8 ways to destroy sales objections BEFORE they are asked

Hurdles
Image by Ambrosio Photography via Flickr

Every business performs some kind of sales presentation or pitch to help convince a prospect to buy. The pitch might be face-to-face (at a sales counter or at the door), over the phone, through a written proposal, or online. Not all of those sales are completed, though; they are frequently halted by objections.

Objections are the cold shower that can kill the heat of the sales moment. They are stubbing your toe while trying to be cool. And when not handled correctly, the sale will be lost.

Here’s how to avoid that problem:

STEP 1: IDENTIFY YOUR TOP OBJECTIONS
As soon as you read the word “objections” in the title of this post, you thought of a half dozen objections you hear from prospects. Price is always a big one. Competitive offerings and value are usually near the top. Maybe time-to-delivery or quality might be up there, too.

STEP 2: CREATE OBJECTION-DESTROYING CONTENT
Next, you need to find a place earlier in your sales funnel to address the objection before it’s even asked. By addressing the objection earlier, you’ll be able to proactively eliminate the objection even before it’s an issue and, if the prospect has agreed to the truth of your point earlier, it’s harder for them to later say “well, I didn’t have a problem with it before but I do now.”

You don’t have to make your prospects view all of your objection-destroying content, you should find a way to make it all available to them to view if they want while also embedding some objection-destroying content in the things they will look at anyway.

Here are eight places to create content that will help to proactively destroy objections:

  1. FAQs are a natural place to address objections. If you do address them there, don’t bury your FAQs on your website. Include links to it prominently in your online sales literature and emails.
  2. Create specific testimonials (especially video testimonials of real clients) that are built around a specific objection. Don’t name the video: “When you think our prices are too high, watch this”, but do make it related. Perhaps something like: “High value services are worth the investment”.
  3. Write a blog post about each objection. Keep the links handy to direct people to the blog when necessary.
  4. In some cases, you can crush objections right in your USP or tagline. If your company is exploring a brand revitalization, collect the top objections and see about working one of them in.
  5. Create a one-page brochure or website page about each objection. Include charts, testimonials, and other proofs that counter the objection. Include links to some of them in some of your other work.
  6. If you have 1 – 3 objections that are more persistent than others, make them part of your elevator speech and “About Us” page.
  7. Address them earlier in your sales presentation, long before the customer asks about them.
  8. Offer additional products or services that address the objection. For example, if price is an objection, have lower-priced options available.

You’re never going to completely remove objections. But by doing this, you’ll help to eliminate more and more of them in every presentation.

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