Have you ever met ” Suspicious Stewart”? That’s the nickname of sales expert Grant Cardone for the type of buyer who really makes you work harder to gain his trust in buyer and seller transactions.
Skeptical Buyers into Loyal Customers
Stewart type buyers are critical thinkers, meaning they will question everything you say. If you can’t answer his questions satisfactorily at any time, you might lose his confidence – and deal with him.
Working with these types of buyers or customers has several unique challenges.
But there are positives, one of which is, if you can turn a skeptical buyer into a trusted person or loyal customer, you know that they will really be on your side.
Read on for eight ways to win buyers who are skeptical or skeptical.
1. Avoid Jargon And Buzzwords
Leave the jargon and filler words. Skeptical buyers are always on the lookout for things that sound good but don’t mean anything – so using fancy terms will convince them that you are, in fact, full of nonsense.
To see if your statement passes the question in their brain, rewrite it without any keywords, acronyms, or industry terms. If you can’t put it in everyday language, maybe it’s all jargon, and it’s meaningless.
2. Studies And Testimonials
Dubious prospects might not trust you, but they will trust other customers – which they usually think is less biased.
Bring case studies and testimonials when relevant, including when you first reach out to them, when you discuss potential use cases when you show credibility, and so on.
If you are fortunate enough to have several case studies and testimonials, use the most relevant.
Skeptical buyers will not be too swayed by the success stories of companies that are completely different from their own.
3. Bring Lots of Evidence
You know what they say – the numbers don’t lie. Skeptical prospects usually see your points when supported by cold and difficult data.
So next time you find yourself making statements with generic values, reinforce with some statistics. Don’t have statistics? You probably shouldn’t make that claim.
Following is an example of how you would reorder statements with values:
- Poor: “Our tools facilitate internal communication.”
- Better: “Our tool reduces the average number of daily emails sent per employee by 25%.”
- Best: “Eighty-nine percent of our customers see each employee sending around 25% fewer emails per day. For example, the average employee sends 60 messages every day. Now, they send 45. “
4. Be Specific
On the same note, avoid vague or hypothetical statements. Use the “who, what, when, where and how” rules to guide what you say.
If your statement does not answer the five questions, that is not specific enough.
- Take this example line: ” Our platform is very easy to install.”
- Failed to answer every question but “what.” This is a much more specific version:
- This platform will only take you – or anyone on your team with admin computer privileges – about 20 minutes to install on your server. Because the download will not affect normal operation, you can do it at any time. We also have a special implementation specialist to guide you through this process. “
As you can see, adding partner details makes claims far more persuasive.
5. Answering Their Questions
You might be able to escape avoiding questions from regular prospects.
However, when you do the same trick with a skeptical prospect, they will definitely pay attention – and that will make them suspicious.
In order not to appear shady, always give a direct answer to the buyer.
For example, if they ask which integration your platform supports, don’t avoid their questions by opening your API and how easy it is to configure it.
Tangents and misleading will make them think that you are hiding something or are only interested in pushing your own agenda.
This policy applies even when you face difficult questions. Of course, acknowledging that your company has some quality problems lately will not be easy, but you will get respect from buyers.
6. Always Give Context
Dubious prospects take nothing at face value. Win their trust by giving them lots of contexts – and letting them make their own decisions.
Imagine you are discussing the features of your visitor management system. If you talk to normal prospects, they might accept, “You will save a lot of time by pre-registering your office visitors.”
But for skeptical shoppers, you should explain: “We added the pre-registration option after knowing how many users would order their visitors a few hours before, just to save the hassle of doing so when that person actually entered.”
This technique is also very useful during the agenda-setting. When you call a prospect, start with, “Hey Jane, this is why I’m calling …” They will appreciate the approach that doesn’t make sense.
7. Use Similarity
Who are you more likely to believe: A stranger wearing a shirt, or a stranger wearing a plain top? The answer to this question varies, depending on your perspective.
Bias in groups is a phenomenon where people like the group members they follow. Relationships are not enough to close the transaction yourself, but if you can find common ground, use it to your advantage.
The key to this technique: Stay natural. If you don’t care about Mediterranean food, don’t tell your prospects if the food you hate is your favorite food just to force a connection. Just need a few questions so the truth can come out – and buyers will trust you more.
8. Tell It Like It Is
Some prospects respond very well to candor. If they express their skepticism with phrases like, “Don’t beat around the bush with me …” or “You say that now, but I’m not sure I believe you …”, match their style.
Here is an example to give you an idea:
- Previous: Your website looks good, but I have a few suggestions that will make it stronger.
- After: You might lose your direction because your website looks out of date. I have a few suggestions to make it more up to date.
- Before: Since you are just starting remarketing, I would recommend the Basic package.
- After: In my opinion, you will not get the value of your money from Pro. Most of our customers who haven’t done remarketing before only use the Pro feature, which you can also get with Basic.
Being direct or straightforward does not mean being rude.
The next time you meet a prospect who is very skeptical, don’t forget that.
You might have to work a little harder to show them that you can be trusted – but once you do, you will win their loyalty for a long time.