A prospective buyer will have questions about the legitimacy of your product and your business. Handling their concerns is essential to build credibility and bring purchasing anxiety down. Let’s breakdown the different objections that an account manager has to handle:
Handle objections about the product legitimacy
The first step in decreasing product-related concerns is to provide as many details of your product as possible, in visual and/or written form. That includes anything that helps understand your product’s inner workings and capabilities. For example, if you are selling software, then you would show screenshots of your product’s features and dashboards.
Furthermore, reviews and testimonials from past customers are also crucial to building credibility. Those provide details about the quality and applicability of the product from a customer’s point of view.
Handle objections about the business
For prospects to gain trust in your business, it is important to humanize your website and social platforms with, for example, a detailed ‘About us’ page with photos of employees. Or the journey of the company with stories of customers.
Here are a few tips to prove that you are a reliable business:
- Include the source of a statistic – always link to the source of statistics or other forms of industry information to back up claims
- Include your contact information and forms – spread around the website easy-access website contact forms and chats for the prospect to get in touch
- Show certifications from reputable organizations – if you belong to any important organizations, then mention them on your “About Us” page; also, include quality or high-status badges
- Let your prospects know your story – show your prospects how long you have been in your industry, what made you get into it, and what is your expertise
Handle objections about the pricing and support
In the negotiation phases of the sales process, you have to handle objections in the payment structure in three different grounds:
- the amount charged (e.g.: xx€ / month)
- the frequency of payment (e.g.: monthly, yearly, quarterly)
- the features that come with the contract (e.g.: number of users, pro features)
To avoid future misunderstandings aim to explain the pricing structure thoroughly and answer questions as needed.
In terms of customer support/success, it is a good idea to share:
- the available times of your customer support staff (e.g.: 24/7, 9 to 5, 24 hours from Mon to Fri)
- the channel(s) of communication (e.g.: email, phone, chat)
- the degree to which they will help the customer (e.g.: in our pilot program, we co-execute the first campaigns with the customer)
Each company has to decide how much it wants to share with the public and with their prospects to prevent undesirable situations. Those could be, for example, competitors stealing key information or wasting time with prospects that are not a fit.