How branding helps you to overcome sales objections

As a service-based business owner, you're going to run into sales objections as part of what you do. But here's how branding can help you address your client's concerns in advance and make your sales process as smooth as possible.

“That’s too expensive.”

“I just don’t know if this is right for me.”

“I think I might just go with [cheaper option].”

Running into objections when you’re on a sales call can feel tough. But, let’s face it — it’s also a part of doing business. Prospective clients want to feel certainty in their decision making. The more confident they are, the more at ease they can be when they hand over their hard-earned money. If you’re the one speaking to them when they’re making the decision to work with you, it’s definitely part of your job to help them find that certainty.

Something good to know is that there are things you can do to improve your prospects level of certainty even before you jump on a call with them. That’s exactly what we’ll get into, in this post!

But first, an important note: Selling shouldn’t be sleazy

I’m going to make a couple of assumptions.

  1. You have a genuinely valuable offer.
  2. You only want to offer your services to people who will actually benefit from what you do.

Good ol’ integrity. That’s where we’re starting.

Okay, so if my assumptions are correct, then you’re hardly trying to “trick” people into buying from you. You have the ability to help your ideal clients and that’s what you’re out to do. Nothing underhanded about it.

All you need to do is focus on making sure the value of what you do is visible. That your prospects are able to SEE it. This is where branding comes in.

Branding communicate the value of what you do

This is key.

If your prospects know nothing about you before you start speaking with them, of course there are going to be hurdles to overcome. The more you can build up your brand, the better the chance for your prospects to get to know what you’re all about.

How does branding do that?

Branding is all about showcasing the core message of your business. That message comes down to:

  • Who you serve
  • How your services address their specific problems
  • The values you hold
  • The voice/personality you bring

Like I said, it’s about letting your audience know what you’re all about. By expressing these things in your messaging and the way you present your business (e.g. on your website and in your marketing), you’re already addressing some of the biggest questions your prospects would have. Stuff like, “Is this for me?” and “Will I like working with this person?”

(By the way, you may also like to read my post on defining a brand purpose that motivates your ideal client.)

Build trust with your audience

Trust is crucial in service-based businesses. We often work very closely with our clients and our ability to help them get results relies on their trust in us. Branding alone won’t get you all the way there, but it can do a lot to help set the right tone long before you’ve even get on a call with a prospect.

You can build trust by showing up consistently with a relevant message. You also want a cohesive visual image that can start feeling familiar and dependable. When your audience knows what to expect from you, they can feel like they know you better. And then your prospects feel like they know you better, it’s easier for them to get to the “yes”.

Finally, maintain your brand once you’re on the sales call

Branding doesn’t stop at visuals or online marketing. Everything you do in your business should support your brand and what it stands for. That includes the way you talk about what you do! Once you’ve clearly defined your brand, this should come pretty naturally. You know where your values lie and what makes your business unique. All that’s left is to maintain the message you’re already putting out there.

So, if you’re on a call with someone who’s genuinely a good fit, then it should feel good to explain why moving forward is a great option for them. (If it ever feels like you’re forcefully pushing an offer on someone, you’re definitely doing it wrong.)

Focus on getting to the bottom of what your prospect is looking for. Make sure you can help them. Once you’re sure, you can discuss how it would work. At that point, if they still have objections, they may just be looking for more information. Remember, they want to be in a place of more certainty before they make a decision.

Also read: Are you building your brand proactively, or reactively?

Enjoy the benefits of letting your branding do most of the work

Anything that makes your job as a business owner is a big, big plus. At the end of the day, your branding is there to completely support what you want to be doing in your business. Helping you make your sales process smoother is a great example of that.

Instead of handling the same objections again and again, you can take what you’re hearing from your prospects and add it to your messaging. You can make sure the benefits of your work is clearly visible in the way you present your business. As a result, your audience can see their concerns addressed in advance. No more wasting time handling those same objections again and again.

Here's how your branding can help you make your sales process easier, by building relationships with your prospects before you even speak to them directly.Last thoughts

The way you publicly present your brand has a big influence on how your audience (including prospective clients) feel about your business. That includes their thoughts on what it would be like working with you, and whether yours is the right business to help them reach that desired outcome they’re chasing. If you’re facing more sales objections than you can handle, take the objections you’re hearing and make sure you’re addressing those concerns in the way you present your brand.

Want some tips on increasing the value perception of your business, so you can charge what your services are really worth? I’ve got 5 strategies to help you do that in this free PDF guide. Get your download here.

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