One of the most important steps you can take when selling high end products and services is to understand and address your target market’s resistance to investing. While you should test for a strong message to market match, sometimes, even having the best positioning in the world isn’t going to convince people to say yes.

One way you can pre-emptively manage this process is by listing all the areas of your target market’s resistance. What are the reasons they may give for not investing with you?

The reasons may include:

1) I have your book- this seems to tell me everything I need to know.

2) I am not sure coaching will help me.

3) I have worked with other people before without much result.

4) It’s too expensive.

While there may be other excuses, for the most part, they will break down along the lines of not enough time, too much money, or doubt about the value of the outcome. You can smoothly move through these areas of resistance by developing answers or conversations for them. So, when the potential client raises one of these issues, you have a response developed and ready to share.

It’s easier to overcome someone’s resistance when you are deeply convinced of the value of your products or services. You are a much more passionate and enthusiastic salesperson when you are truly convinced of the value of your recommendation. It’s especially vital to focus on this value when you are selling high end products or services. You must be confident that the results you’ll deliver are worth 10x, 100x or 1000x what the cost of the investment will be.

Even if you can’t necessarily quantify the results in dollar figures (such as, you can’t necessarily put a dollar figure on the value of identifying life purpose), you can build discussions or conversations around the benefits of finding your life purpose (feeling happy each day, being more productive, working only on what you love) that help shift the focus from the client’s objections to what she or he would be missing if they didn’t move forward with you right now.

It is almost inevitable that you will find some resistance within your target market. The most successful businesses find a way to redirect the conversation into one that is productive and helps the client move forward.

Create More Value, Make More Money

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