Beating the Objection
Objections are as common as birds in the summer sky (yes I’m dreaming of the sunny summer days). No matter if you’re selling bath towels, booking spa treatments or filling seats for your next workshop, your customers are going to have objections. Your ability to overcome these objections is the difference between making the sale or not.
How are you overcoming objections?
Do you have an actual plan in place to overcome such objections? Too often business owners rely on training their staff to overcome these objections. Don’t get me wrong, this is a great tactic, but what if that was already too late? When your customers come in armed with reasons why there are objections to have, it is much harder to move the needle.
If instead, you marketed to face those objections head on, you would lower their resistance of buying much earlier in the process. This would make them more open to hearing alternative opinions much earlier.
Imagine you are looking at buying a new car. Perhaps you don’t know a whole lot about cars as a whole. Wouldn’t understanding one brand over another make you more likely to make a decision? We’ve all had times where things are confusing and frankly overwhelming. I’ve heard terms relating to cars all my life. It doesn’t mean that I actually know what they mean. If someone was able to tell me that a certain car could solve all my problems, why would I keep looking at others?
The problem most small business owners have is that they forget to solve the problems. They typically focus so fully on the features, benefits and price. This doesn’t answer the questions their customers have. The biggest question being “do I actually need this in my life”?
What ARE their objections?
If you don’t know who it is that you are marketing to, there is a really good chance that you won’t know what their objections are. We can try and guess, but if you aren’t getting to their objections, they aren’t going to see you.
When talking objections there is also a surface level objection and a ‘real’ objection. Years ago when my sister was getting married, I was still in the travel industry. Her wedding was going to take place in Mexico and while many of the guests were super excited, I had one relative who said he couldn’t afford it. Whoah - for many this is where they back away, because for generations we’ve been raised to avoid talking money with others. Especially if someone says that they can’t afford it. For salespeople they will walk away from this more times than not. As this was a family member and I knew more than the average, I knew that wasn’t really his objection. The reality was, he was scared to fly over an ocean. Wow - that is a very different objection indeed.
Had I just left it as being that he couldn’t afford it, he wouldn’t have gone. Instead, we were able to choose a destination that had very little water flying time (at least compared to other destinations in the Caribbean). He was able to attend her wedding and had a great time.
We can’t be afraid of digging a bit deeper to get to the real objections. The surface ones are easy, but if you only focus on them, you still aren’t going to close the sales. You’ve got to dig deeper.
What do you do when you find the real objections? Face them head-on! You can’t avoid these objections. They are real and they stand between your customers and the products that will make their life better. Currently, the travel industry (among others) is being decimated by the Corona Virus. It’s only a matter of time until other stores or businesses are impacted as well. What are you doing to create policies surrounding the virus? How are you overcoming the objections that surround the virus? While this is a drastic (and current) objection, it will fade away almost as quickly as it comes in. Your ‘job’ if you will during this time is to be a voice of reason and calm. People are going to be scared. Perhaps, even so, scared that they don’t shop in your business for a while. You need to reassure them that you’ve got things under control. Tip number one, don’t share anything that will feed into the hysteria of the virus.
If you tackle the objections head-on, your customers have to work a whole lot harder at finding reasons not to do business with you. The brain only wants to expend so many calories on a decision so when you make it harder to say no than to say yes, you’re going to get a lot more yeses.
What are some of the ways that you can tackle objections in your marketing? How about doing a FB live and talking about what people might be fearing. Take on some of the most ‘embarrassing questions’ that people may have. If you were a masseuse looking for new clients perhaps addressing what people who have never had a massage could expect from a massage. Tell them how naked (or not naked) they will need to be. How are the going to be made to feel comfortable? Who is going to see them? How about how much will it hurt to get your muscles worked out?
Better yet - address the costs of not doing business with you. Again with the masseuse. If you have really tight muscles in your upper back between your shoulders and don’t get them worked on, what could happen to you? What are the repercussions of not getting that worked on?
Another topic to cover might be what is the process for using your insurance to cover your massage? Do you require it to be paid in full up front or do you do direct billing? Take away their stress before they ever book that appointment.
If you’re drawing a blank as to what other things you could do to bust through the objections, simply make a list of the most commonly asked questions your customers have. You could have your sales team make a list and every time they get asked a question, add it to the list. From there you can build an entire marketing campaign based around these questions. Answer them for the customer before they even step foot into the store.
When you set yourself, your business or your team as the expert, customers will be more drawn to you. They want to feel secure that the purchases they are making are the right ones. No one ‘wants’ to be sold to. They want to have their problems solved.
Don’t forget, people are more driven by their desire to avoid pain than they are to find pleasure. When you take care of their objections - or better yet, show them the alternative (what could happen) of letting that objection stop them you might just find yourself with a lot more customers. One of the biggest pain points that they will want to avoid is being embarrassed, and answering their questions for them, shows them that you understand them so well, they won’t even have to ask.