2. A lack of trust
The second point of focus in this messages is trust. Trust is essential to building deep relationships with your prospects and will be a fundamental factor to be able to turn them into clients and loyal patrons of your brand.
The first thing to mention is that it takes time to build trust. Having said this, different people have what is called a convincer strategy. This means certain events must happen before a person can become convinced that a thing is true.
There are empirical factors and psychological factors in relation to convincer strategies.
The empirical factors are:
– Things that we see (visual)
– Things that we hear (auditory)
– Things that we read (digital)
– Things that we feel (kinaesthetic)
Each of us has a specific way that we will become convinced of a particular thing, and there is usually an order and sequence that accompanies our being convinced of a thing. This happens unconsciously and unless people are specially trained in uncovering this process will rarely know what their individual process is. All that they will know is that when specific things happen in a specific way then they become convinced.
The psychological factors will involve the prospect putting together a narrative in their mind of how they will understand the process. You can discover these patterns from your prospect and you will be able to make them feel more at ease with you. Once you combine this information the understanding of what your prospect thinks is important to him or her will help you to know if your product or service is relevant to them
One thing that breaks trust is when the prospect believes that you are trying to ‘sell’ them something that they do not need, or do not want, or cannot afford, or cannot use.
Another thing that will build trust is if you qualify the prospect. To qualify a prospect means that you will ask questions and listen to their answers in order to gather as much information from the prospect as quickly as possible. If you find out that the prospect is not suitable for your product or service then you are ethically obliged to tell the prospect and not try to make a sale when you know that the prospect would not benefit from the product or service that you are offering.
Ironically sometimes the fact that you would be trying to prevent certain people from buying your products creates a more compelling case for them to try to purchase your product.
Luxury brands use this to their advantage and often the people who are not targeted take pride in the fact that they can be associated with specific products and brands. I will speak more about this at another time. For now it is enough to say that trust becomes less of an issue once the desire for a product or service is intense. However, these luxury companies spend hundreds of millions of pounds each year to build that desire and some even lose money just to keep their brand image out in the public as something desirable.
It is very important to listen to the concerns of the prospect in regards to your product or service. There is a cycle that prospects will typically go through from the point that they do not know or care about your product to where they are in love with your product. On that journey it is a good idea to aim to build trust along the way.
I’ll list a number of ways that you can build trust in order to make your clients feel at ease.
• Give them valuable information that they can use
• Provide them with testimonials
• Offer valuable products or services for free
• Offer trials and discounted versions
• Conduct business through a referral network
• Go the extra mile
• Answer questions promptly and precisely
• Reduce the risk of doing business
• Listen, listen, and listen some more
Each of those points probably requires a book each to really get to grips with those concepts. At this stage it is enough to show them in order to create a strategy for each to be implemented at a later moment in time. If you want assistance in putting together a plan of action for any of the points or anything else then you can submit a detailed enquiry here – www.anisometric-inc.com/consultancy
In many ways it is easy to build trust if you can always remember that the most important person is regards to building trust is not you, but it is the prospect.
You can also find out whether a prospect is interested in finding more about your product in a short space of time. To take too long is a sign of unprofessionalism on your part, because there are many other prospects that could benefit from your products if a particular one does not want to know more.
Once you have the focus on the prospect and what they are looking for at this stage then you will be in a solid position to build trust and gain a deep rapport.
The worlds greatest investor and the Sage of Omaha Warren Buffett once said, ‘It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.’
That is a wonderful piece of wisdom that highlights the fact that even though trust may be gathered over a number of years and significant gestures on your part. The fact is that it can be ruined in a minute and the relationship may be ruined forever.
Sometimes a meaningless fling can ruin a happy relationship, so it is important not to sabotage your success or take things for granted.
It has been said that familiarity breeds contempt and often by not appreciating the value of the other party the relationship dies a premature death.
In my next instalment I will discuss the third reason why prospects will not buy from you.
If you feel in the mood then leave a comment, question or suggestion below.