Posts Tagged ‘buyer behavior’

No matter how well-written your sales letter, your prospects will have objections. It's a normal part of the psychology of sales. Your sales materials must not only understand that people will have objections, but what they are and how to overcome them. In order to help you get into the right frame of mind, let's take a look at some common objections and how to address them. Once you've started thinking about objections, it's relatively simple to anticipate and overcome them!

It's up to you to fill in the blanks and overcome client objections.

It's up to you to fill in the blanks and overcome client objections.

Why are You Doing This?
If your family is anything like mine, you grew up with the old adage: "If it sounds too good to be true, it probably is." In a desire to create a compelling sales letter, many people make their product or event sound too good to be true. This creates an immediate objection for many prospects. If your product or event sounds too good, your prospects may wonder why you're offering it.

One great example of this that I've seen before is a colleague who was offering a real estate seminar about how he made so much money in real estate. His prospects wondered "if you're making so much money in real estate, why tell me about it? Why not just keep your secret and carry on making money?" He had to overcome this objection in his sales letter. Be mindful of this if you're offering something that sounds too good to be true.

Why are You Making it So Cheap/Expensive?

Price can trigger major objections. High prices create obvious objections, but low prices can also create objections. For example, if you set a high value to justify your price, and then offer your product or service significantly below your value comparison, your prospects may wonder why you're offering it so cheap.

Alternately, if your audience thinks it can get something cheaper somewhere else, they may wonder why your product or event is so expensive. It's your job to recognize what your prospects will think of your price, and overcome any potential objections.

Why Can't I Get the Same Thing Elsewhere?

Even if you establish that your product or event is wonderful, your prospects may still wonder why they can't get the same thing somewhere else. If you're selling a product via mail order, for example, you'll have to explain to your prospects why they shouldn't just go pick up something similar at a local shop. The same thing goes for information products or events - you've got to differentiate why your product or event is unique.

Why You?
Finally, there's the common objection about who you are, and why you're qualified to sell this product or service. If you're offering a new product or service, or you're reaching out to prospects who aren't familiar with your work, you've got to establish who you are and demonstrate your expertise. You have to prove that you're the best person to trust about your product or event. This is particularly a concern if you operate in a competitive field.

Learning to Overcome Objections
Ultimately, your clients may have many different objections about a broad range of topics and concerns. If you want to create effective sales letters, you've got to anticipate and overcome these objections. Don't try to ignore or sidestep potential objections. If you don't answer these questions in your clients' heads, you don't give them a reason to buy your product.

Bernadette Doyle created Client Magnets to help self-employed people solve one of their biggest business problems: attract a steady stream of clients

The thank you page is one of the most overlooked places of real estate on the web.

That quote, from one of my mentors, Yanik Silver, speaks volumes. There is so much opportunity to promote more business and further your relationship with a new client on your thank-you page.

That client has just indicated that they trust you by opting in to your offer. Signing up to your list is a sign that they want to hear more from you.     Don't let them leave wanting; offer them even more before they click off your thank-you page.

When developing your thank you page, think about what you can do to increase your client's involvement. Marketing research has shown that the more people are involved, the more likely they are to buy - again.

That's one reason companies hand out scratch-off cards with prizes or discounts hidden beneath the ink. It's called an involvement device. When someone physically has to do something, it increases their involvement, which increases response and increases conversion.

The content on your thank you page needs to be relevant to your target market. Think about what you want them to do next, where you want them redirected to, and if there's an opportunity to make them another offer.

There are several key ways you can accomplish this.

•      Make another offer. While letting the client know you're glad they signed up, also let them know about another offering. Make a special offer. Offer a special prize or a special bonus that new clients will receive, but only if they sign up there and then.     Remember to use language that encourages action.   For example, "This is the only time you will see this offer. It's for new subscribers only and you won't have access to it again."

•      Ask for more information. Once a new prospect joins your list, ask them to describe their biggest problem. You can then direct them to other offers you may have to help with the problem, or develop that new offering if you don't have one.

•       Create a "tell a friend" campaign. Invite people to tell three friends about your offering in exchange for a special bonus. "Congratulations. Your place on the call is reserved. But just before we continue I would like to offer you this free gift…….."

Everyone who opts in helps you spread the word to other people. This will make a massive difference to your opt-ins and really help to increase your list. You can automate this process using Viral Friend Generator software.

When saying "thank you", the key is to include only one of these options on your page. Either attempt an additional sale by making another offer, ask new clients for more information, or create a tell-a-friend page.

Any one of these options added to your thank-you page will start increasing your sales immediately.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at

Do you know what the most valuable page on your website is?

It's not your "About Me" page. It's not your "Testimonials" page.

It is the page where people give you their contact information and purchase your products or programs. That is the goal of your business.

To achieve that goal, you need to get people to opt-in. Nothing else can happen until they do this.   That is why the design of the page where they opt-in - your squeeze page - is so important.

Getting your prospects to hand over their contact info isn't always easy, but if you focus on your squeeze page set-up, you will successfully obtain client information, build your list and make sales.   Use my tips below to maximize the effectiveness of your squeeze page.   These strategies work!

•      Make your homepage a squeeze page

To get maximum results, make your squeeze page your homepage. This will lead to a significant increase in your opt-ins and in your list.

•      Model successful squeeze pages

To get ideas for your new home page, model other successful squeeze pages. Look at other people's pages with new eyes. Emulate the elements that make them successful while using your own unique copy that speaks to your own target audience.

•      The important information should appear within the browser window

The pages that are most attractive give the most important information at the top, without having to scroll down. Everything your visitors need to see should appear within the browser window in front of them. Don't make them have to "lift a finger" to find the best of what you have to offer.

•      Use headlines and bullets to present your message

Announce your best information in the area that most people notice first – the headline. Develop a headline that will grab your visitors' interest and get them to stay online to hear the rest of your message. Use a prehead and a subhead to deliver your best copy.

Successful pages don't include one long paragraph of copy after another. A successful squeeze page presents its best content as great mini headlines in a bulleted format.

•      Make big, bold promises

Use numbers within your bullet headlines. State that you're going to solve problems. Make big promises in your bullets. You've done the research, campaigns and surveys to determine what your target audience wants, now highlight that information in your bullets.

•      Make a personal connection

Your target audience want to know who you are.     Don't keep your personality a secret. Make your squeeze page personal. People buy people. Although we're all speaking virtually, on Twitter and on teleseminars, people want the personal human connection.

They want to know you. They want to see the person behind the site. At the very least, include a photograph of yourself. Add audio and video to increase the personalization.

•      Use a thank you page

Don't lose that personal touch once your visitor has opted in on your squeeze page. Your thank-you page is a great place to further your relationship and offer your new client even more. You could make another sale just by asking for it on your thank-you page.

•      Remove Navigation Bar and Banner

There are a couple of web page staples that should not appear on a successful squeeze page. These items do nothing to help you get people to opt-in. So, strip out the navigation bar and ditch your banner. They should not be on your squeeze page.

•      Test, measure and improve your conversation rates

Make sure you test and measure your conversion rate on your squeeze page. Find out how many visitors are actually buying into your offer. Regularly measuring your conversion rates will tell you what's working and what isn't on your page.

When you apply at least one of these tips, and you will see an improvement in your conversion.

Make a checklist and work through it. Improve your squeeze page one component at a time and you'll be in a much stronger position – I promise!

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at

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safe and secure Your privacy is our #1 priority and your details will not be sold, given, traded or rented to anyone else.