That’s every small business owner’s dream, right?
However, not every small business owner gets to make that dream a reality though.
You’re may be trying so hard and doing everything you can to convince prospects that your products and services can help them achieve a particular objective, but it seems that no one is responding to your convincing.
In order for you to be able to convert prospects into customers, there are certain objections that need to be overcome first.
These objections are what preventing your prospects from investing in your products and services. If you meet those objections and help your prospects overcome them, then and only then they’ll buy whatever you’re offering.
A while back I wrote a post entitled “How to Get Your Followers to Translate to Sales” where I mentioned that people buy from businesses they “Know”, “Like” and “Trust”.
If you can score points in these 3 factors, then you can overcome your prospects’ objections and they’ll be more likely to buy from you.
In order for you to do that, here are 3 things that you can use today to improve your conversions and get more customers and clients.
1- Show them the emotional value of what you’re offering
They say that people buy with emotion and then justify that purchase with logic.
I completely agree with that despite how much I would like to believe that we’re rational beings!
You could present someone with all the data, stats and studies that prove your point, but unless you help them visualize what your products and services will help them achieve, they won’t really care.
You think people buy all of those fancy gadgets because it’s the logical thing to do?
They don’t “Need” to buy this stuff. They just “Want” to buy it!
You remember why I always tell you that you need to tell people what they want and then give them what they need?
You know why?
Because most of the time, people don’t even know what they need, because if they did, then we wouldn’t probably be in this economic mess, right?
People buy all sorts of things they don’t need. Like kids for example, If you start telling them what they need (which is study for example), then won’t respond to you well, but if you start telling them what they want (which is playing for example), they’ll instantly respond. Your job then becomes embedding the things they need inside the activities they want.
Does that make sense?
If you take a look at the best sales pages, you’ll see that they’re all based on emotions.
The emphasis is always on making people want that product.
People “Want” to be happy. They want to be living comfortably. They want to have some spare time to spend with their family. They want to be healthy. They want to be appreciated…etc.
Show them how your product or service can help them achieve that, and they’ll be more than happy to let you help them.
2- Show them the results of your products and services
Another super important thing to help overcome your prospects objections is to show them the results that your products and services have achieved for you or other people.
That’s why you probably can’t find a marketing agency’s website that doesn’t have case studies.
They’re marketing folks, and they know that case studies sell!
Obviously if your product or service is just a bunch of half-backed theories and hypothesis, then there is no way people will op into that.
The easiest way to go about making case studies is to put your products or services into test. If you get good results, then there you have your case study. If you don’t, then you need to work more on improving your products and services. Here are some types of great case studies in the marketing niche:
Source: Quick Sprout
Source: Viper Chill
Source: Jon Loomer
3- Show them social proof
Social proof is one of Robert Cialdini’s 6 principals of influence that he talks about in his book “Influence: The Psychology of Persuasion” and it’s one of the most powerful principals you can use to influence the purchasing decisions of your prospects.
If your prospects see that other people with similar problems to theirs are getting great results from your products or services, then there is nothing that can stop them from becoming customers.
One of the biggest objections people have to any product or service is that they always assume that your product is not for them because their case is special.
If you can show them how you helped someone in their exact situation overcome a particular problem, then they’ll be more likely to take action since they’ll be left with no excuse to purchase something from you.
A great form of social proof is testimonials. If you can collect honest testimonials that speak specific results that your prospects are seeking, then you got their attention.
You can even go further and blend social proof with a case study so you can get even greater results. A great example of this is a post Derek Halpern published a while ago:
Source: Social Triggers
What Derek did is publish a case study of one of his readers trying a technique he talked about called “The Drafting Technique” and making $2,000 in a single day from a new blog.
This post doesn’t only tell that Derek’s advice works, but also shows a live and detailed example of the results achieved.
There are many other ways to convince prospects to invest in your products or services, but these were the most effective of all of them.
If you have any other technique or strategy that can help business owners convert prospects into paying customers, then I would love for you to mention it in your comment.