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?

 

 

Telling the right stories

Are you telling the right stories?

Everyone likes a story.  My little girl is obsessed with Goldilocks & the three bears at the moment and I love a Tom Clancy when I can find the time.

Buyers like to hear a good story when it benefits them, but what do you tell them?  What do they want to hear?

They want to hear stories about something that will benefit them, something that will help their company and, if possible, something that will make them look good to their boss.

Too many companies tell a story that contains these chapters:

  • Chapter One: our company has been around for a squillion years – so you can trust us
  • Chapter Two: our company makes all these widgets – aren’t they pretty
  • Chapter Three: our widgets come in red, green, blue and pink – which one do you like?
  • Chapter Four: our widgets are really cheap – how many do you want?
  • The End

Thrilling or what!

If the story went something like this:

  • Chapter One: our company’s widgets have helped 10 companies just like yours
  • Chapter Two: the little blue widget saved a company lots of money
  • Chapter Three: the little red widget helped a company improve its profitability
  • Chapter Four:  the little pink widget found them loads more customers

I reckon that Chapter Five would be about which widget the buyer wanted, when he wanted it and how much he wanted to pay for it.

The morale here- if you’re telling the right stories so that you help the buyer see what your widget can do for them. Include them in your small business marketing and you will see more leads and greater marketing performance.