How do you respond to trust and credibility objections in direct sales?

1 Understand the objection

The first step to respond to any objection is to understand what it is and why it is raised. Trust and credibility objections are usually based on one or more of the following reasons: lack of familiarity, negative experience, conflicting information, or high risk. Your prospect may not know you, your company, or your product well enough to trust you. They may have had a bad experience with a similar offer or a different seller in the past. They may have heard or read something that contradicts your claims or benefits. Or they may perceive your offer as too expensive, too complicated, or too risky to try. To understand the objection, you need to ask open-ended questions, listen actively, and empathize with your prospect.

2 Address the objection

The second step to respond to any objection is to address it with relevant and credible information. Trust and credibility objections are usually overcome by providing proof, testimonials, guarantees, or demonstrations. Your proof can be in the form of facts, statistics, awards, or certifications that support your claims or benefits. Your testimonials can be in the form of stories, reviews, or referrals from satisfied customers or experts who endorse your offer. Your guarantees can be in the form of warranties, refunds, trials, or support that reduce the risk or uncertainty of your offer. Your demonstrations can be in the form of samples, videos, or live shows that showcase the features or results of your offer.

3 Confirm the objection

The third step to respond to any objection is to confirm that it has been resolved and that the prospect is satisfied with your answer. Trust and credibility objections are usually confirmed by asking for feedback, agreement, or commitment. Your feedback can be in the form of questions, comments, or ratings that measure the prospect's level of trust or interest in your offer. Your agreement can be in the form of nods, smiles, or verbal confirmations that indicate the prospect's acceptance of your offer. Your commitment can be in the form of actions, appointments, or orders that signal the prospect's readiness to buy or move forward with your offer.

4 Avoid the objection

The fourth step to respond to any objection is to avoid it in the future by building rapport, credibility, and value throughout your sales process. Trust and credibility objections are usually prevented by establishing trust, authority, and benefit before presenting your offer. Your trust can be established by showing genuine interest, respect, and appreciation for your prospect. Your authority can be established by demonstrating your expertise, experience, and reputation in your field. Your benefit can be established by identifying your prospect's needs, wants, and goals and showing how your offer can help them achieve them.

5 Handle the objection

The fifth step to respond to any objection is to handle it with confidence, professionalism, and positivity. Trust and credibility objections are usually handled by acknowledging, validating, and reframing them. Your acknowledgment can be in the form of a simple statement that shows you heard and understood the objection. Your validation can be in the form of a compliment, empathy, or agreement that shows you respect and appreciate the objection. Your reframing can be in the form of a challenge, a question, or a story that shows a different perspective or a positive outcome of your offer.

6 Follow up the objection

The sixth step to respond to any objection is to follow up with your prospect after you have addressed, confirmed, and handled it. Trust and credibility objections are usually followed up by reinforcing, reminding, and rewarding your prospect. Your reinforcement can be in the form of a summary, a review, or a recap that highlights the main points or benefits of your offer. Your reminder can be in the form of a call, an email, or a message that prompts your prospect to take the next step or action. Your reward can be in the form of a bonus, a discount, or a referral that incentivizes your prospect to buy or refer your offer.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?