How People Buy- Assurance

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Assurance. Has this ever happened to you: you deliver a planned, powerful, positioned presentation, and your prospect says something like, "Sounds great! I like it, I want, I need it. I'm going to do it! (wait for it...) Call me Tuesday!" You call Tuesday, Wednesday, Thursday, Friday, Monday... no sale. Sound familiar? What happened?

It is more what didn't happen. Sometimes potential customers evaluate your products and services positively after a presentation and still do not buy. Something was missing... assurance. Without assurance there is no sale. Lack of assurance is almost a form of buyer's remorse. People have gotten so used to regretting their past decisions that they now regret their decisions... in advance.

They think about all the "how-bouts", the "what-ifs", and the "maybes"; all the things that could go wrong; all the decisions they have made in the past that didn't work out the way the expected. Mentally your prospect is saying "Yes.....but." You've got to get their big "but" out of the way.

 

  • Strategy: Strengthen your personal belief and conviction in your company, your products/services, and yourself. The superior salesperson has unwavering certainty that what they are doing makes a powerful, positive difference for the people they sell to. List the reasons people do business with you. 

Interview your clients to find out why they buy from you. Associate to the specific difference you make in the lives of the people and companies that do business with you. The more "assured" you are the more you will be able to communicate assurance to others.

Strategy: Testimonial letters are one of the most powerful, underutilized strategies for providing assurance. A testimonial letter is someone who is happy and satisfied with you and your service and they are willing to put it in writing. The best time to ask for a testimonial letter is when someone gives you a compliment.

They say what a nice job you did, you simply respond with the words "Thanks, could you put that in writing?" The website www.linkedin.com makes it easy to request and receive testimonials from your network. Testimonial letters can be used to address the specific concerns of your potential clients.

When you strengthen your personal conviction and utililize testimonial letters you can rest assured more prospects will feel confident and comfortable doing business with you now.

DG sings "I want a Sale Today" to the tune of the Backstreet Boys' "I want it That Way"

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