Sept/Oct 2022 Issue

What Do Buyers Want?

Everyone selling something, whether it be a technology solution or a mortgage, needs to first know what the buyer wants. In the article “What Do People Really Want?” Jon Gordon says “there are 3 things every buyer of an idea, lesson or service wants. If you are a teacher, coach, leader, trainer or service provider these 3 things will help you be more effective in selling your ideas, getting buy-in, connecting with and leading others. Here they are:

Make it Simple and Clear for Me – Customers want simplicity and clarity. Remove the clutter, avoid the confusion and tell them simply and clearly what you do, the problem you solve and how you can help them. Provide your customers with a simple and clear process to engage with you and your service or product. I’ve seen a lot of restaurants do a great job with this and their takeout service. We’ve all witnessed Apple do this with the iPhone and Amazon make a fortune with their online business. The more complicated you make it, the more frustrated your customers will get and the more likely they won’t want to work with you. The easier, simpler, and clearer you make it the greater loyalty and success you will generate. For example, people say they read my books and pass them on because they are simple, clear and help people act.

Coach and Guide me Through the Process – This is essential in service and relationship focused businesses. Customers want someone who will coach and guide them. This is a great opportunity for you and your business to stand out from the competition. By coaching and guiding your customers you earn their trust and become a trusted advisor. During a time of uncertainty, people seek out and do business with the people and brands they trust and they will trust those who coach and guide them. Now more than ever, coach your customers, earn their trust and build a great relationship and business. If you are a leader, make the time to coach and mentor your people and you will earn their trust. 

Give Me the Confidence I’m Making the Right Decision – Your customer wants to feel good about their decision. If you believe in your product or service they will believe in it. Demonstrate to them why they made the right decision. Show them great service. Show them great results. Tell success stories that demonstrate the great outcomes people achieve working with you or your product. Explain what success looks like because of what you are selling; whether it’s a product, an idea or solution.

One more tip: Remember people always want to know they can trust you and that you care about them. Show you care. Build trust with integrity and watch your success, business, career, influence, and impact grow!