Whenever I interview a new client to help plan their copy, one of the questions I ask is this:
What are some common of your customers’ concerns and questions they have when talking to you? Objections, points of confusion, etc. How do you address these?
Why is this important? It’s simple. There are many roadblocks between your target audience and making the sale. If you don’t address these roadblocks and offer solutions in your marketing messages, guess what happens? They don’t buy from you.
It’s that simple. So, how can you destroy these roadblocks and make the sale? Let’s take these one at a time.
Objections are those things that make customers resist the purchase. Every company gets objections from customers when trying to sell their product or services. The key to overcoming these objections is to understand why the prospect objects, what you can do to negate their objection, and how you can turn that objection into the customer’s advantage.
Some common objections include:
- Price—This boils down to the customer having a problem justifying spending their money on your product. There are many things you can do to overcome pricing objections. Show customers why your product is a great value at its price point (no matter how expensive it might be), offer money-back guarantees, or show how the product is a worthwhile investment.
- Lack of understanding—Sometimes, customers just don’t understand what you’re selling. So, their kneejerk reaction is to say “no.” What can you do? Clarify your message. Make it as simple and to the point as possible. Write it so even your mom understands it.
- Lack of trust—Customers may not trust you. You can gain their trust by using testimonials, offering money-back guarantees, being easy to contact, sharing your expertise, and more.
- Questions—In some cases, the customer just needs to know more before they’ll give you the sale. Your copy needs to address the common questions your customers have. Pay attention to the questions you get asked most often, and find ways to answer them in your copy.
How do you overcome your customers’ objections?