BRX Pro Tip: Why Your Sales Process is Failing
Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, talk a little bit from your perspective on why your sales process might be failing.
Lee Kantor: [00:00:14] Yeah. There’s a lot of reasons the sales process could be struggling. But one of the things that I think you should consider as a possibility is that you haven’t really spent enough time understanding why people are afraid. Why is there fear around making this type of a buying decision?
Lee Kantor: [00:00:35] When a person agrees to buy something new, they are putting emotional and political capital on the line. And if they’re wrong, then they’re going to be blamed, and they fear that they might get embarrassed or even fired in some cases. So, if you don’t do things that give this person some cover, then you are really underestimating this really important fear component when it comes to a buying decision.
Lee Kantor: [00:01:02] A lot of people would rather keep things the status quo, even if it’s not working well, rather than risk putting themselves on the line for something that might not work, no matter how good it sounds. So, invest some time and some resources on kind of creating this social proof, these third party endorsements, getting testimonials.
Lee Kantor: [00:01:26] In my opinion, you really can’t have too much of that. Anything that’s going to allay the fear of this person and give this person some cover in case the thing doesn’t work out is really important because, a lot of people, this is holding them back from buying what you’re selling.
Lee Kantor: [00:01:45] So, invest some time in social proof, third party validation, case studies, testimonials. Those type of resources are going to allay a lot of fears and give these people the cover they need to buy what you’re selling.
