The joy of client objections and how they can help you!
I’ve always been fascinated by what makes people tick.
This includes what motivates people to take a certain path or make a certain decision, including buying a product, or making a booking for something such as a workshop or consultation.
I love being sold to. In fact, it’s impossible for me to say an outright ‘no’ to a good sales person. A good salesperson is never ‘pushy’ but knows what it takes to make an intelligent sale.
But first, they need to tap into my needs and desires. They also must cover all of my 0bjections. Both verbal and non-verbal.
So, what is an objection?
An objection can be a reason to disagree or resist making a decision or taking an action. In sales, it can also be a request for more information. Needing to think about it, often means that there are hidden objections that you haven’t covered.
Meet Roberto, my hair iron salesman!
Roberto sold me a $200 hair straightener in 5 minutes flat at Sunshine Plaza!
He probably knew I was a potential buyer before I even sat in the chair. I had the unruly badly straightened hair for a start! I’m sure I was his ideal client persona!
But it was more than that…
I was a buyer, BUT I had a whole range of excuses as to why I could not buy his particular product. These reasons included:
- “nothing is as good as a GHD brand”;
- “it doesn’t get hot enough to do a good job”;
- “I don’t want to waste my money on an inferior product”,
- AND “I can’t afford it right now!”
Roberto was smarter than that, and within 5 minutes he closed the sale. $200 just like that.
Why is it that some people seem to be able to do that more easily than others?
In the case of ‘Roberto the hair iron salesman’, he handled my objections before I even made them.
- I didn’t need high heat because the iron had infrared technology,
- I wouldn’t waste my money because of the 3 tier warranty where I could take it back to the stall where I purchased it, or if they were no longer there, to another location, and if that didn’t work, to the supplier. He provided the documentation to put my mind at rest.
When it came time to ‘close the deal’ I said I would only buy if there was enough credit available on my card. Guess what? It declined!!
Roberto was ready. He immediately extracted a voucher from behind the counter that gave me $20 off. He re-tried the credit card, and …….it was approved!!
The purchase was made. An easy sale, but not without some pre-thought strategy!
He also addressed potential buyers remorse (you know that feeling you’ve made a mistake after you’ve made the purchase!). He then gave me a loyalty card entitling me to 14 visits to have my hair styled for free!!!
Consequently, no buyer’s remorse, and a very happy customer. That was in 2011, and it’s still going strong!
The moral of this story for the business owner is: know your customer, understand their possible objections and make sure they are dealt with head on; and always let them feel they have made the right decision.
Why objections matter
Decision-making is a complex process. Both emotion and intellect are involved, not to mention preconceived ideas and beliefs. By the time someone is actively seeking your services, they have already formed opinions about what they feel can help them, and what they think they are looking for. If you take a superficial approach to solving their issue, you are not as likely to hit their sweet spot.
So, what does this mean for you? How can you apply it to YOUR business?
Know your client objections
Understanding what stops your customer buying will serve you well. There can be all kinds of reasons. “I can’t afford it” is often a cover for something else. Usually, the resistance is deeper. Keep a list of objections and frequently asked questions and concerns, not just yours, both others you notice in the marketplace for your industry or profession.
Face their objections head on
Pretending they don’t exist is doing you and your business a disservice. You can directly address them in your sales copy and on your landing pages. Frequently asked questions are a good way to do this too. It’s not enough to post your benefits, you need to address their concerns too. It’s important not to sell too soon. Taking the time to identify their needs and concerns demonstrates that you understand them.It's not enough to talk about the benefits, you need to address your prospects concerns too. Click To Tweet
Reassure them they’ve made the right decision
This could be as simple as the terms and conditions of your website, your returns policy, or a guarantee. It could be your contact and follow-up process, or even a Facebook group for support. Whatever you choose, it will help them to feel more confident in their decision.
So, what do you think? Have you given much thought to client objections? Do you know what they are and how you can overcome them?
I would love to hear your thoughts, frustrations, challenges and success stories!
Here’s to happy and healthy marketing….
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