How to Increase Sales by Removing Fear
Here’s a great post on sales by Joel Fortner. Joel’s company BlueBridge Communication specializes in helping entrepreneurs effectively market their business. Follow Joel on Twitter. You can guest post as well! Read how to here.
With all of the talk nowadays about social media and new technologies, and people sounding off about “traditional” marketing being dead, it’s easy to become overwhelmed and confused about sales, or how you should market your business.
In short, sales and marketing have more to do with psychology than technology. People don’t buy because an offer was made on a Facebook page they accessed on their iPhone while on a jet hurdling hundreds of miles per hour through the sky! People buy because they trust you, and what you sell satisfies a want or need at the time.
But here’s the thing. Goods and services aren’t even the actual need. It goes deeper than that. We buy stuff to satisfy our basic needs first, like safety and hunger. And then, we buy to bring happiness, relieve stress, boost our confidence, showcase our status, and more.
The desire to satisfy these things is strong. But still, there’s one thing that often stands in the way of the sell—fear. No matter what kind of business you run, fear is part of the buying equation. As a result, it needs to be part of the marketing equation. From baked goods to custom jewelry to estate planning, fear comes into play at some point.
The more unfamiliar or expensive something is, the more prominent a role fear plays in the buying decision until something is done to reduce or eliminate it. So how do you get customers over that hurdle to get them to buy?
One way is by minimizing or removing fear altogether by offering satisfaction guarantees and full refunds upfront in your sales and marketing. If just the thought of doing this makes you nervous, here are three reasons it shouldn’t.
1. You should be confident enough in what you sell to stand behind it fully.
If you are that confident, you should do what I’m suggesting immediately. If you’re not, I believe your chances of staying in business are slim. There’s a reason you’re not confident in what you’re doing. Either your confidence in yourself is low or what your selling is, let’s say, lacking. Regardless, you need to address the problem.
2. Your focus should be on lifetime customer relationships.
Getting new customers is difficult and expensive. You need to sweeten the pot at times to increase people’s confidence to get them to buy initially. Assuming you offer a great good or service, it’s much easier and cheaper to get them to buy again and again once they experience it. You just have to get them over the fear hurdle.
3. You’ll most likely never refund a single dollar.
Why? Because assuming what you do or sell is really good and provides value, people will want to pay you for it. It’s just how we’re wired.
Question: What are other effective ways to minimize or reduce customer fear?