Yes yes, of course: people need to know you, like you, and trust you, if they’re going to buy your thing.
But Know, Like, Trust, isn’t enough.
On a very primal psychological level, evolutionary style, everyone subconsciously asks three questions when dealing with others.
Do I like you?
Can you help me?
Do I trust you?
And that middle part – the other’s belief in our ability to help – is something often overlooked.
Think about it:
A buyer needs to have the conviction that you help with their thing. Otherwise they don’t need what you have.
But saying that you can do X or Y for them doesn’t cut it.
Whether you say ‘I make a good breakfast’ or ‘I fix your SEO’ or ‘I help you get really good at enrolling buyers’ (that would be me saying it – hi!) does nothing to convince someone.
It’s data, information, a statement.
For someone else to believe it – to trust that it’s true – that you can help them, something has to happen in their mind.
A doubt or question needs to be addressed in such a way, that they go from ‘Can they?’ to ‘Oh wow, they can!’
Saying it won’t make it happen.
Persuasion doesn’t make it happen.
Nor does a list of awards, education, resume or bio.
For a buyer to believe that you can help, they need to have an insight that leads to conviction.
They need to know that yeah, you’re the guy or gal for the job.
That’s when people buy.
So is there nothing you can do to have a buyer go through that process?
Sure there is!
1: Have a conversation, and frame it as an exploration into goals, current situation, and obstacles inbetween those.
2: Sell only one thing: your care and concern for them as a person and as a business owner. Be genuinely interested.
3: Ask questions that invite the other to try out different perspectives.
Keep doing that, and if you’re talking to the right person and you’re truly not being pushy or needy but interested in them, interesting things will happen.
For one thing, bits of the different viewpoints will stick, and the other person will composite their own viewpoint – or rather, their vision – on their situation, next steps, and the way you fit into all of it.
Another interesting thing that will happen: when a buyer reaches that vision, they’ll have decided for themselves – no persuasion required – that for their case, yeah you’re the right person.
And the most interesting: that’s when people ask ‘Where do I pay?’ or ‘When can we get started?’.
And I’ll bet you’d like to hear that more often, right?
Well, then let’s have a conversation, to see what we can do.
Let me know if you’re ready to talk, and I’ll send you a schedule link.
Also published on Medium.