Using Objections to Find Untapped Markets
Turning excuses into leads by using objections to find untapped markets
Once upon a time I worked a telemarketing gig for a medical supply company selling electrotherapy machines and electrodes. And I remember there being a good amount of companies saying they didn’t use any machines in their physical therapy treatment. When we got this objection we were told, by management, to get rid of the leads.
Now that I’m a seasoned advertising professional it’s easy for me to see that this is a huge oversight of an untapped market. What they should have done was create a place for us to put those leads. Then develop an ad campaign aimed at contacting said leads by forming copy that handles those specific objections.
How can your business avoid this mistake?
Turning objections into leads is as easy as one, two, three!
1) Have your sales staff collect the most common objections.
2) Find what information the client needs to get in order to overcome those objections.
3) Contact these customers using advertisements that address their objections.
As my first sales trainer used to say, “An objection just means there’s a need for more information,” and he’s right. So long as you have a quality product, good targeting, and a strong unique selling proposition (USP) with built-in benefit.
So, find out who’s making objections, what those objections are and what information the objector needs in order to see the USP and benefit of your product.
Once you’ve collected enough ammunition for your product line; start creating your ads.
Don’t forget to be honest, informative and emotionally moving!
If you get stuck along the way, don’t worry, you can always call Assurance and we’ll help you get through it.
Happy Marketing …
The Author of this post is admin
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