Do you know why people make a list of the attributes they want their perfect partner to have?
It is because they are drawing a line in the sand and stating the things that are most important to them.
They are setting their buying criteria.
While your business won’t necessarily be judged on how tall, dark and handsome it is, or if you like long walks on the beach, people will have an expectation about what they want from you.
The criteria they form will be based on their own expectations, things they have heard from friends and colleagues, and what they have experienced in the market before. Normally those criteria are pretty ingrained.
But did you know that you have the power to reset those criteria? And by doing it, you set your business apart from the rest, positioning yourself as an industry leader and generate more sales as a result.
So, let’s have a look at how you can reset the buying criteria of your clients.
Unique Selling Proposition
Before you can set yourself apart, you need to know what your clients consider to be normal. What is their current buying criteria?
Find this out by asking them a series of questions about their pain points, how they found out about you, what their goals are, and what they are currently spending on a product or service like yours. This process has a dual benefit – you get to gather valuable information that you can use to your advantage, and you get to build a rapport with your clients. Knowing what they want and building trust with them will help you to position your business as the obvious choice.
Then, it is time to take that budding relationship to the next level by adding value around your product or service. Let them know how it can help them and how it can change their lives for the better. Understand that they may have objections, after all, most clients do. But if you can overcome them as part of your relationship building process, then they won’t appear as red flags for your clients.
Remember that people need help making decisions, especially if the concept is new to them or they are going to have to invest company funds. You can be the one that helps them when you close the sale. When people feel like they are making the right decision, they are always happy to buy. You just have to get them to that point. Then, they will be thankful you gave them the happily ever after moment they have been craving.
Set your business apart by being the one that cares about your client’s needs, delivering them value, showing them the benefits, cutting any objections off before they arise, and closing the sale by helping them make the decision.
Reset Everyone’s Buying Criteria
Once you have raised the bar to this point, your business will be a stand out. You will be offering a unique service that your competitors aren’t.
Don’t rest there and let your standards slip!
You can be certain that your competitors won’t be happy to sit by and let you take all the business.
That is actually a good thing. You are paving the way as an industry leader. You are resetting the buying criteria for the entire market. If your competitors want to play on the same field as you, they need to lift the benchmark.
But you know what? You did it first.
That makes your business a leader in your industry. For that alone, leads will flock to your doors. They will want the kind of service that everyone else is trying to emulate. And because you will deliver on this new buying criteria, they will stick around to buy from you again and again.
Some great examples of this are UPS’s overnight courier delivery service. Because they can deliver overnight, it is expected that other courier companies should be able to as well. People will choose UPS just for this reason. Or look at Dominos. They don’t necessarily make the best pizza on the market, but they have a guaranteed 20minute delivery (if you want to pay for the privilege). If you have a houseful of hungry kids you need to feed in a hurry, then which company are you going to choose? The one that can ensure the pizza is delivered before the kids get hangry!
How Can You Reset The Buying Criteria?
We aren’t going to lie, you won’t be able to reset people’s buying criteria overnight. It is a long term strategy that you will need to work out. You need time to educate your clients and prospects.
Which is why it is great to have a plan.
Without a plan, you might lose your way and ruin the hard work you have done at the beginning. So, you need a concrete marketing strategy to get your word out and work through the various steps needed to reset your client’s buying criteria.
After all, there are so many advertising options out there, it is hard to know which ones will work best for your business. And which will present you as a leader in your industry, setting you apart from your competitors.
Fortunately, Big Rock can help you do that. Lara, our Marketing Strategist has spent her entire career perfecting the art of marketing. And in just one hour, she can nail your marketing strategy for the next 12 months.
So, if you want to position your business as an industry leader this year, book your strategy call with Lara now. At the end of the call, you will have the roadmap to make it happen.