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How to Overcome Sales Objections With Your B2B Lead Generation
Sales Letters
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By Alan Sharpe
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One of the disadvantages of business-to-business direct maillead generation letters is that you are selling on paper, not inperson. That means you are unable to read your prospect's bodylanguage. Unable to hear and respond to his objections.
And yet one of the advantages of sales letters is that you areselling on paper, not in person. Face to face, a prospect caninterrupt you and change the subject. But on paper, you controlthe sales pitch. As long as your prospective customer keepsreading, you control the sales process.
Another advantage of sales letters is that you can anticipateobjections and answer them in the body of the letter. You caneven start your letter with a common objection, and answer itsquare on. Here are three common objections, and ways that youcan overcome them in your B2B direct mail lead generationletters.
"WE DON'T WANT IT"
Overcome this objection by presenting benefits that your readermay have overlooked, or may never have considered. Assume thatyour prospect understands the benefits of your product orservice only in a general way.
Example: "We reduce your downtime because we ship yourreplacement transformer in under three hours, guaranteed. Welead the industry in in-stock, emergency transformerreplacements."
"YOU ARE TOO EXPENSIVE"
Overcome this objection by describing the quick return oninvestment that your prospect will enjoy (assuming there isone). Or show how buying a competitor's product is actually moreexpensive once total cost of ownership is calculated.
Example: "Yes, you will save money in the short term by buying aBlodux 5236. But our Nadag 7876 lasts longer--two years longer.Which means you will pay $125 less per month for the life of ourmachine compared with its closest competitor."
"WE ALREADY HAVE A SUPPLIER"
Overcome this objection not by bad-mouthing your competitor butby stressing benefits that your competitor does not or cannotoffer. Or show how your competitor isn't really a competitorbecause your company concentrates only on selling the product inquestion, while your competitor sells a great deal more, makingthem a generalist but you a specialist.
Example: "Your current supplier certainly has a well-earnedreputation in our industry for a quality product. But my firmdelivers a comparable product backed by better after-salesservice. We offer you the personal, customized service thatlarger firms cannot match."
If you are crafting a sales letter and don't know the commonobjections that prospects raise, talk to your sales force. Theyare the best source for understanding how to turn a no into ayes.
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??2005 Sharpe Copy Inc. You may reprint this article online andin print provided the links remain live and the content remainsunaltered (including the "About the author" message).
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