What Leads to a Sale?

A Simple Equation

We're all trying so hard to drive leads and make sales. I suppose that's why they call it the "rat race." Scurrying about, trying to find ways to get potential customer's attention and eventually the sale. Beating the competition. Forcing your business in front of people. Increasing the percentage of quotas to drive the team. The logic is wrong. The action is wrong. The motivation is wrong, wrong, wrong!

Currently, I'm investing time into a book by Stu Heinecke. Stu's books are about getting a meeting or using some means to insert yourself into a decision maker's life to get their attention and ultimately make a sale. At times, it's a one off. Other times, it's building rapport and relationship. And while I find the book (so far) to be good content and helpful, it was an Instagram Reel about marriage that opened my eyes to how to this simple equation about potential clients: Emotion led to Understanding builds Trust.

Marriage

The speaker about marriage was giving a glimpse into all relationships, not just matrimony. They're first built from emotion to understanding will result in trust. This is true. I know when seeking a friendship with someone, at first there's excitement about getting to know someone, then understanding about who they are and what makes them tick, and finally trust is established.

In the same way, I've heard it said having a relationship with a client is like a marriage, and before that, like courting. Every time you're speaking to a client, you're letting them know a little more about your and you about them. In essence, it's like you're dating. Marriage doesn't come until you ask and they accept. Trust has been established.

Emotion

All sales people will tell you sales are emotional. They're more about how it makes the client feel than about the product itself. There's a reason they clicked on an ad or the product caught their eye, and that reason had more to do with an emotional response than logic.

For example, I know a national chain of stores that sell drift wood. Yup, old crusty logs that float in a river or ocean. The store by me is only about 3 miles away from the river and that water has TONS of drift wood for free for anyone who wants it. But, you know what? People still buy the drift wood from the store. Why? Because it's "cute" or it'll "be perfect in my space". These decisions are not logical.

Emotional pulls are very strong and people out of curiosity will at least look at a product or service, but it's after that it must begin to establish it's hold in their life.

Understanding

This process can be extremely short or long depending on the potential client and the value per price of your product.

• Penny candy is easy -- I see it. I know it satisfies a craving. I want it. I buy it.

• Buying a car is harder -- I see it. I want it.

• How safe is it?

• How fuel economic is it?

• How many does it seat?

• How reputable is the company?

• What's the car's rating? Reviews?

• What's the stereo like?

• How much head/leg room does it have?

• Are there other amenities?

• How much is it?

• I want it. I buy it.

Education is key here. The value of a product per the price can make or break a relationship, so it's best to hold back the price until you've established that relationship more. It's harder for people to say no to a brand they know and trust.

Example: I can get tennis shoes for $5-$25. They serve a purpose and protect my feet. BUT, if I want shoes that contour to my foot's shape, provide stability and longevity, I know I have to search for those attributes and they won't be cheap. They'll have to be designed. So, those shoes will cost me $75 - $150 at least. Now, if status is also involved (a high end brand) I'll be paying much more. Like these high tops from Saint Laurent at Saks Fifth Avenue which are $1,090.

I personally love the brand New Balance. I have high arches and enjoy their comfort and price range. It's a brand I've grown to trust after they established a relationship with me at one of their outlet stores where they helped my daughter's issue of pronation. Now before this, I wasn't into spending more than $30 for a pair of shoes, but they convinced me I needed to step up my shoe wear, not just for my own body's health, but for my child's as well.

Trust

Congrats! You got the sale!

The transition from understanding to trust is the most important. Here is where companies must not faultier. Once people have placed their trust in a brand they're either loyal customers or they shun a company and let everyone know how terrible they are.

To build a brand up to the level where there's trust and keep it there should be the goal of every company. However, people's reactions to change can be unpredictable.

Just today, Affinity by Serif (a company in the UK that creates design software) announced that it's merged and been acquired by Canva. The backlash from their customer base is not encouraging so far. People are upset because they feel Affinity's tools will be bastardized by integrating with Canva and that they'll move everything to a subscription-based model -- a reason these customers are not using tools like Adobe Illustrator. This, in the eyes of many, is a breech of their trust and may result with devastating consequences for both Affinity and Canva, depending on the outcome.

Build with Trust in Mind

As you strive to grow your company, keep this simple equation in mind and it won't fail you: Emotion led to Understanding builds Trust.

Remember to keep your customer's needs at the forefront of all you do and you'll be successful.

- Amanda, with Socially Flourish, llc