How to handle trust and credibility objections: what the prospect really means, how to recognise it, and replies that work, from Merdial’s built-in sales canon.
SEBy Samir El Barbary, Founder, Merdial·Updated
The short answer
“Never heard of you” usually means: they doubt the company, the claims, or the rep; the product might be fine, the risk of believing it is not. A reply that works: “Most sales managers we work with said the same thing before they tried it. The difference showed up in the first two weeks. Would that kind of result matter to you?”
What it really means
They doubt the company, the claims, or the rep; the product might be fine, the risk of believing it is not.
How to recognise it
What they say: "never heard of you", "sounds too good to be true", "how do I know that works?", "who else uses this?".
Most likely
first interaction; after a strong claim; with an unknown brand; when no social proof was given.
Unlikely
on a follow-up with an established relationship; after references were shared.
Replies that work
Social proof
Borrow credibility from people like them; lower the perceived risk of believing you.
Name a relevant peer group (role, size, industry), never an invented logo.
Share the before-and-after in one sentence.
Ask whether their situation looks similar.
Say it like this
“Most sales managers we work with said the same thing before they tried it. The difference showed up in the first two weeks. Would that kind of result matter to you?”
“Teams your size usually tell us the hard part was the rollout, not the tool. Want to hear how they handled that?”
Avoid
Naming customers or numbers that are not in the product facts.
A testimonial monologue.
Proof that does not match their segment.
Reduce the risk
Make saying yes smaller and safer; a pilot, a phased start, a clear way out; within what the product facts allow.
Name the risk they fear.
Offer the smallest safe step the facts support (pilot, short term, one team).
Ask if that step would feel comfortable.
Say it like this
“What if we started with one team for a couple of weeks, so you see it work before anyone else changes anything?”
“Would it help to start small, so the only risk is a few weeks of your time?”
Avoid
Offering guarantees, trials or terms the product facts do not state.
Minimising the risk instead of shrinking it.
Validate, then continue
Show you heard the worry and that it is normal, so they stay in the conversation instead of defending their position.
Name the worry back in their words.
Normalise it: others in their seat feel the same.
Move forward with one question that keeps them talking.
Say it like this
“That's a completely fair worry, and honestly most teams feel exactly that before switching. What's the part that worries you most?”
“I hear you. Nobody wants another tool the team ignores. What happened last time you rolled something out?”
Avoid
"I understand, but…"; the but erases the validation.
Minimising the concern.
Validating and then pitching instead of asking.
How Merdial helps on a live call
In Merdial, your team reviews a reply for each challenge like this one, in your own voice. When a prospect says it on a call, real-time AI assist recognises it and puts that reply on the rep’s screen about a second later; the rep decides whether to use it. Each challenge carries competing versions, and they are tested on real calls, so the reply that actually moves calls forward is the one shown most.
Get these replies on screen during your own calls: $0, one seat, no card.
What does “Never heard of you” mean on a sales call?
They doubt the company, the claims, or the rep; the product might be fine, the risk of believing it is not.
What should I say when a prospect says “Never heard of you”?
Try this: “Most sales managers we work with said the same thing before they tried it. The difference showed up in the first two weeks. Would that kind of result matter to you?” It works because it follows the move “Social proof”: borrow credibility from people like them; lower the perceived risk of believing you.
How do I know it is really “Never heard of you”?
Listen for "never heard of you", "sounds too good to be true", "how do I know that works?", "who else uses this?". It is most likely first interaction; after a strong claim; with an unknown brand; when no social proof was given.
