Selling to the Critical Thinker

A sales rep recently expressed his frustration to Kelley Robertson of Fearless Selling, about an account he had been trying to penetrate. He had exhausted every tactic in his toolbox to convince the prospect to buy but everything was met with resistance and negativity.

After speaking with him for a few minutes it became evident that the sales rep was an imagesoptimist (aka an influencer). He told stories, name-dropped, and amped up his level of enthusiasm in order to convince the prospect to take action.

Unfortunately, his prospect was a critical thinker. That meant the buyer wanted facts, figures, details and back-up documentation that would help him make this important decision. Plus, he found the rep’s enthusiasm annoying and off-putting.

Critical thinkers are cautious decision makers. [Continue Reading…]