How can you build a sales team that handles skeptical customers?

1 Identify the sources of skepticism

The first step to handling skeptical customers is to understand where their doubts and objections are coming from. Are they worried about the quality, price, or reliability of your product or service? Are they comparing you to a competitor or a previous provider? Are they simply reluctant to change or commit to a decision? By identifying the sources of skepticism, you can tailor your sales pitch and address their specific concerns.

2 Use empathy and active listening

The second step to handling skeptical customers is to use empathy and active listening skills to build rapport and trust. Empathy means putting yourself in the customer's shoes and acknowledging their feelings and perspectives. Active listening means paying attention to what the customer is saying, asking open-ended questions, and summarizing their key points. By using empathy and active listening, you can show the customer that you care about their needs and goals, and that you are not just trying to push a sale.

3 Provide social proof and testimonials

The third step to handling skeptical customers is to provide social proof and testimonials that demonstrate your value and credibility. Social proof means showing the customer how other people like them have benefited from your product or service, such as through reviews, ratings, referrals, or case studies. Testimonials mean sharing positive feedback from your existing or past customers, preferably with specific results and outcomes. By providing social proof and testimonials, you can reduce the customer's uncertainty and increase their confidence in your solution.

4 Handle objections and reframe benefits

The fourth step to handling skeptical customers is to handle their objections and reframe your benefits. Objections are inevitable in any sales process, but they are not necessarily a sign of rejection. Instead, they are an opportunity to clarify and educate the customer about your product or service. To handle objections, you need to acknowledge, isolate, and overcome them. This means listening to the customer's concern, asking questions to understand the root cause, and providing relevant information or evidence to address it. To reframe your benefits, you need to focus on how your product or service can solve the customer's problem, improve their situation, or achieve their desired outcome.

5 Use trial closes and urgency

The fifth step to handling skeptical customers is to use trial closes and urgency to move them towards a decision. Trial closes are questions that test the customer's readiness to buy, such as "How do you feel about this solution?" or "What would be the next step for you?" By using trial closes, you can gauge the customer's interest, identify any remaining objections, and guide them to the final close. Urgency means creating a sense of scarcity or exclusivity for your product or service, such as by offering a limited-time discount, a bonus feature, or a special guarantee. By using urgency, you can motivate the customer to act fast and avoid missing out on a valuable opportunity.

6 Follow up and nurture relationships

The sixth step to handling skeptical customers is to follow up and nurture your relationships with them. Follow up means contacting the customer after the sale to ensure their satisfaction, answer any questions, and solicit feedback. By following up, you can reinforce your value, resolve any issues, and generate repeat business or referrals. Nurture means staying in touch with the customer and providing them with relevant and useful information, such as tips, updates, or offers. By nurturing, you can build loyalty, trust, and long-term relationships with your customers.

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?