11 Rules for Selling to a Skeptic

By William R. Patterson, award-winning lecturer and co-author of the national best-selling business and personal finance book, The Baron Son

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.

(to be continued..)