As a traditional media group or agency, you know it’s important to be able to overcome objections to the services you offer. And if your prospective clients are not familiar with the world of digital advertising, you may run into new objections you haven't heard before.
It's critical to think ahead and have responses in mind for a variety of digital objections you may encounter from prospective clients in order to sell them on the importance, value, and effectiveness of digital advertising for their business and generate additional advertising revenue for your team.
One of the most common digital objections you’ll run into is budget. You most likely have run into this objection before when asking for new business or to increase a current client's ad spend. Many clients want to make sure your services are affordable and effective. When approaching clients about digital services in particular, you should keep these responses in mind.
Clients may think digital advertising is expensive and they don't have the budget for it. Remind clients that we can tailor our digital services to fit their budget. A lot of digital services are less expensive than they may realize. And if they have a budget limit, we can put together a custom plan to help them maximize their online efforts without breaking the bank.
Digital marketing is something every company needs and it is time consuming for businesses to do themselves without hiring additional staff. For example, realtors spend an average of 9 hours/week on social media alone. You can give real estate agents an extra day each week to sell houses simply by taking their current social media efforts off their plate. Ask your clients what their time is truly worth.
When budget is a concern, we never want to just move money from the business's current advertising spend with your media group or agency to digital. Instead, we can help reallocate money from ineffective old media that the organization is likely doing such as phone book, outdoor billboards, etc. This approach not only helps the client move away from ineffective marketing tactics, but gives your group additional advertising dollars to work with.
Besides budget, you might also face opposition about specific digital products as your prospective client may not understand the importance of these services to their business and brand.
Here are a few ways to respond to objections about websites, social media/email and digital marketing:
“We can get a website for less money from another vendor.”
“We don’t need a website.”
“We do our own social media/email.”
“My business doesn’t need social media/email.”
“We do our own digital marketing.”
“We don’t think it’s worthwhile.”
By having answers to these objections ready in the back of your mind, you’ll be able to calm anxieties your clients might have about trying new digital products or bringing their current digital marketing efforts over to your media group or agency. These answers will help you sell them on the importance, value, and effectiveness of digital advertising for their business and generate additional advertising revenue for your team.