Sales Objections

Are Objections Getting in the Way of your Sale?

Sales Objections

Image courtesy of “phanlop88” / freedigitalphotos.net

Overcoming Objections.

Is that the goal?  Are you sure?

I’m writing about this because I’m in Sales. I’m also in Advertising and Marketing – which is more Sales.  You are in sales in some way.  Have you been “taught” things about the science of selling?  Some sales education includes the topic of Objections.  It’s about anticipating objections – and then knowing how to precisely respond to those objections.

What do YOU think about anticipating objections?

I think that kind of thinking is backwards (or sideways?).  I believe that we’re encountered by objections because we’re thinking too much about them. Or thinking about them, period.  “What if they say this…what if they say that?”  Worry, worry, worry.  Why worry about what might happen?  What will happen…will happen.  But YOU control what will happen.

Keeping on the subject of Objections…my solution to overcoming objections is to KNOW as much as you want to know about what you are offering (selling).  When an objection comes up from someone you’re selling – you can either automatically answer the question honestly because of your knowledge of the subject, or you can bumble and attempt to lie your way through an answer, or you could honestly say you don’t know but you’ll find out, or you can agree with them that maybe your solution isn’t their solution.  It is what it is.

Why force a sale?  Just be a potential solution…or don’t be.  It doesn’t matter if you’re not someone’s specific solution to their troubles.  All you do then is find someone else who might be.  And then, maybe their objections are answered easily and clearly, and you’ve just become someone’s solution to their problem, and all is well, and you’ve made a sale.  You’ll make more harmonious sales when you just be what you are.  And if you’re honestly NOT a very good solution to your prospects’ problems…then there’s a “cross in the wires” and you’ll never have a fulfilling or successful career in what you’re doing.

I handle objections by being completely honest.  Could someone maybe “wow” a potential new customer better than me in a certain situation?  You bet.  But I’m not worried about wowing a prospect like they were hit with a beam of light from the heavens.  All I want to do is be a good person and allow them to see and feel that I have their best interests at heart.

Don’t stress about sales.  If sales will come they will come.  You just have to be set up properly to allow for it.  Are you helping people?  Are you passionate about it?  Do you want to help more people?  Then you will.  If you want something for nothing…sorry, you’re screwed.  If you want to know the precise response to every objection to your sales attempt, then all you need to do, is know as much as possible (or as much as you want) about what you sell and how it helps people create a better life for themselves.  But don’t ever want a precisely measured and memorized response to an objection.  Your response will be a little different every time.  But the meaning and the idea of your response will be the same.  The more you know, the more you won’t have to even give a second thought to objections and potential objections.

I’ve gone through massive amounts of stress due to my sales and marketing career.  I’ve been up, down, and all around.  I’ve learned that laziness will bring you exactly what you fear it will bring you.  I’ve learned that going after something in which I’m not “all in” will produce no fruit (or very little).  I’ve learned there are not cheats to getting what I ultimately want.  I’ve learned that sales does not have to be stressful.  I’ve learned that money and “things” doesn’t create a happy life.  Whoa…I may have got off track…

So, I don’t even THINK about what a potential new customer might object to.  I either know everything I need to know about what I’m offering…or I don’t.

You may say a salesperson should have a “sales bible” or scripts or a list of questions, objections, and responses.  I will always disagree with you.  And I’ll be a happier salesperson.  Neener neener neener.

But don’t sell for someone else.  Sell for YOU because it helps people live a better life or it takes away some kind of distress in their life.  If you WANT to help more people with your “solutions”…you will.

**** Know your craft.  Know what problems you solve.  And stop worrying.  Just be. ****

I have no idea why I wrote this – except for maybe I feel that one budding salesperson could read it and be inspired. Or maybe a struggling salesperson will read it and decide that Sales isn’t for him or her… and move on to a more fitting profession that will ultimately make them happier.  Isn’t that all we want?  To be happy?

Have a groovy day.  : )

Sioux Falls Radio Advertising blog

Duane Christensen

(Assistant bacon manager at Results Radio Townsquare Media)

And More! (Resist the Temptation)

Image courtesy of "khunaspix" / FreeDigitalPhotos.net Ad writing tip: Try handwriting first, then type out your script. I'd even wait a day before typing it out. You'll find more improvements to make the next day.

Image courtesy of “khunaspix” / FreeDigitalPhotos.net
Ad writing tip: Try handwriting first, then type out your script. I’d even wait a day before typing it out. You’ll find more improvements to make the next day.

