Image of the Monkees who sang I'm a Believer

Make Them Believe!

Image of the Monkees who sang I'm a Believer

It doesn’t matter whether the decision maker is the CEO/owner, a director or manager, they all have one over-arching need from you. Few will readily admit it, but it is the priority for any purchase…

To make them look good.

Most people have a boss. Whatever they do is aimed at making them look good to that boss. That is what ensures they keep their job and, maybe, even get promoted in the future. People want to be seen as good at their job. They want to feel valued and to be proud of the work they do. Much of that pride and value comes from comments made by their stakeholders – their peers, their bosses, and their reports.

Even if the decision maker is the top boss, he/she wants you to make them look good. Their investors/shareholders expect performance. Their staff expect the boss to make the best decisions. Bosses who make poor decisions either don’t last long in the job or their company doesn’t last long.

The role of marketing is to make the decision maker believe that buying from you will make them look good to the people they report to.

Your marketing is, of course, just one part of the equation:

  1. Marketing makes them believe
  2. Sales get them to sign on the dotted line
  3. Operations delivers on the promises made by Marketing & Sales

5 ways to make the buyer look good

There are, broadly speaking, five ways your business can make the buyer look good:

1. Save them money

Delivering a product or service more cheaply than their current provider is a great way to make the decision maker look good. But only if you are delivering on at least one more of these.

Saving money must always come another of these ways to make them look good. The old adage “buy cheap, buy twice” should never be mentioned when a client is talking about you.

2. Improve Performance

Whether you are marketing, and selling, a product or a service, performance improvement is another excellent way to make a buyer look good.

  • Ensuring their IT simply works
  • Increasing the traffic to, and the leads from, their website
  • Servicing the company car fleet, so they never break down
  • Training staff to increase their skills and improve their individual, or team, performance

are just a few examples.

3. Make them look good

Rather than the perception improvement, by this we mean you make them, or where they work, look good.

  • Providing great looking staff uniforms to improve customer perception
  • Supplying and installing new furniture to improve the look, and comfort, of their office.

for example.

4. Repair what is broken

Going back to the adage “buy cheap, buy twice” is often used; just make sure, if you are in this equation, you are the second purchase! Repairing something vital to their business, ideally quickly, will definitely make them look good.

5. Make them safe

Whether it is physical security issue (access control systems etc.) or cyber security (anti-malware applications), we all live in a world where security concerns are increasing. Making the business secure, particularly in this time of remote working, is a very good thing.

So how does your marketing do this?

Three Ways to Make your Target Audience Believe

1. Demonstrate you understand the issues they face

As referred to in a recent blog, all your marketing content should be about them – not about you. Make sure your website, e-brochures, whitepapers etc. all address issues they have that you can resolve for them.

Today’s decision makers don’t have time to work out whether what you sell will help them, so you need to make it abundantly clear from the moment they engage with your marketing.

2. Prove you can deliver a solution

Talk about what success looks like. The difference between what they are experiencing now and what they could be getting shows that you have experience of helping others with very similar issues. This is a key part of getting a prospect to engage with your marketing and enter your sales pipeline.

3. Back it up with evidence

Saying you can do something is one thing. Proving you can be integral in helping your prospect to become a client. Case studies and testimonials, as well as reviews on sites such as Google Local and Feefo, are highly effective. Ensure you have enough evidence to use both to get them into your sales pipeline and then to help them over the line.

If you have a new business, there is nothing wrong with a little creative license. I’m not advocating making up the evidence, but you can use your previous experience to great effect. Most people set up a new business doing what they have vast amounts of experience doing. Use that experience to demonstrate, and prove, you can deliver – at least until you can build a new set of evidence under your new brand name.


When your marketing makes people believe you can help them, and make them look good, they will engage and enter your sales pipeline. It’s then up to the rest of the business to deliver.


Need a hand? Give us a call: 020 8102 8241

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