Overcoming the hurdles of Buyer Resistance in Writing
Every person has some form of buying resistance.
The objective of your sales should be to overcome your reader’s buying resistance while persuading them to take action.
I liken writing a sales letter to running a steeplechase foot race.
The first one to the finish line who has jumped over all the hurdles is the winner, or in this case, gets the sale.
Whether you’re giving a sales presentation in person or in paper, the process of overcoming the hurdles leading to buying resistance are much the same.
These hurdles are manifested in many spoken and unspoken customer comments such as:
The objective of your sales should be to overcome your reader’s buying resistance while persuading them to take action.
I liken writing a sales letter to running a steeplechase foot race.
The first one to the finish line who has jumped over all the hurdles is the winner, or in this case, gets the sale.
Whether you’re giving a sales presentation in person or in paper, the process of overcoming the hurdles leading to buying resistance are much the same.
These hurdles are manifested in many spoken and unspoken customer comments such as:
“You don’t understand my problem”
“How do I know you’re qualified?”
“I don’t believe you”
“I don’t need it right now”
“It won’t work for me”
"What happens if I don’t like it?”
“I can’t afford it”
“How do I know you’re qualified?”
“I don’t believe you”
“I don’t need it right now”
“It won’t work for me”
"What happens if I don’t like it?”
“I can’t afford it”
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