Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain by Patrick Renvoise & Christophe Morin

Author:Patrick Renvoise & Christophe Morin [Renvoise, Patrick & Morin, Christophe]
Language: eng
Format: epub
Tags: Business, Economics, Marketing, Non-Fiction
ISBN: 9781418570309
Google: iSjzP-MH81AC
Publisher: HarperCollins Leadership
Published: 2007-09-29T23:00:00+00:00

HANDLING VALID OBJECTIONS

Valid objections are caused by your prospect’s old brain. They are triggered by the fear of making a wrong decision. Bringing up objections is typically the last step in the buying process. Therefore, you should welcome objections as a sign that your prospect is getting ready to make a purchasing decision. Unfortunately, objections also signal that the proofs of gain you delivered were not strong enough and that your prospect’s old brain needs concrete reassurance that it will make a safe choice.

Let’s take a look at a very common example of a valid objection: “The price is too high.”

The expense of a product is relative, of course. We all want to pay less money for what we own or use, but in reality, we do not always choose to buy the cheapest product.

For example, do you own the cheapest car, the cheapest TV, and the cheapest shoes you could find when you made the decision to buy? Most likely, you did not buy the cheapest option in every one of those cases; you probably bought the item that you needed and that provided you enough proof of the gain you would get from purchasing it.

So, if your prospect objects to your price, you should:

1. Make sure you have fully uncovered your value proposition or gain.

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