The Art of Reading Your Buyer's Mind

If you had a crystal ball and could read what was on your prospect’s mind and knew what they were thinking, wouldn’t it be fabulous? When you were making a sales presentation, you would know the reason why they were interested in the product in the first place. You would also know what they thought about your product when compared to others, as well as the questions and objections that were going on in their minds.If you are in a face-to-face sales presentation you can see their body language and when you get certain signals, you can ask for feedback. You don’t have that luxury with direct mail.So, how can you tell what your buyer is thinking? Also, how do you write copy that addresses these questions and turns the objections into buying signals?This is what you can do:Do some research on the product as well as what your competition is offering. Then put yourself in the buyer’s shoes. If you were going to buy that product, what additional information would you need to know and what are some of the things that would stop you from buying the product? Then you need to get together a list of questions the buyer might ask, which you can systematically address in your communications piece in order of priority.These are some of the typical questions that you might need to address when writing your copy to sell business-to-business services:• Do you have the experience to meets my needs, which are unique?• Do you have an understanding of the industry I am in?• Would you be able to understand the clients in my business?• What is your track record? Can I feel confident that you will be able to generate the results that I am after?• Are you up-to-date with cutting edge techniques?• Why should I get you to do this service for me now, when I’ve always done it myself in the past?• As an external company, how can you possibly understand my business as well as I do?• How do you clients feel about you?• Why should I choose you instead of your competition, which is cheaper?• How do I know you will do things in my best interests?• Can you deliver the results I want in my time frame?• Will you be able to deliver what you have promised?• How do I know I am getting value for my money?• What are your terms of payment?• How do I know what your track record is like?• Will I be satisfied with your product?I bet you have many other questions that you can add to this list that would be relevant to your particular business. The main reason for doing this exercise is to make sure you understand what the potential negatives might be and to address them in your marketing piece.By getting rid of those objections in your communications piece, you are effectively getting rid of the barriers to doing business with you. This means that your responses will dramatically increase.Make sure you find out all the objections that your buyers may have. Get your proposal templates and all your direct mail pieces and talk to your sales people to get their input as well.The most common way to handle objections in an information package is by including a "Frequently Asked Questions" section where the question addresses the objection and the answer portion gives the answer to that objection in a positive manner, on the assumption that they are going to buy from you.A good trick to use to maximize the effectiveness of your FAQ documents is to include questions that relate to the process involved in purchasing. Here you are presuming that they will buy from you and helping them visualize themselves buying your product. Include questions like "When will my product be delivered? How can I pay for my goods?" For more tips and information about reading your buyers mind visit http://www.wordsthatsell.com.au

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