How to proactively address your customers’ objections

Every potential customer has hesitations about working with a new company.

They may not trust you. They may not believe in your product. Or they may not think your offering will work for them. As a startup, it’s your job to convince them that your offering will either work for them or be worth trying.

Instead of letting them leave your website without converting, proactively address their objections. Here’s how to do it.

Step 1: Make a list of common drawbacks to your product or service.

What would your customers encounter for using your offering or anticipate before they buy. Is it expensive? Does it require a lot of time to use or set up? If you’re selling a service, will they need a technical skill set or a tech stack to use your service?

Try to make a list of at least 5 drawbacks your potential customers good be thinking.

Step 2: What are the common objections that come up during to sales process?

Once the customer is willing to try your service, the next set of objections could come up.

Do they need to pay for the service upfront, or can they get a free trial? Will they need to wait for a product to be shipped to them? Are they trusting the claims on the website, or are there testimonials?

Make a list of at least 5 common objections prospective customers would be thinking.

Step 3: What will your prospective customers lose for not taking action right now?

Even the largest objections or hesitations can be addressed by showing them what they could lose. What would they gain by using your product or service? You could then rewrite that statement to show them what they would lose.

We are more likely to pay to keep what we have or avoid a negative outcome than to pay to get something we didn’t have.


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