If you are reading this then it goes without saying that you too, believe getting paid to be you is a good way to make a living.
More specifically, if you are a professional communicator, coach, consultant or subject matter expert and you desire to make a great living sharing your knowledge and specialized information you understand how crucial it is for people to say YES to your offers.
If you, like 85% of all freelance professionals, are finding it a constant challenge to get new clients there are 4 common reasons why:
Here are 4 critical reasons why someone says NO to buying from you and what you can immediately do about it:
1. People NEVER buy from you when they are unclear about HOW you can actually help them!
"A confused mind NEVER buys!"
If a person cannot connect their present problem with your clear and present solution, no matter how much you try to convince them on how great you are, or how qualified you are they will nicely dismiss you and the value you have to offer. Even though you are more than capable of helping them (believe me, I know).
Here's what you do:
Step 1. Decide that you cannot be all things to all people. Know WHO you serve best, and WHAT PROBLEM of theirs you want to be celebrated for solving.
Step 2. Know the TRANSFORMATION you provide and be able to share it in 2 short sentences or less.
For example: "I help discouraged and busy moms (the WHO) struggling with their weight (the WHAT), go from being FAT to Fabulous without fad dieting, pills, or dangerous surgery (the Transformation).
Pro tip: Be clear and concise (and use simple language that your target client uses themselves). I like what my 9th grade english teacher used to tell my class and being clear. She would always say, "why use a $5.00 word when and 5 cents word means more?"
2. People NEVER buy from you when they don't believe you can actually help them!
While at first glance this reason might look like reason number 1. It is not!
In the buying process, being Confused is different than being Convinced. Here, let me explain.
Being confused is a question of clarity in your message. Being convinced is a question of your credibility. And the way humans determine "credibility" is through what Robert Cialdini calls, "social proof."
You see, when in doubt or in a new situation we humans determines what is "true" or "not true" not based on logic, but on predetermined social cues that elicit "good feelings"that help us make "the right" decision quickly. And more often than not our decisions are driven more by how we feel than how we think.
Research tells us that over 90% of the time we buy on emotion, and then justify our purchase with logic.
If you want people to make snap judgements in your favor stack the social proof in your favor.
Here's what you can do:
Step 1: Look the part. Sticking with the previous fitness example, we all have a stereotype of what a "fitness professional" looks like. If you are 75 pounds over weight, and come across like you cannot find your way around a gym, you will not come across credible (even though you may have a master's degree in exercise science).
Step 2: Plant social triggers on all of your marketing "touch points." A marketing touch point is any point where a prospective client connects with you or your material (i.e. your email signature, your website, brochures, business card). Make sure that whenever someone makes contact with you that they easily connect you with being a credible source.
Pro tip: Feature the icons or logos of major publications or companies you've worked with or have been associated with. Use testimonials of people you've gotten results for, and other thought leaders who can speak to your character and expertise. All of these things help with bending snap judgements of credibility in your favor.
3. People NEVER buy from you when they don't know HOW you can get them the results they want!
In the sales process, we humans need for you to connect the dots for us. We need to know that you, not only understand the problem we are having, but show us the road map of how you will get us there, and how it's going to make us feel when said problem is solved.
Show us exactly what the process looks like and how it is going to make us feel from start to finish, without risk!
What I am saying here is, you need to communicate a "story" that connects your reason why with the very reason we desire to buy. We want to know that "you've been there," and have "done that," so that you can lead us to the "promised land."
We buy when your offer is clear and the natural next steps seem easy and doable. We buy when our fears are addressed and the barriers to purchase are removed.
Here's what you can do:
Step 1: Know your customer better than they know themselves. Understand their wants, and desires. Know their fears and what keeps them up at night related to the problem you solve. How old are they? Are they male or female? Did they buy something like what you offer already? Why did they not get results from that product or program? How will working with you be different?
Get a clear picture of who your ideal client/ customer is, and find their pain!
Note: The person who buys is not always the same person who consumes your offer. Know who makes the purchasing decision and craft your story and offer around their buying triggers.
Step 2: Simply show them how they will achieve the results they want in the least amount of steps as possible. Illustrate what the transformation you give them will look like, how long it will take, and what risks are accounted for in the process.
Pro tip: A very good way to accomplish these steps is to use cases studies of people like your prospective client, who worked with you and achieved great results. Outline their before, and their after results. Share their fears and reservations and what you did to help them get out of their own way and accomplish their goals.
4. People NEVER buy from you when they are not convinced your offer will work for them!
In short, it may not be YOU or your offer that is the problem. The problem may very well be them. Remember, we are dealing with human beings here. People who have fears.
Fear of failure, fear of success, fear of failing after they have succeeded!
Whenever you are making an offer of any kind always remember to remind them of how capable they are by connecting their past wins with their future success with you.
What you are dealing with is what psychologist call self-efficacy.
Self-efficacy is the extent or strength of one's belief in one's own ability to complete tasks and reach
Always remember to remind them that people just like them have succeeded with you and how they can too.
Here's what I mean:
Let's say a person does not think they can afford the cost of your program or your service. Remind them that what you are asking for amounts to little more than a cup of Starbucks a day. This is called "relative price comparison." Show them that they actually can afford your program because it's just like buying a daily cup of coffee.
Here's another example: let's say the person has tried and failed with other fitness programs in the past; let them know that "failure" is the gateway to success by reminding them of the countless times they tried and failed to walk as a baby, but how simple, consistent, imperfect actions ultimately led them to succeed. Succeeding with you is as simple as taking consistent baby steps with you.
Do you see how this works?
I think you get my point.
We all, to some degree, tend to avoid old pain which can sometimes cause us to avoid new opportunities.
Always try remind people of their self-efficacy and to empower others by showing them how they have what it takes to win, and that you are not going to allow them to fail.
Question: Which one of these 4 reasons resonate the most with you and share your thoughts over on our Facebook community page by clicking here.
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