This may surprise you but the biggest challenge for your business isn't your direct or indirect competitor - it's your customers choosing to do Nothing.
Choosing not to solve their problem
Choosing to stay exactly where they are
Choosing to put up with the rubbish service they are already using
It's no one's fault - we're just built that way our default is set to No.
Your copy needs to get them excited to make the change and the only way you can do that is by addressing the things that are stopping them from taking the leap.
But businesses are often too afraid to tackle their customer's objections in their communications – it's as if by mentioning them, they think they're going to create a hurdle in their customer’s mind that will stop them from buying.
The truth is like it or not your customer default is set to No and they already have a list of objections stopping them from placing an order.
Knowing where your audience is getting stuck means you can help unstick them before they go somewhere else.
So don't ignore the elephant in the room. Use your copy to get ahead and handle your client's concerns.
Here are the 7 most common objections customers have and how you can overcome them
1. “I don’t need this.”
There are several good reasons why your potential customer has this objection: They may not have enough awareness as to what it is that you’re offering. This usually happens when you’re trying to appeal to everyone and not a specific target audience.
Make sure you have a clear USP (Unique Sales Proposition). What is it about your services that makes you different when compared to your competitors, and what specifically are you helping your prospect resolve or gain?
You will want to state this before you start explaining how your services work.
2. "This doesn't apply to me"
Often your copy doesn't address or identify your customer's main problem - maybe you've listed your service features rather than focusing on Why your customer needs it.
If you're targetting the right prospect but they don't feel they have a reason for your services ask yourself if you've highlighted the correct pain or problem they want to be solved. Listen to what they want to achieve.
You can :
a) find their common inner villain and external outcome. What is their inner conflict are they stressed, frustrated, lonely, or scared do they want to reduce anxiety, get better sleep, nail their business presentation, get a new job, or start their own business?
b) Agitate the problem and show them how their problem will cause more pain if they don't solve it, for example,
"Don't Lose that big job opportunity to the loudmouth Jon in cubicle B."
c) Paint them a picture of what it's like to get rid of their problem sooner rather than later, and show them the successful outcome
"Get your best sleep tonight and wake up with more energy"
"Close that big sales pitch tomorrow"
3. “It’s too expensive.”
Everyone uses the price of a service to determine its value but if you’ve done your research and are speaking to your ideal client then money is never the real reason for this objection. The real issue is they don’t see your value.
Value is in the eye of the beholder.
For example,
the cost of a bottle of water at a cafe where they serve other drinks might be $1
the cost of a bottle of water where they serve no other drinks might be $2.50
the cost of a bottle of water with added electrolytes at a gym might be $5
The idea is to give your audience a frame of reference so they can decide whether they’re getting a good deal, or not. If you only highlight your prices, you reduce the quality of your services to a commodity and make the buying experience purely transactional.
To overcome this objection, your copy should show the total value of your service instead of what they have to pay.
By making the experience transformational you're selling something your customer cannot do on their own.
A good way is to quantify your results. "Save X hours" "Gain X website traffic" "Lose 1kg in 6 weeks" .
Atoms acknowledged its higher prices compared to their competition reaffirming with facts and turned it into a desirable advantage. by challenging their audiences’ viewpoint on whether or not its shoes are worth the high price
If you're offering a lower price you'll want to explain the Value/Price gap and WHY you’re offering a discount. ie: Early bird promotions, beta testing, VIP discount.
4. "I don't have enough time"
Your customers are looking for you to make their life easier whether you're saving them time, effort, or resources. If your service seems complicated or hard to achieve, they might back off.
Show your audience that your service doesn't need a lot of effort or time.
Tell them what you expect them to do and let them know you'll handle the rest. Break your service into simple action points and guide them through the easy steps.
5. “I’m confused”
Confusion is one of the biggest conversion killers. If your prospect still has questions after reading your copy - or maybe they just need help with a recap - lead them to your Frequently Asked Questions.
Your FAQs should help simplify and provide basic logistical information such as date, price, and next steps.
Take away any risks or buyer remorse by adding your refund policy, guarantees and terms and conditions.
Warby Parker does an amazing job with their FAQ answered using customer testimonials
6. "It won't work for me"
Sometimes your prospect will believe in your service but doubt it'll work for them. They might be thinking it's too good to be true. They want evidence and assurance that your service really does what you say it does. The best way to overcome this is to give them social proof.
“One of my clients faced X (a similar problem) and we solved it by Y”
Without any social proof, your audience will leave your sales page to do further research and if they land on a competitor's page that has glowing testimonials they won't return to you.
Differentiate yourself from your competitors by sharing case studies or testimonies of previous clients that faced similar problems. This is the best place to use facts, case studies, and testimonials, that illustrate what makes your service credible.
7. “I’m not sure if I should buy from YOU”
If you've answered most of their objection then you'll find this one at the end of your buyer's journey.
They've considered all their options and are very aware of what they need help with but are now wondering why you.
Leverage Social Proof. Incorporate testimonials, case studies, and reviews in your copy to demonstrate how your product or service has successfully addressed similar objections in the past. Seeing how others have benefited from your offering can help alleviate customer concerns and build trust.
Emphasize the unique features and benefits of your product or service that set it apart from competitors.
Incorporate persuasive language techniques, such as storytelling.
Offer Guarantees and Risk-Free Trials or other low-commitment options to minimize the perceived risk of making a purchase. This can help alleviate your customer concerns and give them the confidence to move forward with the purchase.
Your customers will always have objections but if you can address your customer's objections head on not only will you show them that you understand their concerns but your copy can help them make their decisions quicker.
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