How to eliminate the resistance to buy ?

As mentioned earlier in one of my previous posts, the buyer is anywhere between 60 and 70 % of his buyers journey when they decide to contact you or your company. But there is still some resistance to buy. Let us find out how to eliminate the resistance to buy.

But let us first understand your sales situation and then the current market situation.

You have a product or a service to sell. And your marketing team does a fantastic job using the 4Ps of Marketing [it is still relevant] or the Marketing Mix, as it is famously called. They also used all the latest fad in Digital Marketing. They even hooked up a film star as a brand ambassador to create brand awareness. All this is fine.

Your company then starts attracting leads. And these leads are then passed on to you, to work on it and close those deals.

The problem is that your competitors also do the same thing. Branding. Marketing Mix. Star campaigns. All the works. Absolutely. But they commit mistakes and I am going to tell you what are those mistakes and how not to commit those mistakes. And how to remove the resistance to buy and Close the deal.

1. Your competitors follow some dumb process. Without any respect for the customer.
2. They sound very corporate and treat prospects like buying machines that exist only to buy their products or services.
3. They are arrogant.
4. They are absolutely unemotional.
5. They are good at complicating things.
6. They are not truthful.
7. They have no regard for the prospect and don’t pay any attention to what the customers say.
8. They are good at promoting themselves without knowing that the customer has just rejected them.

Today’s buyers are very knowledgeable. They have plenty of options. And they evaluate each one of them very seriously. Before they talk to you, they identify their problems and also get to learn why your product or service is a good match to solve those problems.

But you still have lot of work to do before the client can sign on the dotted line. Here are some pointers for you, with a focus on how to eliminate the resistance to buy:

1. Differentiate your offering from the competitors.
2. Simplify things and do not complicate.
3. Highlight real long term benefits to the prospect. Not the honeymoon. Or the discounts.
4. Be truthful. Accept your shortcomings. Your credibility will then improve.
5. Say only what you can do. And do what you said.
6. Find out the prospects’ real reasons for considering your product or service and highlight the same to them. People like to win and they won’t shoot down their own reasons.
7. Make a short statement that is memorable to remember and make sure that it summarizes what you do and why should people buy it.
8. Remove the risks for the prospect. This is the deal clincher.
9. Resistance to buy is a sign of fear. Remove the fear and the deal is yours.
10. Promise to handhold the customer in case of any issues. Stand by that promise.

Happy Selling.