I touched on this in my post yesterday, but not explicitly:
There are two different kinds of objections. (An objection being anything that makes a customer hesitate before making a purchase.
The first is an objection to YOUR particular product or service:
- Guarantee, etc
And then there are objections that are much more general. These are the objections that would apply for any business similar to yours.
To use my example from yesterday, if someone wants to take a dinner cruise from Orcas Island, they might have certain concerns that apply to any activity they would do in the evening, such as the weather, when sunset comes, etc.
The upshot is: You have to convince customers to choose you not only over the competition, but over the option of doing absolutely nothing at all.
Understanding your customers’ possible objections is tough. But it brings results.