I caught myself typing “and more!” in a recent radio script I was writing for a special event. I slapped myself silly and then deleted that ugly, meaningless phrase. There was a small amount of blood, but I’m OK.

Why does “and more!” make it into WAY too many radio ads? Couple of reasons I suspect.

1) Lack of information. You’re trying to list a few things about the business or about a special event…and you really only have about two things to list but it doesn’t feel like that’s enough…so you type “and more!” thinking that the public will want to check out all the “and more” that there is to offer.

2) The client wants you to insert “and more!” into the ad copy. Probably because they’re terrified of leaving anything out…and they feel they’re safe if they add “and more!” They also probably feel that everyone hearing the ad will say, “And more?! Oh, boy! I can’t wait to find out what the ‘and more’ is!!!”  

Whether you’re a radio advertising copy writer or a business owner writing your own ad copy…I beg of you to resist the temptation to put “and more” into your copy. Let me explain why…

People don’t hear those two words in your ad. And even if they do, they won’t even have a clue what they would entail. And they won’t be excited about those words, pondering what exciting and mysterious things could be waiting for them at your business or special event.

So, the words “and more” in your ad…are DEAD WORDS. They mean nothing. People want to know specifics. They want the juicy facts! But if you’re insistent on using “and more” because you’re pig-headed or don’t believe me…at least say “and a whole wagon-load of whatchamacallits!” in your radio spot instead. You might as well get some attention with your vagueness, right?

Maybe you’re a retail store and you’re having a huge sale. You decide to mention a bunch of name brands that you carry. After listing about 5 brands you say, “and more!” Sorry, but people aren’t going to fill in the blank. All they possibly heard are the brands they’re familiar with. Two out of the five if you’re lucky.

Fill your radio spots with something better. Get people’s attention. Tug at their emotional strings. Get them to FEEL what you can do for them. Make them want to experience what you can offer them. That won’t happen with laundry lists of unremarkable items and a whole bunch of “and mores” snapped onto the ends.

When you and I work together on your radio advertising campaign…or your special event advertising…I’m going to dig deeper. I’m going to make YOU dig deeper. Let’s give people some information they might actually care about. Let’s entertain them. Let’s make them LIKE you before they even become a customer. And when they do…then YOU can make them LOVE you. Sound like a plan?

Have a kick-butt-take-names kind of day!

Duane Christensen

605-940-7984

I write this blog on behalf of my own sales and marketing career at Results Radio Townsquare Media in Sioux Falls. (8-station radio group + ad writing + strategy). This is not the company website. This is my own personal radio advertising blog. I hope to educate future radio clients as well as share some extra insight to my current radio clients. I’ve been doing this long enough where I know what works and I know what doesn’t in the world of radio. When you want to make a splash and grow your business in the Sioux Falls and surrounding market, please get in touch with me. I’d be happy to talk about the options you have and share my ideas with you.

Little Things

Image courtesy of "bulldogza" / FreeDigitalPhotos.net

Image courtesy of “bulldogza” / FreeDigitalPhotos.net

As I WROTE…

And RE-WROTE…

And SCRIBBLED a few new radio scripts for a fitness center type of client, I realized how much the scripts improved as I made changes. Sometime little changes. And it wasn’t too difficult, it just took some extra time and care. For example,

I was writing something about “obsessing about weight” …and it was boring. So, I started cruising around Google looking for a “spark” regarding weight or weight loss. And that brought me to some information about the gravity on the planet Mars – a 250-pound person here on Earth would only weigh 95 pounds on Mars. Ta-da! A brand new angle for the ad that would definitely get some extra people’s attention…and stick in a listener’s mind a little better.

Then, I started writing another script for that same client and mentioned couch potatoes. It was a good intro, but towards the end I wanted to bring the listener back to “the couch potato thing”. But I wanted to do it differently. So, I paused. And thought about couches. Then, I pictured the love seat in my own home. A love seat is a smaller couch, right? And couch potatoes aren’t all the same size. That was what I needed. Now, my radio script mentioned couch potatoes AND love seat potatoes. It’s nice when things work out. But it usually doesn’t happen on the first try.

Make some extra passes at your radio ads. Come up with some ideas…and then expand on them. Take yourself down a rabbit hole until it gets too weird, and then back up just a step or two. But the main reason my ads improved was because I didn’t say, “That’s good enough” after just the first or second drafts. And to be honest, I came up with the basic script ideas weeks ago…but let them marinate a while before I sat down to finish them.

