Today’s Biz Ladies post comes from Elizabeth Archibong, a small business marketing expert who spends her time helping small business owners struggling with marketing to get more customers. In today’s post, Elizabeth shares her tips and tricks for overcoming customer objections and making the most of your sales. Thanks, Elizabeth, for this helpful post! — Stephanie
Read the full post after the jump . . .
“I’m not sure if it’ll work for me . . .”
It’s one of the dreaded objections that all small business owners will sooner or later have to deal with. The truth is, objections are actually a good thing when you’re in business. They’re good signs that you are close to making the sale. If people have objections, it means they are open to talking a bit more with you, and this means you’ve still got a chance to turn a negative to a positive.
If someone is completely uninterested in what you have to offer, they wouldn’t even be on your website, much less talking to you. They wouldn’t waste their time.
Subsequently, if a prospective customer is actually having the conversation “internally” about the merits of your product or service, then this indicates that there’s some level of interest. It is now your role to assure them that everything will live up to the claims you’ve made.
The Nature of Objections
For the most part, objections are self-limiting beliefs we all have. They’re a way for us to acknowledge self-doubt and limiting beliefs that could potentially stop us from moving forward to achieve and obtain what we truly want: the result.
Your task as a small business owner is to help your customers get out of their own way so they can experience successful results. You can accomplish this by first anticipating and then overcoming their objections.
The Most Common Buyer Objections
You’ll likely find that there are many more objections than those listed below, but the most common objections that you’ll run across include:
- It’s too expensive.
- It won’t work for me.
- It looks too complicated.
- I’m afraid of fixing this problem/working on this objective.
- I don’t know that I’ll have time for this.
- This is going to be too hard to accomplish.
- I can always pick this up later.
Addressing Customer Objections
Knowing your customers’ objections ahead of time will allow you to properly address their concerns and swiftly share solutions. It’s also important to address the common concerns in all customer-facing communications, including your sales materials.
Your customers need you to communicate that it’s safe to do business with you, so don’t be afraid to confidently answer objections every time you can.
Here are 5 simple ways to communicate trust and improve your chances of closing the sale:
1. Talk to your core customers.
Ask them what they initially think when they consider purchasing your products or services. Find out what makes them hesitant to buy. Acknowledge and learn their fears and anxieties about your company.
2. Be flexible when you can.
If your products are expensive, can you offer alternative payment plans? Can you add value with bonuses and incentives?
3. Keep it simple.
If they fear it will be too complicated to do business with you, improve your offering by adding tutorials, worksheets, templates, etc. You can also add video to make it easy to follow along or simplify your language to ensure nothing is lost in translation.
4. Create simple time-saving solutions.
If your customer thinks he or she won’t have the time, can you restructure your product or service so it becomes less time intensive? Try breaking it down into bite-sized offerings that can be digested on the go.
5. Back up your claims with confidence.
If your prospects are not convinced that your service or product will work for them, offer a free product trial or a money-back guarantee.
Whatever you think is the common objection that you usually face from clients, proactively work to deliver solutions. Then include that information in your sales material. Explain how it’s designed to take as little time as possible or to fit into a busy schedule. Talk about how you’ve made a complicated subject dead-easy to understand.
Whatever the objections are, diffuse them. Address common concerns across your customer service, marketing and sales efforts. Then your customers will know that it’s a safe bet to do business with you, and in turn, you can close the business without the “hard sell.” Your marketing and sales will come off more authentic, which is what customers always want in the end.