Sometimes people don’t buy from you because they are just not ready … or they are not interested … or they simply don’t believe you … or they don’t believe that you have their best interest at heart.

So, they are sceptical…

They are sceptical because they have been lied to more than once in the past. They have been lied to by their political, economic, business and even community leaders.

Many of your prospects assume that corporations have bad motives and so they won’t listen to you.

And when they listen they look for contradictions, flaws and reasons not to trust you.

Welcome to our post-trust era.

So, as a business owner you face a challenge…

How do you engage and persuade this new sceptical generation? The answer is not easy.

I believe that it requires a change in thinking. You need to accept that your prospects are sceptical for a reason. Don’t see that as a problem but as an opportunity.

The reason they are so sceptical is because they got burned before, and also because, thanks to the Internet, they have access to reams of data on any topic including your product / service…

You see, your prospects can Google your company, your product and your industry; they can form or join online communities, search for product reviews, online blogs and forums … and suddenly, they know more about your product than your sales people and maybe even yourself.

Try to communicate to this audience using clichés, superlatives and over-hyped benefits… and you will lose them. For good.

Why?

Because in this post-trust era they are allergic to hype more than ever before.

So how do you sell to these new generation of sceptics?

Truth is that you don’t. Sceptics don’t like to be sold to. They like to be able to make up their own mind. So, they need FACTS, and lots of them. Your role is to provide them with the information they need to make an intelligent decision.

Chances are that you don’t have enough facts on your website to convert sceptics to your side. And, every prospect worth chasing is a sceptic.

To improve your sales and  conversions in this post-trust era you need to use Words That Sell … and over-hyped benefits, superlatives and pressure tactics won’t do the trick anymore.