Offline marketers - Objections and how to overcome them

[David Chamberlain]

Hello Warriors.

When working with offline businesses, you are bound to come up against a a whole host of objections.

• "I can't afford it'
• "How do I know this stuff works"
• "I don't need to market my business" (Someone actually said this to me...yet he also said he couldn't afford professional consultancy, he shouldn't be in business!!!)
• "My friend Mr. X got ripped off by one of you"

These are just a few I have had over the last week.

My response to "I can't afford it" was, as a business, can you afford to think like that?

I then asked him about his current marketing and found he was spending £8,000 on an advert in the Yellow pages and not tracking it...he didn't seem to think it had increased his leads over the year he had the ad published!

BINGO...

I've got a meeting next Monday!

Anyway...

The purpose of this thread is more to draw on the expreience of others...

What objections have you had thrown at you?

AND

What knockout punch did you throw back?

I know these examples might not work for every business owner, but things can be tweaked...

This could turn out to be a really good resource for people just getting into consultancy!

[kevinpotts]

I saw an article related to this and like to post it here.

Hope it helps

Five reasons people don't buy - and how to overcome each of them

Behavioral scientists say these are the five reasons people put off buying your product. Knowing these reasons is the first step to helping your customers decide to buy from you.

The Five Reasons People Don't Buy
1. Monetary Risk "There's a chance I could lose my money on this." A very reasonable concern, one that almost all customers have.
Ways to overcome: Offer a money back guarantee. Show testimonials of satisfied customers. Offer a 30 day free trial. Lower the price so the risk of loss is minimal.

2. Functional Risk "What if it doesn't work, it's too complicated, or won't do what it is supposed to do?"

Ways to overcome: Provide a hands-on demo, so customers can see how easy it is to use. Let the customer 'test drive' the product so they can see how well it performs.

3. Social Risk "What will my friends and family think of me if I buy this?"
Ways to overcome: Include real testimonials from people who say that their friends and family thought they were geniuses after they got this product. Include names of prestigious companies or well known individuals who have purchased this product from you. ("If it is good enough for Clint Eastwood, it is good enough for me.")

4. Psychological Risk "I might feel guilty or irresponsible if I buy this."
Ways to overcome: Address this issue head on by including copy such as 'Don't you owe it to yourself to have this product?" "You work hard, you deserve to have something like this".

5. Physical Risk "It seems a little dangerous. I could get hurt".
Ways to overcome: Don't sell a product that might be dangerous or illegal. If your product is still considered a physical risk, include testimonials from people who have used the product and were happy, and include a demo or 'test drive' so the customer can see there is no danger.

Remember, you are not out to 'trick' or convince somebody to do something they don't want to do.

Your goal is to help customers -- who already want to buy your product -- to make up their minds.

You do this by helping them resolve any questions or problems they may have when considering your product and offer.

Keep in mind that you are dealing with reality as the customer sees it. And you must address their concerns when you present your product and offer.
In fact, you should really address the customer's vision of 'reality' before you even start designing your product.

Taking into account the five reasons customers might not buy from you, before you design a product, might help you design 'out' the negatives customer's may perceive.

Remember, nobody 'has' to do anything. But when you work through customer objections and address the perceived risks, the customer might actually say 'yes'.

[David Chamberlain]

Hi Kevin

Great article!

I've found risk reversal to work really well offline..

We are all used to th "30 day, Iron Clad, Razor Wired, Nuclear War Surviving Money bank guarantees". But offline - saying to someone, if you don't like what you get - you don't have to pay me, is a really powerful technique!

Truth is, theres not much chance of you not getting paid, as you know you are going to get the business owner results!

[Kelly Verge]

I must be doing something wrong because I rarely face objections.

People sometimes throw out objections as a kind of protection against selling. It's a way to slow things down.

I don't sell. I work with the prospect to find where they might need help and once we've identified some areas, it's almost like we're on the same side. I guess I've been a consultant too long to be a salesman.

[DyLan Lee]

Give me few days to consider, there after they disappear...

This is the objection i faced the most.

I will keep calling them until they really say no...

[gjabiz]

See yourself as a problem solving business partner.
Present yourself as a problem solving business PARTNER.

Work as a PARTNER in the business solving the problem of how to increase revenue.

Now it may be splitting hairs for some, and I am an "old world" salesman...taught and trained to overcome objections. Trained in NLP and other "soft" techniques...but the bottom line...

if what has worked the best for me, and for my clients, is when I forgot about selling altogether and looked for a solution to their "increased revenue" problem.

Little to no resistance, instant rapport, more willingness to implement and much better results.

You overcome objections in the APPROACH and the PRESENTATION of your prospect by walking in their shoes, penetrating their preoccupations and seeing their business through their eyes. The objections melt away with this approach.

gjabiz

PS. And if that doesn't work I refuse to leave the premises, they have to call the cops and have me dragged out

[David Chamberlain]

Hi Kelly

I think that may be true, once you have been at it a while, people know you, and know what results you provide.

