Anticipate Objections Or Questions In Advance
…And answer them in your sales copy.
If you ask a successful salesperson whether an objection to their sales presentation is a bad thing, they will answer with a resounding “No.”
A good sales person knows that with any presentation or sales pitch, objections will arise. That is exactly what your sales page is you know, a sales pitch to your prospects…
Objections and questions are not bad things, because once an objection is raised by the sales prospect, most marketers can resolve it, test close it, and dismiss it, leaving the way clear to buying their product.
Objections typically are raised in most sales transactions, but the best strategy is when the seller anticipates them, and deals with them beforehand.
That’s right, you will be the one raising the objections and answering those concerns in your sales copy, so that you can just as swiftly get them dismissed, and get to the final closing of the sale.
The reason this particular strategy is important in online marketing is because you are not interacting with the potential buyer face to face. People visit your site, find something they like, and like any reasonable, potential customer they will start to think of questions, and reasons ‘for’ and ‘against’ going ahead.
You must anticipate their concerns in advance, and have lots of benefits and reasons stacked up in your product’s favor.
So, if your product has any obvious flaws, that’s exactly the first objection that will be raised in their mind. Maybe the product is ugly or “not cool”, or it costs too much and it has received some bad reviews.
Don’t wait for the customer to raise that question in their own minds, and then click away. You raise it and answer it! Be bold and bring it up, and your customers will thank you for it by making a purchase. Be transparent and the trust will begin to build.
If you know your product is more expensive than all of your competitors, raise that right up front by saying: “Our product costs more because it’s better than the competition.” And, then lead into the benefits that will be theirs when they purchase your product or service over your competition.
You are actually disarming your buyer by bringing up the objection first, before they even have time to think about it, or utter it in their minds. This works whether the product has some weaknesses or not, but it is especially effective with those that have ‘not real’ but ‘perceived’ faults.
Don’t believe that a buyer will miss a flaw with the product or that if you concentrate on only highlighting the good qualities that the bad qualities won’t be noticed. Consumers are very sophisticated these days.
Online retailing has made it incredibly easy for them to comparison shop without having to visit multiple stores. Some sites even have multiple reviews of competitive products online that tell them what products are the best for particular needs.
Of course, magazines like consumer reports, will tell buyers what basic features they can expect from a product, and what makes one a better deal than the other.
Don’t be naïve and think that you will have a totally uninformed consumer drop by your website, and not notice the flaw or weaknesses in your product. Real or perceived, unanswered questions will be a barrier to buying…
Break down the barriers to buying right within your presentation. Plan your strategy because questions will come up.
Anticipate those questions and objections, bring them up, and either make them product features, or find some way to resolve the objection in your sales copy.
Your sales will exponentially increase when you answer your visitors concerns before they even realize it is a barrier to the sale.