How to Overcome the 3 Most Common Barriers to Closing a Sale
Do you get into conversations with potential clients and find that, time after time, you just can’t close the deal?
Why is that? What’s going wrong?
When selling a service, it all comes down to your skills in communication and persuasion. This communication takes place through your copywriting on an introductory level and the persuasion usually happens in a one-on-one conversation, either online, on the phone, or in person.
The three most common barriers or objections that your leads are going to have are credibility, timing, and price. Let’s take a look at each one in more detail.
Credibility is very important to a potential client, and it’s the first barrier to getting hired. Can the potential client trust you to deliver excellence? Are you truly knowledgeable in your area of expertise? The way to overcome this barrier is to demonstrate your credibility. If you are a designer, have your portfolio accessible online and ready to share. If you are a social media strategist, have your numbers and results for other clients charted in an easy to understand format. If you are a brand new entrepreneur, establish your credibility online through a blog or live video trainings. Make sure the client knows that you know what you’re doing.
The second objection you may encounter is “the timing isn’t right.” For some clients, this may be true. However, it’s always a good idea to push a little bit to see if that’s really the problem. As a copywriter, I hear from people all the time who want to wait until they’re making more money to invest in my services. The thing is, it’s going to be a lot easier to make money and uplevel your business with a high-converting website than with DIY copy. It’s better to invest now and make back the investment. Also, “timing” is often code for “pricing,” which I’ll address next.
The third common objection you’ll hear is “the pricing isn’t right for me.” That’s a fair reason not to hire you. But I always like to check in with my clients and ask how they’re feeling about the pricing, too. This gives me a chance to explain my pricing model (value pricing: it’s based on the value to the client rather than the time it takes to do it; aka a sales page is more than an about page).
It also indicates whether I should whip out another offer in my arsenal. ALWAYS have a lower-priced offer that you can sell people into if they’re not ready for a big investment. People who buy from you at any level are 80% more likely to buy from you again.
Remember that the potential client has a million things going on in their life, and you are just one person on their schedule. Set reasonable expectations, and be ready to respond to the three most common barriers I’ve shared above. Best of luck, entrepreneurs!