You’ve done it. After weeks of beta testing, your website is live! Just in time for those last minute sales as we prepare for the most anticipated day in retail history.
But before you can enjoy the excitement that comes with hyping your customers for all those incredible deals, there’s an ugly truth that simply must be faced before any small business owner will be able to reap the benefits of the season.
No matter how well-prepared we think we are, small business owners simply aren’t prepared to compete against those larger, more established companies who. Especially not during a season with as many high stakes as this one. And with millions urging the masses to “Spend, Spend, SPEND,” you’ll want to do everything you can to give your brand a fighting chance this Black Friday weekend.
That’s precisely what we’re here for.
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The average human being will decide whether or not to give you a chance within two seconds. That’s practically no time at all to make an impression, but if done right… two seconds is all the time that you’ll need.
The secret to working around this seemingly impossible timeframe is simple. Instead of solely focusing on the thing your customer might like… focus on addressing their most common objections and concerns.
Now, when we refer to “objections,” we’re not talking about customers disliking the color options in your t-shirt inventory. We’re talking about those subconscious doubts that cause us to steer clear of choices that once hurt or misguided us in the past. We see this a lot in retail. Especially with all the salesmen out there who’ve ruined the shopping experience for most of us over the years.
And considering the history of retail, it’s honestly no surprise to think of all the doubt we’ve built up in our minds. It’s one of the reasons psychology plays a huge part in digital marketing, and if we really want to offer our customers a more positive shopping experience, then we have no choice but to face the music.
If you want to improve your chances of exceeding last year’s sales goals, the secret lies in addressing common objections.
With such little time to win over our customers, it helps to resolve these nagging doubts, objections, and concerns before any one of us can think to ask them.
And if you’re unsure of where to start?
Keep scrolling.
You know your product. You know its value far better than anyone else, and yet you continue to find people questioning your prices no matter how long you’ve been in the business.
In most cases the question boils down to whether or not an item is “too expensive.” Some might wonder if it’s “cheaper elsewhere” or perhaps even find something similar enough on some popular site for discount knockoffs. Why should they buy from YOU?
If your customers think that an item is outside their price range, you can address this all too common objection by mentioning a few reasons why your product will be of value to them. Does it come with a warranty? Will it last longer than the knockoff item they’d be considering? Think about it.
If the problem boils down to getting customers to recognize the value of your work, address this part immediately. In order to do this efficiently, you’ll need to assess WHY your customer may be eying your product in the first place.
In most cases, you’ll find yourself dealing with a customer who thinks they can save money by (a) purchasing the knockoff, or (b) finding the same item for a lower price online. And while it’s true that they might save a few dollars here and there, most shoppers tend to forget what they are sacrificing in the process.
Customer allegiance can’t be bought with fancy ads and low prices. It happens when you focus on building trust with your audience. You can do this with clear, consistent communication. By bringing up any hidden costs that may likely come from turning to third-party vendors. And of course, by welcoming those reluctant customers to return when it pleases them to do so.
When you talk to a customer who “needs to think it over” or has to “check with their partner first,” don’t make things uncomfortable by attempting to dissuade them. No one wants to invest in a company they cannot trust.As the last humans in marketing, we recommend that you embrace this initial rejection. Not as a sale, but as an open invitation to get to know you better.
When shoppers dismisses your pitch with this line, they aren’t just telling you “no.” They’re informing you that the decision is not solely theirs to make. Instead of ignoring their answer and risk alienating your customer from future purchases, think of this moment as an opportunity to show them that you care. You can do this by finding out what their partner’s concerns might be, and addressing them on the spot. You can also encourage them to return with said partner, so your staff can answer those questions in-person, and hopefully close out the sale.
Doing this won’t necessarily inspire shoppers to whip out their wallets, but it will show them that you’re happy to give them all the info they desire. While actively respecting the boundaries they made clear, of course.
Which reminds us of another all too common line:
When we’ve found something that works for us, it can be incredibly difficult to give alternatives an honest chance. I mean, why bother with something new when you know you’ve already hit the jackpot with the options you’ve already found?
If you find yourself running into this objection more than the last one, consider offering “minimal risk” options to your customers.
You can do this by offering a “try it before you buy it” deal. Such a deal would potentially help ease any discomfort they had about going through with the sale in the first place, while allowing them an opportunity to experience how your company treats their customers for themselves.
When customers express resistance to change, show them how much better their life could be once they’ve invested in your product. Most customers are certainly loyal to their favorite brands, but there is always something we wish might be improved or otherwise changed about those products. If those customers mention anything about disliking some part of their favorite things, this could be your cue to talk about the many ways your brand can improve upon that.
Remember: Don’t be afraid to be honest about the pros and cons. Shoppers are so used to be lied or otherwise tricked into sales they later regret, so when they finally realize how honest you’re attempting to be, it can be a bit of a shock. Be thorough with your product descriptions. Offer alternatives with minimal risk. And be ready to ease off the pressure if the customer you’re talking to just isn’t interested.
No matter how much you’ve prepared your business for the potentially high-traffic that comes with the holidays, these common complaints continue to frustrate business owners from every industry. Especially in the days leading up to it.
With such little time to win over your customers, addressing these nagging doubts will make all the difference as your prepare your businesses for the holiday launch. We know that our customers want to save money. We know that they want to get the best possible bang for their buck. What they don’t know yet is precisely why they should trust you with their earnings.
The sooner you answer these questions, the better chance you’ll have of improving those conversion rates. Whether we happen to answer those questions in-person or post them online makes no difference. Take everything you’ve learned about optimizing your content, establishing connections with your customers, and take these common objections seriously!
Once you understand what your customers are looking for and what they might say to scare you off, you’ll be better prepared to answer those questions as we prepare togo LIVE onBlack Friday and Cyber Monday. The sooner you’ve addressed these common objections, the sooner you’ll be able to make the changes that you need. Update those ads, every new product listing, and yes… the check out bumps too! You’ll want to do everything you can to give your small business a fighting chance.
Because once all that’s been done, that’s when the real fun begins.
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