The best way to overcome an objection is never to let it surface. How can you do that? Read on. If you’re like I was as a young life insurance agent giving pension maximization presentations, you like to hear as few objections as possible. At that time, I knew the best time to handle objections was before they came up, but I didn’t know how to execute this. After writing hundreds of articles (including writing for the senior section of a newspaper), I’ve learned that one of the most effective ways to handle objections before they come up in a selling situation is by addressing them in the media by writing articles and giving interviews.
Why is this method effective? Seniors read newspapers. According to a nationwide Harris Poll of U.S. adults surveyed this past January, 80 percent of “matures” (age 59 and older) said they read a local daily newspaper several times a week or every day.
Also, according to the “2000 AARP Survey of Lifelong Learning,” 64 percent of adults age 50 and older use newspapers, magazines, books and journals when they want to learn something. Right audience You want to write for publications that your prospects either read or are familiar with. You also want to write articles that truly address clients’ objections. Start by checking with your local newspaper to see if it has a section for seniors. (It is better to start with your local paper; larger publications are unlikely to take articles from you until you have some published articles under your belt. Also, when it comes to getting published and using it to help you get sales, you must write for a third party; this is what gives you credibility. The company newsletter is not good enough – it will be perceived as marketing collateral.)
If your local paper has a senior section, contact the section’s editor (e-mail is often best) and let the person know you’d like to submit an article. (Be sure to include your credentials.) If your local paper does not have a senior section, contact the business editor and ask if you could submit a piece for the personal finance or investing section.