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So What Do People Hate About Your Business?

In this day and age how often will someone do business with you without checking out your website first?

The answer is not often.

We all do it. Whether to find out specific information or after you’ve met someone to confirm our initial positive feelings and to double check their credibility.

So if this is the case we want our websites to do as much of the selling job as possible, so that the prospect is either 100% sold by the time we speak to them or at least most of the way there.

Address their concerns upfront

The key to pre-selling them is to address their concerns and objections up front.

So how do you do that?

A good place to start is to identify the typical things that people hate about your industry.

Without meaning to single out anyone in particular, the following are examples of what I’m talking about:

Builders – we hate it when jobs  over run, that they make a mess and that the work always seem to cost more than we expect.

Lawyers – we hate the fact that lawyers often speak a language that we don’t understand and that you can’t have a telephone conversation without receiving a  hefty bill.

Marketing people – I thought I ought to include my own profession – marketing people are often considered to be smarmy and silver tongued and will say anything to close a deal (absolutely ridiculous I know)

Of course these are stereotypical views but I’m sure you understand where I’m going with this argument.

So having identified the 3-5 things that people dislike about your profession, you need to demonstrate how you don’t commit the same crimes.

A standard concern is often price – you’re too expensive. But remembering that most people buy on value as opposed to on price, you can counter that objection by loading up the benefits you deliver. If you can demonstrate that you deliver massive benefits then your price becomes far less important.

Another tool which answers a lot of concerns is a guarantee. Whatever the problem whether it be quality, delivery dates or whatever, if you give a guarantee(preferably money back) you give your customers immediate reassurance.

It’s all about benefits

Remember you must differentiate between features and benefits. I don’t buy a chair because it’s ergonomically designed. I buy it because it’s really comfortable and supports my back. If you’re struggling to identify the benefits contained within a feature, use these three little words – “which means that”.

This mountain bike has disk brakes(feature) which means that it will stop incredibly quickly which may save you from a disastrous crash(massive benefit)

The key to this exercise is to make sure you’re brutally honest about what people dislike about your industry and how you’re going to address them. This is why working with a very specific niche is so important. The tighter the niche the more you should understand their concerns.

Once you’ve completed this exercise, you will have addressed your audience’s key issues, overcome their standard objections and differentiated yourself from your competitors.

Done properly this approach will go a long way to pre-selling your prospects.

Now what?

These benefits are obviously key selling messages which you can use in a number of ways. You could feature them in an FAQ page, you can address each point in a different blog article or my preferred route is to actually list the benefits you deliver on the home page of your website. They’re key messages so put them in the most prominent place where the largest number of website visitors will see them.

So if you lay out credible and  convincing answers to people’s concerns, your sales process will be very much easier.