The little things…can make a big difference.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

Ad Writing / Ad Strategies / Digital Advertising / Radio Sales

605-940-7984

duane.christensen@results-radio.com

I’m a radio marketing guy at Results Radio Townsquare Media. I write this blog on behalf of my Sales & Marketing career at Results Radio Townsquare Media. I truly enjoy helping businesses get from their Point A to their Point B in an efficient manner. And Radio Advertising is just one of those ways that has worked wonderfully well for my radio clients. We have 8 radio stations within our group to help you reach the people you’re looking for within Sioux Falls and the surrounding area.

Advertising Small Business Wonderfulness

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

Bill Cosby released a comedy album in 1966 called “Wonderfulness”. What a great title. Just the word itself makes you want to listen to it. But do YOU have wonderfulness?

Do people know all the WONDERFULNESS that your product or service can deliver?

What do you DO for people? Think about that question. Go deeper than the obvious, “surface” answers. Figure out what you really DO for your customers. Figure that out first.

Then, how do you tell them?  How do you advertise?

If you begin “shouting” at folks about what you sell, you WILL be ignored. You’ll be ignored because thousands of others like you are doing the exact same thing.  Your words have become mere background noise.  Static. Annoyances.

Advertising can drive sales. Advertising can double your sales this year. It CAN if you scrap your current, non-producing ad plan, and start fresh.

WHAT IF…

What if you talked to your prospect about what’s going on in THEIR life?  What if you talked to them about what is truly important to them?  Or about something they wish to fix.  About pain they want to be rid of?  About something that can make them feel happy.  Something that will better their lives.  ??

Because isn’t THAT what we all want?  To be happy – successful – respected – loved – content – admired – free of stress – financially secure – independent – healthy – attractive – comfortable – safe – secure –     etc., etc.

What people want…is to better themselves.  So, tell them how your product or service can aid them in their journey.  Will you continue to tell them in the same ways as most other businesses do?  Will you continue to say the same things?  Will you continue to hope and pray that a Facebook page is all you need?…that it’s the magic potion you’ve been waiting for?

Define your TRUE customer, find out what they REALLY care about.  What “moves” them? What WONDERFULNESS can you share with them?

Have a day full of wonder!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

http://duanechristensen.townsquareinteractive.com/

A Story About Tracking Your Marketing Efforts

I whipped my phone out and searched for All Tune & Lube in Sioux Falls (because they’re my “go-to” people for anything car repair-related). I needed to set up an appointment for new tires. And I didn’t have their phone number in my phone…and I couldn’t remember the number even though I’d called it many times before. Getting old I guess. The info I needed came up on Google after I typed in “All Tune & Lube Sioux Falls”.

But the phone number didn’t seem familiar. I called. All Tune & Lube answered. I said, “Did you guys change your phone number?” They said No.

I’m assuming that they were doing some kind of tracking with that different phone number. Tracking their online calls.

Image courtesy of "Paul" / FreeDigitalPhotos.netMeasuring your return on your marketing isn't always as easy as you wish it would be.

Image courtesy of “Paul” / FreeDigitalPhotos.net
Measuring your return on your marketing isn’t always as easy as you wish it would be.

So, what’s going to happen here? They might “count me” as a customer who found them online. And then, they’ll think “online” is where they should put all of their marketing and advertising efforts??? Or maybe there’s an Internet marketing company who sold them an SEO package of some sort with a different phone number??? That’s great as long as they realize that their past customers who love them… may find that number online (like me). And that their past branding efforts have glued “All Tune & Lube” into their audience’s brain – so those people already know who they want to call.

Those people they had reached effectively with their radio campaign don’t have to type in “auto repair” into Google…they type “All Tune & Lube”. So, was it the past radio ad campaign that should get the credit? Or the expert service and above average customer service they received in the past? Or the word-of-mouth? Who knows. It should all work together when you’re marketing correctly. As long as they’re reading those online metrics properly…and my phone call isn’t being categorized as one more new “online prospect snagged”…I’m totally cool with it.

Maybe they are tracking the number of online calls versus Yellow page calls. Great. They’ll soon realize they should shift all or most of their Yellow budget into their SEO plan or something else.

