Thanks to your brilliant new product, your customers will most certainly cut costs and save time but it will also require they change their workflow. Did you figure out how to help resolve this predictable objection before going to market? A sales manager I know didn’t bother to try.
When the launch campaign for this utility cart that maximized space in a trailer drove a surge of booth traffic at the manufacturer’s key trade show, he told interested prospects they had a “You Problem”, meaning if you buy this, you’ll create yet another problem you’ll need to solve.
The intriguingly tall, new cart created obvious questions for the customer such as, “How will our people reach that high for loading?” and, “How will our customers reach that high for unloading?”
It would’ve been useful to be prepared to address these obvious concerns at the trade show booth, but instead, they were left unanswered, became objections, and created fear and uncertainty. Promising leads left the booth confused and unsatisfied.
If you are creating fear and uncertainty anywhere in the sales process then even a brilliant new product that’s likely to quantifiably save money and boost efficiency may be ultimately remembered as a great idea fumbled to what might’ve been.
