Sometimes, even if you ask the right questions in the buying process, the client can hesitate in buying from you because he has doubts on whether you’re trustworthy or not. Trust is, after all, the backbone of any buyer-seller relationship or any relationship for that matter.
The charismatic salesman that you might have bought a car, a house, or a pair of speakers from probably made a good impression on you, regardless if you work in the field or not.
What you may or may not know is the fact that charisma in sales is not something that you’re born with. Sure, someone might naturally be more convincing, assertive or generally good with people, but that’s simply a small part of what sales is about.
Let’s explore some common barriers that may deter one from buying from you and how you can get around them:
How to Ensure Potential Customers Are Buying From You
#1: Your potential customers don’t want to be sold to
Given the multitude of offers, a lot of them being scams, a potential client might feel uneasy if the meeting looks too much like it’s a sales meeting or if the website they’re on looks like nothing more than a way to get them towards the “Pay” section.
The wall of uncertainty will get thinner and the chances of them transforming into a buyer increases.
#2: They don’t want to risk regret afterward
Every person has bought something which they later regretted.
You have to find out what the main uncertainties are that your product could generate and cover them all in your sales pitch.
A simple “money-back-guarantee” can easily solve a lot of these fears, increasing the likelihood of them buying from you.
#3: The fear of being lied to
You will find many salespeople that lack ethics.
These types of people are a bad stain on what selling is about.
You need to be honest regarding your product or service and take full responsibility for your promises.
Your potential customer can smell a lie a mile away. Remember that people are savvy… Practice transparency and you’ll have no problems.
#4: Is the product worth the money?
The buyer must be made aware of the all the advantages and benefits of the product or service you’re offering.
The higher the perceived value, the more money they are willing to spend because, in their eyes, the investment becomes less, but only after you’ve put to bed any fears they have of the product being worth the price tag you’ve labeled it with.
#5: Fear of the unknown
The potential client hasn’t even heard of your product and can only guess its use.
Maybe they don’t know you either. Your landing page must be made to inform rather than sell.
Video works well at establishing rapport, use this if you’re asking them to buy from you for the first time.
#6: Bad past experiences stop them buying from you
The higher the age of the buyer, the more assurance you must give them. It’s that simple.
Almost everyone has had a bad experience when buying something, particularly when it comes to shopping online, so you should check for signs of that kind of doubt by getting to know the past experiences of your ideal customer.
The more you can ease their fears, the higher the chances are of them buying from you.
#7: Prejudice from other people
One may become, at times, a victim of other people’s opinions.
When someone badmouths a product that didn’t work for them, then, consciously or not, we tend to get influenced by that opinion.
Try getting to the root of that pre-conceived idea and provide proof that not all opinions are facts. Again, transparency is key in easing these fears.
#8: Buyer’s prejudice
Obviously, a buyer can easily have an opinion based on their own negative past experiences with similar products.
Again, it’s best that you find out more about what made them not like the product or service so that you can better deal with their objections.
#9: Avoid certain words:
- “Cost, price”: the client’s reaction is: “it’s too expensive” or “we should look for a lower price.” To avoid these reactions, you could use words like “investment” to show that it’s not about the money, it’s about the value your product or service provides them.
- “Buy”: people don’t want to buy. They want to own. Use words that will make them think of possession.
- “Sell”: you must remove this word from your dictionary. You don’t sell to people. You help them acquire knowledge.
- “Sign”: signing a contract can be scary for a lot of people, especially if they barely know you. Instead, try using expressions like “give the go-ahead”.
These are the fears that your potential clients might encounter.
It’s your job as an entrepreneur to establish trust and communicate your product or services’ value with sincerity and precision.
You must always assume that the buyer doesn’t trust you, so be careful to look and talk like your best self if you’re meeting them in person, and have a killer landing page or e-mail subject line when sending out launch-type emails.
Try to see what kind of person you’re dealing with because different people respond to different emotions.
On the other hand, they may not trust the product based on their own or other’s experiences. That’s why you must highlight the uses, benefits, and advantages of your offer, as well as understand any downsides and potential issues that may arise with the product or service.
Minimize weaknesses and maximize strengths.
Also, you must remember to use scientifically-proven psychological words that will avoid deterring people from buying from you and make them feel more comfortable with the decision they’re making.
If you’re an online entrepreneur, you will need a slightly different approach when dealing with a client.
Bottom line, be honest, transparent and highlight the benefits to ensure that your potential customer feels comfortable buying from you and your company.
Michael Schoeff is a pet product entrepreneur from Ohio. His over 10 years experience in pet product design and business development finally paid off. His inventions have been a success and he’s enjoying the life of an entrepreneur. You can read more about him on his blog.
Guest Contributor: Michael Schoeff, Michael Schoeff