Too often, I see new and even experienced entrepreneurs focusing tons of attention on what they do and what they have to offer, instead of focusing on the outcome and how they can help their client solve a problem or achieve success. This mistake makes selling painful and unnecessarily hard.
Research shows that people are triggered to buy largely based on emotions (moving toward a desired state/outcome or away from an undesired state/undesired outcome).
Now this is not to say that you should manipulate people’s emotions just to get the sale. That would be unethical. I’m sharing this information with you assuming you are a business person with high integrity and that you hold your potential clients’ best interest at heart.
Knowing what the buy triggers are, though, will help you communicate your message in a way that your ideal clients will understand and gravitate towards. It will also make selling your offerings a whole lot easier because they will clearly understand how they can benefit from your products and services.
Take a look at what makes a potential client say “yes” to your offer.
P – Pain avoidance (or fear)
R – Relationships – building, breaking or enhancing (families, partners, business)
O – Outdo or standout above the rest (ego – Yes, we all have one and yes, we want to feel important!)
M – Money – making, saving, loss prevention
I – Increase free time – time saving, increased productivity, faster
S – Skill – smarter, better, expertise
E – Ease – enjoyment, peace of mind, health
If you wrap several of these buy triggers authentically into your marketing messages, you’ll find it much easier to sell your offerings because your audience will easily understand how what you provide can help them.
Here is an example of a business systems specialist I’ve worked with who is amazing at creating repeatable, step-by-step processes and templates for small businesses. She could describe her company as:
Example 1: I make your business processes organized, functional and systematic.
Example 2: I replace the wasted time, energy and resources in your business with simple systems that allow your business to grow and let you spend your time doing what you enjoy most.
Both marketing messages offer the same service and address the same problem, but the second one is much more appealing. Don’t you agree? It adds meaning and depicts what life will be like when those systems are in place.
Example 2 uses a combination of triggers (pain of wasted time, ease and money) and the money and ease trigger (business growth and doing what you enjoy) to position her service to resonate more with the potential client. The potential client is probably imagining a work space and systems that run like clockwork with or without the client’s presence. This is much more emotionally appealing than example number 1.
How can you make your marketing message more appealing by using one or more of these buying triggers?
Want to know how to apply these buying triggers to your Signature Talk and convert more of your audience into clients on the spot? Click here to learn about my upcoming 3-day training, “Speak to Profit.”