So you have a great product, the best product of all time. You think it’s gonna be easy to sell it!
And boom reality hits you in the face.
Unfortunately, after a few weeks, you understand that it’s not enough to have an amazing product, and a beautiful landing page. And selling isn't as easy as you thought.
So what can you do?
In this article I share 4 strategies to convince a customer to buy from you:
- #1 Understand where your buyer is
- #2 Use emotions
- #3 Identify the barriers
- #4 Position yourself as the guide
Don't want to read? Relax! 😎 We have a video for you.
#1 Understand where your buyer is
Every SDR, sales representatives, should understand where the buyer is in their journey.
There are three essential stages in a buyer’s journey:
Stage 1: Awareness
The buyer just realized that they have an issue or an opportunity. They’d like to learn more about it. So they start digging, researching on Google or Youtube, reading blog posts on the topic, downloading content or participating in webinars. And they discover your product.
Stage 2: Consideration
They want to solve their problem or take advantage of a new opportunity. They are evaluating their problem, its urgency and how it can be solved with your solution or with your competitors.
Stage 3: Decision
In this stage, your potential customers are making a decision based on their research. It’s when your customers sign up for your product.
Therefore, you need to provide different types of content for each stage. And it’s your job to provide the most valuable content to convert your potential customers from one stage to another until the final conversion.
#2 Use emotions
Adopt a customer-centric approach and identify the pain points of your potential customers. How do they feel about it? Did they try to solve their problem? How did it go?
What you need to do here is to say it loud and point out their pain.
Give examples about the problems they’re facing. You can talk about the inefficient and frustrating tool they use to manage their projects, and how stressed people are.
Get them to think that you’re the one! You’re the one understanding their problem.
You can even go further and make them feel that emotion asking questions.
How do their pains impact their work? Their revenue? Their productivity?
People buy emotions not things. So use them to your advantage.
#3 Identify the barriers
What is preventing the buyer from solving this issue on their own?
Buying barriers exist in all kinds and sizes; quite simply, a buying barrier may be anything.
Here are some examples of barriers I've encountered:
- Missing features: Does your product have an integration with Hubspot?
- Legal concerns: Are your servers based in the US? What about GDPR?
- Internal buying processes: long decision cycles.
- Concerns about the value: Will your solution solve my problem?
- Planned projects: "Oh yes we gonna address this problem in 6 months. We need to hire a new Customer Success Manager first."
- Implementation costs and the list could go on.
So your mission is to identify those barriers.
But how can you overcome them? Let’s see this in the final chapter.
#4 Position yourself as the guide
In your customer’s story, you are the guide.
The guide is the one who assists the main character in overcoming obstacles.
You’re Yoda and they are the hero: Luke Skywalker.
Your role as a guide is crucial. You’re the one that makes the transformation of the hero (your customer) possible.
Without you and your product, they will not be able to overcome their challenges and achieve their goals.
So help them visualize their future transformation.
What can they expect? What does life look like when your customer has found the ideal solution to their problem?
Are they happier, are they richer, are they more productive?
Draw a detailed picture of how their life could change for the better.
If you want to convince a customer to buy from you, you need to:
- understand where your buyer is in the buyer’s journey
- provide different types of content for each stage: Awareness, Consideration and Decision
- use emotions
- identify the buying barriers
- position yourself as a guide
Thanks for reading this article and please share it with anyone you think it can help! Also, feel free to ask me any questions or add your thoughts by sending me a message.