11 Rules for Selling to a Skeptic - You must understand...

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You must understand your competitors and their advantages and disadvantages. Once you have both the knowledge of your competitors and an understanding of the skeptic's needs, you can choose the most effective marketing angle. We offer such phrases as:

"The lowest cost"…you play to the desire for value

"The official"…you validate for authenticity

"The best"…you show superiority

"The only"…you offer exclusivity

If possible, demonstrate the differences that make your product/service unique or superior.

8. Sell the relationship, not the product

Contrary to popular belief, the best salespeople not only close deals, they foster relationships. Relationships are more valuable to both you and the prospect than a one-time transaction. For the salesperson, relationships bring repeat business and the ability to cross-market your offerings; increased referrals because you gain access to the prospect's network base, and the ability to charge a premium because of the higher perceived value of your relationship. For the skeptic, relationships help build trust. These bonds let them know they will not be abandoned after the transaction is finished. Ultimately, they are buying a relationship with you and your firm, not the product/service, so approach selling that way.

Next: Focus on benefits... >>
 

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