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Google Confidential and Proprietary

Objection Handling

LISTEN TO UNDERSTAND

➢ When you hear an objection, your initial impulse may be to respond immediately.

➢ It’s a natural reaction and one that can take a lot of effort to stifle.

➢ The first step is to listen truly to what the customer is saying.

➢ Don’t interrupt. When you interrupt, you are objecting to their objection.

ACKNOWLEDGE & EMPATHISE



CLARIFY - ASK QUESTIONS

Objection Handling

WHY CLARIFY?

➢ The emotion behind the objection often eases down after the client had the opportunity to explain.➢ When talking about the objection, often the client will explain the solution himself.➢ Questions keep us from talking too much.➢ Questions help uncover the real issue. It helps us to refine / customize our response.➢ Questions help you gain credibility




SAMPLE CLARIFICATION Q’s

➢ Please help me better understand your situation.➢ What is it specifically that you are concerned about?➢ Could you tell me more about that concern so I can understand it better?➢ Could you please explain it to me in more details?

Objection Handling


CONFIRM OBJECTION ANSWERED?

Objection Handling



RESPOND TO THE OBJECTION


Avoid the words

“but, however, and actually”They typically connect opposing ideas.

Prioritize When you have more than one objection, ask the customer to tell you which objection is the one causing the greatest concern and begin

there.

Get commitmentfrom the prospect that if you can satisfactorily address their objections, they will make the

purchase.

Keep in mind ...

Never argue “To win an argument is to lose a sale.”

- Alfred Fuller, founder of the Fuller Brush Company


Most Common Objections

Google Adwords is too expensive1

How can you assure that the ROI is good?2

Am I competitive with a small budget?3

No more marketing budget4

My product / service is very niche5

Had bad experience before8

Doing it myself, no need to outsource9

My business is Word of Mouth10

My business is seasonal, bad time now11

I want to have the top position12

Isn’t the market too saturated?6

I’m already in the Organic Listings7

I don’t want to pay for irrelevant clicks13

I / My customers don’t click on ads14


Answer

Objection

● SMBs can compete by using location targeting and geo-targeted keywords so that their ads only appear

when somebody is in a place or searching for a place.

● Big companies tend to compete over high value keywords. By setting up an account with fewer high value

keywords that are more targeted to your business, you can play in a different space.

● We want to increase the visibility of your website at a good ROI. This does not necessarily mean we’ll get your

ads on the #1 position – which can be expensive indeed.

● We want to help you find the best keywords and position to get an optimal ROI. It might sound expensive,

but think about how much extra business it could generate

Pay-per-Click is too expensive. I cannot afford this kind of advertisement.

I cannot afford so many clicks / It’s too expensive


Did you know?

72% of users are confident they get a good ROI from search and online ads.

Source: Google GFK Study 2015


Answer

I must assure to generate enough sales and contacts, so that the campaign is worth it. How can you prove it from the beginning?

Objection

● Our primary aim is to increase relevant traffic to your website and company, which can convert into sales.

We cannot guarantee any conversions. However, we keep a close look at your account & metrics, in order

to figure out which CPC should be used to generate enough traffic and sales.

● It’s important to know that you only pay when someone clicks on your ad, which indicates that they are

interested to get information on your website or even buy something. You never pay for an ad impression.

● Let us help you to set up a profitable campaign. We select precise keywords, write accurate ad texts and

choose intelligent metric-based bids. After setting up the campaign we will optimise by adding high

performing keywords and excluding low performing ones, to go for the best results.

How do you assure that the effort is worth it


Answer

How can I compete with big companies, with only a limited monthly budget

Objection

● The AdWords program supports advertisers of all sized budgets.

● We will identify the most effective and affordable keywords. Big companies tend to compete over high value

keywords. By setting up an account with fewer high value keywords that are more targeted to your

business, you can play in a different space.

● SMBs can compete by using location targeting and geo-targeted keywords so that their ads only appear

when somebody is in a place or searching for a place.

● You can start with a small budget and in accordance to performance results scale budget.

Am I competitive with my budget at all?


Spending an additional $1 on advertising

would benefit an SMB nearly eight times as much relative

to its size as an equivalent $1 spent by a larger business.

Source: Advertising Pays 2: How advertising can unlock UK growth potential, Advertising Association, January 2014

Did you know?


