March 22, 2016

Hidden objections

I normally go to a local running track once a week. I went last night for the first time in a month.

Woodbourne Road

I am possibly the best person in the world at making excuses not to go to the track.

Previous excuses have included:

  • I’m tired
  • It’s cold
  • It’s wet (because I might melt)
  • I don’t want to pay the £4.65 to use the track
  • It’s dark. (Seriously, they have floodlights)
  • I’m too busy. I don’t have time. (Generally untrue)
  • I’m injured. (Generally untrue)
  • It’s windy. (I might get blown away, like Dorothy)
  • I’m unfit. (Possibly the worst reason of all not to go)

Unless the weather is truly miserable I always enjoy it when I go. The battle seems to be getting out of the front door.

I have friends who run marathons. I do sort of understand the marathon thing. I admire the mental challenge that must go with it, and Sheffield is a nice place to train if you are a marathon runner.

The fundamental problem for me is that a marathon is 26 times too far.

Occasionally a marathon-running friend will join me for a track session. Nothing dissipates my flakey track excuses quite like having a friend come along. Especially a marathon-running friend.

I relate all this because your prospects also have a whole boatload of flakey excuses swimming around in their mind.

Half of them are bogus and made up, but they are always there. And because they are always there they are always real, even if you don’t agree with them.

I suspect we don’t spend enough time thinking about customer objections. We might think about the obvious ones – price and so on. But what about the less obvious ones?

What if it rains? What if it’s cold?

Can you pair up your customers into ‘accountability partners’ like I sometimes do at the track?


Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.