Handling objections - image of confused dog

How To Handle Objections Before They Happen

Objections are the holy grail of business. Whenever you get one, there are 3 ways to handle it: A) ignore and carry on talking, B) defend as hard as you can, C) listen and discover what’s wrong.

Most businesses including the largest only do A and B. I know this from talking to reps at top trade shows and numerous business network meetings.

C is the only option of course, and when it comes to written content, if you know exactly who you’re writing to, you can handle every objection with ease direct in the copy.

For example, if you know that your audience objects to price, then you can lead on price. This is what makes something irresistible. Knowledge is the new commodity that most businesses still don’t get.

Quentin Pain

Quentin's earliest ambition was to become a rockstar (his band once backed The Waves who went on to win the Eurovision Song Contest). Unfortunately he decided to start a business to support his rock star dream, and as luck would have it, the business took off big time and the rock star dream died. He was 23. By the time he reached 50, his total business count was 6. The last one was Accountz that went from zero to 36,000 customers in 6 years. He now runs ProofMEDIA who specialise in multimedia online content (written, image, video and audio) that wins trust, engagement and long term sales. Quentin is also a published author (including a Dummies title), and has won many awards including the IAB Small Business Mentor of the Year. He is a Fellow of the Chartered Institute of Marketing.

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