As a provider of a quality product or service, you know that when someone buys from you, it’s good for them.
Obviously. Otherwise, an ethical person wouldn’t be in business: People like us aren’t here to pull one over on buyers.
But for someone to trust you so much that they’ll buy from you, they need to know that it’ll be good for them.
They need to sense that, on a visceral level.
And for that to happen, they need to have a vision of what your product or service will do for them.
The mistake most sellers make, is to focus on their own, personal vision of that buyer experiencing the benefits of a purchase.
But, as I’ll never stop saying: in a sales conversation (or indeed: in business) it’s not about you.
Nor is it about your vision for their ‘after’.
It’s about the buyer, their fears and frustrations, their wants and aspirations.
And, it’s about their vision, not yours.
As long as your sales conversation centres around how well you think the purchase will benefit them, you’ll have a hard time creating buyers.
So instead, focus on their vision, so that they end up seeing the happy, successful, ‘after’.
And you do that by making the conversation about them.
Use your empathy to step into their world, because a sale happens not in your world, but in theirs.
And in that world, you will see their vision, which includes concerns, fears and objections.
And once you’re in their world, and as the conversation progresses, they’ll gradually be able to buy into your vision.
That’s how you create buyers, in a way that’s 0% pushy or manipulative, and 100% fun.
Help people develop their own vision, and they’ll automatically make the decision to buy.
It’s taken me 25 years to figure out how to do that most effectively.
And it bothers me to no end, when I see good & honest business owners, who deliver quality, but they don’t manage to create enough clients, or they keep having to sell at prices that are too low.
That’s why I created the LEAP framework for ethical selling: Sales for Nice People.
There’s free a 1-hour training here, as a primer.
It’s for you if you’re ready to improve the way you enroll your buyers, and make it more fun, more humane, and lots more effective.
Have a look, let me know what you think…
