...Objections and Rejection Really Are Now *Crucial* to
get to "Yes!"
by Kevin Hogan
Page 2
Fear of Making a Mistake…
We talked a couple of weeks ago about how to wield fear -- a basic human nature “trigger” -- to motivate someone to buy: fear of a lost opportunity, fear of illness, etc. But there's another side to fear. For many people,
Their fears are what keep them from making the purchase.
KEYPOINT: Objections/Reactance Are Fears That Are Waiting To Be Spoken
Consumer’s fears can kill your sales, so as a marketer you need to defuse them…priority one.
KEYPOINT: You need to target those fears EARLY and then make sure you've provided enough information about benefits, value, experience, identity, guarantees, etc. to stop them in their tracks before they start doing their work on the mind of your prospect.
Remember phobias are good examples of fears. You can use all the logic in the world,
“The plane is the safest place to be.”
…and the person will still have a panic attack…
You’ve got to cut out the fear QUICKLY or it will be tough to defuse no matter how much value you create later!
What are consumers afraid of?
Did I buy the best?
Did I buy a lemon?
Did I overpay?
Am I a FOOL?
Did I get scammed?
Did I buy something I really didn't need?
What will my wife think?
How will I explain this to my neighbor?
Will I get what was promised?
Will I be able to get a refund if I made a mistake?
Do I really need this?
What To Do…And What Not To Do
KEYPOINT: The easiest way to overcome resistance, reactance and deal with objections is to ELIMINATE THEM FROM THE BEGINNING SO THERE ARE NONE.
If your marketing message is able to defuse objections by anticipating and answering them in advance, that's optimal. If someone DOES raise an "objection," don't freak out. It may not mean what you think. It almost NEVER means what YOU think it means...
In fact, think of "objections" to you, your idea, your proposal... as...
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KEYPOINT: You need to target those fears EARLY and then make sure you've provided enough information about benefits, value, experience, identity, guarantees, etc. to stop them in their tracks before they start doing their work on the mind of your prospect.
