As a sales engineer, you often have to deal with customers who are skeptical, resistant, or even hostile to your solutions. How can you build trust and rapport with them, and persuade them to see the value of your offer? In this article, we will share some tips and strategies that can help you overcome customer skepticism and establish long-term relationships.
The first step to building relationships with skeptical customers is to understand their pain points, challenges, and goals. You need to show genuine empathy and curiosity, and ask open-ended questions that allow them to express their needs and frustrations. By listening actively and attentively, you can demonstrate that you care about their problems and that you are not just trying to sell them something. You can also use their pain points as a basis for highlighting the benefits and outcomes of your solution, and how it can help them achieve their goals.
It's all about the client's goals and the problems they're solving; even if they don't yet know the problem they could or should be solving (Challenger Sale). By starting with the client (customer) you can speak to their solutions, not yours. When you are the expert they need, your solution will stand above all others. (Value Selling) By understanding their pain, you can quantify the benefits a solution will provide (Solution Selling).
I worked for worlds premium Construction equipment brand, in my experience I’ve seen customers who is extremely interested in the premium brand but skeptical to take a decision. Some ways to overcome such customers : 1) As questions and find solutions. 2) Build trust in providing aftermarket support and service availability. 3)Perform a technical analysis and show how the product is beneficial for customers business. Show them the quantitative metrics and financial benefit. 4) Understand the customers struggle in the past and assure serviceability. 5) Trust me, it’s not possible to close the deal in one meeting but sure it will with rigorous follow up and by building trust.
Understand where this unique customers skepticism is coming from and understand what they really need and not just what you can offer. Lead with honesty and integrity, positive working relationships take time to develop and are built around mutual respect and trust. Always follow thru on what was promised to your customer, even if the information is of the negative variety. Earn the right to be their trusted advisor.
- be a good listener to better understand client needs - have a genuinely practical solution - be consistent with your client - be assertive about your product - be confident that your product will make a positive change to the client needs
Chaque situation est unique, chaque problème est spécifique. Traitez donc chaque client individuellement et ne prenez pas pour référence des situations que vous pensez êtres similaires. Il faut s’armer de patience et écouter plus que parler. Si vous trouvez des lieux communs, profitez-en pour établir la confiance. Un client sera plus ouvert à la discussion avec une personne qui partage les mêmes centres d’intérêt que lui. Le plus important et ne l’oubliez pas : sans le client, votre entreprise n’existe pas. Un client satisfait pourrait vous recommander à 2 autres personnes mais un client insatisfait pourrait vous en faire perdre 10 !
Another way to build relationships with skeptical customers is to provide social proof that validates your solution and your credibility. Social proof can include testimonials, case studies, reviews, ratings, endorsements, or referrals from other customers who have used your solution and achieved positive results. You can use social proof to show how your solution has helped similar customers overcome similar challenges, and how it can do the same for them. You can also use social proof to address common objections or concerns that your customers may have, and to illustrate the value proposition and differentiation of your solution.
Social proof validates a solution's power and value, but it also shows the trust earned from customers similar to the ones you're selling to. The beauty of social proof is that it's a candid portrayal of real-world success, and when used effectively, it should strongly resonate with skeptical customers. Social proof should not only affirm credibility but also showcase a tangible use case that addresses pain points, inefficiencies, or requirements similar to those encountered by your customer or their industry. From my experience, social proof goes beyond just showcasing what our solution has done; it actually builds a bridge between us and the customer and inspires them with the realities of a solution.
You can build credibility by telling stories about customers who have implemented your solution. Make sure the story is relevant to them and their business. If you are talking to FinServs, you should try and have a story about another FinServs company with similar challenges. You want your buyer to see themselves in your story so making it relevant and authentic is really important. You are trying to build a connection so you are seen as a strategic advisor not someone trying to just "sell" them something.
A third way to build relationships with skeptical customers is to educate and add value to them throughout the sales process. You can do this by sharing relevant and useful information, insights, tips, best practices, or resources that can help them solve their problems or improve their situation. You can also do this by offering free trials, demos, consultations, or assessments that can showcase your solution and its features, benefits, and advantages. By educating and adding value, you can position yourself as an expert and a trusted advisor, and not just a salesperson. You can also create more engagement and interest, and move your customers closer to a decision.
