Don’t Let the Kitty Door Hit Your Prospects on the Way Out

My cats gave me some marketing insight this week.  

It started when I installed a new cat door for them in the kitchen instead of the guest room.  (They were getting a wee bit too cozy with the couch in there.)

Who ever would have thought a simple thing like that would cause such an uproar?  I mean, they still had free access in and out.  And as far as I could see, this way was even easier for them – no jumping involved.

But there was no mistaking their lack of interest in trying something new.  Pickles and Onion quickly let me know they were having none of it.  (One even went so far as to use my potted ficus for a litter box, just to make sure I got the message.)

After much deliberation (and two days of shoving them through the door manually), I finally discovered the problem.  There’s a little metal piece at the bottom of the door that springs up to connect with the magnets in the plastic flap.  So every time they went through, it made a clanging sound.  My Girls are not the bravest cats in the neighborhood and I realized they didn’t like the noise.

I mention this story (I really do have a useful point!) because we often find ourselves in the same boat with our potential clients.  We’ve got this great product or program or service that we know will be of benefit, but when we share it with them, they run the other way.  (Maybe not literally, like my kitties, but you get the idea.)

Despite the benefits we see possible for them, the reluctant client has some objection we may or may not be aware of.  And the wallet won’t come out until that objection is taken care of.  

Unresolved objections are the downfall of any transaction.  

To that end, I thought I’d share three tips for getting past the objections so your prospect can experience the benefits of your services.

1) Anticipate – Spend some time thinking about possible objections BEFORE they come up.  Working with one of my private clients recently on the launch of her new membership program, we brainstormed a great list of about a dozen possible objections.  Now she can “answer” them in her promotional emails, blog posts and Tweets so the question never even has to get asked.

2) Acknowledge – Take the bull by the horns and sort out any objection right up front.  It doesn’t serve you or the potential client to gloss over their concerns.  Let them know you understand their question, and do your best to offer a sincere and genuine answer.

3) Ask – If a prospect is hemming and hawing and you’re not sure why, don’t be afraid to ask what’s stopping them from saying yes.  Part of marketing authentically is keeping the relationship (not the sale) first and foremost in your mind.  So asking what’s not being said is really a way of demonstrating your respect for them and their experience.

It’s not unreasonable for someone (feline or human) to have concerns about trying something new (especially if money is involved).  So don’t be discouraged when your potential client doesn’t say yes right away.  It’s just an opportunity to get into their world and see what’s holding them back.  

And you’ll be happy to hear that Pickles and Onion are now using their new door with more and more confidence.