Three ways to over­come sales objec­tions.

6 min read

Opin­ions expressed by Entre­pre­neur con­trib­u­tors are their own.

We all dream of mar­ket­ing a prod­uct with no resis­tance or objec­tions what­so­ev­er on sales calls. Imag­ine a poten­tial client being thrilled by the chance to work with you or pur­chase your prod­uct, rather than meet­ing you with objec­tions. Imag­ine hav­ing a tru­ly irre­sistible prod­uct or ser­vice that clos­es the deal at high­er rates than you’ve seen before. There’s a com­mon mis­con­cep­tion that irre­sistible is a term only reserved for cut­ting edge inven­tions or brand new inno­va­tions, but an irre­sistible prod­uct sim­ply means that a cus­tomer or client can’t resist it. 

I recent­ly dis­cussed this with Sabri Suby, who is the head of growth for mar­ket­ing agency King Kong. His com­pa­ny spe­cial­izes in help­ing com­pa­nies get new cus­tomers, so we sat down to talk about the best ways to make your prod­uct irre­sistible and keep a steady stream of cus­tomers com­ing in.

Relat­ed: 7 Bul­let­proof Strate­gies to Increase Sales and Make More Mon­ey

“Sales and mar­ket­ing com­prise 80 per­cent of busi­ness,” Suby says. “Which means you must remove the stan­dard resis­tance cre­ators from your offer­ing to attract clients.” Whether it’s pric­ing, proof of con­cept, a sat­u­rat­ed com­pet­i­tive land­scape or ambigu­ous results, get­ting to the heart of why your cur­rent offer­ing isn’t fly­ing off the shelves is a great first step. Then, con­sid­er these fol­low­ing ideas for mak­ing your prod­uct tru­ly irre­sistible.

1. Highly specialize your product or service

Suby believes that one of the rea­sons King Kong has been able to stand out is by talk­ing actu­al dol­lars and ROI in dis­cus­sions with clients, which is unusu­al. It’s crit­i­cal that you know what makes your prod­uct or ser­vice dif­fer­ent and how this dif­fer­ence helps to bet­ter serve the cus­tomer. Leslie Ye writes that the most com­mon vari­a­tions of sales objec­tions include “We’re already work­ing with anoth­er ven­dor,” “I’m locked into con­tract with a com­peti­tor,” “I can get a cheap­er ver­sion some­where else,” and “I’m hap­py with your com­peti­tor.” Because many sales objec­tions include the men­tion of anoth­er com­pa­ny, it’s vital to become a stand­alone from your exper­tise and expe­ri­ence. 

Relat­ed: 10 Pric­ing Strate­gies That Can Dras­ti­cal­ly Improve Sales

The best way to out­per­form the com­pe­ti­tion and cre­ate an irre­sistible prod­uct is to be the very best at what you do, and do it pub­licly. This will like­ly mean nar­row­ing down what you focus on more than you’d like at first. But because there is so much com­pe­ti­tion in gener­ic indus­tries like social media man­age­ment and copy­writ­ing, for exam­ple, it’s impor­tant to get incred­i­bly spe­cif­ic on who it is you serve. Social media man­age­ment for sports com­pa­nies or copy­writ­ing for month­ly update newslet­ters are far less crowd­ed spaces. Over time, you’ll become the go-to for that niche specif­i­cal­ly, and then there won’t be any com­pe­ti­tion.

2. Attach payment terms to KPIs

One of the strongest objec­tions to pay­ing for a prod­uct is won­der­ing how well it works — even if there are plen­ty of tes­ti­mo­ni­als and case stud­ies avail­able on your web­site. If a poten­tial cus­tomer is on the fence about how well your prod­uct or ser­vice will work for them, they’ll con­tin­ue to look for rea­sons not to invest. This can be frus­trat­ing when you’re depend­ing on the mon­ey, espe­cial­ly when you’re first get­ting start­ed.

Relat­ed: 10 Growth Hack­ing Strate­gies to Triple Your Sales

Suby knew sales, but he still ran into one major issue when he tried to grow his busi­ness: Many oth­er agen­cies were charg­ing high prices with ambigu­ous met­rics for suc­cess. So Suby decid­ed that rather than charg­ing his clients then going after the KPIs to make them suc­cess­ful, he wouldn’t make them pay until his agency hit those tar­get met­rics for them. “That meant the team was work­ing for free, and we were stick­ing out our necks for the clients,” Suby says. 

After all, it’s not that clients don’t want to pay — they just don’t want to pay and be dis­ap­point­ed with the results. 

3. Drum up a sense of urgency. 

Once exam­ples of ROI have been set and pay­ment terms are attached accord­ing­ly, there’s one more form of resis­tance that often strikes right when you think the sale is about to close: the “I’ll get back to you next week.” If the poten­tial client or cus­tomer isn’t act­ing imme­di­ate­ly, there’s still some type of resis­tance — even if it just seems that they need to talk it over with their busi­ness part­ner first. In this case, say some­thing like, “I under­stand, but I will let you know that the pric­ing I offered you is on the tail end of our cur­rent pro­mo­tion and will increase by 30% at the end of the week.” 

Suby has drummed up this sense of urgency with King Kong’s clients, and it’s worked so well that they actu­al­ly have a wait­list of clients wait­ing to work with them. This wait­list plays into the urgency, too. Once they’re off the wait­list, there’s an urgent push to pur­chase right then. 

Relat­ed: 7 Psy­cho­log­i­cal Strate­gies for Mas­ter­ing Sales Nego­ti­a­tions

The same can be done for online sales. In an arti­cle for CXL, entre­pre­neur Mar­cus Tay­lor shared the results of a split test he per­formed in pric­ing meth­ods. One page sim­ply showed the cur­rent dis­count, where­as the oth­er showed the dis­count with a big red clock count­ing down from twen­ty min­utes. Tay­lor rec­og­nized a con­ver­sion rate for the count­down page that was three times that of the page that sim­ply stat­ed the dis­count. 

If you’re the very best at what you do, you prove skin in the game to the client by putting the mon­ey on the line, and a sense of urgency caus­es them to act now, then con­grat­u­la­tions — you have a tru­ly irre­sistible offer­ing. Rinse and repeat these strate­gies on your ser­vices and prod­ucts as need­ed.

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