Six Reasons Your Customer's Aren't Buying -- And a Plan to Fix it
by Samuel Hirschberg
There are more reasons a customer will give when they don’t want to buy your product than there are clouds in the sky in Seattle. But, for most businesses, virtually every objection a potential customer gives you fits into one of the following six categories:
1.You never asked them to buy2.No money3.You are boring them4.The customer moved or their needs changed5.Your company serviced them incorrectly6.They decided to go with a competitorEvery excuse, whether real or made up by the potential customer is a derivative of these six reasons. In order to increase your lead to sales ratio, you first need to address the concerns and then provide a solution that meets the potential customer’s needs.
Our company is an expert in creating Direct-Response Salesletters specifically designed to target the reason your potential customer is not buying, and crafting an offer to match that objection – causing more customers to buy, more often! – its our Objection-Based Sales SystemTM (there is nothing else like it on the planet). Again, this is done to increase the lead to sales ratios, or to get your current customers to do more business with you, or to gain another transaction, or to win a client back.
But in order to be successful, an objection-based Direct-response salesletter (these systems can be sent via email or a real letter) need to be done in an exciting, fresh way that is not only exciting to the customer, providing more value in exchange for the money being asked, but it also cuts through the clutter in their probably already busy life.
A well crafted offer designed to meet the customers needs, addressing the true objections, will do just that – Cut through the clutter. So, when designing the offer to the prospective customer, it is important that you follow a few procedures to heighten the chances for a great response.
First, be sure to address the concern of the prospect as closely as you can. If, for example, the prospect says they want to see what else is out there, this means they probably don’t believe enough about you or the company to buy from you right now. In this case you will want a well-formulated offer addressing this topic, with an overwhelming stack of proof of why you are the right choice, right now. And keep in mind that this may not be the real reason why the customer is not ready to buy. Just as if you were to peel an onion to get to the core, you need to strip away the non-real objections so that you can address the real issue. You will do this by crafting exciting, fresh campaigns addressing the hot buttons and building value. Once you are addressing the real issues that are closest to the consumer, the sale can be made with much more ease.
Second, practicing a strategy called risk removal may be a valuable tool on your quest toward increasing your lead to sales ratio. When you have removed the risk for the customer, making it easy for them to buy your product, this can bring the wall down that may stand in front of the customer not wanting to buy your product of service. Think about it, wouldn’t you rather buy a product or service that has a clear return policy or money back guarantee in place, just in case the product doesn’t fit your needs? This is at the core of an effective risk removal program.
Finally, it is important to add an additional benefit of doing business with your company. Chances are very good that there lies a hidden benefit that is enticing to your clients, but they never know about it because you simply forgot to tell them. This benefit must fit in tightly with your current offer, and enhance the reason (s) why they should do business with you. In many cases, by carefully reviewing the current way you operate your business on a day to day basis, there is a hidden gem unknown to your customer base that is so basic and normal seen by your eyes that you take it for granted.
The hidden key to this treasure chest may be right under your nose and you don’t even know it.
I have given you plenty of information to move your marketing systems to the next level, although there are still thousands of little things that you will need in order to measure your systems, choose a marketing domain name, generate more leads, communicate your message, separate yourself from the competition, create more sales on and on.
As you can see, we are accustomed to being very well paid and are not going to make these services available to every Tom, Dick and Mary, nor would you want us to.
I invite you to take the next step and see if it makes sense for us to work together. While I cannot guarantee your success, I can guarantee that by working with Hirschberg Direct you will gain new insights and a fresh perspective on your marketing systems -- and you will have a lot more fun in the process!
Call today and we will schedule a time to discuss your marketing objectives: (805) 320-9775. You have nothing to lose and everything to gain!
This article is taken from the Special Report: How to Sell More Products and Services to More People, More Often. To request a free copy, call (805) 320-9775.
Hirschberg Direct
(805) 320-9775
