When it comes to selling anything, there will always be objections to overcome. Customers have reservations and questions that keep them from purchasing. It\u2019s a normal part of any shopping experience.<\/p>\n\n\n\n
This is nothing new. Before David Ogilvy became an advertising legend, he earned his stripes by selling pressure cookers. He wrote about the lessons he learned in a book titled \u201cThe Theory and Practice Of Selling The AGA Cooker.\u201d<\/p>\n\n\n\n
In the book, he taught prospective salesmen how to overcome objections such as \u201cIt\u2019s too big for my kitchen\u201d and \u201cI\u2019m only renting my present house,\u201d both common objections in the 1930s.<\/p>\n\n\n\n
And while Ogilvy\u2019s book may not have been a bestseller, it gives us at least two valuable insights into overcoming objects.<\/p>\n\n\n\n
- \n
- You need to know the objections<\/strong> if you\u2019re going to overcome them<\/li>\n\n\n\n
- Once you know the objections, you can meet them head-on <\/strong><\/li>\n<\/ol>\n\n\n\n
These two insights are even more critical for digital products since you\u2019re not usually talking with customers face-to-face and hearing their objections. You need a proven strategy for unearthing potential objections and then overcoming them.<\/p>\n\n\n\n
This article aims to help with that. We’ll cover:<\/p>\n\n\n\n
- \n
- The primary types of customer objections<\/li>\n\n\n\n
- How to identify the objections of your specific customers<\/li>\n\n\n\n
- How to overcome those objections<\/li>\n<\/ul>\n\n\n\n
What Are Customer Objections?<\/h2>\n\n\n\n
At the risk of stating the obvious, let\u2019s ensure we\u2019re all on the same page regarding customer objections.<\/p>\n\n\n\n
Customer objections are concerns that cause them to hesitate (at best) and abandon (at worst) during the digital purchase experience.<\/strong><\/strong><\/p>\n\n\n\n
People want to be sure they\u2019re making the right choice. We\u2019ve all been burned by products that seemed too good to be true\u2014the \u201camazing\u201d deal that turned out to be a dud or that trendy product made out of inferior materials.<\/p>\n\n\n\n
With hundreds of years of snake oil and used car salesmen informing customer opinions, you need to be willing to meet customers where they are by addressing objections head-on.<\/p>\n\n\n\n
Why You Need To Understand Your Customer\u2019s Objections<\/h2>\n\n\n\n
Every customer objection is friction on the path to purchasing. Most customers are risk-averse; therefore, the more objections they have, the more risk they feel when purchasing, and the less likely they are to hit that \u201cBuy\u201d or “Subscribe” button.<\/p>\n\n\n\n
And here\u2019s the bottom line: overcoming objections isn\u2019t an end in itself, but it is a way of ultimately improving the customer experience and increasing sales.<\/p>\n\n\n\n
Let\u2019s be clear though, it\u2019s not enough to merely address generic objections. You need to address the specific objections of your customers. Some objections are unique to your customers and tied specifically to your products and company, so any \u201clist of customer objections\u201d won\u2019t suffice. You must conduct your own research to understand your unique customers.<\/p>\n\n\n\n
And make sure you do this early and often! As Leslie Ye<\/a> at HubSpot notes:<\/p>\n\n\n\n
\u201cNothing is more dangerous to a deal than letting sales objections go unaddressed until the final stages. The longer the buyer holds an opinion, the stronger that opinion usually is \u2013 and the harder you\u2019ll have to fight to combat it.\u201d<\/em><\/p>\n\n\n\n
Identify objections and address them early on, and you\u2019ll be on your way to optimizing your digital sales funnel.<\/p>\n\n\n\n
How To Identify Your Unique Customer Objections<\/h2>\n\n\n\n
It\u2019s easy to think that you know your customers and their objections, but unless you actively study your audience, there\u2019s a good chance that there are dozens of objections you\u2019re unaware of.<\/p>\n\n\n\n
Consider a few of these strategies to uncover your customers\u2019 unique concerns.<\/p>\n\n\n\n
#1 \u2013 Research<\/h3>\n\n\n\n
There are several ways you can conduct audience research to help identify the specific objections they have. Some effective methods include surveys, customer interviews, and analyzing website data. For a deeper dive into customer research<\/a> strategies, check out our e-book<\/a> on the topic.<\/p>\n\n\n\n
But when it comes to understanding customer objections, here are a few relevant considerations:<\/p>\n\n\n\n
- Once you know the objections, you can meet them head-on <\/strong><\/li>\n<\/ol>\n\n\n\n
![\"NPS](\"https:\/\/thegood.com\/wp-content\/uploads\/image2-5-1024x321.jpg\")
<\/figure>\n\n\n\n![\"Tymo](\"https:\/\/thegood.com\/wp-content\/uploads\/image4-50-1024x544.png\")
<\/figure>\n\n\n\n