Focus on Making Your Offerings Easy to Buy

Consider this: Customers don’t like to be sold. It’s the information age and today’s customers are smarter than ever. If you have a product or service that requires you to change everyone’s mind about what it is and why it’s valuable, you’re going to have a tough time with sales. Instead of trying to sell your product or service, change your mindset and focus on making your product or service easier for your customers to buy.

The concept of push vs. pull Customers often view sales as being talked into doing something they may want to do. Sketchy salesmen, scams, and spam have customers on guard more than ever. Don’t try to force customers into a purchasing decision, rather ease them into thinking about what you offer and let them make the move. Flatter them by giving them autonomy instead of insulting their judgment. Don’t push your products but rather let your products pull your customers in.

Remember: what you offer is not for everyone Selling is more about listening than it is talking. Ask your customers questions, truly listen to their responses, and inform them how your offering could be a unique fit with the things they value, then back off and give them space. If the offering fits and you’ve positioned it correctly, they’ll buy. If they don’t, it likely wasn’t a good fit. Don’t take it personal, not every customer fits what you offer and that’s good because that’s what makes your offering attractive and different to the segments you’re successful with.

See through the customers’ eyes Try to see your offering through the eyes of your customers. How does it make them look? How does it make them feel? How does it fit the way they see the world? How does it align with what they truly value? Research shows that feelings and perceptions drive purchasing decisions. Take a look at any major publication and flip through the ads. What do you see? Chances are most ads share a common thread, and that is not a coincidence. Most tell a story that evokes some sort of emotional response. More often than not, if you appeal to the customers’ emotions you’ll win their business.