If I owned my own local business… I wouldn’t care HOW people found me… just as long as they do. My tracking would be with my sales revenues. Or number of customers daily/weekly/quarterly. Or whatever best illustrated that I was attracting more new, smiling faces. But it would be over a matter of many months or even a year. Of course, since I know Radio Advertising can work wonders, I’d put most of my budget into radio. You may think I’m biased, but I’ve seen how it works. I’ve heard the feedback. I’ve seen the growth numbers. Shiny and new marketing efforts aren’t a substitute for tried and true.

Are there BAD radio advertising campaigns out there? Absolutely. Even a lot of the national radio ads I hear are completely missing the mark. That’s why you might want to work with yours truly. “Creative” is no substitute for “Selling”. I believe what David Ogilvy said, “It’s not creative if it doesn’t sell.” Your ads need to WORK…not just be something cutesy, funny, bizarre, or creative. But when Radio is done right…with the right message and strategy in place…prepare to be delighted with the results.

Radio is one of the only mass media advertising mediums where the audience is holding strong. Are some of those listeners also listening to Pandora and their iPods? You bet. But they’re also still listening to Radio. Around 90% of the population tune into their local radio stations consistently. And when you find a radio group who’s progressive, keeps enough live and local DJs in the booth, and constantly wonders how they can make a radio listener’s experience better…it’s a good group to go with. Hey…like us! I’m happy to be with a company who knows we have to stay relevant and change when we need to change.

Just be careful with your tracking and measuring. Don’t give something credit if it’s not deserving of the credit. I know you want to know absolutely, 100%, which advertising and marketing dollars are giving you the best return. But it’s not a simple thing to do. You could start by NOT dividing and spreading your ad budget around to so many different mediums. Then, you’ll never know which works well and which ones are just money thrown in the garbage. Start with one or two. Don’t sprinkle. “Own” the advertising medium you choose. Be there. Be there in force.

If you want to have an honest talk about local advertising, let me know. We won’t just talk about Radio…but how local advertising really works. And how we can make your local advertising efforts pay you back many times over. We’ll also talk about how you’ll plan to MEASURE your RESULTS.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Radio Marketing / Ad Writing / Sales

Results Radio Townsquare Media

Sioux Falls

605-940-7984

“Making it Work” (Watch them Squirm – the sequel)

To answer the question, “How do you plan on making my advertising work for me?”

I plan on squeezing every drip of juicy detail out of you that I can.  That starts with asking questions you’ve never been asked by a typical advertising rep.  These are NOT questions like, “How long have you been in business?” and “Do you have a website?”

Deep, deep “digging” is crucial.

Then, I plan on using words, phrases, and stories in your advertisements that will snap a listener out of their trance.  If you say the same boring yada-yadas and blah blah blahs…you’ll get the same un-excitable results.

I also plan on building your ads around a strategy that always gives people a reason to do business with YOU instead of your competition.

All of this should be done in ANY advertising medium, website copy, sales letter, online ad, etc.  But I rarely see this kind of effort put into ad campaigns.  That’s why so much ad money is thrown to the wind and results are scarce.  Nobody wants to learn about what makes advertising really work…and nobody wants to take the time to dig deeper.

Give me a call. Let’s make it work for you!

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, any marketing in general, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.

Watch them Squirm

Here is one question that can help you decide if you should buy advertising from someone –

“Mr. or Miss Advertising Rep, how do you plan on making this work for me?”

Then watch them squirm.  Or if they’re a “seasoned” salesperson, I assume they’ll have a smoooooth answer that doesn’t really answer your question at all.  You may get an answer that includes words like “reach” and “frequency”.  And probably a bunch of other numbers, and advertising clichés because that’s all they’ve got.  If you’re really lucky, you’ll get to see some nice graphs or pie charts.  A PowerPoint presentation would be a treat also.

Reach and frequency is about how many people your ad has the potential to hit…and how many times you run your ad.  But those factors are minuscule in comparison to what it truly takes to make your advertising plan work.

If you believe you know how to make advertising give you consistent, long-term results…let’s talk some day.

If you have no idea what it takes (you’re in the majority)…let’s talk some day.

I suppose I should tell you how I would answer that question I told you to ask.  Ok.  Next time.  Stay tuned.  My answer would probably be a little different each time someone asked me…but the CORE of my answer would be exactly the same.  And I wouldn’t whip out any demographic figures or bar graphs.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls

605-940-7984

My work website: http://duanechristensen.townsquareinteractive.com/

If you have questions about the cost of radio advertising, which radio stations would be a good fit, any marketing in general, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the Sioux Falls market.