This is the second and last part of the article started last week: the 12 most common objections to inbound marketing and how to overcome them.
There was six objections in the first part, and there are the six remaining here.
Give me your feedback in comments!
Objection to inbound marketing 7: Our skills and knowledge are the added value of our company. Why should we share them with everybody (including our competitors)? What are going to sell if we do so?
What you should understand: His company files patents regularly and do everything possible to avoid leaks of information or knowledge. The fact that their competitors might know what they are working on is perceived as a huge threat. Again, regarding this objection, the guy to convince is not the one in front of you, but his hierarchy. The culture of the secrecy is probably a strong and old value of the company he is working for, and the guy to reach for debating this subject is his boss.
Answer: Your customers are seeking for information about your products every single day on internet. The day they want to do the buying act, which company will they choose? The company which gave them advices and help, or the one which sent them a promotional flyer? The today’s consumers want to know what they are buying before paying for it. Look at the power of conversion that comes from reviews and recommendations if you are not convinced. Your wonderful promises are not enough anymore! Moreover, reading information about a subject or a technology doesn’t give the knowhow: nothing can replace the experience you accumulated through years. You don’t give your secrets over, you show your expertise to your potential customers.
Objection to inbound marketing 8: You are offering me to put the fate of our communication and marketing in the hands of Google and few social networks?
What you should understand: This objection is more bad faith than a real question. It is easy to show him the contradiction with his current marketing.
Answer: Aren’t you already dependent on the newspapers which publish your advertisement? The radio stations which broadcast your message? The TV channel which shows your ad? The professional fair where you show your product? Yes you are going to be dependent on Google and on social media, such as you are dependent on your internet service provider or your carrier. But the purpose of inbound marketing is however to reduce this dependency. Google and social networks are only first tools of the inbound marketer. They just allow driving traffic and providing visibility for your content. The most important part of the job has to be done by you: define buyer personas, create relevant content, lead nurturing, data analysis… The success of your inbound marketing relies on you and your skills, not on these tools.
Objection to inbound marketing 9: Your inbound marketing sounds good, but, badly, we don’t have the money for that now.
What you should understand: This objection is heard whatever the product or the service you are trying to sell. So it is easy to counter this comment by giving some figures.
Answer: Too expensive? What do you mean by «expensive»? Currently, what are your total costs for the acquisition of one new customer? (Salaries of salesmen and people involved, bonuses given, travelling fees, vehicle amortization, promotional mediums (ads, flyers, brochures…), phone bills, time spent, marketing, communication…) On average, studies show that inbound marketing cost 60% less than outbound marketing for the acquisition of one new lead. An efficient inbound marketing is a salesman who is as good as you, without time or space limits, and without additional cost.
Objection to inbound marketing 10: Your inbound marketing is probably efficient if you are targeting young people. But this is not our case, our targets are not connected on internet, and even less on social networks.
What you should understand: This is an assumption that he is considering as true, but without real foundation. The goal here is to demonstrate that this statement is wrong and based on nothing.
Answer: Why do you think so? Do you have a market study that proves what you are saying, or is it just your feeling? I know grandmothers who speak with their grandchild on Facebook. « Social networks are for teenagers »: this is a cliché which is not true anymore. Ignoring customers who are on internet (and social media) would be as crazy as ignoring people watching TV.
Objection to inbound marketing 11: We have a very experienced sales team, and they do their job incredibly since many years. Why would I ask them to stop?
What you should understand: This objection is quite close to the first one: a resistance to change. You have to reassure him that he won’t have to fire anyone. Give him also arguments to help him justify the change expected from the sales team. Don’t forget that he will have to face salesmen, who are also against the change in their working habits.
Answer: You have efficient salesmen? That’s great! I can make them even more efficient! How much time do they spend on cold calling? How much distance do they drive (with risks and costs) to meet people not interested in your product or with no decision-making power? What I’m offering you with the inbound marketing is giving targeted leads to you salesmen. They won’t have to do prospection anymore, just practice their selling skills. I’m sure they will be grateful for that.
Objection to inbound marketing 12 : We can’t afford writing articles every weeks. We are a company and we need to produce. We are not a publisher!
What you should understand: You are hearing fear here. Your prospect fears to not have the required skills to do inbound marketing. He finds an excuse to avoid doing it, and to continue doing what he is used to do. You have to reassure him, but without hiding the fact that there is going to be a lot of work.
Answer: If you have the money and if you don’t look too closely at the ROI, it is easier to pay a communication agency to make you nice ads and display them. Badly, it seems that it is not your case. Yes, you will have to work hard, and it is not going to be easy at first. It would be lying that telling you the contrary. The inbound marketing has a lot of advantages, but the creation of relevant contents is not optional. And as with every new work, you will have to find your feet. First articles will take a lot of time, then you will get you own pace and will organize your team to do everything smoothly. If you choose to work with us, we will help you to do these first steps, and we will make sure
In a nutschell
Throughout this article, you might have noticed that I ask a lot of questions to my virtual prospect. I think this is the best thing to do for lots of companies: do some self-analysis. It is time to admit that consumption habits have changed because of internet, and that you have to change your marketing accordingly. I honestly think that there are more risks persisting to do outbound marketing, than trying to launch an inbound marketing strategy.
The inbound marketing is an opportunity, and companies which will understand that first will be the leaders on their market tomorrow.