Given the rising competition in this day and age, it can be slightly challenging to attract consumers and convince them to buy your products or services. For both established brands and small businesses, this is one of the most important things that can impact growth. With an effective strategy for marketing and promotion, you can grab the attention of potential customers and create awareness as well. Since most people avoid making purchases from unfamiliar brands, it’s crucial to gain their trust from the beginning.

According to a study, 59 percent of consumers only buy from companies they recognise. So you want to pitch or sell your brand to a sceptical customer and boost familiarity. However, this may be tricky as consumers today have a lot of options in the market. In case you are confused about selling to sceptical customers, here are a few ways to try!

Understand Your Audience

This is one of the first things that you should focus on when creating a strategy to sell to sceptical customers. Once you understand the buying habits of your target audience, it becomes easier to create a positive perception of the brand and convince them to make a purchase. A customer who is confused about investing in a product or service, it’s incredibly important to know what solution a business has to offer.

You can find out what a small group of people thinks about your brand by conducting surveys and focus tests. It can help you figure out how a potential customer may perceive the business and answer any queries in real-time as well. The reaction or feedback of the audience makes it easier for brands to build an image and identity that connects with them instantly.

By gaining an insight into the preferences or interests of a sceptical customer, you can clarify their confusion and send out the right message.

Align Brand Values with Target Consumer

Most people are looking to buy from businesses with similar values. So in order to sell to a sceptical customer successfully, you should convey or highlight information that helps them make the right purchasing decision. When you understand the target consumer, it becomes easier to align your brand values with them and offer exactly what they are looking for.

This is where your digital marketing strategy and visual brand identity design elements can help get the desired results. With a professional company logo design, brand colours, relevant font styles, and a well-designed website, you can make a strong impact on a sceptical customer. By choosing the right elements, you can highlight your brand values and bring out positive feelings or emotions as well.

Showcase Your Unique Factor

When consumers are searching for certain products and services or brands, they prefer to go with an option that is unique from the others. Since there are a lot of businesses trying to get the attention of people, it’s important to differentiate your brand from the competitors. Most people want to know why they should choose your item or solution over anything else in the market. So it’s a good idea to market or promote the unique factor which makes the brand stand out from the beginning.

This way, you can easily encourage any sceptic customer to explore your website or ecommerce platform and think about buying the products or availing a service. Find out how the solution you have to offer is different from various other options and market the unique factor effectively.

For a sportswear company, you can focus on promoting the performance, results and customer experience that people can get by investing in the products. Consider the example of Nike’s branding strategy here. The corporation has managed to gain a wide customer base by highlighting its unique factor which is providing the best quality products for athletes in all marketing content.

Be Honest and Transparent

Now, it may not seem that important in the beginning but can certainly help you make a good impression on potential customers. Authenticity can influence buyers and establish credibility as well. By maintaining transparency and sharing all the relevant information about your products or services, you could convince a sceptical customer to think about the brand.

It has been reported that around 86 percent of consumers make their decision to like or buy from a brand based on transparency or authenticity. So you should be honest with the marketing and promotional material, and convey all the details clearly. This makes it easier for people to make a well-informed choice and also recommend your brand to family or friends.


These are some of the ways that you can help sell your brand to a sceptical customer. Focus on creating a positive perception in the minds of the audience so that more people can consider your brand trustworthy. This will also help you gain good reviews or testimonials which could encourage any sceptical customers to browse through the products or services that you have to offer. Once you are able to attract their attention, it becomes easier to pitch your brand and build loyalty as well.