We often make the mistake of thinking that the only reason someone isn’t buying our product is because of price.
But the truth is, customers have many objections (reasons they don’t buy) and very few of them are related to price.
Watch the video for ways to discover your customers’ objections. Then keep reading to discover more ways to address customer objections.
In the video, I mentioned a few ways to address customer objections. Here are a few more things to consider:
Give them stories, not facts. When we hear customer objections, we tend to want to fight them with facts (or righteous indignation) but these strategies rarely work. Instead, you need to appeal to your customers emotions. By addressing concerns with stories, instead of facts, you help create a deeper connection between the customer and the product. By telling stories about how the product fits into the customers lives, you can help overcome many of their objections.
Show, don’t tell. Because so much of what we communicate about our products is visual, you can often overcome objections by improving your visuals. Use photography and video to tell a story and to show customers how your products can fit into their lives. If you can create a strong mental image of how your product fits into your customers life, you’ll overcome a lot of objections.
Keep in mind that customers aren’t always aware of their objections. It’s not always possible for a customer to explain why they aren’t buying your product. It’s your job to act as detective/psychologist and figure out what’s holding your customers back. Start with an objective that you think they might have, and work that into your sales materials. If that doesn’t have an effect, you’ll have to dig deeper for other objectives.
Not every customer has the same objections. One last thing to remember is that every customer isn’t going to have the objections. In this case, you’ll have to use your various marketing opportunities (such as your blog and email list) to address these various concerns.
What objections do your customers have when it comes to your products? Share them in the comments, along with ways you might address them!
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After seeing your great video, I’m wondering if my using only an eighteen-year-old model might be an objection for some people. Perhaps I should use models of varying ages for my brooches.
Laura – yes! That’s something I’m working on with my photography too. The more diversity you have in your model choices, the more people will see how your product fits into their lives!
great post! retail shows are where i get the best feedback and you’re totally right, people really don’t filter. but it ends up being extremely helpful, especially when you essentially work in a vacuum like most of us small biz people who work at a home studio.
@ laura in the post above: i get A TON of requests for brooches/pins for my work (i don’t have any) and every single person who asks for them is over 40. this is definitely something to consider! (for you AND for me, haha)
That’s an inventive answer to an inertseting question
Megan,
I really like your new format of video blogging! It adds such another layer to your already informative posts and is really engaging. Keep up the great work!
This one was really helpful for me. I’ve started to take good notes and the few retail shows I do each year for just that sort of feedback. What I was missing though, was knowing what to do with the feedback that I have collected. Thinking about how to deal with the underlying emotion issue was something I had not thought of… and I appreciated you walking us through not only the comments that you heard, but a few ideas of how to market to deal with those comments. Great stuff! I will be thinking about all of this at the show I’m attending this evening.
Thanks so much Megan!
–Megan Winn
The Binding Bee
In response to both Megans:
I can attest to posing these kinds of emotional objections for myself, even while trying to sell my own work–and Megan Winn reminded me of this. Megan creates beautiful hand-bound blank books. We once traded work at a show, and I struggled with selecting my book. In fact, I opted for a cover with a replacable book rather than one of the true handmade books. The fear of the blank page is so much more intense when the page is bound into such a wonderful book! I’ve regretted my lack of imagination and self-confidence ever since.
And, yet… how DO we help people overcome that lack of imagination, that feeling that a piece is too big, or special, or something for them? Yes, I get the concepts such as showing rather than telling, or using stories. But I need examples of how someone has actually identified and successfully addressed objections. What’s behind the “I’d wear that if I was famous” remark, and what could you do to overcome it?
Hi, everybody, I make jewels of resin, (sorry for my English, I’m Spanish living already 9 years in the Nederland).
I was in the creative “Sunday Market” in Amsterdam last Sunday, for the 3th time, my clients were only a group of 6-7 women from Finland they bought from 2 to 4 things everyone, then I sold other things to two women from England. the rest (the dutch people) only look how to copy to make it themselves or …not buy or just very little things… I already notice that dutch woman are not wearing jewelry so much as the rest of us, normally not earrings, … Can somebody tell me what should for me the best to do? look for women from another countries in Nederland or outside or change my product for the dutch. I like more the first option!
