Customers say “I’ve never heard of your company” for a reason. Here is what usually sits behind it, how to respond and what to avoid.
An unknown name feels like risk, and the customer has nothing to measure you against. It can also be a polite brush-off from someone who has not yet seen a reason to care. Listen to the tone: if they sound curious, they want context; if they sound clipped, they want the call to end. Either way, they are not rejecting the offer yet.
Typical in: Software and SaaS, Professional services, Manufacturing and logistics, Retail and e-commerce, Contact centre and customer service
Pick the framework that fits the customer. The wording is an example direction, not a script: say it in your own words.
Show you heard it, then ask an open question before you respond.
“That is completely normal, we are not a household name. Let me tell you in two sentences what we do and who we usually help, and then you can decide whether it is worth another minute.” Keep it short and specific, and then stop talking.
Offer an example, a reference or a sample the customer can check. Never an invented figure.
“Fair point. Rather than ask you to take my word for it, I can send a short description of what we do and how a typical customer in your situation uses it, so you can judge it in your own time. Would you like that?”
Shrink the decision to something low-risk that moves things forward.
“You do not need to know us to look at one small thing. I can show you a single example of the work, ten minutes, no commitment. If it is not relevant, you have lost very little. Shall we find a slot?”
After your response, ask:
What would you normally want to see before you were comfortable talking to a company you did not know?
Avoid: We’re a very well-known company, you must have heard of us.
It contradicts what they just told you and sounds defensive. The customer hears pride rather than an answer to their real question, which is why they should trust you.
Reading is not the same as saying it. Talk to an AI customer who raises this kind of objection and see in the report which sentence helped.
Practise this objectionAn unknown name feels like risk, and the customer has nothing to measure you against. It can also be a polite brush-off from someone who has not yet seen a reason to care. Listen to the tone: if they sound curious, they want context; if they sound clipped, they want the call to end. Either way, they are not rejecting the offer yet.
Acknowledge, then ask: “That is completely normal, we are not a household name. Let me tell you in two sentences what we do and who we usually help, and then you can decide whether it is worth another minute.” Keep it short and specific, and then stop talking. Offer proof: “Fair point. Rather than ask you to take my word for it, I can send a short description of what we do and how a typical customer in your situation uses it, so you can judge it in your own time. Would you like that?” Propose a smaller step: “You do not need to know us to look at one small thing. I can show you a single example of the work, ten minutes, no commitment. If it is not relevant, you have lost very little. Shall we find a slot?”
What would you normally want to see before you were comfortable talking to a company you did not know?
Avoid “We’re a very well-known company, you must have heard of us.” It contradicts what they just told you and sounds defensive. The customer hears pride rather than an answer to their real question, which is why they should trust you.
Educational conversation training. It is not legal or financial advice and it promises no results. Always follow your company’s rules, the terms of the product and a customer’s clear no.