NFIB

Customers Are Naturally Skeptical
03/ 22/ 2002

Most people today have seen commercials on TV and in the newspapers touting everything from impossible get-rich schemes to learning how to hit drives like Tiger Woods in a week. People know these ads are false (most people, anyway), and a lifetime of seeing such impossible promises makes them skeptical about almost any type of advertisement or sales talk. In today's Workshop, Jeffrey Moses discusses how to overcome this skepticism and in the process set yourself apart from your competition.

Even customers who visit established places of business may be skeptical about claims made by sales representatives. The only way to overcome this is for the sales rep to be aware that the customer feels this way and to acknowledge this awareness. "I understand that you may be doubtful about this," a sales rep could say. "But let me show you exactly why what I'm saying is true -- and how it can benefit you."

To overcome skepticism, it's always best not to sail into a prescribed sales rap that drones on and on, insensitively neglecting questions or uncomfortable customer glances. Tune in before you're tuned out.

Words alone cannot assuage a customer's skepticism. References to important product features should always be backed up by facts -- the more precise, the better. A salesperson should begin each sales presentation by listening to the customer to find out exactly what is needed, then presenting as many benefits as possible that tangibly affect the customer's needs. When available, use case histories of previous customers who have been satisfied. Use scientific research data, industry research, or whatever specific data is available. Most important, describe how the product's features can be used by the customer to directly solve his or her specific problems. The less vague this description of benefits, the easier it is to overcome skepticism.

Warranties play a big part in overcoming doubts. Money-back guarantees, offers to service products for an extended period, and even performance guarantees all serve to remove doubt from a customer's mind.

Most people are afraid of paying too much for an item. Hence the offers from large retailers: "We'll beat any advertised price by 10%." Such offers, which can also be made by small businesses, help assuage the natural fear of customers. It can be said that shoppers (both individual and those for large companies) live in constant fear of overpaying. Eliminating these fears is the surest way to overcome skepticism.

Many schools of sales thought insist that "a salesperson should be closing from the beginning." It's true that all phases of a well-planned presentation should be directed toward the sale, but closing too early in a presentation usually raises a customer's skepticism level. "If the salesperson has to close this hard," a customer may think, "the product must not be worth the price." Go slowly in closing, especially with skeptical customers. Weave the close in with the presentation of specific benefits and gradually skepticism will lessen.

Many salespeople take a customer's skepticism personally, and this can make matters worse. Feeling that the customer is judging them as individuals, salespeople try overly hard to close, without taking the time to help the customer work through the skepticism.

Only by answering a customer's questions in a direct and sincere way, and by not trying to close too aggressively, can a salesperson gradually overcome a customer's initial doubts. In our overly hyped media environment of 2001, taking the time to unwind a customers' cocoon of skepticism is the way to lasting sales success.

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