This video objection was a major obstacle to me making the sales I wanted.
Luckily for me, a small number of business people still decided to attend the seminar even though it was presented mainly on video.
They all loved the seminar and it got rave reviews. So I asked these delighted customers to write down what they thought of the seminar and specifically what it was like having it presented mainly on video.
I soon had a large number of written testimonials that told how enjoyable and beneficial the seminar was and how the video presentation was actually a huge advantage for a number of reasons.
I then showed these testimonials in every sales presentation I made about this seminar and I never got the video objection again.
As a result of not getting this objection any more, my sales immediately increased.
No matter what product or service you sell, there are usually several major obstacles to large numbers of customers buying from you.
And as long as these obstacles are there your sales will suffer.
If you boil down all the reasons or obstacles people give you for not buying your product or service, you will find that all of them can usually be summarised under a few simple headings. (In most cases there will only be four or five headings for these obstacles, and seldom will there be more than six.)
If a person says things like 'It's too expensive, I can get it cheaper elsewhere, it's not in my budget, I can buy it cheaper elsewhere,' these can all be summarised under the sales obstacle of 'Price' or 'Money'.
Once you have identified your six (or less) sales obstacles you can now look at ways to remove them and make it easier for people to buy.
Example:
A good friend was visiting a dentist who recommended many thousand dollars of dental treatment for her. My friend told the dentist that was a lot of money. The dentist agreed that it was a lot of money. However he went on to point out that someone like her obviously spent thousands of dollars a year on clothes, jewellery and skin products to look good. (My friend is an executive and prides herself on her professional appearance.)
The dentist went on to explain that one of the best ways to look professional and feel good is to have an amazing smile and great looking teeth. And that investing money in doing this was just as important as having great clothes, jewellery and skin care products. This made a lot of sense to my friend who promptly agreed to the dentist's recommendations.
Action Exercise:
Identify the major sales obstacles to buying your products or services. And put into action some strategies to remove them from your sales process. Sometimes the elimination of even one of these major obstacles can transform your sales results.
"Stand up to your obstacles and do something about them. You will find that they haven't half the strength you think they have."
Norman Vincent Peale
Graham McGregor is a marketing consultant and the creator of the 396 page 'Unfair Business Advantage Report.'
www.theunfairbusinessadvantage.com (This is free and has now been read by business owners from 27 countries.) You can email Graham on graham@twomac.co.nz
