Selling to a Cynical Customer

Denver, CO (Kevin Nunley) Surveys say we’re a lot more cynical than we used to be. Many customers are filled with doubts and suspicion. Maybe they’ve had a bad experience in the past. Some have been warned by friends to avoid certain situations.

When you try to sell to Cynical Cedric he will come back with all sorts of objections and questions that tend to put you on the defensive. I used to try to avoid these customers until I realized they were giving all my competitors a hard time too.

Here is a simple way to overcome customer cynicism and get the sale. Welcome your customer’s objections. Let her know she is smart for paying attention to details. List other clients you have worked with, especially if there is a chance she knows these customers. Impress her by showing how you are trusted by people she already trusts.

“But the other guys charge a lower price?”

There is a lot of competition undercutting your prices these days. The number of retail stores is at an all-time high. On the Internet there is always someone willing to do a job for less money or even for free. I’ve seen logos designed for $5 (compared to the traditional advertising world where logo design easily runs over $1,000.)

Obviously you can’t make much money if you are constantly in a price war. Here are some ways to overcome the “but the other guys charge less” objection.

1. Point out the many ways you deliver extra value in your service or product. No two services are the same. Explain the ways your service is provided differently from your competitors and why those differences bring benefits to the customer. If you are selling the exact same product as a competitor, stress how your company is more reliable, better able to answer questions, or willing to spend a little time making sure the customer is happy.

2. If the customer continues to complain about price, use this old sales trick (which happens to be true!). Tell them that companies can provide the best quality, the finest service, or the lowest price. No company can give them all three. If they want the best quality and finest service, they will have to invest a bit more.

About the Author: Dr. Kevin Nunley is one of the Net’s leading authorities on business promotion. He provides short articles on a wide variety of marketing and sales subjects. See his 10,000 marketing ideas and popular promotion packages at Reach Kevin at

Copyright © Kevin Nunley. All rights reserved.

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