Wednesday Dec 4

Author

Crys A.
December 04, 2024

 đźš¨ In today’s newsletter đźš¨

  • How to handle customer objections before they kill your sales

  • BFCM’s done—now let’s turn those buyers into lifelong fans

  • A Record-Breaking Holiday Season For Shopify Merchants! 

  • AI Is Transforming How Customers Discover Products On Your Website

  • Turn Customers into Creators – Discover Influencers Already Loving Your Brand!

  • Latest News: Cyber Monday spending hits $13.3B: Adobe and more

    Let's dive into it! 👇

#1

NO SALE CAN EVER HAPPEN WITHOUT OBJECTION HANDLING.

Imagine you go to a car dealership to buy a car. The dealer shows you a car and you immediately buy it, no questions asked.

Is that even possible?

Of course not. You'll want to know things like warranty and service packages, mileage of the car, etc. These are objections.

When someone comes to your website to buy a product, their decision-making process doesn't change just because it's a website and not a human on the other side. They still have questions that need to be answered.

The only difference here is that they have no way to ask a question and you have no way to answer. So what do you do?

In his book "SPIN Selling," Neil Rackham dives deep into the art of objection handling. He argues that the best salespeople don't just react to objections—they anticipate them. Rackham suggests a four-step approach:

  1. Situation questions: Understand the buyer's current scenario.

  2. Problem questions: Identify issues or dissatisfactions.

  3. Implication questions: Explore the consequences of these problems.

  4. Need-payoff questions: Highlight the value of your solution.

While Rackham's method was developed for face-to-face sales, we can adapt it for e-commerce:

  • Analyze customer service tickets, social media comments, and product reviews to uncover common concerns.

  • Track abandoned carts: Follow up with users who didn't complete their purchase to understand their hesitations.

  • Create objection-busting content: Develop a FAQ page that's actually useful. Create short video snippets addressing top concerns near your call-to-action buttons.

  • Use customer testimonials to handle common objections.

But here's the kicker—you need to do this for every objection your potential customers might have.
Price too high? Explain the value.
Worried about shipping times? Be transparent about your process.
Unsure about sizing? Provide a detailed size guide.

Here’s what I want you to do today:

  1. Make a list of the 10 most common objections your customers have for each of your products. This can be based on reviews, customer feedback, or abandoned carts.

  2. Go through your product page and see if each of these 10 objections is being addressed effectively. Are they visible and clear to potential customers?

  3. If any objections are missing, add them to your product page in a prominent spot—whether it’s near the “Add to Cart” button, in your FAQ, or highlighted within the product description itself. Make sure they’re seen at the right moment during the decision-making process.

If you're unsure where to place these objections for maximum impact, the Two-Fold Conversion System gives you the tools, frameworks, and swipe files to optimize your product pages and boost conversions.

#2

BFCM’s done—now let’s turn those buyers into lifelong fans

This is it—the culmination of everything you've worked for all year! With BFCM behind us, I hope those email sign-ups, phone numbers, and opt-ins you’ve been building came through exactly as planned.

I still remember my first BIG Black Friday sale six years ago. We pulled in over $500K in just one weekend. Back then, I thought the job was done once the sales came in—sell big and move on, right? Nope. What I didn’t realize was how much work begins after BFCM. From operations to fulfilling orders and, most importantly, turning those one-time buyers into loyal, high-LTV customers, the real challenge was just starting.

If you’ve looked at your cohort data, you’ll know those steep-deal customers often bring the lowest LTV. So the question is: how do you maximize the LTV from your BFCM cohort?

Here’s a playbook to turn those new customers into long-term supporters of your brand:

1. Start with thank-you emails

  • Send a couple of well-crafted thank-you emails—one from your brand, another from the founder, and maybe a follow-up two weeks post-delivery.

  • The tone should reflect your brand’s vibe—think about what your brand feels like and incorporate that in the copy and imagery.

  • Pro tip: Check out how big alcohol brands do it. They can’t show consumption in their ads, so they rely heavily on creating a vibe that resonates with their audience.

#3

A Record-Breaking Holiday Season For Shopify Merchants! 

How cool is that?

Reply and let us know how did the BFCM 24 workout for you :)

#4

AI Is Transforming How Customers Discover Products On Your Website

Traditional keyword search on your website can be limiting. Think about it - if customers don't know exactly what they're looking for, they end up scrolling through endless pages of irrelevant results, getting frustrated, and possibly leaving your site altogether. 

 This AI tool is reshaping how website searches work, and major retailers like Tod's, Urban Outfitters, and Target are already on board. Watch now on Instagram to discover how you can boost conversions by giving your customers a smarter way to find exactly what they're looking for.

#5

Find viral influencers inside your email list

Stop neglecting the thousands of high follower creators already in your customer base!

Creator customers are the easiest path to viral, high ROI campaigns, but most brands don’t know who these customers are.

Save time and money with a smarter approach to influencer marketing, and get a ranked list of ready-to-activate creator customers that already love your brand.

đź“°IN THE NEWS

Cyber Monday 2024 hit a record $13.3B in U.S. online sales, with 57% from mobile and $991.2M spent via Buy Now, Pay Later. Strong growth in electronics, toys, and apparel, driven by steep discounts and evening shopping peaks. 

AI is reshaping customer engagement with hyper-personalization, predictive insights, and automation, creating seamless brand interactions. Businesses leveraging AI gain efficiency, deeper customer insights, and a competitive edge in driving loyalty and growth.

Google’s decision to keep third-party cookies on Chrome is supported by senior marketers who rely on them for personalized advertising. However, 38% of UK consumers plan to opt out, highlighting the tension between effective targeting and rising privacy concerns.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.

If you want to reach our audience, email [email protected] or set up a call here