11 Rules for Selling to a Skeptic
Let's face it: the greatest accomplishment for a member of the
sales community is closing a deal with a skeptic. Many who are
proficient at this art agree that it is far more gratifying to
convince someone who initially felt your product was not
necessary that it indeed is, than to complete what the industry
terms an "easy sell." Lucky for us all, plenty of doubters buy
products and services everyday. Let us examine eleven of the
fundamental techniques used by those who succeed in persuading
the worst of cynics.
1. Know your product/service
Know it inside and out, backwards and forwards. You should know
its strengths, weaknesses, and any proprietary features. Also
understand the factors that influence its supply and demand. All
of these will strengthen your presentation and help the skeptic
make a more informed purchasing decision. There should be
nothing that anyone can tell you about what you solicit. You
will definitely be asked questions, so be prepared to
demonstrate all aspects of your product/service in response.
2. Know your prospect
Along with knowing your product comes knowing your prospect.
Strive to know all you can about your target demographic and
potential clients. Make sure you deal with the decision maker.
You should know their purchasing habits, what motivation
determines their choice, and how long a buying decision takes.
You must understand how your product fits into their overall
purchasing strategy. When you know the buying habits of your
prospect, you can use it to develop a longer-term sales
plan--that means repeat business. Put yourself in the most
favorable position to get a "yes" by focusing on what most
concerns your prospect.
3. Believe in your own words
You will never be effective selling something you do not believe
in, particularly to someone who is already skeptical. Your lack
of enthusiasm will be an obvious as you attempt to convince your
potential buyer. When you emanate passion and confidence, you
break down the wall of doubt the cynic has built. To not be a
pillar of strength during your presentation is a sure-fire
ticket to an abrupt "no." If you are lucky enough to sell a
product you do not believe in, you still lose because you risk
killing referral business and losing the trust of your customer.
4. Be transparent
Too often, we give strong pitches with lots of hype and little
information. We will say, "If you want these benefits, buy my
product." This is done with the hope that a prospect's curiosity
about your bold claims will be enough to convince them to
purchase. The idea that if you divulge too much information, you
could dissuade your prospect is a far too common falsehood. Be
prepared to give as much information as needed to convince the
potential buyer to make a purchase. Transparency builds trust.
Things people do not understand will always be greeted with
"no." The more information available when making a purchasing
decision, the more likely they are to say "yes." Another benefit
of being transparent is the more resources you divulge free of
charge, the more likely you are to generate interest in your
product/service.
5. Gain trust by associating yourself with things they
respect
By offering endorsements and testimonials, especially from
well-known sources that your target market respects, you strike
the chord of "trust." Many a skeptic has purchased based on the
recommendations of individuals they respect. Secure associations
along these lines and look to align yourself with trusted
agencies through strategic partnerships. Major endorsements mean
less resistance and lots of sales.
6. Offer a free trial, incentive, bargain, or guarantee
The structure of your offer can play a key role in building
trust and enticing your prospect to buy. There are many
variations of each, but incentives and guarantees are great ways
to gain your potential buyer's confidence. Guarantees and free
trails allow the skeptic to try the product/service before
determining if your offer is a good fit. Incentives and
discounts are also valuable tactics as they make the cynic feel
they are getting a value. People always love the feeling of
getting something for free and buying when it is a low/no-risk
transaction. By guaranteeing the quality of your
product/service, you disarm the skeptic and encourage them to
buy. You also communicate an important message that you are
confident in what you sell.
7. Compare and differentiate yourself from your
competitors
Know the nature of your business. Is it commodity based, where
the low price bidder wins? Is the strength of your brand a
factor? Is there something unique about your offer? You must
understand your competitors and their advantages and
disadvantages. Once you have both the knowledge of your
competitors and an understanding of the skeptic's needs, you can
choose the most effective marketing angle. We offer such phrases
as:
"The lowest cost"...you play to the desire for value "The
official"...you validate for authenticity "The best"...you show
superiority "The only"...you offer exclusivity
If possible, demonstrate the differences that make your
product/service unique or superior.
8. Sell the relationship, not the product
Contrary to popular belief, the best salespeople not only close
deals, they foster relationships. Relationships are more
valuable to both you and the prospect than a one-time
transaction. For the salesperson, relationships bring repeat
business and the ability to cross-market your offerings;
increased referrals because you gain access to the prospect's
network base, and the ability to charge a premium because of the
higher perceived value of your relationship. For the skeptic,
relationships help build trust. These bonds let them know they
will not be abandoned after the transaction is finished.
Ultimately, they are buying a relationship with you and your
firm, not the product/service, so approach selling that way.
9. Focus on benefits offered and value delivered
Self-interest is the skeptic's primary concern, so focus on how
your product/service solves their problem, fulfills their need,
or satisfies their desire. If your prospect is solely
bottom-line focused, your presentation should be centered on how
your product or service will make or save them money. If your
product satisfies a desire, focus on how it fills an emotional
void. Emotional selling differs from bottom-line selling because
it focuses on feelings rather than metrics. Remember to focus on
the benefits that concern your potential buyer; anything else
will make a skeptic lose interest and you lose the sale.
10. Isolate their objection
In life and business, two of the greatest challenges are making
intelligent decisions and properly following through on them.
One of your fundamental goals as a salesperson is to help people
make informed decisions. To do so, ask two types of questions:
those to better understand your potential buyer and his/her
needs, and questions designed to lead your prospect to buy. A
series of well-placed questions will allow you to isolate any
objections. You should brainstorm every possible reason a
skeptic will not buy from you and comprise an effective solution
or rebuttal for each. Any other question should be crafted in a
way that allows for only one reasonable answer, and that answer
should compel your prospect to agree with you.
11. Don't seem desperate!
Your emotional state will be apparent to a skeptic. Never appear
as though you "need" a sale. Everyone avoids a hard-pressed
individual. Often we are conditioned to give to and buy from
those who do not need our money. It is the same principle that
makes us more likely give a rich man fifty-cents to make phone
call because he has no change, than to a homeless man in need
who makes the same request. Therefore, it is imperative that you
operate from a mindset of abundance. Understand there is always
a bigger sale out there, so you need not be pressed for this
one. Your confidence will put the cynic at ease and make them
more likely to buy from you.
Once internalized, these 11 points will mesh into an effective
sales strategy. You will begin to think of them not as
individual points to be mastered, but one comprehensive selling
technique. They are designed to compliment each other and give
you a thorough footing for selling to those who are naturally
doubtful about you and your service. Master them and win!