Working with skeptical customers requires calm and patience. Time is a key factor. Understanding deeply their situation, goals, and real concerns is crucial. A game changer approach is guiding them gradually and slowly through customized demos and specific sessions, demonstrating how the solution supports and addresses their specific and unique needs. Investing time in showcasing how each pain point is resolved, ensuring they feel in control at any stage, with the reassurance of ongoing complete support whenever needed. The Trusted Advisor should be the figure that goes through this process.
Best way to Add value is 1. BE HONEST 2. Look beyond YOUR SOLUTION 3. Inquire about everything OUTSIDE YOUR PER-VIEW 4. Cover the good and the bad ( no solution is PERFECT ) 5. know when to break from the elevator pitch backing [some customers are smarter than marketing thinks they are]
Pour ajouter de la valeur, le partage d'expérience est intéressant. Raconter la mise en place de votre solution au travers d'un cas client, avec les difficultés rencontrées, les moyens mis en ?uvre et les questions qui se sont posées permet d'assoir votre crédibilité. Plus largement, tout ce qui permet de démontrer l'expérience terrain du conseiller participera à en faire un interlocuteur de référence et une différence par rapport aux concurrents. Plus l'expérience acquise est proche du cas client, plus elle aura d'impact.
A fourth way to build relationships with skeptical customers is to handle objections and feedback professionally and confidently. You need to anticipate and prepare for the common objections and questions that your customers may have, and have clear and compelling answers that address them. You also need to listen and acknowledge their feedback, and show that you respect their opinions and perspectives. You need to avoid being defensive, argumentative, or aggressive, and instead focus on finding common ground and resolving issues. You also need to ask for feedback regularly, and use it to improve your solution and your presentation.
Be receptive of any pushback and try to understand why you are receiving this feedback. Keeping an open mind, asking the right questions will help you understand your customers perspective. Never take offense or come across as aggressive in these scenarios or you will more than likely be removed from the conversation. The best thing you can do is be supportive, and invest in the relationship. Time spent building a relationship with any customer is time well spent, and in these scenarios it will only help you out in the long run.
Allow customers to be right about their objections. Your product isn't perfect and won't be exactly tailored to their needs. But if you manage to let them express their pushback and acknowledging it, you'll most likely gain some level of trust. From there they'll be keen to listen to you and allow you to come back with a proper answer to their objections.
A fifth way to build relationships with skeptical customers is to follow up and follow through on your promises and commitments. You need to maintain regular and consistent communication with your customers, and provide them with updates, reminders, confirmations, or additional information that they may need or request. You also need to deliver on your promises and expectations, and make sure that your solution meets or exceeds their needs and goals. By following up and following through, you can show that you are reliable, professional, and respectful, and that you value their time and business. You can also create more opportunities to reinforce your value proposition and to move your customers to the next stage of the sales cycle.
Remember the sale does not Stop when the PO is cut... Sales Engineers should be keeping the pulse Pre Sales Implementation Post Sales Support checkup being in the mix be it a 100K sale or a 30 million dollar sale knowing the needs and not just showing up when there is a concern... Your account Manager is always trying to keep a pace for sales, but you are their eyes and ears as well as their navigator
It involves regular communication to show that you value their business and are invested in their success. It’s essential to understand the communication channels your customers prefer and make it easy for them to reach you. Active listening is crucial, as it allows you to respond thoughtfully to your customers’ concerns. Consistency and remembering critical details from past conversations can help build trust. Being true to your branding and mission, treating each customer as a VIP, and being helpful rather than salesy can foster trust. It’s beneficial to address potential obstacles before customers bring them up, to be upfront about details, and to share the right information at the right time.
Overcoming skepticism from customers hinges significantly on the genuine belief in the product or solution you’re presenting. This authenticity in your conviction serves as a powerful tool in reassuring customers. It’s about more than just extolling the virtues of your product; it’s about conveying a deep-seated confidence that what you’re offering can truly make a difference. Remember, it’s not about being pushy; it’s about being so convincingly positive and sure of your product that skepticism naturally turns into interest and trust
In my experience, understanding where the client’s distrust/ skepticism stems from is also important. Interpersonal savvy, Transparency and Empathy go a long way when addressing those points and allows a client to feel seen and understood, fostering memorable experiences and lasting business relationships.
Définir précisément et programmer des points de passage aux étapes importantes du projet permet au client de ma?triser une partie du process et contribue à le rassurer.