Your Biggest Competitor isn't Brand X
- Vivien
- Apr 2
- 6 min read
This may surprise you, but the biggest challenge for your business isn't your direct or indirect competitor -
Can you guess what it is?
It's your customers choosing to do Nothing.
That's right -
They would rather
Choose not to solve their problem.
Choose to stay exactly where they are.
Choose to put up with the rubbish service they are already using.
Like it or not, the truth is, like it or not, your customer default is set to No. It's no one's fault - we're just built that way.
They already have a list of objections stopping them from placing an order, and the only way to get them excited to make the change is by addressing the things that are stopping them from taking the leap.
Here are the 7 most common customer objections
1. “I don’t need this.”
2. "This doesn't apply to me."
3. “It’s too expensive.”
4. "I don't have enough time."
5. “I’m confused.”
6. "It won't work for me."
7. “I’m not sure if I should buy from YOU.”
Unfortunately, most businesses are too afraid to tackle their customer's objections – 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.
Knowing where your audience is getting stuck means you can help unstick them before they go somewhere else.
Here's how to fix 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."
If you're targeting 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.
Use your copy to address or identify your customer's main problem.
a) Find their common inner villain and external outcome.
What is their inner conflict? Are they stressed? frustrated? lonely, or scared? What do they want to achieve? Do they want to reduce anxiety? Get better sleep? Nail that business presentation? Get a new job? or start their own business?
b) Agitate the problem. Go into more detail and show them how their problem will cause more pain if they don't solve it, for example, "Don't lose that big job promotion to the loudmouth 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 that they don’t see your value.
The idea is to give your audience a frame of reference so they can decide whether they’re getting a good deal or not.
Value is in the eye of the beholder.
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
If you only highlight your prices, you reduce the quality of your services to a commodity and make the buying experience purely transactional.
Atoms acknowledged its higher prices compared to their competition, reaffirming with fact,s 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.
Another way is to make the experience transformational; that is, you're selling something your customer cannot do on their own.
You can quantify your results. "Save X hours" "Gain X website traffic," "Lose 1kg in 6 weeks"
4. "I don't have enough time."
Your customers are looking for you to make their lives easier, whether you're saving them time, effort, or resources. They'll back off if your service feels complicated or hard to achieve.
Show your audience how your service doesn't require a lot of time or effort.
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 you can lead them to your Frequently Asked Questions.
Warby Parker uses real customer testimonials to answer their FAQ.
Your FAQs should help simplify and provide basic logistical information such as dates, prices, and next steps.
It should take away any risks or buyer remorse by adding your refund policy, guarantees, and terms and conditions.
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 objection is to give them social proof.
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 who faced similar problems. Use facts, case studies, and testimonials to illustrate what makes your service credible.
"One of my clients faced X (a similar problem), and we solved it by Y.”
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's concerns and give them the confidence to move forward with the purchase.
7. “I’m not sure if I should buy from YOU.”
If you've answered most of your customer's objections, 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 and 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.
Incorporate persuasive language techniques, such as storytelling.
Emphasise the unique features and benefits of your product or service that set it apart from competitors.
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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