Is Know-Like-Trust really needed to sell?
What's in this article
You have most likely learned that your customers need to know, like, and trust you to be able to buy from you. While this might be true, here’s my take on it:
KNOW – Yes, the customers need to know that you exist, but more than anything, they need to know they have a problem and actively look for a solution. When they do, your job is to make your solution foundable.
How do you make yourself foundable for the right people? It starts with knowing who you want and then designing a powerful invitation for them.
LIKE – Your prospective customer needs to like the end destination. They need to desire the change, even if change means pain. Your job is to make the destination so desirable that they can justify the investment.
Regardless of what you sell, you need to be able to visualize how it looks like when your customer has arrived at the destination.
TRUST – They need to trust their own ability to get results. Your customers need to believe in themselves to arrive at the destination, and your job is to make them feel safe along the journey.
When you position yourself as an expert, your customers won’t second guess your skills or knowledge but they do question whether they have what it takes to get to their dream results. So while building trust for your brand and business is important, you really need to build the confidence of your prospective customers so that they feel they can do it, too!
Hyper Targeting your VIP customers
When you know exactly who your customers are and how you can reach them, growing your business becomes much easier. Hyper target the exact persona whom you want to do business with, identify where she is on the buyer journey, and tailor a message that is of high value and interest to her.
Some hyper targeting tactics to use are buyer profiling, buyer segmentation, geographic targeting, retargeting, and exclusion.
Knowing exactly who you are targeting, what these people do, like, think, consume, and need is essential to building an offer that sells and an invitation to buy from you.
People and companies are different, and so are their needs and desires. Your company can have multiple offers to people depending on their problems or one offer that is packaged differently depending on the buyer segment. Some people act fast, and some take the slow route. Your sales engine needs to cater to all these groups of buyers.
If you have a local business, you want to focus your acquisition efforts to only cater to the people living in the area, or people visiting the area, if it makes sense to attract these customers to your business. I live in a tiny town in Sweden and every summer, our town is full of tourists. The restaurant and shop owners make a great income during these months targeting holiday visitors, whereas a local painting or interior design company does not benefit from targeting visitors. You can target people based on their whereabouts, this could be as broad as targeting by country or as narrow as targeting by zip-code or mile radius around a location or business.
A buyer needs several interactions with a brand before they feel confident in making the purchase decision. You can design marketing campaigns to target only the people who have already engaged with your brand. This could include remarketing to people who have visited your website, visited your store, made a purchase, followed your brand on social, signed up for an online opt-in offer, or had any other interaction with your brand.
Sometimes you don’t want people to see your marketing. This could be when you’re intentionally excluding competitors from seeing your advertising, or when people already have purchased your product, you might want to exclude them from the same campaign that offers that specific product and move the buyer to the next logical offers with your business.
Make it desirable
Change always comes with a cost. If the outcome is not desirable enough that it would justify the investment, your customers won’t buy your solution. You need to make sure that the end destination is more desirable than the cost of getting there. Identify the reasons for your customers to want the results, and share these as the benefits of your solution in your marketing.
Show the end destination
The definition of insanity is doing the same thing over and over again, but expecting different results. – A. Einstein
To get a new type of outcome, a change is needed… but change is generally painful. Companies and people struggle to pull through big changes, even if they know those are required to get a different outcome. Your job is to know exactly how the end destination looks like for your customers, once they have engaged in your services. And you need smart tools to illustrate it to your customers too.
The more complex solutions you sell, the more simplicity you need in your sales process. You need to visualize the end results to your customers so they clearly see what winning with you looks like. Illustrate the end results, and the pathway to get there, so your customers feel secure with you.
Make them trust their own ability to get it done
Your customers most likely have tried and failed to get results before. If you are a health coach, you know that your customers have tried all kinds of diets yet they still haven’t solved their health problems. As business growth engineers, we meet daily business owners who have tried all kinds of marketing, funnels, branding, webinars, challenges, high-tickets, low-tickets, and productivity hacks… yet they still don’t know how to grow their businesses.
If you are clear on who you help, what exact results they get, and why they should care… and if you have illustrated how winning with you looks like… and you have positioned your brand as the leader in your particular niche… your customers are no longer questioning whether YOU can your stuff, but whether THEY have what it takes to get to their goals.
You need to show how easy winning with you is.
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