Use "Feel, Felt, Found" to counter objections without reinforcing them
In a previous newsletter, we cited the challenge of acknowledging objections without reinforcing them. A classic way to do that is using "feel, felt, found."
Instead of arguing with customers, train reps to say, "I understand how you feel about that. In fact, a customer of mine felt exactly the same way. And what he found when he tried our product is ...."
Empathizing with customers gets them to lower their guard. Discussing the feelings of a third party helps move them to a more objective place. It also prompts them to identify with that first customer, subtly making them more receptive to reaching the same conclusion.
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In a Word
"Aren't" vs "are not"
"Are not" is stronger, which means you'll prefer it -- or avoid it -- depending on your desired effect.
Let's say your aim is to reassure a customer. "You are not going to regret this" does so with more conviction and certainty than "you aren't going to regret this."
On the other hand, suppose you're writing about the reader's character, e.g., "You are a leader, not a follower." Since you don't really know the reader personally, the softer, assumptive tone you want is better conveyed by, "You're a leader, not a follower."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.