Mistake 28 — You didn’t understand what people need before they can buy from you

Over the last 27 lessons, I’ve given you numerous challenges to help you refine your selling skills and help you engage on a deeper level with your customers. By now your ability to create conversations which help convert prospects into customers should be much improved.

You have every tool you need to connect more effectively and convert more reliably!

But there’s a huge piece of the puzzle you don’t have any control of. The customer!

Regardless of how well you lead the buying process, there are seven things the customer needs before they can buy from you.These are things you don’t have control of. You can only control your own actions, thinking and behaviours, but you can’t actually control how the customer thinks or what they decide.

These are the seven things the customer needs before they can buy from you:

1.They need to trust you

The customer needs to trust you as a person. First impressions count. Other people will judge you within 15 seconds of meeting you. This could be the difference between them doing business with you or not.

Are you dressed well? Are you neat and clean? Are you friendly and approachable?

Remember it’s easy to find out information about anyone via social media and search engines. There’s a good chance the customer has researched a bit about you already.

What does your profile picture say about you? What does your email address say about you? (eg. if you signed up with gmail when you were 15 and the email you’re using for your business is hotstuff99@gmail… then you might want to change it!)

2.Trust your business

The customer needs to trust your business. Can people find your business? Do you have an online presence and is the content which can be found by the public representing your business in the right way? Are you active on social media? Is your signage in good condition?

Many people search for reviews of a business before they will make contact. Do you have positive reviews? Are your current customers happy to talk to other people about your business in a positive light?

3.Trust your brand

This is the trifecta of trust — the customer needs to also trust your brand. Your brand is your promise to your customer. It makes sense the customer needs to trust your promise and trust you can deliver on what you say you’re going to deliver. Your brand is tied into your integrity so are you doing what you say you will?

4.Have a need

Every customer who buys from a business does so because they have a need. Buying solves a problem when the person can’t or doesn’t want to find or create the solution for themselves. For a customer to be able to buy from you, you must uncover the need they’re trying to solve by contacting you (see Mistake 4)

5.Your business must have the solution

Every business provides a solution of one kind or another. Your solution must solve the customer’s need. It must be relevant, timely and the customer must see value in the solution at or above the price you’re charging (see Mistake 5, 6, 17 and 18).

6.Be the decision maker

For the customer to buy from you, they must be the decision maker. This is often why a purchase is not made at the time. The customer may simply be collecting information on behalf of the decision maker before they can buy. This is important to remember when we talk about giving the customer enough time to buy (see Mistake 20 and 22). They may need time to seek approval or reassurance from the decision maker before they complete the sale.

7. Be ready

The last thing the customer needs before they can buy from you, is to be ready. They’re not always ready at the same time as they identify their need. It won’t matter how well you can solve the problem if they’re not ready to buy immediately. Patience is key.

Today’s challenge is to stay focused on everything you can do to ensure successful conversations with customers, but stay aware of the things the customer needs before they can buy from you. A rejection or objection may be due to one of these factors. Consider what you can do to help the customer satisfy these needs, but remember ultimately, the decision rests with them.

Want more while you wait for your next lesson?

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