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, aren’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 your ability to help – is something often overlooked.
Think about it:
A buyer needs to have the conviction that you can help them their problem. Without that, they’ll never buy.
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) 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 them on one thing only: your care and concern for them as a person and as a business owner. Be genuinely interested, in finding out exactly what their needs are.
3: Ask questions that invite the other to try out different perspectives.
And the best way to do that?
Talk to people – especially past buyers – and ask them specific questions, so that you get to the full understanding of their needs.
That way, they’ll realise that yes, “This person can, indeed, help me!”
This is why the IP to Profit system starts with research, and it shows you exactly which questions to ask.
Pay what you want for the 1-hour training (until Friday, then the price goes back up to $49).