It doesn’t matter what you’re ”selling”, there are going to be objections. What we’ve never learned is how to recognise the objections. So the aim of this material (as part of The Brain Audit) is to show you how to recognise the objections when you see them. And to then use the power of objections in your own communication. What’s important to note of course, is that an objection may not seem like an objection. It’s not always overt. People don’t always object loudly. But in their brain they’re already thinking up reasons to disagree with you; already thinking up reasons not to buy.
Which is why objections become crucial. It’s important to bring up the objection and defuse it completely before moving on. If you don’t defuse the objection, there’s a very good chance of losing the customer. Read more about the Objections in your copy of The Brain Audit, but for now, make sure you also understand where objections pop up.
So look at the examples below and see if you can spot the objections
(Click on the image to enlarge)
This is a testimonial for www.5000bc.com. Notice how the objection pops up in the testimonial. Testimonials and objections are two sides of the same coin. The testimonial (above) defuses the objection that Dave Charest had before joining 5000bc.
On the very same page at 5000bc.com, you see Marina still covering the same objection: “Is it worth it to spend money/time in 5000bc?” Her terminology is different, however, and her response comes in from a different angle. So what you’re seeing is how a single objection can manifest itself in many ways. And how the objection can then be defused with a variety of answers.
This third (and final example of defusing an objection in a testimonial) shows you how you have multiple objections. And hence you have to defuse each objection. In the testimonials above, the objections were mostly about ”worth”. And this objection (though for a different product) is about expertise. The client, Michael Smyth, already knows he’s reasonably accomplished in article-writing. And this testimonials speaks to those like Michael, who may have the objection: But I’m already good at this stuff. This testimonial is about the Article Writing Course, but could have easily been about 5000bc or any other product/service.
The point to consider is that there are going to be many objections to a product/service, and you’ll need to ferret out those objections and defuse them. Testimonials are only one way of defusing objections.
Let’s look at some more examples where objections come up
This is the home page at www.psychotactics.com. Notice that the page is encouraging you to sign up for a newsletter. Yet, the objection exists. Why should I bother signing up? So that’s why you have the question: What’s the catch? When we are growing up, were not naturally suspcicious, but over time we do develop an ability to discriminate between good and crappy stuff. And we need to know upfront whether it’s a good idea to take the plunge into something or not. The objection (in fact the entire page) is designed to remove that objection.
In this case, you’re looking at an article. Now you’ve heard the term ”work smarter, not harder”. And you’re suddenly reading this article that gives you the opposite advice. So immediately your “wall” goes up. Immediately you start to feel an objection popping up. And the objection is killed instantly by using a series of questions? Note the usage of questions, instead of statements. This is because the concept of ”work smarter, not harder”, is deeply entrenched in your way of thinking, and a statement may not be adequate to kill the objection. But if you asked yourself the question and came up with the answers, then the objection gets quickly defused.
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