A Customer Who Doesn’t Believe Never Buys

Belief is one of the biggest influences in your client’s Unique Buying Strategy (UBS). Belief drives everything. It is the framework that holds up all your reality and filters your perceptions. Beliefs can be prisons that keep someone from acting. They can limit your prospects ability to trust you or your brand.

 

I was consulting a marketing company who was struggling with sales. When I dug into the process I saw that the challenge was that the customer didn’t believe in the company. They had been burned by several other marketing companies and were very hesitant to invest in another. Even though they knew they needed help.

 

A prospect who doesn’t believe in your product or service will never buy. Belief is one of the biggest influences in your client’s Unique Buying Strategy. Belief drives everything. It is the framework that holds up all your reality and filters your perceptions. Beliefs can be prisons that keep someone from acting. They can limit your prospects ability to trust you or your brand. I was consulting a marketing company who was struggling with sales. When I dug into the process I saw that the challenge was that the customer didn’t believe in the company. They had been burned by several other marketing companies and were very hesitant to invest in another. Even though they knew they needed help.

We worked to solve three philosophical hurdles in the sales and marketing process and thereby increased the impact their sales and marketing had on the bottom line. When you can create these 3 beliefs in your client, you remove the blocks that keep them from moving forward. When you’re selling, any barrier (physical or otherwise) between you and your prospective customer reduces your changes of closing the sale. The hardest for your prospects to get over is the philosophical hurdles.

• They must believe that now is the time to act. When the pain of change is less than the pain of staying the same, they will act. Equally, if the solution is more important than the problem, they will implement. Change is difficult. That is the punchline here. Your role as an Agent of Change is to understand that and help your prospect move past their limitations. Have you ever had a prospect who was dying for your service, knew they needed to change but kept putting it off? It may be because you didn’t address how this belief influences their Unique Buying Strategy
• They must believe in the solution. The keywords are belief and in solution. They may not believe you have the right solution, they might not even be in the solution stage. They may not believe in you or your company, or maybe they don’t believe in the product. Remember, your customer will not fully appreciate your solution until they fully grasp their problem.
• They must believe in themselves. This is the big one. Because a prospect that can’t      see themselves being successful with your product will never buy. Remember, a mind can’t imagine a story without Narrative Transportation. This means that they can’t see themselves enjoying your product without experiencing enjoying your product. Equally, if all they see is failure,  how do you think they will see themselves with your product. The mind craves clarity. They must see success when imagining your solution.

I wanted to research beliefs around sales in general and asked all my contacts what came up when I said the world “sales person”. The results were shocking. A large majority of the time, if the person wasn’t either a business owner or in some sales role themselves used very repulsive language, “slick, bloodsucker, not trustworthy, will rip me off.” One lady suggested she got anxiety just by thinking of the salespeople! If you don’t think the beliefs they have about you don’t affect their buying strategy, you aren’t paying attention.

In the online Advanced Guide Education we drill the 7 Master Influence Points of the Personal Codex and look to master your ability to create a Unique Buyer Strategy for your client. Customers don’t buy the best product. They buy the product that resonates with them the most. A Unique Buying Strategy is the best way to ensure your process resonates with your client.

If you are interested in working with an Integrated Leadership Coach let’s schedule some time to chat. Whether you are a business owner or looking to increase your own bottom line, he can help guide you increased sales.