Overcoming objections is a skill that can mean the difference between success and failure in business.
In an ideal world, whenever you ask a prospective customer to go ahead and buy your product or service they would say…
“Yes please take my money now”
But, unfortunately we don’t live in an ideal world.
So, let’s be realistic here for a second..
It’s highly likely that out every of 10 people that you try to sell your products to at least 50% of them will have some kind of objection.
And that’s OK.
There are a number of tactics that you can use to minimise the number of objections that a customer brings up in conversation.
The best method of overcoming objections that I have come across is to …
Address objections before they are even raised by your customer!
What you need to do is to anticipate the objections that the customer is likely to come up with and weave them into your sales pitch so that by the time you get around to asking for the order or closing the sale, the customer is already confident that these objections will not be an issue.
Let me give you an example.
Let’s say that you’re selling a weight loss product/package.
Some common objections might include:
- no wanting to eat rabbit food – 3 meals a day
- difficulty in preparing the weight loss replacement meals
- …and numerous others
A way that you could over come these is to tell a story.
You could tell a story about one of your existing customers, Julie, who thought that most weight loss packages were affordable and too much hassle to prepare but what she found was that the products only cost $2 day, the meals took less that 2 mins to prepare and she could eat what she wanted most days of the week.
Once you tell Julie’s story and then explain the nature of the products that you are offering, by the time you get to ask for the order, these objections are already covered in the mind of the prospect.
If you get nothing else from this post, please make sure that you get this concept.
So, lets discuss some common objections and ways to over come them.
Let’s get started.
1. I Don’t Think I’ve Got What It Takes
This is one of the main reasons why a customer does not buy your product .
This is an internal objection that your prospects won’t always openly admit to you but it is the main reason for procrastinating when it comes to making buying decisions.
We see this quite frequently in the fitness equipment space.
When a customer watches a video of young fit 20 somethings, using a product to burn fat, they genuinely believe that the product works.
What they aren’t convinced of is that they are going to be able to find the motivation or manage their time to use the equipment.
So, an easy way to overcome this objection is to,once again, get into the habit of discussing your product in terms of ease of use.
A testimonial story is a great way to achieve this.
2. Unable to Pay The Price
If you are selling a quality product there is a chance that it will be more expensive than many similar products in the marketplace.
You must be prepared for a customer to tell you that they can’t afford the product at the price that you are offering.
Whether they cant afford it or they’;re just making an excuse, doesn’t really matter, the key is to expect them to raise this objection.
One of the easiest ways to over come this is to offer the customer to pay for the product in some form of payplan or installment.
Another great strategy is to avoid selling products in isolation.
Let’s say you could potentially sell the customer 3 different weight loss plans, with the following pricing structure:
- Package a $50
- Package B – $85
- Package C – $200
If your goal was to sell Package A on its own, you might get resistance about the price.
When you present the more expensive packages B & C to the customer, by comparison, the price for package A doesn’t seem that expensive.
This is a great tactic to overcome price objections.
Another tactic that you can use to get around the price issue is to use the ‘Puppy Dog’ close or to give the customer samples.
The Puppy Dog close is all about allowing the customer to use the product for 30 days with the understanding that you will bill them at the end of 30 days if they’re not happy with the results.
An effective way to approach the ‘I can’t afford’ it objection is to explain what’s unique about your product.
You could mention things such as:
- the quality
- the service that you offer on the back end that comes with the product
- the daily amount it is costing the customer – ” The product works out to be $2 a day which is the price of a cup of coffee”
If you use the tactics mentioned above,’I’m sure that you will find it easier to navigate around the ‘cant’ afford it’ objection.
3. Is it really worth $X?
This is all about perceived intrinsic value.
If a customer has seen a weight loss package in a high street shop that is 1/2 the price of the package that you are selling, you will need to find a way to justify the price.
As I mentioned earlier, you could talk about the quality of the ingredients used, the packaging and customer testimonials.
The customer testimonials element of this is critical.
