Emilio Garcia explains why salespeople dismiss skeptical buyers as lost causes, when the real issue is marketing hasn't attracted believers yet. As audiences shrink, one person plays marketer, salesperson, and buyer at once, their mind changing throughout the process.
Sometimes you are dealing with someone that actually do not believe in the solution, but is the buyer, right? And so there's a lot of objection handling and some salespeople argue that it's not even worth the conversation, right? That you, and I agree that from a marketing perspective as well, a lot of the things that you're trying to do when you're trying to market your audience is to identify or that people self-identify That they agree with your point of view and therefore they believe that your solution is the right approach to the problem that they're expressing or having. So yes, as you go smaller and smaller, all those roles compress. The only thing that I will say is important to recognize is that still, even in one person, you have all those things at the same time. It's just that they're going to progress over time during the sales process, right?
