In the process of business consulting and coaching, I’ve learned quite a few things that growing companies seem to have in common no matter what industry they’re in or what they sell.
We all have cash flow to deal with, projects and teams to manage, and marketing campaigns to plan and carry out.
But here’s another common characteristic…pretty much all business owners face the four universal objections that their prospective customers have. What should you do about them? I suggest that you assume they have all four objections. Then, have a way to prevent each of them in advance through solid marketing and positioning and as they arise at the time of the sale.
Do this for every product or service, but start with the one that needs the most help (or would create the most revenues if improved). Come up with answers to these four objections-don’t worry, I’ll help-then have your whole sales process incorporate it.
Check each of the ads you’re running to make sure they don’t agitate one of these concerns. Or show people in advance that it’s not a concern. Check the language on your website and sales pages. And make sure your salespeople have been trained in answering the objections.
Okay, enough explanations! Here are the four universal objections for which you should be prepared:
Objection #1: I’m too busy
This makes it hard to even get your foot in the door in the first place. At the advertisement level, people will skim over your ad and never commit to focusing on and reading it. You’ve got to show prospects fast that what you’re offering is worth their time.
The solution is to get their attention. Tease them with something, promise something, use memorable messages, and/or give prospects value up front.
Objection #2: Why do I need you?
Particularly if prospects are not actively seeking the product or service you offer, you must show them why they need it. Show them what life can be like with your solution – how it solves a key need or pain.
Objection #3: I don’t have the money
This objection comes up earlier than you’d think. It’s partly because people and companies are both more cost-conscious these days, and partly from people’s aversion to spending more money on something at all. So “I don’t have the money” is their excuse to bail before getting too invested in the decision-making process.
The solution here is to show prospects the value of what they are getting. Will your product or service enhance their lives, save them money in the future, position them to be more successful, etc.? Let them know the answer to this question!
Another solution (which is not mutually exclusive) is to offer payment plans if possible to alleviate legitimate cost concerns.
Objection #4: I’m not sure I believe you
People are skeptical, and don’t believe everything you advertise-and rightfully so. They want to know you’re for real and they want to see proof that your product or service does what you say.
Show them you’re legitimate by letting them know your credentials, seeing your work, knowing your clientele or how long you’ve been in business, and also that you’re honest, have integrity, and really care.
One of the best ways to prove you can get results is showing testimonials from other customers. This is why “before and after” pictures are used in most weight loss commercials. This can be done with many products.
Other things you can do to overcome skepticism include offering money back guarantees and simple return policies.
Getting new customers is one of the hardest things a business must do. By considering the objections prospective customer have, and preparing for them (via adjusting your marketing materials and training your sales team), you will more successfully attract new customers. This can and will give you a competitive advantage, and allow you to grow a successful company.
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