Sales is the driving force of a business. Without sales, a business doesn't profit, and all businesses want to profit, right? In the fast paced world we live in, it is crucial now to build a customer base and continue to develop a cutting edge sales strategy.
Going door to door and printing ads will no longer get you ahead of the game. Competition is high. However, the same sales objections are still prevalent and it all comes down to building value, rapport and relationships, more than ever.
As renowned author, Zig Ziglar, said, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”
Here are 3 ways to deal with popular marketing sales objections and how to turn a sale into a customer.
“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”Zig Ziglar
1. Build Trust with Your Prospective Client
Being honest is the key to building trust. When pitching your marketing product or services, never promise something you can’t deliver. It is okay to tell a potential customer something they might not want to here. Being open and honest will build loyalty, and you can always build a solution around a particular item the prospect might have issues with.
Get to know the customer and allow them to get to know you. Relate their issues to similar customers you’ve dealt with in the past. Make them feel like they’re not alone because they are not. Build up that trust and always be open, and they will be open with you. The worst thing that you can do is rush to the sell. Take time to vet out potential marketing clients. Not only will you be able to provide a better service, but you will also be able to provide better results because you know more!
2. Build Value Before You Sell them Anything
“Let me think about it” or “I don’t have a budget” are two common objections that usually mean a prospect doesn’t see the immediate value in your pitch. It is absolutely critical to ALWAYS ask questions first when pitching to a client. Uncover their needs, what they are looking for and cater your pitch to them. Bring them the value they need and not just any other general customer that you are working with.
Another way to create value might be to provide them some sort of evaluation or analysis at no cost. This does a few things. First, it builds that trust up that we mentioned first and secondly, it gives you the opportunity to show your expertise and that you actually know what you are talking about. At Flying V Group, every one of clients receives a free website audit and analysis of the website audit. From there, we normally have three or four meeting before ever talking about pricing!
It important to ask upfront questions such as, “Could you see how “XYZ” could help your business?” or “Would this “XYZ” product enhance your life?” By getting customers to say YES to these types of questions head on, it will allow you to bring these points back up if they give you an objection.
At the end of the discussion, if a prospect says “I need to think about it”, you could say “well, at the beginning of this call, you mentioned that you could use “XYZ” for “XYZ”. Get them to SAY they see the value. Bring it back to them. Relate to an ROI and really get them to see the value themselves, instead of just preaching it to them.
3. Find a Marketing Need that Must Be Addressed
It is often so easy to just pitch a potential customer without ever uncovering their needs or even considering them. This is where it is crucial to remember that the sale is about THEM not YOU.
Marketing discovery questions at the beginning of every pitch will allow you to not only build rapport with your prospect, but also allow you to uncover and understand their needs for what it is you may be offering.
Also, getting specific to their industry is essential. Do research on what they do, what their competitors do, and cater to that. A few good questions are:
- Tell me about your company
- What are you goals for the upcoming 6 months/year
- What specific problems are you facing?
- Tell me more about how you got started in this industry
Here is a list of 41 more marketing questions for potential clients.
The best part of discovery questions is getting the opportunity to build rapport and a relationship. Never shy away from creating personal connections. Rapport goes a long way, and their needs will often become uncovered in more depth with better dialogue.
In order to overcome marketing sales objections, you must provide consistent value and trust during every single interaction with the potential customer. No one likes to work with someone that they do not trust.
Take the extra meeting or two to build trust and uncover a client’s needs. Don’t be so quick to sell them something. At the end of the interaction it will be less about selling them services and more about helping them build their business with you at their side!
Thanks for checking out How to Overcome Marketing Sales Objections from Prospects.
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Alexandra Pink is a guest contributor on the Migration Blog. She has made stops at Yelp! and Google and is now the Account Manager at Spafax for all In-Flight Entertainment and Marketing for Air Canada. Alexandra is a graduate of the University of California Los Angeles and loves to spend her free time outdoors, working out, and petting every single dog she meets!