Objection proofing your offer isn’t about changing your brand and services to fit into a more defined and generally palatable cookie-cutter box. It isn’t about convincing or coercing. It’s actually not even about your business and services at all. It’s all about your prospective clients, their desires, and their limiting beliefs. 

Helping your audience to self-Identify as a prime candidate for your offer eases their decision-making while giving you a smoother onboarding process for your business. It can be tricky to handle objections on the spot - cue stress sweats, stuttering, and rouged cheeks - so take the time to address any counterpoints that may come up before the sales conversation even happens. Including these rebuttals in your content strategy and tackling them, head-on, will help you and your client prepare for the sale. 

What is an objection?

Not NO, just not yet. 

When a lead isn’t quite ready to invest due to a real or perceived barrier between what you’re offering and the solution they’re seeking. Many of these will have already popped into your mind from personal experience, past conversations, and second-hand witness. If you take the time to reflect on the types of objections that pop up, you will find that they typically fall into 4 common categories.

4 Common Sales Objection Categories

1. Lack of Need: Your lead doesn’t realize or won’t admit they have a problem that you can help them to solve. 
2. Lack of Urgency: Your lead doesn’t feel as though the issue is pressing and feels that it can wait for another time. It isn’t seen as a priority at the moment. 
3. Lack of Trust: Your lead doesn’t have enough information or a strong enough relationship with you, your solution, business and promised outcome.
4. Lack of Budget: Your lead doesn’t see the value of your offer, wants to negotiate, or hasn’t found a payment solution that fits their very real needs. 

Responding to these concerns through your copy guides your audience to a better understanding of whether your solution is right for them, thereby simplifying the whole sales process. Pre-qualified, self-identified prospects are much easier to convert. You can include these responses in your rotational content marketing strategy as well as in official sales sources (websites, sales pages, email sequences).

Be Prepared

You may still enter into a sales conversation where an objection comes up that your lead hasn’t had addressed yet (because they didn’t see the content/copy about it OR it’s a variation of the above but specific to them). Since you’ve already taken the time to outline your answers to some of the most common objections, you will have a response framework scripted to pull from that will help guide you through the nerves of selling your much-needed service. 

Practicing your authentic response to common objections allows you to avoid impulse answers that stem from the fight or flight reaction during stressful situations so you can consistently show up as your authentic self. When you’re stuck in stress mode without a coping mechanism (the pre-planned responses), you wind up tapping into your conditioned responses rather than an intentional reply from a place of alignment and growth into your authentic, higher-level self.

Responding with Purpose

Answering an objection - in-person & through copywriting - has a massive impact on whether or not you close a sale and are able to support your prospect with their struggles. It also has a direct effect on your referrals and future business. 

• Listen: Hear them out objectively (with as little emotion as possible) and aim to understand without bias or anticipation. 
• Understand: Get to the heart of the objection by understanding that stories often cover up the real obstacles. Ask questions like “Why? & What else?” to really dig in. 
• Respond: Reply to the most important objection first. This will make the others negligible by contrast and encourage a swift close. *This is what you use in your content & Copywriting*
• Confirm: Make sure they are actually satisfied with your response by asking directly. You may need to explain further and walk them through the experience to remove the barrier fully.  

Objections are not only normal but also advantageous for you in your business. As you use your content to connect with more people, peers, and leads, you will be able to extract the market research information necessary to keep on top of the needs of your market. Use this information to incentivize your offer, bolster your marketing, and amplify your message. Hesitation-free sales are a direct result of refining and optimizing your ability to handle objections, thereby catering to the needs of your dream clients. 

Stop over-complicating your copywriting and content marketing.

Start focusing on making life simpler while increasing authority and brand awareness for your business.