The 6 things Potential Buyers are looking for before they will consider buying from you

There are 100’s, if not 1,000’s, of potential buyers of your products/services out there right now and you want them to buy from you.  This is what they are looking for BEFORE they talk to Sales.

  1. Visibility – fairly obvious but if you’re not visible to them, they cannot buy from you.  They will often look to see if they can find you in other ways.  If they find you on Google, are you on LinkedIn, Twitter or Facebook etc.?
  2. Cleanliness – I don’t mean proof that you use a lot of soap.  What I mean is a clean website; one that is easy to read, to understand and to navigate to find the information they are looking for.
  3. Headlines – Newspapers tell millions of copies based on the headline that day, with some of them employing dedicated headline writers.  When you’re found through an internet search your landing page(s) have seconds to grab their attention or they simply bounce.
  4. Pain Relief – Buyers rarely go shopping if they are happy with what they’ve got.  Does your marketing material make them believe your solution will make their life easier or better?
  5. Evidence – You can talk the talk but can you walk the walk? Evidence, in the form of case studies, testimonials, published articles etc. develop confidence in the mind of the buyer and draw them towards you.
  6. Experience – Even new companies have experience of delivering the product or service they sell and they’re usually more passionate about it too.  After all, how many people do you know who started up a company to do something they hate?  Buyers want to know that you know what you’re doing so talk about your previous experiences to increase their confidence in you.

70% of the buying process is complete before anyone talks to Sales.  Are you helping people to make the right decision and buy from you?

 

 

Do People still buy People?

The old adage is that people buy people and that decisions are often made within seconds of the start of a meeting.  Is this still the case?

Absolutely but I believe there is a condition attached now:  People buy people with demonstrable experience.

I spoke about this a couple of weeks ago when talking about a piece of website review work I was doing with a client. The discussion was about what pages were important on their website and I argued that evidence (their What We Do pages) had some of the highest traffic levels of any part of the site.  Google Analytics helped me to prove this…. but I digress slightly.

In order for you to get the opportunity to get in front of someone and help them buy your services, your marketing material needs to persuade them to get in touch.

Let’s assume that you are looking for IT support and you do a Google search.  Two of the top four have case studies that can be easily seen and read; the other two either don’t have them or I couldn’t find them.  If they are not prepared to talk about what they have delivered to their clients, would you trust them to be able to deliver what you need?

It’s the same whether you are looking for a good restaurant, for a web designer or an accountant. Reading positive comments and how they have helped their customers makes you much more likely to pick up the phone, so please make sure your website and marketing material demonstrates how you can help new customers.

If you would like me to review your evidence, give me a call on 07770 970 557 of complete the form below and I will call you.

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Which routes to market work best for you?

Your marketing budget is precious and you need to ensure it provides a great return on investment for you.  When was the last time you reviewed the performance of each route to market?

You will be using a number of different routes to market with, potentially, multiple campaigns running. Some of them will produce great results and you will be really busy dealing with the sales enquiries and the resulting work so will you have time to monitor the performance of your other marketing activities?

If some of your marketing is not delivering a good ROI, why keep it going?  The money, or time, you use on this campaign can be used for two alternatives:

  • improving your bottom line.  Money not spent goes straight back into your profits
  • Generating more money.  Why not spend it on increasing the marketing activity that is generating new business

If you haven’t recently reviewed the performance of each marketing campaign, you could have been wasting money for quite some time.  Don’t delay any longer.

The risks with referrals

We all love getting referrals.  They are usually an easier sales pitch as the referrer has already done some of the work for you.  I acquired a new client at the end of last week from a referral, so I am particularly positive about them at the moment.

There is one real issue that stops people giving referrals – the risk to them.

Let me explain:

When someone refers you, particularly to one of their clients, a little bit of their reputation goes with it.  There is a, hopefully, small risk that you won’t do a good job.  If that happens, there is a potential risk that your referrer could lose their client.

On the positive side, if you do a very good job, their reputation is enhanced with that client. You are then far more likely to get more referrals from that person.

So the morale of this blog  is simple.  When you get a referral, make sure you deliver on your promises.