As a product marketer, you know that one of the most important things you can do is overcome objections from prospects. After all, if you can’t overcome their objections, they’re never going to buy your product! Testimonials and case studies are two powerful tools that you can use to overcome objections and get those prospects to say yes. But how do you use them effectively? Here’s what you need to know.
When it comes to using testimonials and case studies to overcome objections, there are a few things you need to keep in mind.
The customer testimonial must be relatable to the prospect in some way.
This could be from a client with a similar job role or industry, but the prospect needs to relate to the testimonial. It’s critical to emphasize the similarities between the prospect and the contributor while demonstrating how they meet these needs. It’s also vital to note any contrasts between them and get the prospect to avoid rejecting the testimonial out of hand.
The customer testimonial must present the objection in a way that prospects can recognise as their objection.
The objection needs to be stated plainly and directly, without any sugar-coating. Remember, the prospect already has their guard up, so they’re not going to respond well to an indirect approach. Be direct, but be respectful. And make sure the objection presented is relevant to the objection the prospect has.
When using objection handlers, always ensure you’re tailoring them to the specific objection the prospect has. If you try to use a generic handler for every objection, you’ll likely not see the results you’re hoping for. And always remember to be respectful and direct when addressing objections.
When you’re editing a testimonial, it’s important to make sure that you don’t change the client’s voice. This will decrease the impact of the testimonial and could even turn off the prospect. So, resist the urge to edit too much and let the client’s words speak for themselves.
The testimonial must present how the objection was overcome.
This is where the details come in. The testimonial should explain exactly how the objector used your product to overcome their objection. Be as specific as possible here and mention metrics if possible.
One of the objections that prospects often have is that they don’t have the time to use your product. They’re concerned that it will take up too much of their time and they won’t be able to get their work done.
A testimonial from a client who overcame this objection could look something like this:
“I was worried that I wouldn’t have time to use the product and that it would be more hassle than it was worth. But it turned out to be really easy to use and actually saved me time. I was able to get my work done and the Scheduling feature automated my workload and saved me over 3 hours a week!”
This testimonial is effective for a few reasons. First, it’s relatable. The prospect can see that the client has the same objection that they do, using the same language. Second, it’s direct. The testimonial addresses the objection head-on. And third, it provides specifics on how the objection was overcome. The testimonial explains exactly how the client was able to use the product and see results, which helps the prospect to see that it’s possible for them, too.
You can also use case studies in much the same way. Case studies provide in-depth looks at how your product has been used by other customers to overcome specific challenges or objectives. Like testimonials, they need to be relatable to your prospect and address a specific objection head-on.
For example, let’s say you’re trying to sell your project management software to an engineering firm that is worried about its ability to handle complex projects. A case study showcasing how another engineering firm used your software to complete a major project on time and under budget successfully would be very effective in overcoming this sales objection.
Where to use objection handlers?
The most effective place to use objection handlers is during the sales process to overcome sales objections, whether that’s in a face-to-face meeting, over the phone, or via email. You can also use them on your website or in other marketing materials. However, you’ll likely get the best results if you use them when speaking to prospects directly.
Be careful when using without the objection being raised by the prospect as this can plant the seed of the objection in the prospect’s mind if not relevant.
Create a customer testimonials page that prospects can visit to see how others have overcome similar objections. Ensure that the testimonial page has appropriate filters so the prospect can find customers they can relate to in terms of industry, business size, use-case, or other factors.
Customer testimonials add credibility
Testimonials are used in sales pitches to provide evidence for claims and add credibility to what the salesperson is saying. Video testimonials are more credible than written testimonials because they can’t be easily faked or edited.
Plan testimonials to overcome common objections
When planning testimonials, it’s helpful to identify some of the most common sales objections and frequently asked questions. This will help you to choose clients that can speak to those objections directly. Some common objections include:
-I don’t have time for this
-It’s too expensive
-I’m not sure if it will work for my needs
-I’m not sure if it’s worth the investment
Use Wizu’s Customer Story Toolkit to help identify the gaps in your customer testimonials and social proof.
Customer testimonials and case studies are two of the most powerful social proof tools in a product marketer’s arsenal when it comes to overcoming objections from prospects. When used correctly, they can be highly effective in getting prospects to say “yes!”. By keeping these three things in mind – Relatable, Recognised, and Specific – you’ll be well on your way to using them effectively!