Here’s the problem:
You aren’t there to persuade them. Your personable charm, small talk and neatly pressed shirt have no impact on the sale.
The prospect, alone and safe from high-pressure sales people, stares at your web page — credit card in hand.
What makes them say ‘yes?’
Hold your horses, here is a better question
Why do they say ‘no?’
Selling is about removing all of the reasons the prospect says ‘no.’ They are called objections.
When you are selling in-person, you are there to react to questions raised by the prospect. In fact, the best sales people ask probing questions that reveal objections from the prospect.
They shut up and listen. Then, they remove the objections one at a time.
Not so on the web. You can’t ask questions. You have to talk. You have to make your pitch.
What’s Making Them Nervous?
Sharpen your pencil and make a list.
Write down every reason someone would say ‘no‘ to your offer.
In other words, get into the mind of your prospect and fill in the blank in this sentence as many times as possible:
I’m not going to buy this product because ________.
Here are some classic ways prospects fill in that blank:
- it doesn’t solve my problem
- it’s not worth it
- it’s too complicated
This list will make a huge difference in the number of people that take your offer. Read on to find out why.
Any Objection Left Unaddressed Leads To… ‘no.’
Your landing page needs to address every objection that could be addressed by your prospects in some way.
You’ve heard it before:
“A confused mind always says no.”
Your job when making an offer is to remove every obstacle between your prospect and the sale. You must address all objections.
Let’s take a look at each of the classic objections listed above one at a time and see how we could address them on a web page.
Classic Objection 1: It doesn’t solve my problem
People don’t buy products, they buy outcomes.
For example, I don’t buy life insurance — I buy security and peace of mind for my wife and kids.
There are prospects searching the web right now, credit card in hand, searching for an outcome. The very first question they are asking on any landing page is ‘does this provide the outcome I am looking for.’
It’s an objection. Actually, it’s the mother of all objections.
Failure to address this objection immediately will severely damage your ability to make sales. They can’t ask you if you provide the outcome they are looking for. Your web page is doing all the talking.
If you don’t address this objection, don’t bother addressing any of the others. They are long gone.
Classic Objection 2: It’s not worth it
Ok, so you can provide the outcome the prospect is looking for.
Now, can you convince them that the outcome is worth it?
Notice that the objection is not, ‘it costs too much.’ It may sound like the same thing but it isn’t. It’s not the price that will get you a ‘no.’ It’s the failure to demonstrate a reason to justify the cost.
Here’s a great example:
L’Oreal is the largest cosmetic and beauty supply company in the world. For nearly ten years, they have been justifying a higher price for their cosmetics with a simple tagline:
“Because you’re worth it.”
They don’t apologize for being more expensive. In fact, the tagline admits it.
At some point, if you are going to sell something you will need to give prospects the justification for your pricing.
Have you ever heard a sales pitch that starts with “for less than a cup of coffee a day you could be…”
Address this objection or you will “pay” the consequences. Terrible pun, I know.
Classic Objection 3: It’s too complicated
All things being equal, people want the simpler solution.
This one can be tougher to address than the first two we’ve discussed in this article. If your offer doesn’t solve a problem or truly is too costly for the value it provides — you have bigger problems than your sales pitch.
But sometimes a solution is complicated. And there is nothing that can be done about that.
But don’t make the mistake of leaving it unaddressed.
Admit it. Minimize it, if possible.
Attempt to explain the complicated solution in a simple way. Use a metaphor, images and video or compare it to something that explains it clearly.
Address All Objections
We’ve discussed some classic objections in this article. Your list of objections will likely include these three.
But it will be longer. Address every objection on that list.
People say ‘no’ for all sorts of reasons. Some of which you have control over and some you don’t.
For example, you’re not going to be able (nor should you try) to convince someone that tens of thousands of dollars of credit card debt is no barrier to buying your high-dollar luxury product.
But every unaddressed objection, particularly regarding the “it doesn’t solve my problem” objection is another opportunity for your prospect to say ‘no.’
After all, you aren’t there to sell them. Your offer stands alone.