Tech-Enabled Services Versus SaaS Business Model: Key Metrics
Discover how tech-enabled services compare to a SaaS business model, exploring how they differ on key metrics
Proof: Overcoming Objections to Your Messaging and Positioning
Overcome objections in your messaging and positioning with proof
Overcome objections using our messaging and positioning template for social impact leaders.
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This is a series about building and refining your messaging and positioning
#1 - Series Intro: (i) Messaging & Positioning Template & (ii) 5 Expert Tips
#2 - Messaging & Positioning Template: (i) Customer Unmet Needs & (ii) Persona Worksheet
#3 - Messaging & Positioning Template: (i) Ideal Client & (ii) Ideal Client Worksheet
#4 - Messaging & Positioning Template: (i) Differentiators & (ii) Value Proposition Worksheet
#5 - Messaging & Positioning Template: Market Category
#6 - Overcoming Objections to Positioning: (i) Proof; (ii) Workflow Redesign; (iii) Offers
#7 - Messaging & Positioning Process: Testing
#8 - Messaging & Positioning Process: Learning from Data
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Overcoming Objections
Once you've identified how to help bridge the gap between their desired outcome and current situation, you encounter a new challenge: convincing your audience they can achieve their goal with your guidance.
To overcome this, you can use three powerful tools to enhance understanding and prompt action.
- Social proof: showcase real success stories from satisfied clients
- Use case: illustrate how your solution works in practice
- Offer: make it easy for prospects to succeed
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By skillfully applying these tools, you create a compelling positioning and messaging statement that resonates with your audience and encourages them to take the next step in their journey.
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Social Proof
If you’re offering something compelling, people may naturally be skeptical and think you’re selling snake oil.
However, because you’ve proven your impact, you can build trust by sharing evidence of your work.
This is, of course, going to be an ongoing exercise, where you’re weaving in your credibility throughout your entire buyer journey and marketing materials.
But the goal here is to provide a very powerful snippet of social proof in your original messaging that can encourage your buyers to continue reading.
A) Brainstorm Options
Testimonials, case studies, and statistics act as external validation and enhance confidence that your offer is a sound choice.
Examples include
- case studies or stories that highlight real relevant before and after transformations
- quotes and written or video testimonials
- statistics proving outcome achievement
- video or pictures of customers using and enjoying your product
- showcasing accreditations, awards, or endorsements (not from your buyer’s peers)
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B) Rate
Similar to the approach we discussed earlier, I would brainstorm a wide range of proof points and score them based on their likely credibility and uniqueness in a table.
Credibility is greater when:
- others successfully used your solution and dream outcomes relevant to your buyer
- the statement comes from respected individuals and leaders in your target buyer’s field
- qualitative and quantitative support
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Circling back to our earlier examples, let's break this down. When you're trying to win over buyers, case studies of real customers nailing their dream outcomes will likely pack more punch than fancy accreditations or nods from third parties who aren't in your buyer's shoes. That said, if those are the only pieces of social proof you have, they're still way better than presenting empty-handed.
C) Design
It’s also important to consider how you communicate these proofs.
For instance, instead of including an entire customer case study in your initial initial message, you might link to it in a phrase like the below.
Using our running example, here’s one hypothetical piece of social proof you can introduce early on.
Proof
See how Kaiser Permanente reduced donor churn by 123% in one quarter [Link to case study]. “Strongly recommend — our donors are giving even more than before.” — Chief Development Officer of Kaiser
In your buyer’s industry of community health, Kaiser is a leading, recognizable figure. The quote shows how they achieved the top dream outcome with data and a qualitative statement.
Bringing it all together (running example)
Target Sentence Formula
DonorFamily: We are a Donor Engagement Platform helping Community health fundraisers personalize donor campaigns.
Customer Unmet Needs Formula
Minimize churn and grow thriving donor communities without tedious data segmentation or inauthentic messaging at scale.
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Unique differentiator
Our AI crafts personalized campaigns for you, then auto-generates reports your leadership will love. By tapping into donor passions, and quietly learning from their responses, we become experts on your donors at scale, helping them integrate into your community of donors in record time. Double retention in just six months with only a few hours of effort a week.
Proof
See how Kaiser Permanente reduced donor churn by 123% in one quarter [Link to case study]. “Strongly recommend — our donors are giving even more than before.” — Chief Development Officer of Kaiser
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Next: Workflow Redesign
Our next post will introduce a proven method for overcoming objections: the workflow redesign statement.
This approach clarifies your target segment's lived experience, demonstrating how your solution improves their workflow and highlighting its significance.
👉 What’s your biggest challenge in this process? Share your feedback here or toggle by clicking.
See the next article in the series below
This is a series about building and refining your messaging and positioning
#1 - Series Intro: (i) Messaging & Positioning Template & (ii) 5 Expert Tips
#2 - Messaging & Positioning Template: (i) Customer Unmet Needs & (ii) Persona Worksheet
#3 - Messaging & Positioning Template: (i) Ideal Client & (ii) Ideal Client Worksheet
#4 - Messaging & Positioning Template: (i) Differentiators & (ii) Value Proposition Worksheet
#5 - Messaging & Positioning Template: Market Category
#6 - Overcoming Objections to Positioning: (i) Proof; (ii) Workflow Redesign; (iii) Offers
#7 - Messaging & Positioning Process: Testing
#8 - Messaging & Positioning Process: Learning from Data
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