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Addressing Skepticism and Resistance with Content

By Sander Biehn | Apr 18, 2018

Anyone who has spent time on a sales call with actual customers knows there is a natural market resistance to buying your products and services.  While the reasons for this resistance vary from company to company, there never seems to be enough time to address it adequately during a presentation that is focused on product description and benefits. Unless a client comes right out and challenges us about why they should buy, we watch opportunities fall out of the funnel with no clear explanation why.

Why does this occur?  Why can’t we just get at the objections and push through? First, sales personnel want to be sure that buyers understand what they are considering purchasing and this never leaves time for the important questions. Salespeople figure that if the client understands all the features of the products and services; the use and value will shine through and dissipate any doubts about buying. Second, time with buyers (especially executive buyers) is limited. Who wants to concentrate on dispelling objections when sitting across from a C-level decision maker when you could be building a relationship. There is less risk in ending the dialogue by avoiding the tough questions. Lastly, skepticism and resistance are the ‘pink elephant’ in the room. In fairness, salespeople aren’t sure if clients see it so they try to block the view by not pointing it out. The trouble is if Sales can see the elephant customers most likely do too.

I actually agree that sales teams shouldn’t necessarily try to address all the major reasons a client will NOT be buying a sales call. It’s tiresome and there is the small potential that the buyer really doesn’t care.  It is a real paradox. At Thought Horizon, it often appears in the form of avoiding a discussion about social selling being a rather new (and therefore less tested) way to drive new sales. I lose if I bring it up and I lose if I don’t.

Therefore Thought Horizon uses our online content to address the deep-seeded skepticism and resistance we see in the market. Passive content that answers the tough questions lends itself to performing the tough job of convincing buyers before Sales has made the pitch.

It turns out that it is a really good idea. Not only does that content routinely get the most attention and interaction online, it anecdotally has closed deals for us and opened new doors for conversations. Buyers enjoy quietly reading about how we address their deepest fears when we aren’t around. It helps them form the opinions and rationalizations they need to bring our services in front of their budget committee and thoroughly defend our ROI. This is especially true because we often compete against entirely different solutions or the possibility of a customer not doing anything at all.

Use your content to address the market resistance and skepticism and get ready to see your sales force shine. The content will speak to the questions sellers silently hear in the market; the same questions they dare not proactively address with prospects. but have countless times made them mark a deal “closed/no sale” in the CRM.  By getting ahead of these questions using content you are building a repository that gives your clients a reason to say yes faster.

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