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Eliminating Objections to Increase Sales
ELIMINATING OBJECTIONS TO INCREASE SALES By Charlie Cook
You want to increase the flow of sales revenue, but you
are
stymied by prospects' seemingly endless objections.
Prospects say they're not interested. They tell you your
price is too high, or this isn't the right time. You've
heard all the objections. What can you do to get rid of
these once and for all?
Engineering Your Marketing
When I was seven one of my favorite ways to spend a hot
summer day with my friends was playing a backyard game we
called "waterworks".
We'd use a trowel to construct channels in the dirt, put
the hose at one end and watch the water flow. If we wanted
the water to go straight, we'd remove rocks and debris to
clear a path. We became sophisticated engineers, guiding
water around corners and across short aqueducts. We felt
like masters of the universe, directing the water where we
wanted it to go. (You can bet my mother loved seeing us
come into the house at the end of the day.)
Plan your marketing to take charge of increasing your
sales. Your marketing can lead prospects to your products
and services the way my friends and I engineered our
waterworks; by making clear paths and removing obstacles.
Channel your prospects' attention and interests and
eliminate objections. Below are the four most common
objections and ways to eliminate them.
Lack of Interest
Prospects need to understand what you do before they can
become interested in what you have to offer. It is that
simple. If you're marketing yourself as a lawyer, coach,
accountant or fitness center, you're not telling people
why
they should be interested. To capture their interest,
explain the problems you solve from their perspective.
Lack of Leads
You want people to email you, call you or go to your web
site to buy your products and services. But first you have
to motivate them to contact you so you can market to them.
Once
you have their attention, use your conversation, your
emails and your web site to ask them what they want and
need.
Lack of Credibility
You want prospects to see you as the expert; the person
and
the firm that has the products and services they can rely
on. One of the biggest challenges to attracting new
clients
is gaining their trust and being seen as the essential
expert. Use your articles, ezine, and web site to
demonstrate your expertise. Use testimonials from clients
to tell prospects about the results you and your products
have achieved.
Pricing Objections
Whether it is a $25 subscription or a $50,000 consulting
fee, prospects object to price when they don't understand
the value of the purchase. Establish a set of questions
you
can use to help prospects define what they want and what
you are providing. When price is put in context, it
becomes
much less of an obstacle.
Still not converting as many prospects to clients as you'd
like? Use questions to find out more about what they want,
and what their concerns are. Then address each of these
objections up front and remove them as potential sales
killers.
Think of your target market as a reservoir of water
waiting
to be tapped. If you eliminate the barriers between them
and you, you could send a steady stream of new clients and
customers your way. N0w, don't just imagine it, do it.
Start eliminating your prospects' objections and create a
clear path for them to become clients and customers. Help
your prospects get what they want and you'll get what you
want, more clients.
-
2004 © In Mind Communications, LLC. All rights reserved.
About the Author
The author, Charlie Cook, helps service professionals and
small business owners attract more clients and be more
successful. Sign up for the Free Marketing Plan eBook, '7
Steps to get more clients and grow your business'
at http://www.marketingforsuccess.com
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