If your website doesn’t address your customer’s sales objections then you will lose the sale.
Every sales objection that you have ever heard falls into one of these three categories: I don’t need you. I don’t believe you. I can’t afford you. So, lets discuss these common objections and the ways in which they can be handled on your website.
Handling Customer Objections Online
When objections are raised, they need to be addressed immediately. The way to handle issues such as these on the Internet, (and in all your sales material,) is to foresee these three questions, in the various forms they may take, and head them off at the pass!
At the same time, it’s important to realize that a customer’s concerns may very well be valid. I don’t need you and I can’t afford you are two objections that may raise a red flag. Nobody wants a client who doesn’t need their services, nor one who cannot or will not pay. In other words, in addition to convincing qualified customers to take the next step, your website needs to address the concern of qualifying potential clients in the first place.
“I can’t afford you.” The individual visiting your website may not be able to afford your services, period. If this is truly the case, then your website has done its job in terms of not qualifying the wrong customer. That’s important. On the other hand, many people do come to such a conclusion without first considering the big picture.
Will the product save or earn your customer more money than they spend in the long run? If so, find a way to demonstrate that point. If possible, make this point both in writing and visually, with a table, a chart or a graph. If your service is something that your client absolutely needs, regardless of cost, have you made that point clear? Do you offer any form of financing? Do you accept credit cards? You may wish to present your customer with a chart that compares the cost of your products and services side-by-side with those of your competitors. Finally, you may wish to offer discounts to non-profit organizations or to people who are genuinely in need of your services but not able to pay in full.
“I don’t need you.” There are many businesses out there that would indeed benefit a great deal from the services you provide but are not aware of that fact. In this case, you may need to educate your client. For example, elderly property owners with children typically need a Living Trust. Often, they don’t realize that if they rack up a lot of medical bills in their elder years, that their estate can be sued for the amount of their medical bills. What a terrible thought: losing one’s home and belongings posthumously as opposed to being passed along to their children.
Last but not least is the objection of, “I don’t believe you.” If you’re selling high end products and services and your website is perceived as nothing more than a sales pitch then you’re probably losing a lot of potential sales. There are a number of steps one should take to overcome this issue, many of which are discussed in my article on collateral materials.
Mike Turco
P.S, One call could be the turning point for your business. Call today, (310) 714-9669.