As a network marketer or direct seller, a customer might be purchasing the product because they want to lose weight BUT at a subconscious-level their decision to buy is going to be so that they can work closely with you.
You will really make life easier if you can spend some time expounding upon the way that you work with your existing customers and the level of service that they are going to receive.
If they believe that your passion, enthusiasm and will to help them to succeed, is genuine, you will be able to overcome this value objection much easier.
Another strategy that works is to talk about the value in terms of what you think it is really worth and why buying it at the price you are offering is an actual bargain.
Most people love a bargain!
If the ingredients used in your product are rare an aren’t easily available in most high street shops, you could say that this $50 product should really be worth $300 but because of the distribution chain you are able to offer it to them at $50, you will find that this also help you to overcome objection.
3. Afraid to look like an Idiot
Another internal and hidden reason that people don’t buy is because they are afraid of looking like a fool to their friends, neighbours, and colleagues.
We all share the common experience of having bought something in the spur of the moment or after calculated research only to find out that the product didn’t live up to the hype and really wasn’t worth the money that we had invested.
We were ridiculed by our friends about it!
The annoying thing is that we often didn’t get around to returning these products so we have then sitting in cupboards, closets and other places where we can see them on a daily basis reminding us of how much of an idiot we were.
One way to get around this is to talk about the importance of the customer’s goals being their goals and not other people’s goals.
What you want to indirectly do is to let your prospect know that she would be a sheep if she worried about what her friends and family were going to think about her buying decisions.
This is an advanced strategy and takes some understanding of conversational hypnosis and NLP but it works really well if you can apply this strategy subtly.
If you can let your prospect know that you have confidence in his/her goals and you are going to support their to achieve them regardless of what others think this could give them the confidence to overcome this internal objection.
4. It’s Hard To Purchase This Product
If your customer has to jump through too may hurdles to get their hands on your product, it’s highly like that this will reduce your chances of making the sale.
You goal has to be to make it as easy as possible for your customer to purchase.
Let’s say you’re selling a skin care product but the only way that your customer can actually make the purchase is to fill out a form, put it in an envelope and post the order to you along with a signed cheque.
This would be too much headache for most people in modern times who are used to going online and clicking a few buttons to place an order.
Another issue that network marketers and direct sellers often face is that they like a customer to visit them in their house to purchase the product or review their opportunity.
They insist on visiting the customer at their house, taking up valuable time and disrupting the customer’s daily routine.
This is too much hassle and you will be creating a barrier to selling if you insist on doing either of the above.
You’ve got to remember that in the 1950s and 60s this was a more acceptable way of doing business as far as network marketing and direct sales was concerned.
Not today, those days are over.
So, the question you should always ask yourself is.
“How can I make it even easier for them to buy from me?”
5. Bad Timing
When it comes to selling anything there are a number of factors that are critical, some of which include:
- having the right message/offer
- sending this message to the most appropriate prospects in the marketplace
- ..and doing the above at the right time.
Here’s the reality…
At any given moment only 10% of people who are the right match for your product are going to be motivated enough to buy now.
Approximately 50% are going to be ready to buy within 6-9 months and the rest of the prospects in your marketplace aren’t realistically going to buy anything until 1 year +.
Closing the sale is important but what is even more important is the 50% of people mentioned earlier.
You need to find an effective way of staying in front of these prospective customers who don’t buy now and then consistently make your offer to them in a way that doesn’t annoy and scare them off.
Follow up is where the money is really at.
You can do this using something like an email autoresponder or social media re-targeting but here’s is the most important thing that you need to realise about people who aren’t ready,willing or able to buy now…
Every moment that you are not in front of your prospects, you run the risk of them getting caught up with life and forgetting about you.
What’s even more important is that every minute your customer isn’t hearing from you they are being bombarded with messages from your competitors, so the point I want to make is that it’s critical that you devote a considerable amount of your time to…
Ask yourself what systems you can put in place to stay in front of your non-buying prospects consistently so that when they are ready you will be the first person that they come to.
That’s it for today.
Hope you got some value from this post and feel free to leave a comment.
Till next time.