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14. Am I confident that you have my best interests at heart?
15. How do I know you can you deliver to meet my time frames?
16. How do I know that you will deliver what you promise?
17. Am I getting value for money?
18. Will you help me to implement their ideas or will I be left to fend for myself?
19. What proof do you have that it works?
20. What happens if I don't have time to implement ideas?
21. What if your advice or instructions are hard to follow?
22. Are your payment terms easy to swallow?
23. Will I get quick responses to my requests?
24. What is your past track record like?
25. Do I like your company?
26. Do I like person writing me this letter?
27. What happens if your solutions don't work? Will I be left high and dry?
28. Will I get ripped off?
29. What does process involve?
30. How long will it take?
I'm sure you can add to this list and tailor it to your particular business, but point of exercise is to understand potential negatives and address them in your communications piece.
By effectively nullifying those objections, you're removing barriers to doing business with you which means your responses will increase dramatically.
So - grab your proposal templates and your standard direct mail pieces and marketing collateral and talk to your sales people to find out ALL most common objections you face.
In an information package, most common way to handle objections is via a "Frequently Asked Questions" document. The question addresses objection (naturally) and answer portion addresses that objection in a positive manner that presumes prospect will buy.
Incidentally, a trick I use to maximise effectiveness of FAQ documents is to include questions that relate to purchasing process. By doing this, you're presuming they will buy and you're helping them picture themselves buying. Questions like "How do I pay?" and "When will I receive my product?"
Each of these questions play an important role in helping you step into your buyer's shoes. Address each of major ones in your copy and you'll find your responses incread dramatically.
Kris Mills Kris Mills of Words that Sell is an experienced copywriting and direct marketing professional and is also the author of "How to Create a Sales Explosion With Every Ad You Write" ( visit http://www.synergie.com.au/explosion.htm )