One thing I’ve noticed happening in the online space is that our potential clients have more (and different) kinds of objections than pre-COVID.
This makes sense, right? Uncertainty about the future, worries about spending money, and general overwhelm are at an all-time high right now, and understandably so.
But this doesn’t have to mean it’s harder to make sales. (In fact, my clients are proving quite the opposite.) What this does mean, however, is that we as business owners need to be willing to adjust our marketing and sales process to speak to the current objections in new ways.
So this is exactly what we’re diving into this week on the blog – how to understand and successfully navigate your potential clients’ current objections, so you can continue to make consistent sales in your business right now!
HOW TO NAVIGATE CURRENT OBJECTIONS – STRATEGY #1
Here’s the thing – as humans, practical survival is on the forefront of many of our minds right now. But so is normalcy, comfort, and hope.
So while it’s good to recognize that our potential clients are more overwhelmed and more focused on practical needs, it’s also good to remember that this doesn’t mean they’re unwilling or unable to invest.
They’re just investing for different reasons. They’re investing to solve different problems. And they have different fears about investing.
So your job as the business owner is to spend some time exploring the following:
1.) How your people’s pain points have shifted, and what their most pressing ones currently are
2.) How YOU can help them resolve those new pain points
3.) Understanding their current hesitations about investing
Once you understand the above 3, you can adjust your marketing or offers to meet your people exactly where they’re at. You can explain how your services solve their most pressing and current needs. You can spell out in concrete terms what they’re investing in and the relevant results they can expect.
When you nail this, you’ll both attract more people ready to buy and you’ll also decrease the objections you’re hearing too – because your people will feel like you get it and can help them meet their most pressing needs.
HOW TO NAVIGATE CURRENT OBJECTIONS – STRATEGY #2
One thing I teach my private 1:1 clients is to resolve your potential clients’ objections BEFORE you hear them on a sales call. Meaning – speak to those objections in your marketing, on sales pages, and when you’re out there promoting your offers.
This strategy is never more important than right NOW.
Your people might be scared to spend money. Or they might not be sure where to invest in their business right now. Or they might feel overwhelmed with so many changes right now, that they can’t even think about making a big decision.
While these specific worries (and others) are very real for many of our potential clients right now, this doesn’t mean objections are an impassable roadblock, or something we should avoid talking about with our people.
In fact, it’s your job as the business owner to understand your people’s exact hesitations/objections, know how to help them think about this differently so they can feel empowered and intentional right now, and then lead with that messaging everywhere.
Here’s an example of this….
If you’re a mindset coach and your potential clients are scared to invest in something that feels abstract and airy-fairy, it’s your job to help them think about this differently. It’s your job to help them connect the dots on how cultivating a solid mindset right now will affect their bottom line. It’s your job to help them see that the concrete results they desire (e.g., money) are directly connected to how they’re thinking, feeling, and behaving each day.
And then lead with that messaging in your marketing everywhere. Doing this neutralizes the objection so it’s not an objection on the sales call or isn’t an objection for them to even getting on a call with you in the first place.
HOW TO NAVIGATE CURRENT OBJECTIONS – STRATEGY #3
When it comes to navigtating your people’s current objections, here’s some Truth with a capital T ➡️ people need you to give them permission to invest right now. People are scared, and they’re looking to see if it’s safe.
Before I say another word, this is NOT about pressuring people to buy from you or being opportunistic with people’s fears. That’s never what we’re about in here.
What this conversation IS about is you owning your voice as a business owner who believes in the value she brings. It’s about being a source of light and hope in your industry. It’s about being crystal clear on how your business solves unique problems right now, and then shouting that from the rooftops.
So if you’ve got some work to do in the “owning-your-value” department, now’s the perfect time to do that work. Because the more confident you are at why your services change lives (especially now), the more this translates in your marketing and on your sales calls. And believe me ➡️ greater seller confidence = less buyer objections.
Even more than that, we need to help our potential clients see why it’s safe (and smart) to invest right now. We want to normalize investing. We want to spell out what desired results are possible for them right now. We want to connect the dots on exactly how we can help them thrive during a very uncertain time.
Again, this isn’t about telling our people where to spend their money (they’re always at choice with that) – this is about creating permission and safety with our audience around buying.
For example, the priority for most of my news clients lately has been to keep money coming in consistently. And since I know I’m a master at helping women make more sales, I felt really good about giving my potential clients permission to invest in something that will help them create a much-needed result.
Moral of the story — it’s our job as business owners to give our people permission to invest during this time. It’s also our job to help them see why investing in solving problems actually creates MORE safety for them right now.
Now I’d love to hear from YOU! What’s a pressing problem you help your people solve right now? Or, what’s one thing you can do this week to own the value you bring during this time?