When attempting to sell a product or service, one of the main hurdles every business faces is overcoming customer objections. Whether it’s a debate over price, value, or the need for the item itself, these barriers can determine the success of a sale.
This article is based on an episode of The Credible Brand Podcast. Listen below.
The Importance of Proactive Marketing Content
Recently, I found myself in the middle of a dilemma that shed new light on the subject. My husband and I were deciding whether to sell our house through a real estate agent or just go it alone with a real estate lawyer. It sparked a thought: if this discussion is taking place, then it signals a failure within the real estate industry to articulate the value of having an agent.
The Real Estate Marketing Conundrum
For example, real estate agents often operate independently, focusing their efforts on expanding their networks; despite knowing that the size of their network doesn’t necessarily equate to actual sales. Similarly, various businesses tend to fixate on the tangible metrics of lead generation, sometimes disregarding the impact of their content marketing strategies that could ease the path to a sale.
[Related Reading: Lead Magnet Examples for Real Estate Agents]Beyond Lead Nurturing
Lead nurturing, often understood as guiding a potential lead through an email sequence until they make a purchase, is crucial. But more important is creating content that addresses objections even before they become obvious to the prospect – essentially, nurturing the awareness of the prospect.
The Myth of Vanity Metrics
Terms like ‘vanity metrics’ can be misleading when they sideline these preventative strategies as inconsequential. Even local businesses, which might not require massive followings, should consider their engagement rates, tracking interactions such as likes, comments, shares, and saves against the number of followers. These statistics are insightful when evaluating how effectively the marketing team educates and reaches the target audience.
Planting the Seed Early On
By posting content that grabs the attention of those who aren’t currently contemplating your product or service, you plant an influential seed. For instance, if real estate agents share stories that illustrate the benefits of working with them, they impart value and confront potential objections head-on.
Telling Real Stories
Sharing concrete examples of how you helped a client overcome a challenge is more effective than generic testimonials. Sharing detailed stories of negotiation victories, for example, paints a clearer picture of the agent’s value.
Knowing Industry Regulations
Yes, regulations may exist that impose certain storytelling limitations, but complacency shouldn’t be driven by intimidation from these rules. Every industry has its regulations, and it’s crucial to innovate within those bounds.
Directly Addressing Objections
Identify common objections specific to your industry. Maybe it’s the cost of your service or your experience. Own your proposition and turn potential drawbacks into strengths by demonstrating your superiority. For example, explain that your higher prices are justified by better quality, expertise, or results.
The Bottom Line for Small Business Owners
If you’re a small business owner, think about the resistance your customer is likely to offer. Use your marketing content to proactively confront these apprehensions. Build your narrative around mitigating those objections, so by the time your prospect is ready to make a decision, you’ve already laid the groundwork for a sale without direct confrontation.
Remember, the key to successful content marketing is not merely answering objections as they arise but preempting those objections through thoughtful, engaging, and informative content. Your goal should be to make the selling process as smooth as possible by resolving any doubts beforehand.
By shifting from reactive to proactive in your content strategy, you not only highlight the value of your offerings but also set the stage for a trusting and lasting relationship with your customers, long before they ask for a quote.
When you’re ready for a marketing strategist to transform your organization, book a call with Lindsey.
