Sales training professionals will lecture you, and experienced salespeople will validate this point: there are three common excuses used in the final stage of the sales process. You know, when you are zeroing in on closing the deal.
So don’t get shut down. To get ahead of the imminent excuses, break down, weaken and destroy these sales resistance points in advance by using various content marketing tools and tactics.
Think of this as a preemptive softening strategy.
Let’s visit each point and explore the content marketing workarounds:
Excuse #1 The Delay
Here is what you ‘ll hear, ” it’s just not a good time to purchase.” This is the natural copout. And you’ll hear about all sorts of explanations.
Here’s what you can do.
Make them aware of a hot or controversial trend in their industry with a White Paper, Point of View document or Infographic. This will show you understand their market. It also gives your solution real credibility by providing a compelling advantage in the sales process.
You may even push further and stress that your solution is something they’d best not delay on. That Fear of Missing Out (FOMO) has an intense psychological effect on people. And can be a powerful way to shut down The Delay.
Takeaway – shut down The Delay by saying no way do you have time to miss out on our solution.
Excuse #2 The Self-Doubt
Here’s what they say, “this just seems too good to be true.”
With this reaction, you’ve got them curious but leary. And that’s OK.
Here’s where you want to utilize content marketing with Social Proof. And that means you need to bring out Testimonials, User Generated Video, Reviews and Case Studies.
When you show a similar kind of customer with the same problem being solved by your solution, you can tactfully repudiate these self-doubters in a smart and welcoming way
Takeaway – Let someone else (like the story from an outstanding case study) take the microphone, to help close the deal.
Excuse #3 The Price
Unfortunately, this is too common, “wow that seems expensive.”
In the new digital open marketplace, many managers think they can get your product or service cheaper online — somewhere.
Here’s when a smart, well-written and well-planned business blog, podcast or digital newsletter can help deliver consistent, persuasive messages to demonstrate your expertise, high value, and helpfulness.
Bulk up 3-4 of those content products and share with your prospect. This kind of authentic engagement helps you become better known, liked and eventually a trusted source. And that can help push too high a price issue right out of the sales conversation.
Takeaway – Tell a high-value story, it helps price become an afterthought.
Don’t make excuses. Get your sales focused on using top-tier content to obliterate those objections.
I can team with you to identify and develop meaningful content marketing strategies and tactics that are designed to help your sales process hmmm along and break down those sales excuses. Don’t settle for less.