มาคุยกันถึงข้อโต้แย้งที่สำคัญข้อหนึ่ง ว่ากันตามตรงผมคิดว่าข้อโต้แย้งนี้สำคัญกว่าข้อโต้แย้งอื่น ๆ ซึ่งก็คือเรื่องประสิทธิผล คุณอาจจะคิดในใจว่า “ทำไมถึงเป็นเรื่องประสิทธิผลล่ะ? ราคาเป็นข้อโต้แย้งที่เจอบ่อยที่สุดนะ” ราคาอาจจะเป็นข้อโต้แย้งที่คุณเจอบ่อยแต่นั่นอาจเป็นเพราะลูกค้าคิดว่าสินค้าของคุณจะใช้งานได้ไม่สมราคา ลูกค้าอาจคิดว่าโซลูชั่นของคุณราคาแพงเกินไป ลูกค้ามีความสงสัย ถ้าเช่นนั้นเรามาดูรายละเอียดเรื่องประสิทธิผลกันดีกว่า Effectiveness.

You might be saying to yourself, “What do you mean effectiveness? Price is my most common objection.” Price may be your most common objection but it could be because they don’t think it’s going to work. It cost too much for the solution you’re offering. They have doubts. So let’s go deeper into effectiveness.

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Effectiveness simply means, will this product work? Will this solve our problems? Will this meet our needs and address our challenges? You can have the right price, your timing could be great, the delivery could be same day shipping. It could be cheap, fast, and easy to use. But maybe they’re not convinced it will work. It’s just not a good fit. That objection will stop everything.

So, what you need to do is you need to ask them “Tell me more about that.” They say “Well, I’m not sure this will work.” Say “Tell me more. What are you concerned about? Tell me more about your system, your infrastructure, your process. Tell me more about what you’re using now. And then you need to be able to demonstrate to them how this will work.
So how do you do that? Two words: proof devices.

Proof is evidence, device is tool. These are tools that provide evidence to your customer that this solution will work. What you need are similar situation stories. Case studies examples, testimonials from past customers who have had similar questions, concerns, challenges, and objections around effectiveness. But then they found that this was the right solution for them.
So you need to start working on your case study so that you can say “Hey, I’m glad you asked. Thank you for sharing that concern. I actually had a customer the other day that was asking the same thing.” And here’s what they found. Or last week, we worked with a customer that had similar challenges, but then they found that it really worked for them. And here are the results that they’ve had.

Similar situations stories, case studies, testimonials, proof devices, or a demonstration. Maybe they’re not sure how it’s going to work. So you need to show them, and get them involved in the process. Get them involved in your demonstration. Let them touch it, feel it, sense it, and experience it, so that they can see for themselves that it will work.
Software companies do this all the time. Instead of asking you to buy the software now, they encourage you to download a free trial. Try it before you buy it.

Therefore, if you have some way that your customers can try something on before they buy it, that is going to help you overcome that effectiveness objection. Because at the end of the day in sales, it comes down to effectiveness versus the risk. And they’re always weighing these things. What’s the risk that this may not work? You have to demonstrate to them that the effectiveness is high and the risk is low.

So, handling effectiveness is going to be your #1 way to handle objections and close more sales.

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