Discover the secret strategy used by some of the most successful advertisers online to convert jaded skeptics into confident buyers. Selling in competitive markets is tough. And as big brands continue to pour money into online advertising, it's only going to get tougher. So, how do small business owners maximize their ad dollars to stay competitive? By crafting their sales argument to appeal to those with the biggest doubts. In Selling to Skeptics , veteran salesperson Russ Reynolds shares a simple framework that turns even the most skeptical prospects into confident buyers. Those who learn and use the framework gain a competitive advantage in the marketplace, resulting in lower ad costs and larger conversion rates. More than just theory, Selling to Skeptics contains case studies and real-world examples of this framework in action, empowering marketing professionals with a new understanding of how to sell online in a highly competitive environment and equipping them with a practical guide to quickly put their learnings into action.