We’re at the sixth stage of the sales cycle. The journey isn’t over after you present your solution. Next, you’ll need to overcome objections. If there is hesitation by the advertiser, you need to determine why.
The best way to learn this is by asking and providing them the opportunity to voice concerns. You’ll want to prepare before having this conversation. If the organization doesn’t understand the value of the solution, it’s time to address that.
Tips for Overcoming Objections
Actively listen, and ask simple questions.
Ask, and you likely shall receive. If you detect hesitation on their part, say something like, “What’s not feeling right?” or “What should we revisit?” Start by getting their honest feedback without jumping to conclusions. Try to uncover the root of the objections. If appropriate, show them how you can adjust the proposed solution to meet these concerns or goals.
Know the value of your assets.
Prospects may balk at the price or raise objections on how it will benefit their business. They could be looking for discounts, but it’s crucial never to deflate the value of your products. Instead, make sure the client understands what’s “in it for them” and how it will address their needs.
Get granular on creative costs, from helping them with video production to ad copy. Prove it’s worth the time and money and that the value and ROI will be exponential.
Empathize with them on price.
Price is always a stickler. Big numbers can seem intimidating. The key is to emphasize the return on ad spend (ROAS). Advertising is a cost center, but it’s also a revenue generator. Demonstrate to the client that your solution will help them grow their business. If they see your solution as valuable, they will feel confident in making the investment.
Know your price boundary.
While you want to give advertisers the best deal possible, you still need to make a profit. If they have a price ceiling, it will be hard to break through it. Adding in lots of “extra” discounts may also come off as intentional inflation up front. Optimize pricing that fits their budget, and propose any discounts from the start.
Overcome Objections Early and Often
Try to address objections as they arise. The longer the buyer has unanswered objections to your proposal, the more time they have to solidify their opinion. Once that occurs, it will be more difficult for you to address their concerns.
Ultimately, the best strategy for handling sales objections is to anticipate that they will happen. Being prepared makes it less likely that you’ll be in a situation that you can’t overcome or refute.
We have one more bonus tip to share! You’ll find it exclusively in the e-book, 7 Stages of the Sales Cycle.