Sales training professionals will lecture you and experienced sales people will validate this point: there are often three common excuses used in the final stage of a sales process.
Let’s visit each point and explore the content marketing workarounds:
The Delay ” it’s just not a good time to purchase”
By addressing a hot or controversial trend in their industry with a White Paper, Point of View document or Infographic, you can prove you understand their market situation. Which gives your solution real credibility and providing a true advantage in the sales process.
You may even push further and stress that your solution is something they’d best not delay on. An effective content marketing tactic to shut down The Delay.
The Self-Doubt “this just seems too good to be true”
Here”s where you want to utilize content marketing with Social Proof by way of Testimonials, User Generated Video and Case Studies. When you show a similar customer with a similar problem being solved by your solution, you can tactfully repudiate these Doubters in the sales process.
The Price “wow that seems expensive”
A smart, well written and well planned business blog or digital newsletter can help deliver consistent, persuasive messages to demonstrate your expertise and helpfulness. This kind of authentic engagement content marketing helps you become a trusted source. And that can help push The Price issue out of the sales conversation.
Start using Content Marketing to breakdown those sales excuses.