Kristina Mills

In a face-to-face sales presentation, prospects inevitably have certain objections or fears about buying a particular product or service, AND/OR about selecting the most qualified supplier.

A skilled salesperson is a master at overcoming these objections. The challenge is, when you write copy you don't have the luxury of knowing how people are feeling about your sales message. With that, it's important to overcome any objections in your copy, in advance, before they get to the end.

You see, as soon as someone starts reading your communications material that little voice inside their head becomes skeptical - skeptical of things like:

• the results promised

• not having enough equipment or tools to help them achieve their needs

• getting the order wrong

• always run out of stock

• no follow up service

• staff don't know what they are talking about

• always miss appointments

• late delivery

• product doesn't work

• poor quality finish

• never return phone calls

• always leave a mess behind

• make costly mistakes that cost clients money or inconvenience them

• suck in customers with false promises

• hide terms and conditions

• staff talk on the phone while you're waiting to be served

• make hollow promises

• over promise and under deliver

• charge too much

• don't have convenient payment terms

• no parking

• treat them like a number

• don't understand their needs

• do a poor quality job

• never arrive on time

• product too hard to operate

• service is unreliable ... and the list goes on.

There are a variety of ways you can overcome objections ... the right solution depends on the type of copy you're writing.

For instance, in a proposal document or an online sales letter you might have a "Frequently Asked Questions" section to address objections. In a proposal document you might also have a section entitled ...

"xx Challenges Companies Face When Choosing a [service/product] Supplier"

OR

"xx Factors that Will Affect Your Results"

Then, next to each frustration or potential challenge explain what the potential impact is and then how your company ensures that won't happen to them.

Here's an example of how to wipe out a quality objection in a sales letter.

By now you may be thinking to yourself, 'how can they offer such great quality for the price'?

Quite simple really ...

Or, let's say they are looking for a plumber and their perception is that plumbers are unreliable.

If you'd like some help with your marketing, one of our consultants or copywriters can help. Just call us on +617 3353 1107 or email This email address is being protected from spam bots, you need Javascript enabled to view it