Because nobody and nothing is ever perfect, you probably have to acknowledge at least an objection or two about your product or service if you want to get anybody to believe you aren’t just blowing smoke. This is where objection raising and objection resolution come in.
Raise the Objection Early
What is it about your product or service that people might find objectionable? Price? Quality? Availability? Whatever it is, bring it up early. Believe me, your potential customer or client is already well aware of it these days; you’re dealing with savvy buyers with smartphones, iPads and other mobile devices that can quickly get the lay of the land, so sweeping the dirt under the rug just doesn’t cut it anymore.
If the objection is price, talk value. People don’t want to pay $220 for a sales piece until they understand that a well-written sales piece has the potential to pay for itself ten times over on the first day they roll it out and every day after; then, suddenly, they’re all for paying the $220. Bring it on!
If the objection is quality, talk comparison. If there’s something demonstrably better, it’s likely more expensive, less available, or in some other way less appealing.
If the objection is availability, explain why the wait will be worth it. (Exclusivity, uniqueness, Old World craftsmanship, etc.) Here is someone who does it right on all three counts (price, quality, and availability): Anne Quinn Furniture has its customers tell the tale. The store interviews its customers after every sale, asks pertinent questions about their experiences at their showroom and elsewhere, and posts the results in the form of testimonials: http://www.anne-quinn.com/
If you know what the objection is most likely to be, bring it up within the first few minutes and then emphasize what’s right, good and awesome about what you offer thereafter. If you can dispel the objection with facts and figures, do it.
Accentuate the positive and do what you can do dispense with the negative early so it no longer is a significant factor in your client’s decision. That’s the ticket.
