11 Rules for Selling to a Skeptic
11 Rules for Selling to a Skeptic
1. Know your product/service.
You should know your product/service's 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 makers. 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 them 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 if you are selling to a skeptic. Your lack of enthusiasm will be 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 a buyer 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 a person is to say "yes." And know: 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 buyers respect.
By offering endorsements and testimonials, especially from well-known sources, you will strike the chord of "trust" with your target market. Many skeptics have purchased based on the recommendations of individuals they respect. Also, align yourself with trusted agencies through strategic partnerships. Major endorsements mean less resistance and more 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 trials allow the skeptic to try the product/service before determining if your offer is a good fit. Incentives and discounts are also helpful tactics, as they make the cynic feel they are getting 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. Also, you communicate an important message: 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. To position your product/service in the market, we offer such phrases as:
"The lowest cost"—You offer a bargain.
"The official"—You validate for authenticity.
"The best"—You show superiority.
"The only"—You provide 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, the ability to cross-market 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 a 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 problems, fulfills needs, or satisfies desires. 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 objections.
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 those 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 you ask 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 to 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 the one at hand. Your confidence will put the cynic at ease and make him or her 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. Each of these 11 rules is designed to complement 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!
11 Rules for Selling to a Skeptic - To learn more about this author, visit William R. Patterson's Website.
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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 a misbeliever that your product is necessary than to complete what the industry terms an "easy sell." Lucky for us all, 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.
You should know your product/service's 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 makers. 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 them 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 if you are selling to a skeptic. Your lack of enthusiasm will be 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 a buyer 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 a person is to say "yes." And know: 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 buyers respect.
By offering endorsements and testimonials, especially from well-known sources, you will strike the chord of "trust" with your target market. Many skeptics have purchased based on the recommendations of individuals they respect. Also, align yourself with trusted agencies through strategic partnerships. Major endorsements mean less resistance and more 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 trials allow the skeptic to try the product/service before determining if your offer is a good fit. Incentives and discounts are also helpful tactics, as they make the cynic feel they are getting 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. Also, you communicate an important message: 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. To position your product/service in the market, we offer such phrases as:
"The lowest cost"—You offer a bargain.
"The official"—You validate for authenticity.
"The best"—You show superiority.
"The only"—You provide 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, the ability to cross-market 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 a 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 problems, fulfills needs, or satisfies desires. 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 objections.
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 those 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 you ask 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 to 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 the one at hand. Your confidence will put the cynic at ease and make him or her 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. Each of these 11 rules is designed to complement 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!
11 Rules for Selling to a Skeptic - To learn more about this author, visit William R. Patterson's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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