Updated: Jun 1, 2019
“Don’t celebrate closing a sale, celebrate opening a relationship”
- Patricia Fripp
1st Must – The person wants your product.
Let's get the obvious parts out of the way. Marketing is about identifying suspects, someone who fits your target market (demographic and geographic) in the first instance and then they must be in the market for your product or service.
Don't waste time on people who are not interested in your wares, no matter good you think your wares are and who much you think they need it.
2nd Must – The prospect wants your product or service now
Whilst this also may sound quite obvious, the number of times I see people trying to push their wares on to someone who isn’t ready to buy just yet, is quite alarming. The most simple way to ensure our first must box is ticked is just to ask the prospect, “when do you anticipate going ahead?”
3rd Must – The prospect must trust the company
The number of times in history that overnight companies have rode into town and fleeced unsuspecting people and then disappeared is well documented. Human beings are wired for connection and a big part of this connection is trust, it is no different when you are dealing with a company, which is kind of like a quasi person anyway.
Some of the best ways for a business to help prospects build trust with them are;
1. Client testimonials on all digital platforms. It has been estimated that anywhere up to 80% of a purchase decision can be influenced by posts and recommendations of family and friends. So make sure that you have lots of great online reviews on all platforms.
2. Pictures of you and your team. How often have you googled a business before you bought from them and what did you look for? Seeing peoples faces of who you are dealing with goes a long way to build trust in an otherwise faceless company.
3. Have a guarantee. If you are really good at what you do, why wouldn't you guarantee it? One of the biggest benefits of a meaningful guarantee is it lowers a buyers risk.