A rep selling online courses is speaking with a prospect. He would like to buy, but explains that after a bad experience with a similar company, he doesn’t completely trust online courses sellers anymore. What should the rep do?
A Mention how many case studies and satisfied customer her company has
B Ask him to share what happened and explain how her company does things differently
C Recognize that he said he’d like to buy and move to the next step
D Reassure him that her company is completely different
The correct answer and explanation is :
Correct Answer: B) Ask him to share what happened and explain how her company does things differently
Explanation:
When a prospect expresses distrust due to a past negative experience, the most effective approach is to acknowledge their concerns, seek to understand their perspective, and demonstrate empathy. This builds trust and rapport, which are essential in sales—especially when dealing with prospects who are hesitant.
Option B is correct because it starts with an empathetic step: asking the prospect to share what happened. This shows the rep is listening and genuinely cares about the prospect’s experience, rather than jumping to solutions or ignoring the issue. After the prospect shares their concerns, the rep can tailor her explanation to show how her company addresses or avoids those same problems, reinforcing transparency and credibility.
Let’s examine why the other options are less effective:
- Option A (Mention how many case studies and satisfied customers) might help with credibility, but it doesn’t address the specific emotional concern the prospect has. People don’t trust statistics when their personal experience has been negative—they trust people who take time to understand them.
- Option C (Recognize he wants to buy and move to the next step) ignores the emotional barrier. The rep risks pushing too soon, which can make the prospect feel unheard and pressured, potentially ruining the sale.
- Option D (Reassure him the company is completely different) lacks personalization and may come off as dismissive. Without understanding the specific issues the prospect faced, such reassurances sound like empty promises.
In summary, listening first and responding with empathy and specific contrasts builds trust and gives the rep the best chance to close the sale. Trust must be rebuilt before a sale can move forward. Option B is the most customer-centric and strategic choice.