When a customer says, “I have never heard of your brand before,” how should you respond effectively to ensure they are convinced and eager to buy your product? Some salespeople, lacking professional training, might react with astonishment, saying, “How is that possible? Our product has been around for many years and is very well-known locally. Surely you must have heard of us?” Such a response questions the customer’s honesty and insults their knowledge, which is certainly inappropriate.
Others might be too straightforward and admit, “Sorry, we are indeed a new brand and have just entered the market.” This response could make the customer feel like a guinea pig for an unproven product, leading to immediate distrust. Therefore, regardless of whether you represent an unknown old brand or a new market entrant, this approach is not suitable.
Introducing the ATC Response Method
To make your brand more acceptable to the customer, consider using the ATC response method. ATC stands for Acceptance, Transformation, and Convincing. This method involves three steps:
- Acceptance: First, accept the customer’s question and the underlying reasons behind it.
- Transformation: Next, transform their question into a new one that aligns better with your persuasive direction.
- Convincing: Finally, provide in-depth persuasion on the new question.
Practical Application of ATC
Consider the situation where a customer doubts your brand because they have never heard of it. If you are a new brand in the market, respond like this:
“Indeed, I apologize for our marketing efforts not being up to the mark. But today, I have the opportunity to introduce our brand to you in detail.” This way, you turn a potential weakness into a strength by showing you are a practical and honest team, without emphasizing your brand’s novelty and making the customer feel like a test subject.
If you represent an old but unknown brand, you could respond:
“I can see you are knowledgeable in this area. While we may not be very well-known locally, our product has been popular in the south for many years. We established our factory ten years ago and have been producing this product ever since.”
By responding this way, you gently convey that your product has been market-tested and is appreciated in certain regions, even if it is relatively new to this particular market.
Transforming the Question
After accepting the customer’s initial concern, the next step is to transform their question. If they say they haven’t heard of your brand, steer the conversation towards the core issue:
“You might be wondering about the quality and reliability of our product since it is not well-known locally, right?” This shift changes the focus from brand recognition to product quality and reliability, reducing the impact of being a new or unknown brand.
Convincing the Customer
Finally, persuade the customer by providing evidence of your product’s quality and reliability. You can show feedback from current users, testimonials, media coverage, and endorsements from authoritative figures. For example:
“Let me share some feedback from our current users and show you some testimonials. We use advanced, internationally sourced materials to ensure the highest quality. Here are some customer reviews and media reports that highlight the effectiveness of our product.”
By presenting concrete evidence and examples, you can effectively assure the customer of your product’s quality and reliability, addressing their underlying concerns.
Applying ATC to Various Scenarios
Let’s consider another example involving students questioning the effectiveness of a five to ten-minute video lesson. Instead of dismissing their concerns, you can use the ATC method:
- Acceptance: “I can see you love learning and I understand your concern. Traditionally, lessons have been longer, and you might be worried about the effectiveness of shorter lessons.”
- Transformation: “Your real concern might be whether these shorter lessons can be thorough and practical enough to be useful, right?”
- Convincing: “Let me show you some feedback from other students. Despite the shorter duration, these lessons have received numerous positive reviews, with many students finding them incredibly practical and easy to apply.”
By following the ATC method, you acknowledge the customer’s concerns, transform the focus to a more favorable aspect, and provide convincing evidence to reassure them.
Conclusion
In conclusion, whether dealing with an unknown brand or a new market entrant, the ATC response method—Acceptance, Transformation, and Convincing—can help address customer concerns effectively. By first accepting the customer’s viewpoint, then transforming the issue to focus on a more beneficial angle, and finally providing strong evidence, you can build trust and persuade the customer to choose your product. This method leverages psychological principles to make customers more receptive to your message, ensuring a higher likelihood of securing the deal.