I am just starting out - and although I know my stuff, I'm 22 years old and haven't been at this for a great deal of time.

People seem to challenge me more to see if i'm a 'young pretender'! I'm just building up my sales skills, and hopefully soon I won't need to use them as often!

[TyBrown]

There is a really excellent book called Spin Selling which sheds a lot of light on objections.

What is an objection, really? It's someone telling you that your service doesn't work for them. Any sale you make, though, should be mutually beneficial. So an objection tells you one of two things:
1- You haven't educated them properly about how your services will benefit them.
2- Your service really isn't for them.

The best way to deal with an objection is to do enough fact finding and consulting before your offer so that you both mutually determine before the offer that it isn't for them or, conversely, the natural decision for both would be to move ahead with the purchase of your services.

[chrisnegro]

Here is a good one

When I gave the business owner my $50,000 proposal, he looked at me and said "your crazy". I looked at him and said right away (with a big grin and smile)......when I first met you I thought you were crazy too....thats why I thought we get get along." (we both laughed big time).

Little hint here: make your business owners laugh now and then.....it loosens them up when they are dealing with important matters of their business. Think about it.....if you loosen them up when your talking....it may help them "loosen their pockets" when you eventually go for "the close".

We settled on $25,000 deal and I took away 50% of the management and service end of the deal.

In offline marketing...you have to be confident....knowing that they NEED YOU. You can't have the attitude.....I HOPE I GET THE DEAL....which sadly most offline marketers have.

Its kind of like when I was single guy in college (I wasn't rude mind you to woman....I was just a average college guy who broke up with his girlfriend of 5 years who never really dated anybody else....and just wanted to have fun and get to know other woman). If you couldn't have fun....dancing, laughing ect.....and were always depressed....I really didn't want to hang out with you.

Every now and then...a beautiful girl (who by the way was used to guys melting at her feet when she came into their presence) would come up to me and talk. You know the type....she had that "your lucky to be in my presence attitude". Well anyway....I would quickly BRING HER DOWN TO SIZE as an equal.....and made sure she was aware of this. I've always gained their respect by doing this and they always looked at me differently then they did before (this is key......trust me...I am going somewhere with this example )

Long story short.....why was I so successful in the woman arena in college? I WAS WILLING TO LOSE THE GIRL.....BY MAKING HER AWARE WHO SHE WAS DEALING WITH. I WASN'T THAT LITTLE FLY BY NIGHT GUY....WHO WAS USED TO COWERING IN HER PRESENCE.....THEY ALWAYS RESPECTED IT AND I TYPICALLY ALWAYS ENDED UP DATING THEM DOWN THE LINE.

(again....not being the male ego here....I'm just trying to relate true experience that could help alot of offline warriors in their business)

So here is the kicker guys/gals......YOU NEED TO GAIN THEIR RESPECT RIGHT IN THE BEGINNING.....AND WHEN IT COMES TO THE MONEY PART.....YOU HAVE TO BE WILLING TO LOSE THE DEAL....IN ORDER TO GAIN IT. Most marketers have the attitude.....that I hope I get the deal......(like most guys.....HOPE to the girl.......and HOPE she sais yes).....this attitude smells of lack of confidence.....and sends off INVISABLE SIGNALS that you need her....more then she needs you. Again...its important that you view yourselves as equals....not one having "more power" or "more value" then the other. You are both EQUAL businesses here trying to make money.

Now....there is more to it then this as I can't spell out everything in this post. However....this gives you a real life picture.....of the attitude you need to have to gain success in the offline world

Folks.....I'm talking about posturing yourself so they know who they are dealing with.....getting their respect in the beginning....."and being a good closer". You have to turn the corner with your attitude.....believe in yourself and let your clients know who they are dealing with. They are not dealing with the average ...fly by night marketer......THEY ARE DEALING WITH ONE OF THE BEST.

You can't be afraid to talk about the money....to close the deal either(most marketers are) A typical line I use to close the deal (after they balk at my price) is as follows:

"What I gave you was an honest and fair price". I don't know how I can do this any other way and get the results you are looking for. There is NO FAT in this proposal. Plus...I'm in the business of putting food on the table and I can't give this away for free".

Hope this post helped you all.....and gave you a little laugh at the same time. I'm sure you know the true spirit of what I'm trying to share here.

P.S. Another little hint.....if your ALWAYS CLOSING DEALS....there is probably a problem that your too cheap. Good businesses lose deals now and then.....so word to the wise.....don't be afraid to LOSE THE DEAL.

Success to you,

Chris Negro

[Dexx]

Originally Posted by TyBrown

What is an objection, really? It's someone telling you that your service doesn't work for them. Any sale you make, though, should be mutually beneficial. So an objection tells you one of two things:
1- You haven't educated them properly about how your services will benefit them.
2- Your service really isn't for them.

