48) Introduction: Will Russell and Russell Marketing
- [4:49](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=289) The Five Core Buyer Objections: Cost, Positioning, Brand, Technical, Apathy
- [8:25](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=505) Overcoming Cost Objections: Validation, Urgency, and Offers
- [14:07](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=847) Payment Plans and Managing Margins on First Runs
- [15:12](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=912) Overcoming Positioning: Differentiation and Education
- [19:32](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=1172) Building Brand Credibility: Transparency and Founder Visibility
- [27:20](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=1640) Addressing Technical Objections: Trust and User Experience
- [33:21](https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections#t=2001) Combating Apathy: Urgency, Scarcity, and Long-term Momentum

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Russell Marketing (company)
- Indigovo (company)
- Klarna (other)
- AfterPay (other)
- Mako Design + Invent (company)

## Related episodes from other shows

- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (How I Built This)
- [13 Reasons Why New Hardware Products Fail](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-11-23-13-reasons-why-new-hardware-products-fail) (Predictable Designs Podcast)
- [Advice Line with Eric Ryan of Method returns](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-23-advice-line-with-eric-ryan-of-method-returns) (How I Built This)
- [How to Validate the Market for Your New Product with Ivo Kalburdzhiev of CreatorClub](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator) (Predictable Designs Podcast)
- [Advice Line with Scott Tannen of Boll & Branch and Jamie Siminoff of Ring](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-12-11-advice-line-with-scott-tannen-of-boll-branch-and-jamie-siminoff-of-ring) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2021-10-13-097-how-to-overcome-product-buyers-objections. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.