By Charlie Cook
The Key to Eliminating Objections and Increasing Sales
You're in a meeting with a promising prospect. You review the project and the services you provide and then, just when you're hoping to get the okay, the prospect raises an objection. They may tell you:
Has this ever happened to you? How do you respond? Are these the real problems or is something else going on?
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Prospects give objections like these when they still have a question about your company and the value of your services. If they tell you they're looking for a largër firm, what they are really asking is, "Can your firm do the job?" "Do you have the resources to meet our needs?" "Won't a larger company with more personnel give us better service?"
When a prospect tells you your product or services cost too much, what they are really asking is, "Are the benefits worth the m0ney?: "How do I know if it will work?" "Will I get my m0ney's worth?: "How much m0ney will I save or make by using this service?" "Won't I save m0ney by not using your service?"
When a prospect tells you, "I already have a supplier," what they are really asking is, "How do I know I can trust you to provide the services?" "How do I know you'll do a better job than my existing supplier?"
Prospects raise objections because they have questions about your company's credibility, the solution your product or service provides and its value. Every buyer has these concerns.
Once you've done work for a client, selling them your services the second and third time around is much easier. They trust you, understand the solution you provide and recognize its value.
To eliminate objections, first acknowledge that most prospects' objections are based on three common underlying concerns.
The solution you provide
The value of your products and
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The best way to avoid having objections become last-minute deal breakers is to take the following three steps to identify and address them in the course of your marketing.
1. Validate Objections
2. Understand Objections
3. Educate Prospects
When to Address Objections
Of course, not all prospects will read everything you provide, and some will have lingering concerns despite your best efforts. Until the sale takes place, you should assume that your prospects might have questions that need to be addressed. What can you do about these persistent objections?
Use your marketing conversations to get prospects to clarify their concerns so you can address each one. For example, don't wait until the last minute to find out that the person you’ve been talking to needs to consult their boss. Early on in your marketing effort, ask them who needs to be part of the purchasing decision so you can include them from the start.
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Prior to asking for the sale, get your prospect to identify:
Your marketing objective is to make it as easy as possible for your prospects to become clients. Unanswered questions and concerns get in the way and result in lost sales. Eliminate these up front in your marketing, and you'll find many more prospects signing up to be clients.
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2004 © In Mind Communications, LLC. All rights reserved. The author, Charlie Cook, helps independent professionals and small-business owners who are struggling to attract more clients and grow their businesses. To get the free marketing guide, '7 Steps to Get More Clients and Grow Your Business' visit www.charliecook.net or write firstname.lastname@example.org
Copyright Success Networks International.
Last Updated 02/25/2006