One of the main reasons that consumers don’t buy your products/services is because, in their minds, you personally , and your products/services, lack one or more of these important ingredients, Trust, Credibility and Benefits. Hundreds of potential prospects see your signs, social media campaigns, or other forms of marketing and your sales are still slow.
In the order of their importance, let’s take a look at these three attributes: Without trust and creditability, your prospects won’t believe your benefits.
Trust: the key point is that trust must be earned and deserved. You don’t just say “Trust Me!”. If you do, you have just allowed that person to put up his defenses. Trust is earned by doing something upon which someone else can base their trust decision. Trust only happens if you work on it. The following are some key words and phrases that will help you earn trust:
- Being honest
- Don’t force things
- Stay calm
Credibility: Are you worthy of belief? Credibility is all about the individual. Credibility is about how you as a business leader earn the confidence of your clients and prospects. It comes down to your personal and business ethics and that you are genuinely respectful of the intelligence and contributions of your clients and prospects. One of my favorite books on this subject lists six disciplines of credibility:
- Discovering yourself
- Appreciating your clients
- Affirming shared values
- Developing capacity
- Servicing a purpose
- Sustaining hope.
Benefits: if you have accomplished the first two steps, then it’s time to talk about the direct benefits that your products/services provide your clients. The first step, in my opinion, is a two part process:
- Educate yourself; know everything there is to know about your products and services.
- Be prepared to educate your clients and prospects.
Then comes the work part of the process, and that is the presentation or communications part. Several things for your preparation consideration:
- Speak with confidence
- Reduce fear
- Ask questions
While this is only an overview, work with your coach/consultant in building these three essential business traits. Don’t spend an hour and expect instant gratification. This is the foundation for your personal and business life; it has to first be developed in your heart and mind and then added to your business.
I have given overview sessions on these three topics which will help you get started, but my recommendation is that you make that part of your weekly coaching session and apply it to every aspect of your business.
When the odds are stacked against you, these three powerful traits will often give you the edge you need to win.