Thanks again Megan and everyone who share the information with us!
UGH, I get the same question over and over. Why dont you make things for babies? Why dont you make things for dogs? The truth is I DID make things for babies and no one bought them! People like my golf club covers and I enjoy making them. There are a million knitters of baby hats and dog sweaters, but how many people can knit you the entire Justice League for your golf clubs?
Tracey, a good answer to those questions is exactly the last statement/question you wrote. Stand for your passion and make them super special. Your market is where the golf fans are. Go get’m!!
I have just been playing with the word bricolage, and how the creative process evolves from discourse.
In response to the “I’d wear that if I were famous” remark, my first thought is to ‘turn it around’ and use it deliberately in your marketing, perhaps even use the phrase “You can were this even if you are NOT famous!” You could also pair your product with visuals that show the pieces worn by famous people from the past, such as Queen Elizabeth I, Nefertiti and Mona Lisa.
In fact, one could look at the use of thoughtful humor as a strategy in its own right as a way of overcoming possible customer objections.
In response to the brooch question, consider not using the term brooch if it has age connotations. Try marketing them as symbols of power. Every photo one sees of female leaders seem to show them wearing a dramatic piece near or at the collar or shoulder. Think Condoleeza Rice and her power necklaces, or Madeline Albright and her power brooches. Perhaps the category should be Power Jewelry.
Another approach is to market dramatic jewelry as a badge of Celebration, to celebrate being alive, being free, being female, having the ability to make a choice.
Use these mindsets of humor, power and celebration as starting points for your own brainstorming – and for framing questions of your customers.
Megan, your blog has helped me so much and this particular one is no exception. I just watched your website about video – it’s fabulous!
Jill, I love your idea of creating with the idea of celebrating, humor and power. You’ve certainly given me something to consider.
Loved your video. I think a lot of times one assumes that the reason people aren’t buying is the price. Your video really put things in perspective. Thanks for sharing!
Hi Megan
Wow I really love your blog and yes the videos are great, so much more personal. I find them really helpful….I used to work in Sales and Marketing up until last year and you are right on track…..I think you excel in explaining things to people in a way that is practical and is not intimidating. Thank you so much for that.
I recently did a craft show and it is so FUNNY how people really don’t think you can hear them. Comments were mostly good. Though one lady picked up one of my hand painted necklaces and said…in a slight european accent….” ohhh NOT for me”! and then stormed off with her friend. Well It would have been great if she had been more specific. But I got the gist that they were not her style.
I look forward to continuing learn from you blog and to be inspired. I have also read both your e-books.
Laura
I have had customers definitely scoff at prices. I think part of this is that I am from a low population area where some of the shows I do are more on the craft end of things and tend to be hobby craters with rock bottom prices.
But, one thing that has helped me not dwell on the price comments is that I know they are not trying to say, “This jewelry is a ripoff.” They are simply upset that the jewelry is out of their price range. They are simply not my market.
Another thing I have done to gain more clients is by making certain designs in multiple sizes. I have found that many people have ‘rules’ about their earrings and how long they like them, or some people are post earring people, an never wear dangle earrings.
Great post! Thanks for the video~
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Great video! I’m also a jeweler and deal with these comments a lot. I do sculptural wire work, so it looks very delicate but actually has a lot of strength, so I’m battling that conversation a lot… I will definitely look to the emotions behind that one (fear of breaking it, etc.).
I’ve had similar comments to “I’d wear that if I was famous” and at my last show I said something along the lines of, “well, try it on if you want to feel glamorous.” I usually get this dialog about a specific necklace that I happen to make in 4 sizes… the biggest one always draws that comment. If I can get someone to interact with it, while they are trying it on I would show them the other sizes that maybe don’t feel too “out there”… the piece is not overwhelming when on a person, so I usually end up selling the biggest one which is always funny to me (that’s what happened at the last show :). The customers have fears, too, and I just try to be encouraging and supportive but not pushy… now I have a better sense how to do that. Thanks, Megan!
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