The biggest roadblock to the sale

From the desk of Roy Furr, Friday, 7:28 am

Once you get the attention of a potential customer, there are a few objections to overcome, a few questions to answer, and a few sales pitches to make…

But there’s one very specific thing going on in the mind of your customer that you have to rip right through or your sale is doomed.

And you better work through it fast…

Because until it’s been worked through… Each question you answer remains partly unanswered… Each objection you overcome is not quite overcome… And each sales pitch you make falls on half-deaf ears.

So what is it you need to work through with each customer, before the sale can be made?

Skepticism.

It will hold up any sale, unless you address it.

How?

I’ll give you a two-step strategy for taking care of skepticism. From here, you can plug your skepticism-reducing and skepticism-eliminating tactics in and go — and make the sale!

STEP 1: Show sympathy for your prospect’s skepticism. Without sympathy, there’s no way you can minimize and work through it. They want to feel noticed, to feel like you’re paying attention. And the best way to do that is to say…

“I recognize that you probably have some degree of skepticism about this offer. After all, you know what they say about ‘too good to be true.’ But if you’ll just suspend your decision until I’ve had a chance to prove why everything I’m saying is true… And until I’ve had a chance to prove that my product will do for you exactly what you want it to… I think you’ll realize you’re making the right decision. Now here’s the reason why my product can do exactly what I’m telling you that it does…”

STEP 2: Prove it! Support every claim you make with an overabundance of proof. There are a number of different proof elements you can use, not limited to demonstration, risk reversal, case studies, explaining the mechanism behind why your product works, showing success statistics, and so on. We can’t cover them all here, but they’re a good start.

Once you open up someone to letting go of their skepticism by recognizing it and showing sympathy for it, you can pile on the proof and melt it away.

And that’s how you work through skepticism, straight to the sale.

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