Whenever you are trying to sell something you must consider that prospect WILL have reservations about buying your product or service.
On the internet this is even more prevalent because buyers are trying to be cautious of cons and scams. So they are very, very careful before clicking your “Buy Now” button. Being aware of this fact gives you (the marketer) the upper hand. You must use your copy to preempt the prospects objection and gain their trust.
In face to face selling or telemarketing this is a bit easier to do because you can read the customer’s buying and non-buying signals. You can read these signs by the tone in their voice or in the body language they display.
So how do you compensate for this lack of interaction within the sales copy on your website? Well, you must put yourself in your customer’s shoes and read your sales page back to yourself multiple times. Make note of the areas that may give rise to objections and reservations from your prospects. Then go back and address those objections by adding the info into your copy.
Regardless of how silly an objection may seem to you, they are very real for the prospect and they must be addressed accordingly. The main thing to remember is that an objection is an opportunity. The prospect is testing your credibility and product knowledge. It is a chance to shine in the eyes of the prospect, but it is inherently also a chance to blow the deal completely. Always be prepared for an objection.
When selling in person or over the phone, you don’t have as much time to think about a perfect rebuttal as you do when you’re writing sales copy. You should have pre-planned responses to all the common objections for your product. “I don’t have the money” or “I have to talk to my spouse” or “It’s too expensive” are all examples of common objections that are heard regardless of product or market.
Be prepared as to how you will reply to those objections.
Make prospects feel like it’s the first time you’ve ever heard that concern and give them the attention it deserves.
Agree with them and their objection, then refute the objection and finally, close the deal. Never argue or take an opposing stand because that will not win over the prospects trust. You’ve heard the old adage that you get more bees with honey than you do with vinegar. This approach disarms the prospect and makes you look like a helpful friend instead of a salesman.
Whenever possible, you should relate their concerns to another customer’s similar situation and point out how it was resolved for them. This makes them feel like they are not alone.
Learn how to handle objections and watch your sales increase dramatically.
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