marketing+sales: Would You Buy From You?
Would you buy from you? Many people struggle with this question only to find that their best response is a "maybe" or the noncommital "it depends."
If you would not buy from you, why would anyone else? We live in a world that is constantly connected and are bombarded with more information than is possible to consume. So, what do we do? We buy from people who are like us, who we understand. We buy from those who are distinctive and unique and provide true value. In short, we buy from those we trust. The real question then becomes: Are you trustworthy? Before answering, here are three things to consider.
1. THE "WHY"
We must understand the other person on a deeper level, or what I call "under the iceberg." What is their truth? Their worldview? Their why? Think about it. Nearly 90 percent of an iceberg is below the surface of the water and yet we zoom in on the visible part, a whopping 10 percent. You may claim to understand another person, but have you completely listened to them? This must happen in order to uncover the root values that drive each decision that person makes. Ask great questions to get beyond the "how" and "what" and below the surface to the "why."
2. THE BRAND
When a person does business with you, he or she is ultimately buying your brand, so what you do with that brand is important. Your brand is another way to gain trust from potential customers. After all, your brand is not what you say it is, but what others say it is. In branding, perception to one person is reality to another. Here is how I define the word "brand":
• B = Baseline: The starting point used for comparison.