Answer

We don’t have budget to do this

Objection

● Great to hear that you are actively managing your marketing expenses. Please allow me to share some digital investment best practices with you

● In advertising, people tend to say that “money follow eyeballs”. ● How much of your investment is going towards digital, and do you think this is enough?● How do you currently measure the real impact of your other marketing channels? How do you determine

which marketing channel gets which % of the total budget?● Do you actually know what the potential impact can be of an online marketing campaign?

○ For a budget of X, we can estimate to get X qualified clicks to your website within the X industry.

There’s no marketing budget left

Google Confidential and ProprietarySource: eMarketer, 2014, UK

People are spending more of their time

consuming digital media than any other format.

This is contrary to advertising investments,

which are still more offline-focused

Did you know?

% Daily media time in 2010 vs. 2014


Answer

We have a very niche service / product. It would not work on Google.

Objection

● Even if you are a niche product, you’d still want your audience to find you when they look?

Let us help you find keywords that are very relevant to your business.

● CPC model: You’ll only pay when someone clicks on your ad. If there aren’t many people searching/clicking

on your ads it can be very cost-efficient.

● Great, that probably means less competition and therefore perhaps even lower CPCs.

● Wouldn’t it make sense for more people to start looking for your products?

Have you considered specific actions to raise the awareness? (Display)

Niche service / product


Answer

When I search for similar businesses, there are already many adverts. Where will mine fit? You probably try to sell to my competitors. Surely we can’t all be listed on Google?

Objection

● If your competitors all advertise online, it must work… Online marketing will help you gain some of their

market share.

● If you only sell locally, we can target ads to your local area, so you won’t spend money advertising to other

parts of the country.

● There are up to 3 ads on top of the page, and up to 8 ads on the right-hand side. Every time someone

searches on Google, the system will fill in ads on those places. Let us help you find the best possible

keywords for which you want to appear & optimise your campaign to ensure your ads are visible.

Isn’t the market saturated?


Answer

I am already listed in the organic search results, so I see no need to invest money in paid search

Objection

● Highlight why you would want to use AdWords in addition to organic placement:

○ With the sponsored links, your control your message, ad scheduling and path to access your website.

○ It’s difficult to have a good organic rank for all keywords. Let us help you find out for which

keywords your website is badly ranked, and boost up your ranking via paid search

○ Combining organic search and paid search can significantly increase your website traffic.

○ You are less vulnerable to changes in search engine algorithms

Organic vs. Paid Search

Google Confidential and ProprietarySource: Online Search Triggers 2015 - Biginsights.com - Media Behaviors & Influence Study

30%

40%

20%

16%

Did you know?

Offline Advertising

Triggers Online Search

Google Confidential and ProprietarySource: Online Search Triggers 2015 - Biginsights.com - Media Behaviors & Influence Study

Did you know?

Offline Advertising

Triggers Online Search

22%79%-50%, 40%67%


Answer

I tried it before but it did not bring in any business

Objection

● Get more background information○ When did you try it? What did you do exactly? How much money did you invest? How much time?

What were your objectives?○ How did you measure the impact of your campaign, based on those objectives?

● Offer a quick free audit of the Adwords account to spot improvement points + compare potential savings to the cost of service fee (if applicable)

● What would you say went wrong in your previous test?○ Please allow me to explain our way of working and some successes we’ve had with our customers. I

would love to elaborate on why I think we would actually be a good fit to work together.

Had a bad experience before


Answer

I‘m already doing this myself / I‘ve got someone who is already doing this for meWhy would I outsource to a 3rd party / Why would I buy you a fee to manage my account

Objection

● In order to run great campaigns you would need a good knowledge level of Adwords and online

advertising. Our team is highly trained in these things. The fact that we are a Certified Partner of Google

means that we meet Google’s highest standards for qualification and transparency, which includes extensive

product and account management knowledge.

● How much time would you spend on Adwords? Imagine you could spend that time on your business.

How much is your time worth then?

● Offer a quick free audit of the Adwords account to spot improvement points (if applicable)

Doing it myself / No need to outsource (1)


Answer

Objection

● Adwords campaigns need constant optimisation to achieve the best possible results. It‘s not a system that

you can just start & never touch it again. We will take this day-to-day management out of your hands.

