Picture this for a moment…
You’ve done all your research, so you know you’ve created a product that your market is sure to love. But when you release it, all you see are tumbleweeds blowing through your inbox.
No inquiries, no interest, no sales.
(Ouch.)
The good news is that you can avoid that sort of heartache by checking out the following roadblocks. Below you’ll find five of the most common reasons why your prospects aren’t buying from you – and how to overcome these problems. Take a look…
1. You’re Not Speaking Your Target Market’s Language
In other words, your sales copy and other content simply isn’t resonating with your audience. Most often, this is because you don’t really KNOW your audience. Perhaps you made assumptions on your customer avatar that you never confirmed through research.
Let me give you a simple example. Let’s suppose you’re targeting men who are in their late 20s and early 30s. And let’s suppose you assumed that these men are married with at least one child. So, you write sales copy that says something like this:
“You’re busy – I get it. You barely have time to yourself after you get done playing the kids, bathing them, and putting them to bed…”
SCREEEEECH!
That sound you heard was your childless prospects doing a quick U-turn and leaving your sales letter. Simply put, your copy didn’t resonate. It wasn’t relevant to them.
Solution: you need to dig deep and learn as much as possible about your prospects. That begins by surveying a broad swath of your prospects. You’ll learn even more if you directly interview a dozen or more prospects so that you can ask follow up questions and really get into their heads.
2. Your Sales Copy Doesn’t Build Value
As your prospects read your sales copy, they’re going to be asking themselves, “How much is it?” And they’ll probably even create a dollar figure in their head. If your order button is above that dollar figure, they’re going to hit the back button.
If you want more sales, you need to overcome these price objections. Here’s how:
· Build value for your offer. This means creating sales copy that focuses on what your customers get – that is, you focus on the benefits of your product.
· Don’t mention the price until you’ve built value. Sometimes marketers make the mistake of mentioning the price too early in the copy. If you haven’t built up value for the product yet, then prospects will think the product is “too expensive.” So, don’t put an order button until you’ve listed all the benefits.
· Justify the price. For example, tell your prospect how much more expensive it would be to pursue an alternative solution. Make them see that your offer is a great deal and a great way to solve their problems.
Next…
3. Your Prospects Don’t Trust You
This is a big one – if you want to boost sales, then you need to overcome credibility and believability objections. Here’s how:
· Build your credibility outside of your sales letter. This includes maintaining your own platforms (blog, newsletter and social media) where you share useful information and establish yourself as an expert. You should also do guest blogging, talk radio, webinars, and similar events.
· Build your credibility inside of the sales letter. In other words, tell your prospects why they should listen to you. Describe how your experiences, credentials and background makes you uniquely qualified to teach this particular subject.
Now the next objection…
4. Your Customers Don’t Know You
Remember, customers need to trust, like AND know you in order to buy from you. But here’s the thing—you’re not going to build that sort of instant rapport with one sales letter. That’s why you need to largely overcome this objection outside of your sales letter. Here’s how:
· Borrow credibility. Go ahead, drop names of influential people in your niche who’ve endorsed you. Even better, create content and products with these influential folks.
· Capture visitor emails on your website. And then follow up with them regularly with good content and products to solve their problems. If you reliably send useful emails, your relationship with your audience will grow quickly and easily.
· Interact with your audience. For example, like, comment, and share your audience’s social media posts. When someone replies to your posts, acknowledge and engage.
And now the last objection…
5. Your Customers Don’t Believe They Can Do It
Your solution sounds great. But the whole time your prospective customers are learning about it, they’re thinking… “This won’t work for me.” In many cases, your prospects are thinking they’re inadequate (meaning they don’t have the intelligence, traits, skills or experience to make it work). They think it’s going too difficult for them. They might even be afraid of becoming overwhelmed.
Here’s how to overcome these objections:
· Offer proof (and inspiration). In particular, show how average people (just like your audience) are able to get results. You can do this with case studies, motivational stories, and testimonials.
· Provide simplicity. Your customers have probably tried to get results in the niche before, but they failed because they got overwhelmed, the process was too complex, or they didn’t get results quickly enough. You can overcome these problems by offering simplicity – that means stripping down a process to the bare minimum number of steps to get results. Be sure to also provide tips and strategies for getting quick results (which will help your customers gain momentum).
· Back your product with a guarantee. This gives your prospects a no-risk way to try out your product. If it doesn’t work for them, they’ll get their money back.
Now let’s wrap things up…
In Sum…
If you want more sales, then you need to identify and overcome your customers’ objections. You can start by overcoming the five objections mentioned above, as those are pretty universal. After that, you’ll to talk to your market to see what’s holding them back from buying your products, and fix the issue where ever applicable.
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