These three steps come directly from Harry Browne’s book, “The Secrets of Selling Anything.” Browne was a master salesman and his insights came directly from his thorough understanding of human nature.
Objections are easy to overcome once you start to see them in the right light. They’re not excuses why the prospect doesn’t want to give you his money. They’re probing questions that will reassure the prospect he’s really making the right choice by giving you his money.
When you’re hit with an objection, relax. You’ve almost made the sale.
Just follow these three steps.
- Listen
- Agree
- Suggest
Listen carefully to what the objection is. Make sure you understand what the prospect is saying and why he is saying it. Don’t interrupt him just because you think you know what he’s going to say. Let him say it. If you interrupt or throw out an answer too quickly, you’re contradicting him (in his eyes and those are they only eyes that matter).
Agree with what he says. Tell him that he’s raised a valid, thoughtful point that is worth bringing up.
Of course he’s right. He’s giving you a reason why he’s not convinced and he can’t be wrong about that. If he hasn’t understood something you said, then it’s your fault for not making it clear.
When you agree with the prospect you set the tone of the conversation from conflict to consultation. You’re not wrestling with him to see who leaves with the money, you’re trying to help him make a good decision and get what he wants (and what you’re selling).
When you contradict what the prospect is saying, he automatically puts up his guard. When you agree with him he lets his guard down and listens to what you have to say.
So the next step is to suggest an alternate use or benefit that your product or service provides for the prospect.
For example, if you offer a money back guarantee, don’t say:
“it doesn’t matter that you’re worried about the investment because you can always get your money back later.”
Instead, say something like,
“Yes, I understand that this is a significant investment and you need some time to think about it. You need to make sure that this is the right decision for you. Take your time. If you decide that it is for you, come back and as long as the [product/service] is still available we’ll be glad to offer it to you then.
“But there is one other alternative available? Let me suggest it and see if it works for your situation. Since we offer a 30-day money back guarantee, you can order while you’re here right now. Then go home and think about it.
“If you decide you don’t want it, just call us and we’ll mail your money right back to you. But if you do like it, you’ll ensure that you get the [product/service] while it’s still available and you’ll save a second trip no matter what you decide. That might be a more convenient way for you to handle it.”
Translating To Online Sales
The basic formula doesn’t change much when the sales are online. But there’s one obvious difference in that you’re not dealing with an individual.
Still, the changes are relatively minor.
Listen, turns to “research.” Find out what your customers objections are by asking them. Do surveys and solicit feedback. You’ll start to see a few of the same objections cropping up again and again. These are the objections you need to overcome in your copy.
Agree. Acknowledge the objection you find in your online message. This doesn’t hurt you, it improves your credibility. No product is perfect, if it has flaws or people are objecting, then acknowledge and finally…
Suggest. Give options. Make sure you’re clearly addressing each objection not in terms of a counter argument, but in terms of a better way to think about it.
People who bother to object are interested and trying to convince themselves to buy. They’re not wrong, they just haven’t found the right reason yet. So help them find it. Give them as many angles as you can find and over time, strengthen the copy around those that help the most people decide to buy.
Selling is easy when you’re just trying to help people get what they want. And they keep coming back for more.
