This client is rolling out a brand new Internet product and they hired me to do marketing research on their product offering. I called on and walked 12 or so prospective clients through the product demonstration and after my 20 minute presentation, I LISTENED and recorded their concerns and objections.
I quickly returned those objections back to my client. I expected that they would do a little research and get right back to me. Instead, I was utterly stunned with my client's response.
They said, and I quote "I have never heard those objections and concerns before with any of our other test prospects, so it must be what and how you are presenting the information."
WHAT, I wanted to say? Instead, I took a deep breath, and repeated their concerns and objections. Again, more gibberish. At this point, I just wanted to slam the phone on the counter 4 or 5 times and say "Are you listening to me? I am telling YOU what YOUR potential clients are concerned about. WHY are you bucking me?"
But, instead, I went about the business of interviewing more prospects, listening to the same objections, and feeding them back to my client, the Internet product company. More stonewalling. More bulls**t.
As far as I could tell, my client had no good response or he was afraid to tell the prospect the truth. Or it took too much of their time to research the answer. Or...you name it.
So, here are the conclusions I had to draw:
- Prospective clients are smart and they no longer want to be told what to buy and who to buy it from;
- Prospective clients have lots of options where to spend their money and they will spend it where they perceive they are getting the greatest value and;
- Prospective clients don't like to be bullsh**ted. Tell them the truth...Only the facts, ma'am.
I fired my client today and I feel damn good about that decision.