Conversion Copywriting

Five Buyer Objections That Thwart Your Sales Funnel

by | Feb 25, 2020

buyer objections

A sales funnel will not efficiently convert leads into customers unless it addresses all buying objections.

Let us show you the five major objections most marketers forget to address and what you can do to overcome them.

1. “I Don’t Trust You”

As humans, we are hardwired to judge others based on how they interact with us. We are comfortable trusting someone that we can’t look in the eyes. We want to protect ourselves from trusting the wrong person. As a digital marketer, it is essential to pay attention to the image you put out.

As every successful salesperson knows, a prospect is unlikely to buy from you if he doesn’t like or trust you. During a live sales call, you interact with the prospect. He can see your face and hear the sound of your voice while you answer his questions. He will judge you by the sincerity of your body language.

All this falls away with online sales. The prospect never gets to experience those social cues and has to go by your marketing materials instead. Even the most minor mistake can render your whole funnel useless. If you write something that raises a red flag in the mind of your prospect, or gets them to somehow question your motives, and it’s over.

Track how your leads respond to your content and ask a marketing specialist for a second opinion.

2. “This Product Won’t Work For Me”

Every prospect wants to know if your offer will solve his specific problem. One of the roles of a salesperson is to show him how the product or service can be applied in his situation. Yet when inexperienced marketers put up their online sales funnel, they tend to not properly address the wide variety of problems their offer can solve.

In B2B sales, buyers usually want to increase their profits or cut costs. They also want higher customer lifetime value while keeping costs of acquisition low. But emotionally, they want a hassle-free life and an enjoyable work environment. Those secondary motivations are just as important, especially in a crowded market.

Doing market research to understand the problem you are solving is crucial, as well as understanding the underlying psychology of your clients. Why do they want to get rid of this problem? Addressing their concerns in your sales funnel is a surefire way to optimize your conversion rates.

3. “I Can’t Make That Decision”

The person researching the best possible solution might not be the one making the buying decision. He has different motivations and concerns apart from the decision maker.

If that’s the case in your industry, your sales funnel should contain material that shows why recommending your offer to his superior is a win for him.

Why will his superior love this product or service and how will that reflect on him when it’s time to promote someone? If you don’t understand their motivation, market research will be needed.

4. “This Seems Risky”

If you have done everything right, you still may find that prospects are afraid to buy.

This has to do with both the opportunity cost of making any purchase and the specific risks they are taking on by buying from you. By making your offer risk-free, you can increase your conversions:

Offer a money-back guarantee. If the product does not work in their situation, they get their money back.

Reassure them that you provide support after purchase. Make setting up your solution hassle-free. After they made the purchase, spend time making sure their needs are met.

Reframe the risk. A competent marketer can argue that not purchasing the proposed solution is far more risky than going through with it.

Show testimonials and other forms of social proof. Show your prospects that other people have benefited tremendously from your solution and they will infer the risks are less than they thought.

5. “I Need More Time”

There are two variations of this objection: the prospect legitimately needs more time (to complete an action before he can buy)… or he is stalling because he does not want to go through all the pros and cons.

In the former, you can plan a follow-up. In the latter, you should make it as easy as possible for them to make the decision. Incentivizing a quick decision goes a long way, as well as creating urgency with a deadline. If a prospect can save 25% by acting quick, he is more likely to prioritize thinking about your offer.