You Need at Least One of These to Grow a Big Business…

Summary

• When selling, focus on reducing risk, increasing speed, or improving quality—if you can't win on all three, aim for at least one or two.
• To reduce risk for the customer, make the end result as real as possible for them. For example, with teeth whitening, demonstrate the actual process and result.
• Showing a real-time demonstration builds high conviction in customers about the product's effectiveness.
• If a live demo isn't possible, use recordings of real demos, which are nearly as convincing.
• Understand that risk reduction builds a "conviction continuum," where customer trust grows with increasingly realistic proofs.
• Speed is straightforward—it's all about delivering results quickly. Make sure you emphasize how fast the customer will see benefits.
• Quality measures how closely your product or service matches the customer's ideal or desired outcome. Strive to meet or exceed these expectations.
• Remember: Convincing customers hinges on how real and immediate their perceived benefits are.

Video

How To Take Action

A good way of implementing these strategies is to first focus on reducing risk, increasing speed, or improving quality in your business offerings. Here’s what you can do:

1. Reduce Risk for Customers:

   • Make the end results very clear. If you can, provide a live demonstration of how your product or service works. For example, if you are offering teeth whitening services, demonstrate the process on someone. Show a before and after right away.
   • If a live demo isn’t possible, create videos showing real demos of your product in action. Use these recordings to build customer trust.
   • Continuously gather and showcase testimonials and success stories. Use real customer experiences to create a “conviction continuum” where each proof point builds trust.

2. Increase Speed:

   • Emphasize how quickly customers will see the benefits. Whether it’s a service like teeth whitening that shows immediate results, or a faster delivery promise, make sure your customers understand the speed at which they’ll see benefits.
   • Streamline your processes aimed at delivering your product or service faster. Look for bottlenecks and find ways to eliminate them.

3. Improve Quality:

• Align your offerings closely with what customers truly desire. Connect directly with customers to understand their mental image of the ideal outcome.
• Focus on enhancing features or services to meet or exceed customer expectations. Always aim to provide a high-quality experience that mirrors or surpasses what your customers envision.

By implementing these strategies, you can attract more customers and build stronger trust in your business. Remember, focus on what can be done quickly and effectively to start seeing immediate results.

Full Transcript

so you got quality you got speed and you got risk so you got to win on one of them or two so how can I decrease the risk and so when you think about decreasing the risk it's how can I approximate the end result as real as I can for the customer and there's levels of that so if I were selling teeth whitening right I could in front of you swish your mouth and then your teeth go from yellow to White and you're like holy that was amazing your level of conviction that my thing works is really high if I say want to buy it now one version you know removed from that is I show you a recording of me doing it to somebody else it's like that's almost as good and so it's really so if you think about risk it's the conviction Continuum and so that's on the risk side on the speed side speeds time like that's straightforward right and then on the quality side it's how closely it's going to match their ideal like their mental image of what's what they want to have happen