How To Turn Customer Objections Into Testimonials

First, two questions, if I may…
1. Have you ever sat down and figured out exactly how much money you are losing because you haven’t addressed customers’ objections to your product or service?
2. Would you like a way to get the objections working for you?
Even though facing objections is a daunting task, it’s an easy fix once you know how. And not only are you defusing a problem, you’re also converting a potential client.
Why? Let me explain.
Don’t be intimidated when a customer raises an objection, most likely it’s because he’s interested in your product or service. Your copy correctly raised his curiosity enough to warrant a response.
He’s sitting on the borderline separating curiosity and desire waiting for you to remove his reservations. The silent lurker who doesn’t respond at all most likely isn’t interested.
That’s nice. But how do we explain away his objections?
HOW TO REMOVE OBJECTIONS
1. Find out what the objections are
2. Make an easy one-sentence script to present to a model client
3. Print the results as a testimonial
CONSIDER THIS: Every client that likes your product or service also has a few reservations before spending.
LIST THE OBJECTIONS
This is a no-brainer: write down the objections you are aware of followed by researching your competition’s objections online, and finally, ask your clients.
You can write them down in order of importance beginning with the worst ones first.
If you’re selling weight-loss pills you might get something like the following responses:
1. What’s different about this pill?
2. How do I know this pill will work?
3. The pill is way too expensive
MAKE A SCRIPT
Now is the time to write a simple one-sentence script expressing the objections and present it to a model customer by phone or email. For instance, for the first uniqueness objection, you might want to write down: “Say, Joe, I’ve got to ask you, when you took my weight-loss pills, were you afraid it was going to be as useless as every other pill you’ve ever taken?”
Joe responds by email with something like: “You kidding me, yea, I thought Acme Weight-loss pills were pretty much like all the rest, but after a week, five pounds and one inch later, that fear evaporated.”
After thanking him profusely, say something like, “You know, that compliment would make a pretty good testimonial, could I use it on my blog?”And there you are. Do the same scripting with the other objections.
CONSIDER THIS: “96% of dissatisfied customers don’t complain, they just stop buying. Of customers who register a complaint, between 54 -70% will do business again with the organization if their complaint is resolved. The figure goes up to a staggering 95% if the customer feels that the complaint was resolved quickly.”-Joint Venture Marketing.
PRINT IT
Printing it is the best part: You’ll be amazed at how unique and sensational the responses can be. So much so, you should use them for: web site copy, emails, signatures, and if they’re really good, headlines. For example: “Yes, everybody laughed when I told them I took Acme Weight-loss pills, but they stopped laughing when I showed up at the beach with a 32-inch waist.
“SUMMARY: Face your objections, don’t run away from them. Find out what the objections are by research and asking your customers. Make an easy one-sentence script to present to a model client and print the results. Use them for: web site copy, emails, signatures, and if they’re really good, headlines.
TIP: Never ask the model customer for a testimonial. Most likely, besides being embarrassed, he’s confused because he’s probably never written one before. Stick with the script.
THE NEXT STEP: What are you waiting for? Find a model customer, e-mail him a simple script, and begin turning those objections into testimonials.