Would you agree that people are skeptical of any salesperson or business owner? And that this skepticism is part of marketing problems we all face?
The reality of America in new millennium is that no one believes in anything way they used to! They are extremely skeptical.
Does this describe your prospects, or what?
Well, letís look at their psychology to see whatís in there. They still want something very important to them.
They want someone who truly cares about them. Who has empathy and compassion for them. Who wants to make their life better.
So, if they want this very badly, and they donít believe anything any more, how do we bridge this gap? Let's take a look at some surefire skepticism beaters.
1. Avoid going for kill too soon.
We still see and hear this all time. You know what I mean. ďSo, Mr. Haney, I would like to stop by and present my ideas on how I can help you with your carpet cleaning needs. You should learn how a professional cleaner would help you do what you can't do yourself. Would Friday at seven, or Sunday...Ē
Yes, people do this horrible stuff. Now, letís think about it for a second. You pick up phone, and some sales person says he would like to come over and tell you that you are stupid for trying to buy something by yourself. That you need him for your own good.
All you hear is someone trying make a buck off of you. Do you think this breeds skepticism?
If you are going to do cold marketing, you sure better build a slow and steady empathic connection with your prospective customer. Take time to let them see you are really interested in them before you ask for sale!
The right time to go for what you want comes around when personís defenses have been stripped because you were careful not to rush them.
And, yes, relationships can and do occur when prospecting. A relationship starts with your initiative, and it only has a chance to continue if you show people you have walked a mile in their shoes. That you are really interested in them.
2. Avoid making claims.
Everybody, and I mean everybody, hates claims. You know, a claim is some sort of statement that tells listener that:
Your Whatever Is The Best Whatever, And That You Are The Best Person To Deliver The Best Whatever, Because Your Company Is Best At Making The Best Whatever, Because It Has More Experience And It Has A Bigger Office!
Believe me when I tell you, though, that this stuff falls on deafest ears!
Read my type: No one is listening, and no one cares!
Your prospect is thinking, ďYou guys donít impress me! I donít want to hear how good you are. I donít want to listen to more hype. I want you to...HELP ME!"
What a concept!
See, if your prospective customer senses a true desire in you to want to help them, they will be very likely to keep talking. If you pound your chest and brag about yourself and your company, they get nauseous.
3. Donít talk about it, show it!
This is basically, ďIím from Missouri, so donít tell me, show me!Ē An example:
In a postcard to a homeowner, typical furnace guy says, ďWe have worked with hundreds of homeowners like yourself and we know you need to act right now...Ē
Instead, what if you came to a prospect and said something like, ď~ . .Are you really sure you want to get a new furnace right now? Iíd hate to have you make a decision in haste. Donít you think youíd be better off waiting and sleeping on it? I know how worried you are, but a new furnace is a really big decision. Youíve got your other bills and everything How about if I call you in a couple of days, and see if you still feel same way?Ē
Anyway, you get idea. We are not telling prospect we understand them, and care about them more than ourselves...We are showing them!
Any customer would immediately know that you have been there. That you know exactly what their life is like. That you have a deep sense of empathy. That you are one with them. That you are into their psychology.
Now, when you communicate empathy for their life like this, do you really need to start bragging? Havenít you beaten all skepticism away? Arenít you proving your case without displaying all your credentials?
If youíve entered into someoneís life right way, it doesn't matter about all your years of providing highest level of integrity, trust and service. Or, your companyís 100-year-old reputation for being best.