This is the stage where you can address and understand the prospect’s concerns. How much effort you need to put into this stage before making their final and fully informed decision comes down to how well you have performed in the face-to-face presentation or, more likely, these days, through the content on your landing page sales funnel.
For content, we continue to promote the model that we know will work the best: the hook, story and offer. This content comes down to how well you understand your prospect and this model and how well you have dealt with all your target market and the issues they face, leading up to the decision you want them to make concerning your products or services.
This is often referred to as objection handling by the more traditional sales training experts. But this, I feel, is a little out of date. While it may have been suitable in the 1980s, in this century, I prefer to acknowledge that sometimes the prospect wants more information or has a genuine question that needs answering. It should be dealt with as such rather than calling it a buying signal which often inspires strong-arm closing tactics, which, as we already know, are to be avoided.
I believe the better the presentation, the less likely you will have any difficult questions to answer. So what does a good presentation look like? I am sure that many experts in sales will have differing views on this subject. I will certainly share my views with you later in this section. For now, I want to emphasise that requests in the form of questions for more information indicate that something has not been covered in enough detail or the prospect is just looking for some additional reassurance. You should learn from this and amend or add to your content.