It\u2019s a problem as old as time: you create a product, but people aren\u2019t buying. Even if you have plenty of traffic, your visitors aren\u2019t converting.Your first reaction is: \u201cThere must be something wrong with my product.\u201d Motivated to get more sales, you invest all of your time reworking and retooling. You use up all of your energy making your product better.It\u2019s a common reaction, but it\u2019s dead wrong.In most cases, the problem isn\u2019t your product. It\u2019s your positioning.You don\u2019t have to change your product to get more sales. (Unless there\u2019s something horribly wrong with it, which there probably isn\u2019t.)Instead, you have to overcome customers\u2019 objections, showing them that your product is exactly what they need. You have to help them get to the yes.Let\u2019s talk about the top three objections most people have, and what you can say to help them overcome those objections and say yes to making a purchase.OBJECTION #1: \u201cI\u2019m a special case. This product probably isn\u2019t right for my unique needs.\u201dThis objection is so commonplace, it\u2019s almost funny. What happens is, customers view their own situation as \u201cspecial\u201d and worry that your product won\u2019t work for them. Even if their situation isn\u2019t really special at all, the belief is still there, standing in the way of buying your product.We call this the Unique Unicorn Complex.Sometimes people\u2019s situations really are unique. For example, our Founder Keith was looking for a good budget tracking software that could handle both dollars and yen, because he live in Japan and has clients in both Japan and the U.S. Most software didn\u2019t have the capabilities to handle his special situation.But for most people, the Unique Unicorn Complex is an illusion, and it can be solved with just a little bit of assurance from you.A great example of this would be someone who wants to learn to play poker better, but doesn\u2019t often go to Vegas. They want to learn, but they think their situation (rarely going to Vegas) puts them at a disadvantage for taking your Play Poker Better course.THE SOLUTION: Super-targeted testimonials and FAQNothing helps someone overcome their Unique Unicorn Complex like hearing from a satisfied customer who is in their exact same situation. In the poker example, you\u2019d include a testimonial from a customer who rarely goes to Vegas but still got a lot of value out of your course.Here\u2019s another example.Let\u2019s say you sell an introduction to Spanish course. Some people aren\u2019t buying because they are absolute beginners with no previous Spanish-language experience, and they\u2019re worried your course might be too advanced.What do you do? Put up a testimonial from a student who had no previous Spanish-language experience, and found your course easy to use and super effective.Also use your FAQ page to overcome these objections. Add a question to your page that says something like: \u201cI\u2019m an absolute beginner with no Spanish-language background. Will this course work for me?\u201dThe answer is: \u201cYes! This introductory course is specially designed to be easy to follow for people who have no experience speaking Spanish.\u201dOBJECTION #2: \u201cThis product is too expensive.\u201dThe \u201cprice\u201d objection is a tricky one, because anyone who says \u201cprice\u201d is the problem isn\u2019t telling you the whole truth.People will pay\u2014and pay a lot\u2014for just about anything they deem valuable. People buy cars, appliances, vacations, clothes and entertainment without a blink of an eye if they think it\u2019s worth their money.But if they see something that doesn\u2019t seem worth their money, they won\u2019t buy it, no matter how low the price. You could lower your price to five cents, but if someone doesn\u2019t think it\u2019s going to pay off, they won\u2019t waste their nickel.This is sometimes referred to as the Cost-Performance Ratio (CPR): \u201ca product\u2019s ability to deliver performance for its price.\u201dSo, when someone says your product is too expensive, what they really mean is they don\u2019t think it\u2019s going to deliver enough value for the price. And that means you haven\u2019t sufficiently explained why your product is worth it.SOLUTION: Keep the price where it is, and prove valueThe solution is not necessarily to lower the price. Unless you\u2019re selling your product for 5 million bucks, lowering your price will rarely solve the real problem. And there will always be naysayers at any price, so don\u2019t sweat it.What you have to focus on is showing why your product absolutely will deliver value.Here\u2019s a good example: We were working with a client on selling his eBook that teaches people how to get free airline flights. We sold it for the standard $37 eBook price, and we also did a one-time sale for $25.Yet, some people were still complaining it was too expensive!One way to overcome those objections was to offer a 6-month guarantee. If customers didn\u2019t get at least one free flight in the first 6 months, they would get a 100% refund, no questions asked. At that point, the product was basically free. You either got yourself a free flight, which would be somewhere around $300, or you got a full refund and lost no money.This was really helpful for winning over some buyers, but it still didn\u2019t win over everyone. Remember, there are always naysayers at any price. We were offering them what was basically a risk-free, no-cost product with the potential of getting a free $300 flight, and it was still \u201ctoo expensive\u201d to some.Which, of course, was a bogus accusation.But it does prove that lowering the price is a losing game. The solution is to show how people will get value in specific, concrete ways (like a free $300 flight).OBJECTION #3: \u201cI think you\u2019re sugar-coating things. What are you not telling me?