Two Simple Steps To Eliminate Objections
Being good at chess requires you to think a few steps ahead…
There are all sorts of sequences like the “The Italian Game”, “The Sicilian Defense” and even the “Sodium Attack!”
Because once you understand the playbook of your opponent… you have a great chance of beating them.
This has been put on steroids recently with engines like Stockfish and AlphaZero helping Grandmasters plan 30 moves out on dozens of the most common strategies.
Similarly, taking this approach with your marketing is a wickedly effective way to get results.
The best way to do this is by objection handling.
That’s because at some point during every promotion your prospect invents one or multiple reasons why they shouldn’t take action.
And if you ignore them or don’t provide an acceptable answer when they pop up… it’s game over.
Unfortunately a lot of the old ‘objection-handling’ tactics taught in those dusty old books come off slimier than raw meat, so this post is going to help you handle them in a way which will be invisible to all but the trained eye…
The most common you will get come from what Gary Bencivenga calls the 5 universal objections:
- No time
- No interest
- No perceived difference
- No belief
- No decision
So if you know that one or more of these is going to come up it’s important to address it.
That’s why the first step on the road to overcoming objections is to…
Anticipate the objection
Raising an objection before the prospect does is important. Unlike salespeople we are not face to face in front of consumers when marketing, so we have to be aware of the conversations going on inside the prospects head.
If you ignore an objection that a consumer might raise, you won’t get away with it for long.
Remember what Ogilvy said… “The customer is not a moron. She’s your wife”.
Take for example this old ad by UniRoyal who were selling a tyre for an astronomical $75 back in 1967….
They could have created the most amazing ad you ever set your eyes upon, but sooner or later the prospect will have had to contend with that mighty price tag.
They flipped this objection on its head and used it as the lead – positioning everything else that they did around why this price was actually a bargain.
Second step: Resolve The Objection
Once you have acknowledged the objection, you need to work on resolving it.
The best policy here is to be honest with a positive reframe.
A lot of the time can be done using reason why copy. For example, if a truck is ugly you can say it’s built to be as strong as a tank, or if the product only comes in one colour say that’s how you can provide it for such a low price.
The credibility of your advertising hinges on this ability to spot, raise and resolve objections at the exact moments prospects are likely to have them.
You are in essence sensing the next question or thought that the prospect is going to have when consuming your advertising and answering it in a straightforward way… with a side of proof to generate belief in the answer.
There is no need to go on the defensive but starting out by asking: What is the customer avatar likely to think when they see each part of your message can work wonders.