Overcoming Common Sales Objections

No matter how well-written your sales letter, your prospects will have objections. It’s a normal part of the psychology of sales. Your sales materials must not only understand that people will have objections, but what they are and how to overcome them. In order to help you get into the right frame of mind, let’s take a look at some common objections and how to address them. Once you’ve started thinking about objections, it’s relatively simple to anticipate and overcome them!



Why are You Doing This?

If your family is anything like mine, you grew up with the old adage: "If it sounds too good to be true, it probably is." In a desire to create a compelling sales letter, many people make their product or event sound too good to be true. This creates an immediate objection for many prospects. If your product or event sounds too good, your prospects may wonder why you’re offering it.



One great example of this that I’ve seen before is a colleague who was offering a real estate seminar about how he made so much money in real estate. His prospects wondered "if you’re making so much money in real estate, why tell me about it? Why not just keep your secret and carry on making money?" He had to overcome this objection in his sales letter. Be mindful of this if you’re offering something that sounds too good to be true.



Why are You Making it So Cheap/Expensive?

Price can trigger major objections. High prices create obvious objections, but low prices can also create objections. For example, if you set a high value to justify your price, and then offer your product or service significantly below your value comparison, your prospects may wonder why you’re offering it so cheap.



Alternately, if your audience thinks it can get something cheaper somewhere else, they may wonder why your product or event is so expensive. It’s your job to recognize what your prospects will think of your price, and overcome any potential objections.



Why Can’t I Get the Same Thing Elsewhere?

Even if you establish that your product or event is wonderful, your prospects may still wonder why they can’t get the same thing somewhere else. If you’re selling a product via mail order, for example, you’ll have to explain to your prospects why they shouldn’t just go pick up something similar at a local shop. The same thing goes for information products or events - you’ve got to differentiate why your product or event is unique.



Why You?

Finally, there’s the common objection about who you are, and why you’re qualified to sell this product or service. If you’re offering a new product or service, or you’re reaching out to prospects who aren’t familiar with your work, you’ve got to establish who you are and demonstrate your expertise. You have to prove that you’re the best person to trust about your product or event. This is particularly a concern if you operate in a competitive field.



Learning to Overcome Objections

Ultimately, your clients may have many different objections about a broad range of topics and concerns. If you want to create effective sales letters, you’ve got to anticipate and overcome these objections. Don’t try to ignore or sidestep potential objections. If you don’t answer these questions in your clients’ heads, you don’t give them a reason to buy your product.



Bernadette Doyle created Client Magnets to help self-employed people solve one of their biggest business problems: attract a steady stream of clients www.clientmagnets.com.