Ah, skepticism. How many times have you heard a sales claim and raised your eyebrows? (Think “anti-aging skin care, for example.) It’s an indication of my character, perhaps that I particularly feel skepticism when a salesperson throws my name into a sales conversation every few sentences.
If you’ve ever been in sales, as I have, then you know skepticism is difficult to overcome. Rain Today writer and sales guru Vickie Sullivan has done some great writing about how to spot it. (Note to readers: this article was not premium content when I first grabbed it from Rain Today. Now it is.)
Buyers become skeptical, says Ms. Sullivan, “after making too many trips to the dark side.” Perhaps they went for the 30,000-foot view presented by the seller and then tripped over the fine print. They feel duped. Couple that experience with tight budgets and high prices, and you’ve got a challenge on your hands.
How do you detect skepticism?
It can be surprisingly difficult to detect skepticism, particularly if it seems that your interactions have been going reasonably well. A skeptical buyer will look at your facts and figures and “dismiss any projection out of hand.” Ouch. That’s a good time to stop and ask what’s up. Be careful to phrase your question in a way that doesn’t make your prospect defensive. Read Ms. Sullivan’s post (linked earlier) to see what she suggests. Listen carefully and, rather than defending yourself, tell your prospect about a fellow skeptic. Ask if she’s ever faced a similar situation, and you may get information that will help you address their concerns and move ahead with your conversation.
Some skeptics claim to see the value of your services, but when you start talking price, they stop dead, and any progress you’ve made flies out the window. Some prospects tell you upfront that they will only pay $X. Ms. Sullivan is a realist, and she understands that some people don’t get or won’t buy into value pricing. As she puts it, “Value-based pricing is based on a trusting relationship, and skeptics can’t trust.” (I myself confess to skepticism around value pricing.)
Ms. Sullivan believes that you shouldn’t assume that you can do something to help a skeptic see the light. You should assess how much you want the sale and try to negotiate on scope or other considerations. If that doesn’t work, “run for the hills.” I would probably hit the pike earlier. Over the years, I’ve found that working with skeptics is ultimately not worth it.
What do you think?
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