| > | | | | at heart? |
| Wouldn't it be fantastic if you had a crystal ball and | | | | 15. How do I know you can you deliver to meet my |
| you could read yourprospects' minds you knew what | | | | time frames? |
| they were thinking when you were making yoursales | | | | 16. How do I know that you will deliver what you |
| presentation. You knew why there were considering | | | | promise? |
| the product in thefirst place. You knew what they | | | | 17. Am I getting value for money? |
| thought about your product in comparisonwith others. | | | | 18. Will you help me to implement their ideas or will I |
| You knew what questions and objections were going | | | | be left to fend formyself? |
| through theirmind. | | | | 19. What proof do you have that it works? |
| In a face-to-face sales presentation you have the | | | | 20. What happens if I don't have the time to |
| ability to gauge theirbody language and to ask | | | | implement the ideas? |
| feedback. With direct mail you simply don't havethat | | | | 21. What if your advice or instructions are hard to |
| luxury. | | | | follow? |
| So, how do you know what they're thinking? And | | | | 22. Are your payment terms easy to swallow? |
| how do you write copy thataddresses their questions | | | | 23. Will I get quick responses to my requests? |
| and turns those objections into buying signals? | | | | 24. What is your past track record like? |
| This is what I do. | | | | 25. Do I like your company? |
| After going through a special process where I put | | | | 26. Do I like the person writing me this letter? |
| myself in the buyer'sshoes and research the | | | | 27. What happens if your solutions don't work? Will I |
| products' offerings along with what the competitionis | | | | be left high and dry? |
| offering, I'll then say to myself, "If I was in the | | | | 28. Will I get ripped off? |
| market for xyzproduct what additional information do | | | | 29. What does the process involve? |
| I need and what would prevent me frombuying it?" | | | | 30. How long will it take? |
| I'll then write down a list of questions and address | | | | I'm sure you can add to this list and tailor it to your |
| each of these questionsin order of priority | | | | particular business,but the point of the exercise is to |
| throughout the communications piece. | | | | understand the potential negatives andaddress them |
| Here are some typical questions that I will address | | | | in your communications piece. |
| when writing copy thatsells B-2-B services? | | | | By effectively nullifying those objections, you're |
| 1. My situation/business is unique, do you have the | | | | removing the barriers todoing business with you |
| experience and/orintelligence to deliver a solution that | | | | which means your responses will increasedramatically. |
| meets my unique needs? | | | | So - grab your proposal templates and your standard |
| 2. Do you understand my industry? | | | | direct mail pieces andmarketing collateral and talk to |
| 3. Do you understand my clients? | | | | your sales people to find out ALL the mostcommon |
| 4. Do you have the track record to make me feel | | | | objections you face. |
| confident that they willgenerate results for me? | | | | In an information package, the most common way |
| 5. Are you well-versed regarding the most | | | | to handle objections is via a |
| cutting-edge techniques | | | | "Frequently Asked Questions" document. The |
| 6. I've always performed this service internally, why | | | | question addresses the objection |
| should I outsourcenow? | | | | (naturally) and the answer portion addresses that |
| 7. How can an external company understand my | | | | objection in a positivemanner that presumes the |
| business as well as I do? | | | | prospect will buy. |
| 8. What do your clients think about you? | | | | Incidentally, a trick I use to maximise the |
| 9. The competitors are cheaper so why should I go | | | | effectiveness of FAQ documentsis to include |
| with you? | | | | questions that relate to the purchasing process. By |
| 10. Are your services appropriate for my size of | | | | doingthis, you're presuming they will buy and you're |
| business or my level ofexpertise? | | | | helping them picturethemselves buying. Questions like |
| 11. I'm not the biggest fish in the sea, so how do I | | | | "How do I pay?" and "When will I receivemy |
| know that you won'ttreat me like a number? | | | | product?" |
| 12. Your competitors have been around a lot longer | | | | Each of these questions play an important role in |
| so why should I go withyou? | | | | helping you step into yourbuyer's shoes. Address |
| 13. I've always done okay doing what I'm doing, why | | | | each of the major ones in your copy and you'll |
| should I change tack anduse your type of service | | | | findyour responses incread dramatically. |
| now? | | | | Happy writing! |
| 14. Am I confident that you have my best interests | | | | |