How to Handle:
“I've never heard of you”
When prospects say they've never heard of your company, they're signaling uncertainty about your credibility. This is actually an opportunity to differentiate yourself from bigger, slower competitors.
Why Prospects Say This
Prospects equate awareness with safety. They're worried about making a risky decision with an unknown vendor. They may also be using this as a polite brush-off or genuinely curious about who you are.
Best Responses
The Advantage Flip
“You're right—we're not a household name yet, and honestly that's by design. We've focused on delivering exceptional results for companies like [similar company] rather than spending on brand awareness. That means you get partner-level attention, not just another account number.”
Why It Works
Reframes being unknown as a benefit (more attention) rather than a risk.
Best For
Smaller companies competing against enterprise vendors
The Social Proof Bridge
“That makes sense—we're pretty selective about who we work with, so we don't do mass marketing. But you might recognize some of our clients: [name 2-3 recognizable companies]. Would it help if I connected you with [specific reference] who had similar concerns?”
Why It Works
Shifts the focus from brand awareness to proven results with recognizable names.
Best For
When you have strong client references
The Curiosity Pivot
“I'd actually be surprised if you had—we've been heads-down building and serving clients rather than running ads. Quick question: what made you take this call if you hadn't heard of us?”
Why It Works
Turns the objection into a discovery question to understand their real motivation.
Best For
Inbound leads who initiated contact
Do's and Don'ts
Do This
- Acknowledge their concern genuinely—don't dismiss it
- Have 2-3 recognizable client names ready to mention
- Offer a specific reference they can speak with
- Pivot to understanding what would make them comfortable
Don't Do This
- Get defensive or list all your credentials
- Oversell your company size or history
- Dismiss their concern as unimportant
- Promise things you can't deliver to compensate
Follow-up Questions to Ask
“What would help you feel more confident about working with us?”
“Have you worked with newer vendors before? How did that go?”
“Would speaking with a current client in your industry be helpful?”
“What's more important to you—brand recognition or results?”
Industry-Specific Variations
“Our IT team only approves vendors they know”
“I understand—IT has to protect the company. We're SOC 2 compliant and happy to go through your security review. Would it help to start with a pilot that doesn't touch production systems?”
“We only work with established vendors due to compliance”
“Compliance is critical—we get it. We're already working with [similar regulated company] and passed their vendor review. I can share our compliance documentation upfront if that helps.”
Pro Tips
- Prepare a one-pager with 3 recognizable logos and brief case studies
- Know your fastest path to a reference call—make it easy for prospects
- Being unknown can actually be a selling point for prospects tired of big vendor bureaucracy
- Ask what 'hearing of you' would even mean—often it's just a reflex objection
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