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How to make it easier to do business with you

by Alison Bradford

We recently returned from a short break away in Brittany, Northern France.

We were camping – well, of a fashion, to be honest we were in a lovely 3 bed static caravan. Call me strange, but my minimum requirements for an overnight stay are a private toilet and shower.

So far, I’ve dug my heels in about this, much to my husband’s dismay, who would love to do the ‘proper’ camping thing, in a tent and all!

We had a gorgeous time there – popping to the local boulangerie each morning for fresh baguettes and apricot tarts, daily crepes, and of course the odd glass of vin rouge 🙂

We’ll definitely be heading back to the same area soon.

We arrived in the middle of a huge downpour and the nearest town we drove to was like a ghost town that first evening – I have never seen a town so quiet.

We were hungry and looking for somewhere to eat, and feeling a little apprehensive at which restaurant to go in.

In the end, the one that made it easy for us had the following signs outside:

“Keep calm and come in – we speak English here (or at least we try to)”

“Children welcome”

Forget the menu, the prices, how busy it was etc. – these signs made it easy for us to go in there.

They understood our concerns (it’s been quite a few years since my GCSE in French, and not all places welcome a 5 and 9 year old), and reassured us it would be okay.

This is what I call with my clients, ‘Identifying hidden objections, and addressing them head on’.

In other words, what are the objections or concerns your customers may have about working with you, that they may not actually say to you, and how can you address these and reassure them?

For example, if you’re an accountant, your customer may feel embarrassed about their lack of understanding of their accounts and not want to admit this. You can address this with a simple statement like ‘don’t worry – we don’t expect you to understand all the details of your accounts. That’s what we’re here for! We’ll take care of it, and make sure we communicate the information you want to know, in a way you understand’

Or perhaps you’re a web developer, and your potential customer has had a bad experience in the past of feeling that they’ve not got what they wanted, even though it cost them a small fortune. How could you address this head on, without the customer telling you their objection?

A simple phrase to help you here is, ‘ you may be thinking / feeling that [insert concern/objection] but here at x comapny we {insert reassurance]’

Get it?

Spend a few minutes now coming up with 2-3 hidden objections and concerns your potential customers may have, and how you can address these and reassure them.

These can be then used in any of your marketing and sales material.

Make it easy for your potential customers to do business with you.

And by the way, we had a delicious meal, and I narrowly avoided the dreaded goats cheese due to our waiter’s excellent translation!

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Alison Bradford

Alison Bradford is a business coach who works with smart, ambitious business owners to get clarity about how they can grow their business and increase profit. Sign up here to learn 6 easy ways you can boost profit in your business today.

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