Why don’t people buy from me?

Did you ever ask yourself, “Why don’t people buy from me?”

The Biggest Marketing Challenge WE All Face

The biggest challenge we’re dealing with today is change. Things are changing so fast. As a result of this rapid pace of change people do not know who to trust!

There are six questions your prospects want answered before they will buy from you. These questions are designed to allow you to think like your buyer and speak with them so they know you are the right and safe choice.

Why the Six Questions are Important

When I started my business back in 2001, I lacked trust. What I really mean is that I did not know who could help me get clear on my ideal client. Every time I ask someone they said things I did not understand. I was confused and a confused mind does not take action. This is what we’re dealing with.

Stick with me as I talk about things you may not have thought about before. Keep an open mind because, to grow your business, you need to find someone you can trust.

Remember we stated earlier that “trust” is the biggest marketing issue we need to address. This is what marketing is about – helping our prospects to trust us so we can start the sales process.

Let’s jump right in.

The Six Questions

Question 1: What Do You Do?

What do you do? What would you tell me?

If you answered, “I am a financial planner,” or “I am an accountant,” or “I fix computers,” then you got it wrong. This is not what you do; it is how you do it.

People want to know what you do before they want to know how you do it.

For example, if you are a financial planner, here is what I would hope to hear: “I help people make the right choices about their money,” or “I help them make wise money decisions,” or “I build, protect and transfer wealth (my favorite).”

People want to know what you do before they want to know how you do it.

Question 2: Why should I care about what you do? Or, “What’s in it for me?”

If I asked a financial planner how he is different, what would he say? This is really important because there are thousands of financial planners that want my business. Why would I hire one over the other?

If you’re a business owner and looking for customers, you have prospects who are asking, “What’s in it for me?” Your job is to marry your skills and the outcome you provide to the prospects that have that need. Don’t make your prospect figure it out, tell them. That’s all your prospects want know. Don’t make your prospect guess.

Question 3: Why are YOU the Right and Safe Choice?

They’re going to want to know the answer to this question: “How do I know you are the right and safe choice for me, right now?”

The question of why you are the right and safe choice addresses a very powerful question for your prospects: “Can I trust you to do what you say you will do?”

They want to know how you will make them more effective and productive, how you make them right and how would you make them look good?

Business owners have a strong need to be more effective and more productive. Here is what you need to know. Simply ask them what they want to achieve and tell them how you will help them achieve that goal. When they understand how you’re going help them achieve their goal and how you can make them more effective and more productive, they are on board.

 

Question 4: What do you do better than anyone Else in the World?

You are unique. There is no one like you. The uniqueness you bring to the business is a great example of how to answer this question. It is not the only answer but it is a great place to start. Let’s look at a specific example.

How many people have heard the Southwest Airlines commercial where they discuss “bags fly free”?

What does Southwest Air do better than anybody else in the whole world?

Fun?

Yes, Southwest is fun to fly, but what do they do that no other airline does? “Bags fly free.”  That’s really all it is. They are the only airline that does not charge for bags. This isn’t rocket science.

Question 5: Why is that Important to my Prospects?

Why is what you do better than anyone else in the world important to me?

When you answer this question, you’re moving into allowing the customer to buy from you. This is actually the beginning of the buying process.

Will you:

  • Make them more money?
  • Give them more free time?
  • Create more value?
  • Reduce risk?
  • Save them money?

This is the beginning of the business case of why you are the right person or your company is the right company.

It’s just that simple.

Question 6: Why Buy From Me? Or Prove It.

So here’s the last one question. Why buy from me? This is really the fundamental question; this is where the proof exists. Do you have the credentials? Can you say that you’ve done this for another company and can do the same for me? Do you have endorsements from others who will vouch for you?

If what you are doing is not working as well as you would like. Try this process. It works. The answers you create can be used to craft a killer 30 second commercial, create actionable contents for your web site and make it easier for prospects to understand why they should be from you.  There are 16 modules on answering the six questions. To make it easy you can purchase or rent this course at https://gumroad.com/l/6-questions

Ron Finklestein is an international author of four business books and the creator of the Business Growth Experience. To learn more go to www.businessgrowthexperience.com.

 

Ron Finklestein is an accomplished Sales Training Coach and Consultant for small businesses. Professional and public speaker. International business author.

About Ron Finklestein

Ron Finklestein is an accomplished Sales Training Coach and Consultant for small businesses. Professional and public speaker. International business author.

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