The best way to deal with an objection is to do enough fact finding and consulting before your offer so that you both mutually determine before the offer that it isn't for them or, conversely, the natural decision for both would be to move ahead with the purchase of your services.

Agreed 100%, I actually structure my presentation and sales process to handle both of these aspects, and have had no problem closing clients. =)

[Raymond White]

Nice article shared... i came across these things in my marketing career too a lot of time.. I think its very essential to make the presentation right. actually speaking its not possible to convince anyone, it is essential that the the individual gets convinced with the idea and then buys. I think the best is to keep feeding them with inputs. That helps.

[MichaelHiles]

Build value. Deliver.

"Mr. Prospect, if I showed you a way that for every dollar you invested just one time, you'd get ten back every year from now on, would you be interested?"

Then you'd better deliver it.

[midasman09]

Re: Selling websites to local businesses;

What I've found that works for me is;

1) Create the site first, for the Type of business selected
(ex: Roofers; I found only 1 roofer, out of 16 in the area, who had a site, so I figured either a) roofers don't think they need a site or 2) because these people usually work out of their homes, they are harder to contact)

2) Offer the "existing" site on a first-come, first-serve basis, making the prospect aware I wil be contacting competitors if he turns me down.

Or....if I don't have a ready-made site and I find a prospect who hits me with these objections, I simply thank him for his time and get outa there. There's too many prospects who WANT what I have to spend time trying to change someone's mind.

Midas Man

[midasman09]

Also....why not set up a "Prospecting System" where INTERESTED Prospects CONTACT YOU!

1) Get a Voice Mail number that allows a 2 min outgoing message and collects phone numbers that dial in. The message offers a "Free Report that tells how the Internet can bring them more business".

2) Send postcards to local businesses that say;
"FREE RECORDED MESSAGE REVEALS HOW THE INTERNET CAN BRING YOU MORE BUSINESS! Call 555-1234 X 123 anytime"

I've found that getting prospects to PHONE a "Recorded Message" "softens them up" because, initially, they are NOT YET READY to talk to a salesperson and by giving them more info, prepares them to talk to a salesperson.

And, when I talk to a prospect who has been "prepped" about my product or program, I have a better chance of selling them because I know they are VERY INTERESTED in what I'm offering. And the "Objections" are reduced. Mostly I have to prove the "Value" of what I'm selling and "justify my fees", which is easy to do.

2a) You could also run small newspaper display ads (I use reverse types. White letters on black background)

Midas Man

[chrisnegro]

Originally Posted by midasman09

Also....why not set up a "Prospecting System" where INTERESTED Prospects CONTACT YOU!

1) Get a Voice Mail number that allows a 2 min outgoing message and collects phone numbers that dial in. The message offers a "Free Report that tells how the Internet can bring them more business".

2) Send postcards to local businesses that say;
"FREE RECORDED MESSAGE REVEALS HOW THE INTERNET CAN BRING YOU MORE BUSINESS! Call 555-1234 X 123 anytime"

I've found that getting prospects to PHONE a "Recorded Message" "softens them up" because, initially, they are NOT YET READY to talk to a salesperson and by giving them more info, prepares them to talk to a salesperson.

And, when I talk to a prospect who has been "prepped" about my product or program, I have a better chance of selling them because I know they are VERY INTERESTED in what I'm offering. And the "Objections" are reduced. Mostly I have to prove the "Value" of what I'm selling and "justify my fees", which is easy to do.

2a) You could also run small newspaper display ads (I use reverse types. White letters on black background)

Midas Man

I love this idea and have already have one in place.....SHHH...don't spill the beans

Chris Negro

[TimCastleman]

I only do direct mail marketing to avoid this. By the time I talk with the business owner it is only to get a check. If you switch the game up from being a salesperson to an advisor and expert the objections decrease rapidly.

Of course if you like going door to door or begging for money then please feel free to continue to do so.

Tim

[AndrewCavanagh]

You're usually getting these "objections" because there is something wrong with the process you use when you talk to prospects.

In particular not taking the time to get to know a business owner and his business, not creating customized solutions based around what the business owner wants and needs, not going through and establishing the approximate dollar value of your service with the business owner.


I really wonder about the mindset thinking you have to deliver a "knockout punch" to a business owner.

Last time I checked we're in business to help business owners not to fight with them.LOL.

You want your communications with business owners to be like two friends helping each other or like a trusted advisor.

NOT like some kind of sleazy hard sell sales person in a lime green leisure suit trying to conquer a prospect and run away before he realizes you've shafted him.

Take the time to get to know a business owner and his business and you don't need clever tricks to get hired...you'll get hired based on trust and mutual respect.

Kindest regards,
Andrew Cavanagh