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This marketing technique
sounds strange doesn't it? Why would you want to raise
a possible objection yourself?
Let's be honest for a moment…
No matter how great we think our businesses are, there's always at
least one thing which is a potential "problem" for our clients
(and usually there are 3 or 4).
For example, although my POWER Marketing Super System is easy to apply
it takes time to put it in place. This could mean a couple of weeks
or a couple of months depending on the time available - or how urgent
it is needed.
In an ideal world we'd all like to buy an instant solution that doesn't
take any effort. Clearly the Super System needs input from the person
investing in the programme (or someone they appoint on their behalf).
This is obviously a possible *objection* a prospect may legitimately
have.
So why would it help to raise this objection in the first place?
Here's why this marketing technique is so successful...
***
1. Because most marketing communication is full of superlatives and
hype the prospect is always sceptical about the benefits a service
will bring them.
No one ever points out any disadvantages. They're frightened the prospect
will immediately look elsewhere. But pointing out any disadvantages
to your prospect automatically makes them BELIEVE you. They think if
you're prepared to tell them this, all the other stuff must be true
(which of course it is!).
***
2. You also add a tremendous amount of credibility.
Most industries have well known "faults." Consultants are
renown for shaking things up in a business and letting the owners sort
out the mess after they've left.
Accountants have a reputation for charging excessively even for a
five minute phone call. The same can be said of lawyers/solicitors.
***
I'm not saying any of this is true - and in most cases it certainly
isn't, but perception is all that counts in the mind of the prospect.
By meeting these problems head on, you gain respect, which brings
you much closer to the sale.
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How To Take Advantage Of
this Marketing Concept
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Clearly you don't bring out a problem without offering a solution.
So here's how to do it...
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Objection: Price/Fee is too high
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If your prices or fees can be an issue with your prospects, often
the best way to tackle the problem is to mention that your prices/fees
are regarded as being high and then turn it into a positive. (You should
also do this if your prices or fees seem low).
Say, "When we tell some of our clients what our fees are, their
initial reaction is one of surprise. Sure, our fees are high - we accept
that. But here's why...(now explain in sizzling detail why your fees
are higher)."
Do you see why this approach is so successful? You've acknowledged
your high fees and then credibly explained why you charge these amounts.
All of a sudden you've transformed a possible negative into a positive
and gained believability and credibility at the same time.
You should use this approach in your sales letters, sales meetings
and other marketing communications.
Give this marketing technique a try - you'll be quite surprised at
the results!
© Hackney Marketing Ltd
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Steve Hackney has spent 10 years and over $800,000
to
discover the secrets of how service businesses can
generate
5 or 6 figure profits every single month.
Better still he reveals every closely guarded secret in his
amazing free mini-course titled, "How To Skyrocket The Sales
And Profits Of Your Service Business - Closely Guarded
Secrets Revealed."
You can get Steve's FREE 5 part mini marketing course by
clicking...
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Tel: 01202-257423