When was the last time you bought something? I’m not talking about a hamburger or a shot of Jack, I mean something that was substantial.
Maybe you got a new pair of shoes, or maybe you bought a new DVD.
Think about what went on in your head between you first realized the item existed, and the time you actually forked over the cash.
It wasn’t automatic, was it? Probably not.
When you first found out about it, you had some reservations. Part of you wanted to buy it, but part of you didn’t. But then the part that wanted to buy it won out over the part that didn’t.
In short, you overcame your own objections.
How did you do this? By maximizing the benefits you thought you were going to get, and minimizing the potential costs.
Things cost money, and you can always spend your money on something else. When you buy something, you’ve got to be sure it’s worth more than anything else you could buy with that same cash.
(Unless you’re Bill Gates, who can pretty much buy Earth if he wanted.)
How did you do this? Likely by fixating on the value of the product. The more you focused on this, the smaller all those internal objections got.
Your brain is only so big. It can only focus on so many things at once. The more you focus on good things, the less brain juice you’ve got to focus on negative things.
Self Help 101, right?
Same goes with buying stuff.
The more you focus on the benefits, the less you’ll focus on the costs.
How can you use this when selling stuff to other people? Same way.
Make sure you present as many possible benefits, in as many possible ways, as possible.
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Because after all, who’s the best person for overcoming objections? The buyer, that’s who.
When you build up the benefits of your product, no matter what it is, and get your customer really thinking about it, they’ll start to overcome their own objections.
Of course, if you simply tell them about the benefits, it won’t work very well. You’ve got to get them really imagining them.
Granted, this is a bit tougher to do online that in the real world, but it’s still possible.
Use plenty of descriptive terms. Use lots of lively similes and metaphors. Describe not only the benefits but the benefits of the benefits.
The benefit of a weight loss product is lost weight. The benefit of lost weight is more confidence, greater attention from the opposite sex, and more self esteem.
In reality, the benefits of the benefits are why we do anything.
Get your customer thinking into the future, and thinking of plenty of different ways they’ll be enjoying the benefits.
The brighter the picture you paint, and the more positive emotions you evoke, the more likely they’ll forget about their objections completely, and go straight for that buy button.
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