AND the exact tactics to deploy to 'turn the tables', compelling them to purchase...
Have you ever thought, “At what point does a customer actually decide to buy”?
Like what do they need to see before they’re certain enough to whip out the credit card and commit to the purchase?
It’s a question that’s dumfounded every business owner since the dawn of time and left them wondering…
Wouldn’t it be amazing if there was some kind of ‘cheat code’ to get inside their mind, and instantly trigger MASSIVE desire for your product/service?
Now, what if I told you that such a thing might just exist.
While it’s not going to be as easy as just ‘clicking your fingers’…
I’m going to reveal the exact reasons the customer says ‘Yes’ or ‘No’ giving you a HUGE advantage over the competition.
To be clear, this applies to digital, phone, and face-to-face sales. They always say no for the same reasons, it's just the way we communicate and persuade is different.
The problem is, that most businesses get this wrong and resort to just shoving ‘features and benefits’ down the customer's throat, hoping they’ll cough up the money.
Obviously, you're one of the clever ones for deciding to read this article, so I'm going to share with you the secret formula to cook up a feast of new sales.
Sound good? Great.
Now, let me get the bad news out of the way first…
It’s not going to be easy.
These objections are lodged so deep in the human subconscious that most people don’t even know they have them.
The good news is, it’s like riding a bike.
Once you understand and pre-empt them in your marketing, you can slip into their mind time and time again like a stealthy Sales Ninja.
I hope you’re ready, as what you’re about to learn will change your life forever…
Objection 1 - Is the value I’m going to get worth it?
You might have heard me talk before about ‘value equations’; basically, is the value they’re receiving greater than the cost.
Everyone wants to feel like they’ve got more than they paid for and avoid the dreaded ‘buyer's remorse’.
If the value doesn’t stack up, they’ll start having flashbacks to that time they were stung buying some ‘get fit quick’ contraption at 2 am on QVC, instantly stopping the purchase dead in its tracks.
So, how do you position your product to show maximum value to the customer?
Show how it speeds up the result – Most products are designed to fix a problem or fulfil a desire; if you can show how your product is the ‘vehicle’ that speeds up this process, the perceived value will be much higher.
Show how it makes it easier or more convenient for them – We all want the easy or ‘quick fix’ to everything. If you can show how your product makes it a lot easier than doing it themselves or using the competition, you’ve cranked it up another level in value.
Show how it will improve the results they'll get – If you can show your product gets them better results than going it alone or using a competitor, the perceived value will once again increase.
A good analogy here would be a protein shake. People purchase protein shakes not for the taste but because it...
A) It speeds up their fitness goal by improving muscle gains.
B) It’s easier and more convenient than eating traditional food.
C) It improves the amount of muscle they can build.
Most marketing and sales only touch on maybe one or two of these levers; if you can tap into all 3 simultaneously, you’re going to smack your audience straight in the face with a big value stick!
DISCLAIMER - This works for absolutely any product or service that fixes a problem, from financial planning advice to back pain to accountants, etc.
If you're selling products that don't solve a problem like fashion, jewellery, art, etc, then you need to sell on 'status' or 'identity' which is a slightly different equation; the rest of the problems still apply, however.
Objection 2 - Do I believe the idea will work?
It’s all good getting their attention and ramped up about your product, but deep down do they actually believe it’s going to work for them?
As human beings, we’ve evolved to have this ‘herd mentality’ where we tend to follow the crowd. If you can show how your ideas worked for others, it will greatly increase the chance they’ll purchase.
I mean, if it’s worked for others, it’s got to work for you, right?
So, how do you get them to believe in your idea? Commonly referred to as ‘social proof’ in the marketing game.
Speak their language – Do deep research on your average customer, their language, their habits, their pains, and their desires. If you sound just like them, they’re more likely to believe you have the ‘magic bullet’ for their problem.
Get a testimonial from your ‘dream customer’ - Remember that one customer that was just perfect? They came to you in dire need of your service and you went all out for them, far exceeding even their wildest expectations.
It’s time to ‘cash in’ that chip and leverage a testimony from them to help you sell to the masses. If you can get a video of them pouring their heart out about your business, it’ll be worth its weight in gold!
Add in a ‘money-back guarantee’ - If they see that you’re so confident it will work you’re prepared to give them their money back, it instantly builds confidence in your product.
Ok, a couple ‘idiots’ out there may use this to get one over on you, but the increase in sales far outweighs the risk of a couple refunds.
Top tip - As a rule of thumb, the bigger the ask, the more proof you need that your idea will work. You can probably get their contact details and download your guide with relatively little ‘social proof’, but if you're asking them to make a big purchase, you best dam well be able to back up your claims!
Objection 3 - Do I trust the company/person selling me this product?
Ok, you’ve displayed how your product is going to get them the desired results, they believe in the concept and are convinced it will work for them.
Now it’s all up to you, the business or person they’re dealing with…
How do YOU get their trust?
How can you reassure them it’s not a ‘scam’ or you’re some ‘Nigerian prince’ ready to drain their bank account?
Hold on tight as I’m going to give you some ‘sure-fire’ ways to instantly boost your credibility:
Google & Trustpilot reviews – Again, humans have a ‘herd mentality’, so displaying good reviews and how your product or service has helped similar people, you will instantly gain massive credibility.
If you have a few bad reviews, be proactive in responding to them, sorting out the problem, and getting them to retract if possible.
Being part of an accredited organisation – If you’re part of an organisation that’s ‘industry standard’, make sure to ‘flash it about’ in your marketing; if they trust that accreditation, some of that trust will ‘rub off’ on your business!
If you’re not, research what the most well-known groups are and try to become a member.
Be active in producing content – Make sure you’re putting out relative content consistently. If the customer sees you have you’re ‘finger on the pulse’ they are more likely to trust your advice and recommendations. Posting blogs, videos, and other helpful content will keep them engaged with your business.
Have professional looking content - Just like how turning up for a job interview in a tracksuit isn't a good idea, if your website looks like it was made in the 90's or your Facebook ad video looks like it was shot on a potato, first impressions count!
Looking like a real, successful business means other people must be using you, and the human 'herd mentality' will kick in.
So that's it, the three 'secret objections' revealed and some top tips on how to handle them.
Hopefully, you’re now ready to arm your sales funnel with the weapons it needs to cause mass sales to your target market!
If you want to upgrade your arsenal even further, get in touch for a free marketing consultation.
Comments