Learn how to overcome doubts, objections, and inertia, and sell a new product to skeptical customers with these tips on technical sales.

2 key points: 1. NEVER call your product "new". An amateur salesperson believes something new is intriguing, cool and potentially innovative. Not true. The newer and less familiar a customer is with your product, the more skeptical they will be because they feel risk due to a lack of social proof. Familiar is safe and less risky than something new. Always frame your product in a way that is familiar to the customer. That which is expected is known and, therefore, not scary. "New" will shut people off almost right away in today's extremely risk-averse market. 2. "Sell the hole, not the drill". Sell confidence, safety and security. These are the benefits of your product. A better way to get that feeling is what we all sell.

How can you effectively sell a new product to skeptical customers?

Selling a new product to skeptical customers can be challenging, especially if you are in a competitive or complex market. You need to overcome their doubts, objections, and inertia, and convince them that your product is worth their time, money, and trust. How can you do that effectively? Here are some tips to help you succeed in technical sales.

1 Understand your customer's pain points

Before you pitch your product, you need to understand what your customer's pain points are, and how your product can solve them. Research their industry, company, and role, and ask open-ended questions to uncover their needs, goals, and challenges. Listen actively and empathize with their situation. Show them that you care about their success, and that you have a solution that can help them achieve it.

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Chris Szado

Sales strategist & Performance coach | Making sales professionals and sales cultures strong, resilient, and powerful
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2 key points: 1. NEVER call your product "new". An amateur salesperson believes something new is intriguing, cool and potentially innovative. Not true. The newer and less familiar a customer is with your product, the more skeptical they will be because they feel risk due to a lack of social proof. Familiar is safe and less risky than something new. Always frame your product in a way that is familiar to the customer. That which is expected is known and, therefore, not scary. "New" will shut people off almost right away in today's extremely risk-averse market. 2. "Sell the hole, not the drill". Sell confidence, safety and security. These are the benefits of your product. A better way to get that feeling is what we all sell.

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2 Highlight your product's value proposition

Once you have identified your customer's pain points, you need to highlight your product's value proposition. This is the unique benefit that your product offers, and how it differs from other options in the market. Focus on the outcomes and results that your product can deliver, not just the features and functions. Use stories, testimonials, and case studies to demonstrate how your product has helped other customers with similar pain points. Quantify the value of your product in terms of time, money, or quality.

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3 Address your customer's objections

Even if you have a strong value proposition, your customer may still have some objections or concerns about your product. These could be related to the price, the implementation, the compatibility, the support, or the reliability of your product. You need to anticipate and address these objections before they become deal-breakers. Acknowledge your customer's objections, and provide clear and honest answers. Use evidence, data, and logic to support your claims. Show your customer how your product can overcome their objections, and how the benefits outweigh the costs.

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Chris Szado

Sales strategist & Performance coach | Making sales professionals and sales cultures strong, resilient, and powerful
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Objections are a gift for any salesperson. Objections tell us the customer is listening and cares. Be concerned if you have a call where there are no objections and no strong opinions. That is a sure sign no one is listening. ACKNOWLEDGE the objection and use mirroring to get your customer to provide the intention of the objection. What is the "why" of the concern--- understanding this and restating it is fundamental. This skill demonstrates active listening, empathy and credibility. Yes, use logic and data if available, but customer stories may provide more impact depending on the scenario. Start with logic, reinforce with benefits.

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4 Create a sense of urgency

One of the biggest challenges in selling a new product to skeptical customers is to overcome their inertia and procrastination. They may be interested in your product, but not ready to make a decision or take action. You need to create a sense of urgency, and motivate them to move forward in the sales process. You can do this by highlighting the risks of inaction, the opportunities of action, and the scarcity of your product. For example, you can show them how delaying the purchase could affect their performance, how buying your product could give them a competitive edge, and how your product has limited availability or special offers.

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5 Ask for the sale

The final step in selling a new product to skeptical customers is to ask for the sale. This is where you close the deal, and get your customer to commit to your product. You need to be confident, assertive, and clear in your ask. Summarize the value proposition, the benefits, and the urgency of your product, and propose a specific action for your customer to take. For example, you can ask them to sign a contract, schedule a demo, or make a payment. Use trial closes, assumptive closes, or alternative closes to test their readiness and overcome any last-minute objections.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you effectively sell a new product to skeptical customers?

1

2

3

4

5

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1 Understand your customer's pain points

2 Highlight your product's value proposition

3 Address your customer's objections

4 Create a sense of urgency

5 Ask for the sale

6 Here’s what else to consider

Technical Sales

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How can you effectively sell a new product to skeptical customers?

1

2

3

4

5

6

1 Understand your customer's pain points

2 Highlight your product's value proposition

3 Address your customer's objections

4 Create a sense of urgency

5 Ask for the sale

6 Here’s what else to consider

Technical Sales

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