Breaking The Fear Factor
FEAR THE 6 Deadly Ghosts
We talked earlier about how to use fear -- a basic human nature button -- to motivate a consumer to buy: fear of a lost opportunity, fear of illness, etc. But there's another side to fear. For many people, Their fears are what keep them from making the purchase. Fears Are Objections That Are Waiting To Be SpokenConsumers' fears can kill your sales, so as a marketer you need to declare open season on them. You need to target those fears and then make sure you've provide enough information about benefits, guarantees, etc. to stop them in their tracks before they start doing their dirty work on the mind of your prospect. What are consumers afraid of? · Did I buy the best?· Did I buy a lemon?· Did I overpay?· Did I buy something I really didn't need?· Will I get what was promised?· Will I be able to get a refund if I made a mistake?· Do I really need this? What To Do…And What Not To DoIf your marketing message is able to diffuse objections by anticipating and answering them in advance, that's great. If a consumer DOES raise an objection, don't freak out. It may not mean what you think. If possible, try to delay confronting a prospect's objection until you've completed your presentation so that you don't get side-tracked. The trick here is to make it clear that you're not dogging the question/objection.
Chances are, you'll answer the question in your presentation, so make a statement like, "I'll be covering that point in a moment, and at the end of our conversation, I'll be happy to answer any questions or objections you may have."
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