Eliminating,Objections,Increas marketing Eliminating Objections to Increase Sales
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ELIMINATING OBJECTIONS TO INCREASE SALES By Charlie CookYou want to increase the flow of sales revenue, but youarestymied by prospects' seemingly endless objections.Prospects say they're not interested. They tell you yourprice is too high, or this isn't the right time. You'veheard all the objections. What can you do to get rid ofthese once and for all?Engineering Your MarketingWhen I was seven one of my favorite ways to spend a hotsummer day with my friends was playing a backyard game wecalled "waterworks".We'd use a trowel to construct channels in the dirt, putthe hose at one end and watch the water flow. If we wantedthe water to go straight, we'd remove rocks and debris toclear a path. We became sophisticated engineers, guidingwater around corners and across short aqueducts. We feltlike masters of the universe, directing the water where wewanted it to go. (You can bet my mother loved seeing uscome into the house at the end of the day.)Plan your marketing to take charge of increasing yoursales. Your marketing can lead prospects to your productsand services the way my friends and I engineered ourwaterworks; by making clear paths and removing obstacles.Channel your prospects' attention and interests andeliminate objections. Below are the four most commonobjections and ways to eliminate them.Lack of InterestProspects need to understand what you do before they canbecome interested in what you have to offer. It is thatsimple. If you're marketing yourself as a lawyer, coach,accountant or fitness center, you're not telling peoplewhythey should be interested. To capture their interest,explain the problems you solve from their perspective.Lack of LeadsYou want people to email you, call you or go to your website to buy your products and services. But first you haveto motivate them to contact you so you can market to them.Once you have their attention, use your conversation, youremails and your web site to ask them what they want andneed.Lack of CredibilityYou want prospects to see you as the expert; the personandthe firm that has the products and services they can relyon. One of the biggest challenges to attracting newclientsis gaining their trust and being seen as the essentialexpert. Use your articles, ezine, and web site todemonstrate your expertise. Use testimonials from clientsto tell prospects about the results you and your productshave achieved.Pricing ObjectionsWhether it is a $25 subscription or a $50,000 consultingfee, prospects object to price when they don't understandthe value of the purchase. Establish a set of questionsyoucan use to help prospects define what they want and whatyou are providing. When price is put in context, itbecomesmuch less of an obstacle.Still not converting as many prospects to clients as you'dlike? Use questions to find out more about what they want,and what their concerns are. Then address each of theseobjections up front and remove them as potential saleskillers.Think of your target market as a reservoir of waterwaitingto be tapped. If you eliminate the barriers between themand you, you could send a steady stream of new clients andcustomers your way. N0w, don't just imagine it, do it.Start eliminating your prospects' objections and create aclear path for them to become clients and customers. Helpyour prospects get what they want and you'll get what youwant, more clients.-2004 © In Mind Communications, LLC. All rights reserved.
Eliminating,Objections,Increas