Why do people have such a predisposition to dislike a salesperson or a piece of marketing content but consumerism grows more every single day nevertheless?
I think it’s because people have an inherent sense of the fact, probably because they’ve purchased things before and it did not deliver a noticeable improvement of their life enough to justify the cost to them.
This is why they apply skepticism to salespeople, because they understand that the consumer mind has an ability to be tricked into expending resources in exchange for unequal (lower) value aka an “unfair” trade.
On the other hand though, value is when it truly is a fair exchange, and the sale happens when value is being delivered in excess of the dollar amount spent.
Therefore, each consumer is not opposed to buying things, rather they are opposed to being “sold” – convinced that something will be worth their money only to be let down, otherwise deceived.
On the other hand, they’re entirely unopposed to receiving value in excess of what they are paying – in fact they’re actually always seeking it!
The problem then becomes to explain in the clearest terms possible how what you are offering is irrefutably more valuable than the money they’re expending to attain it.
Therefore, whenever possible, value should always be described as close to monetary as possible so as to attain the highest percentage of people who can clearly see that what you’re offering them is worth more to them than what they’re paying to get it.
If they still don’t convert it becomes a matter of perceived risk, aka trust of your word that you can solve their problem.
They aren’t sure you can solve their problem, and this can be remedied by either testimonials or a rock solid money-back guarantee or some combination of the two.
Now they have a clear understanding that what they’re purchasing is worth more than what they’re paying, their fears are assuaged that you can deliver the solution or in the case you cannot they get their money back.
With this in place they now have no reason to purchase other than not having the money to purchase. Partner up with financiers in this case to offer payment plans or lines of credit to your end consumer. All these in place is the sales process in its simplest form.
Broken down:
• Create something valuable to the consumer, always a problem they’re trying to solve. The biggest problem you can reasonably solve for them at scale.
• Communicate how this problem is worth paying you to solve it for them, not all consumers are aware they have a problem for in most cases if they were they would’ve likely solved it.
• Implement a money back guarantee (or reduce risk in another way)
• Offer financing if the price point is higher than your target audience reasonably has at their disposal
• Solve the problem.
If you’d like assistance crafting the perfect sales page for your product or service, book a free strategy call with us today at calendly.com/havenmg/30minutestrategysession!
For more valuable content like this subscribe to our email list!