You present your offer to the client. They immediately have an response back. It isn’t what you want to hear.
“It won’t work for me.” These five words have become the new mountain you need to overcome.
When running a clinic, there are many reasons your clients will say to you to end the buying process. This is a signal for you to understand where in the spectrum of the different personas these customers fall into to help overcome their objections.
You want to work with clients to help them overcome their false perceptions and allow them to build the life they want.
When someone doubts the choice of hearing aid working for them, it might come from several reasons.
They believe their situation is specific.
They might like the product, but they feel their specific circumstances are unique. The features of this product don’t match what they think they will need.
This type of person has some level of expertise about hearing loss and hearing devices. They have had some setbacks in the past using hearing devices. Experience will make them more selective about what they believe will work.
For example, this could be a recommendation of hearing aids, such as an in-the-ear hearing aids. However, the person tried them in the past, and they found that they needed the computational power behind the hearing aids.
You want to find out what they have tried and explore why it didn’t work from their perspective and your expert knowledge as well. The answer you get is what you would use in your copy.
They tried hearing devices in the past, but they failed.
Some people own hearing aids, but they’re in the drawer somewhere. This was probably their very first time owning hearing aids.
However, they couldn’t adjust to the new sounds and get used to hearing things differently. It felt distracting, overwhelming and unnatural to them.
Perhaps their hearing aid was uncomfortable, not because of the hearing aid but because of how the mold sits in, or the shape of their ears, which is different from the ear shapes hearing aids are designed for. Or maybe the clarity of the sound wasn’t the way that they expected it to be.
Maybe it was because it was too much work to use the device. It wasn’t a plug-and-play as they had expected.
In this case, you need to unlock the person’s expectations for hearing aids and what hearing devices best meet those expectations. These individuals may need a structured plan to build new habits of wearing the hearing aids for a few hours a day and work their way up to wearing them full time.
They’ve outgrown hearing aids.
Some people have hearing aids that have deteriorated over time, or there is a type of nerve damage that doesn’t allow the person to use hearing aids. They are not getting the same level of benefits from the hearing aids. It might be a question of exploring cochlear implants. However, this is a new avenue for them, and they don’t know much about it.
These objections are feature-focused.
One thing about marketing is that we avoid talking about product features because they do little for certain personas. However, when you come across someone who has tried hearing aids and failed, you do need to nudge and highlight features, which will help build confidence that you can help.
When using this objection in your advertising, you want to pick the common types of problems. Otherwise, you will be paying a lot of money for unique and specific cases, which will not yield the conversion you want.