\u201dSometimes, when everything on your sales page is all sunshine and roses, people get suspicious for no reason.Unbounce explains why, using this study of Amazon user reviews:While the star ratings themselves didn\u2019t influence sales, the variability in star ratings positively influenced sales.In other words, if a visitor sees nothing but 5 star reviews, they get suspicious.Keep in mind that this is on Amazon, a trusted brand where the default assumption is that the customer reviews are real. This skepticism can only get worse if the user reviews are on a platform they\u2019ve never seen before.In short, while a plethora of negative reviews is going to sink your product, a collection of excessively happy customer reviews will have your visitors crying \u201cFake!\u201dNot only that\u2026Amazon once did a study where they actually promoted negative reviews for more people to see. The results were not what you\u2019d expect. Instead of buying less, people bought more.The truth is, when people can see all aspects of a product\u2014both positive and negative\u2014they ultimately feel more comfortable making a decision to buy.Most of us like to evaluate the content of negative reviews ourselves. A review might talk about one specific drawback, but if that drawback is not a big deal to us, we\u2019ll buy anyway. And we\u2019ll feel even better about buying, because we know the whole story and have made our own independent decision.SOLUTION: Be honest about the negativesYou see this on sales pages all the time:\u201cDon\u2019t buy this product if you\u2019re X, Y or Z.\u201dOr…\u201cIf you want a product that does X, Y, Z, this is not the product for you.\u201dOr something along those lines. For example: \u201cDon\u2019t buy this Spanish-language course if you\u2019re already a native speaker. You will NOT learn anything you don\u2019t already know, and it will be a waste of your money.\u201dTurning customers away goes against standard sales logic, but it\u2019s very effective. It shows that you\u2019re not trying to trick anyone into buying something that\u2019s not right for them. It also makes you more trustworthy.Basically, you\u2019re using the same \u201cnegative review psychology\u201d that Amazon uses, without having to put negative reviews on your own sales page.Here\u2019s another interesting way to modify this technique:Let\u2019s say you\u2019re selling an advanced Spanish language course. You could put something like this on your FAQ:Question: \u201cI took high school Spanish, but I\u2019ve forgotten a lot of it. Is this course right for me?\u201dAnswer: \u201cThis course is probably not the best choice for you. You should start with a beginner course, like my Intro to Spanish course. If you don\u2019t do that, this could be a really difficult course for you. If you go the extra mile, though, you may be able to catch up.\u201dNotice how you didn\u2019t say \u201cNO, this is NOT for you!\u201d You left the door open.Notice how you also referred them to another one of your products as a better choice.Notice how you put the students\u2019 success on their shoulders. You made it really clear that their outcome depends on how hard they\u2019re willing to work.If they don\u2019t buy, it\u2019s no big deal, because the product isn\u2019t aimed at them and you told them that honestly. If they do buy, and they succeed, it\u2019s like a bonus.And if they buy and the course is just too hard, and they ask for a refund, they know they were warned in advance. Their failure is their fault, not yours.Get it?Before we finish up here, take a peek at our of my favorite comics. Isn\u2019t this how we all look at reviews?(This is why we always tell people to write 4-star reviews.)We\u2019ve covered three common customer objections and their solutions. Now it\u2019s time to put these techniques into practice!Two things for you to do:The next time you hear from a customer about why they aren\u2019t ready to buy, approach it with the above ideas in mind. Don\u2019t think of it as a negative thing\u2014look at it as an opportunity to make a positive change and help a customer overcome their objections. Remember, it\u2019s not a problem with your product, it\u2019s a problem with your positioning.Make a spreadsheet! (No, really, this is going to be fun.) Go through all of the emails you\u2019ve gotten from prospective customers. Create three columns: name, reason for not buying, and REAL reason for not buying. For example, if someone says, \u201cI\u2019m a teacher, and I\u2019m not sure your product will work for me,\u201d the REAL reason is \u201cUnique Unicorn Syndrome: Occupation.\u201d See if you notice a pattern in the real reasons people aren\u2019t buying. Then, make a change in your marketing materials to address that problem.We encourage you to go the extra mile to identify people\u2019s real objections, not just the things they say on the surface. Always fix your positioning before you try to fix (non-existent) problems with your product.You\u2019ll have customers saying \u201cYes!\u201d in no time.