● Adwords works with a CPC and a Quality Score. The higher the Quality, the lower the CPC can be. We can

focus on increasing the Quality, which can lead to better CPCs.

● Create references to other services that they pay for, e.g.

○ I’m good at numbers but that does not mean I’m doing my own accounting work

○ I’m pretty handy, but that doesn’t mean I’ll be fixing my own plumbing

○ ...

I‘m already doing this myself / I‘ve got someone who is already doing this for meWhy would I outsource to a 3rd party / Why would I buy you a fee to manage my account

Doing it myself / No need to outsource (2)


46% of SMBs (a total of 2.2 million businesses) feel they would have benefitted from more online support when starting out.

Source: Lloyds Banking Group, Britain's Digital Opportunity, February 2013

Did you know?


Answer

My business is word of mouth / I’ve got enough business already

Objection

● Consumers are increasingly using online search to look for products and services. A lot of different

businesses who are offering similar products/services to you are actually online. What would happen if you

are not there and they end up with your competitors? (It might not be about growing, but about maintaining

your current position and market share).

● It’s great that people know about you and are excited to recommend you to others. If they are talking about

you, you obviously offer a good experience. But wouldn’t it be great if even more people get to know about

you, who can in turn be your advocates? This could mean that every additional lead you get via Adwords

can get you X more leads via Word-of-Mouth.

My business is Word of Mouth


Did you know?

The internet is where people turn to after conversations for more information.

After a face-to-face conversation, 40.5% of consumers turn to the internet

Search is utilized more than any other site type

Google Search is the leading search site for Word of Mouth

Sources : BigInsight 2015


Answer

Currently it is not our season. Our Business is seasonal

Objection

● This is the perfect time to stimulate your quiet time and to increase your revenue. Make your less busy times more productive times (advertise anti-cyclical).

● If users are looking for your products and services actively, they would like to get information immediately regardless of seasonality (be there before your competitors are). You might get less clicks, but they can still be very valuable if people are looking exactly for what you offer.

● This is also a good time to test your campaigns before the main season starts in order to accelerate your sales during main business.

● If you are not listed, your competitors will get your clicks. Or your competitors are not listed, then it is the best time to get started with your advertising to build presence for low costs.

My business is seasonal


Answer

How much does it cost to receive highest position? Will my ads be shown all the time on the same position?

Objection

● The ad position is determined by an auction system. Every time someone searches for a relevant keyword, the system will look into the bid and the quality of different advertisers.

● It is not always profitable to be on the highest position. We want to help you find a good position to optimise your Return on Investment, rather than just aiming for the #1 spot

● The highest position cannot be guaranteed, but for very relevant ads the possibility is higher that they are ranked at higher positions. We can help you find a good bid and optimise the quality of your campaign

● We can help to build a successful campaign by:○ Choosing adequate keywords & Writing relevant and appealing ad texts ○ Optimising your campaign in the course of time

I want to have the highest position


Answer

What happens if my competitor keeps clicking on my ad? How can we avoid this?

Objection

● Each click on an AdWords ad is proactively examined by Google’s system, and they have sophisticated systems to identify invalid clicks and impressions and remove them from your account data.

● When Google determines that clicks are invalid, we try to automatically filter them from your reports and payments so that you're not charged for those clicks.

● Examples of invalid clicks:○ manual clicks intended to increase your advertising costs○ clicks by automated clicking tools○ clicks that provide no value to the advertiser, such as the second click of a double-click

(external info link here)

I don’t want to pay for bad / invalid clicks


Answer

I never click on ads on Google myself. My customers don’t click on ads.

Objection

● Great, that means it‘ll be less expensive. It’s important to know that you only pay when someone clicks on

your ad, which indicates that they are interested to get information on your website or buys something. You

never pay for an ad impression (=free).

● It is indeed true that not everyone clicks on ads. However, a significant amount of people still do -

especially when the product/service/price is appealing to them. Wouldn‘t you want to reach them?

I / my customers don’t click on ads

Attribute, evaluate and optimize the whole customer journey

Attribute value beyond the last click

72%of marketers agree

that attribution helps them make better decisions

“engine noise” “car clunking” “transmission repair toronto”

Google/Econsultancy, Valuing the Customer Journey, 2012

Store locator

Commerce

CallsCross-device

App download& in-app purchase

Measure new types of conversions

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