Eliminating Buyer Skepticism


Two people shaking hands

Before salespeople can persuade the consumer to purchase their product or service, they must convince the consumer that there is a need for change. Convincing the consumer that there is a need for change will make them feel more inclined to buy a product or service. A good salesperson is able to stay focused and is internally driven to accomplish his or her goal while staying attentive to the topic. Basic keys to being a successful salesperson include: being very specific, having plenty of evidence to show, and having the ability to identify with customers. However, there are four plots that every salesperson should tackle when their consumers are skeptical and not trusting.

The Four Plots

The Challenge Plot is typically a successful tactic with B2B salespeople. However, using this storytelling method to customers can convince them they need change because it will encourage them to challenge themselves. We often draw courage and motivation from ordinary people just like ourselves. Hearing successful stories with extraordinary results will in fact challenge the customer to make a change by purchasing the product or service.

The Connection Plot involves developing relationships and in fact making a connection with the consumer. Using this method can tackle skeptical consumers because it pushes the salesperson to be more tolerant and helpful. Once a consumer develops such a connection, and closes the bridge between people, they may feel more comfortable to try the product or service. This plot encourages the salesperson to be empathic and care more about the customer, which can gain their trust and drive a sale.

The Creativity Plot is an approach that pushes the salesperson to be innovative and fire up the imaginations of customers. Consumers could be less inclined to buy something from a boring salesperson. If you take a moment to think about it, wouldn’t you be less inclined as well? When being creative, the salesperson tends to try different, or fresh, approaches to convince the skeptical consumers they need this change that is being offered.

The Cautionary Plot differs from the other three plots because it doesn’t push the salesperson to be courageous, kind, or innovative. This plot aims to warn the consumer about the danger that can occur when making an unwise decision. Being able to warn consumers about a potentially bad decision allows the consumer to develop a form of trust with the salesperson. Would you believe a salesperson with a high amount of knowledge on a certain topic that is advising you to be cautious? This tackles skeptical consumers because the salesperson is giving advice and wants to gain their trust so the consumer will make a change.

Give it a try!

If a salesperson were to use these approaches on you, would they work? Before salespeople can convince a customer to buy their product or service, they must be convincing that there is a need for change. The four plots challenge, connection, creativity, and cautionary aim to eliminate buyer skepticism from customers. Developing a connection, challenging the consumer, being innovative and developing trust between the consumer and salesperson are effective strategies to drive more sales.

As you begin putting the four plots to the test, contact the experts of Brawn Media! We will work with your team so they can put their sales skills to the test, as well as helping to gain and retain more consumers.

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