How to Reduce Risk for Skeptical Customers

Skeptical Customers

You’ve run into them before and they are skeptical about everything. They are very leery and it can be a challenge to convince them to give you, and your product a try. They are skeptical customers and they feel like buying is risky business but you can help them feel more at ease!

On today’s show discover:

  • … 5 simple ways to help skeptical customers feel more confident about doing business with you, your company and about trying your product.

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“Fool me once, shame on you. Fool me twice, shame on me.”

…it’s what Skeptical customers live by…they’re leery of everything and like the song says…. ‘they won’t be fooled again”

For them everything is a risk:

  • Will it really do what you say it will?
  • Why should I trust you?
  • What if it doesn’t work, will you be here for me after the sale?

5 Ways to Help Skeptical Customers Feel More at Ease

1) Set realistic expectations

When it sounds too good to be true skeptical customers become even more skeptical. Remember they’ve heard it all before. For them realistic expectations are more compelling.  

2) Under Promise and Over Deliver

When we ship packages we generally get them to the customer in 5 or 6 days. However, we tell customers it will take 10 to 14 business days…..Why? For one, it gives us a little room just in case and two we want to under promise and over deliver. For example if you told your customer (especially a skeptical one) that they’d get their package in 5 days and then it arrives in 7 you’re reinforcing their skepticism.

“See they said it would be here in 5 days and it wasn’t so why should I beleive this product will do anything they said it would?”  

Instead, when you tell your customer 10 to 14 days and it arrives in 7 you’ve exceeded their expectations, which builds trust, reduces their skepticism and the chance they’ll return it. So with skeptical customers look for opportunities to under promise and over deliver.

3) Use third party testimonials

Skeptical customers are less likely to believe you. Be sure you have real testimonials from other satisfied customers on hand to show how they experienced success after trying your product.

4) Emphasize your Customer Service Team

Skeptical customers want to know that you’ll be there after the sale. Let them know “your customer service team” is available to help them and answer any questions they may have about using the product. Having someone available after the sale is so important to skeptical customers that the PEN CLOSE is one of the most effective closes to use with them. It can help them feel safer about taking a chance on your product.

5) Reinforce Your Guarantee or Return Policy

For skeptical customers trying your product, trusting you and your company is all risky. So along with emphasizing your customer service team reinforce your Guarantee or Return policy. Just be sure you do it in a positive way.  In episode 10 we talked about how to present a guarantee positively.


In a time when there is a lot of information and misinformation out there more shoppers are skeptical than ever before. So practice these five tips and develop the skills you need to help reassure your customers. Remember you succeed when they succeed.  

Today’s one two punch

Reduce Risk and Sell to Skeptical Customers

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