Reducing Customer Resistance to Your Product or Service
Resistance has to do with putting up blocks that prevent us from doing, being, or accomplishing what we want for our business. There are many reasons for feeling resistance including fear of new things or change, fear of failure or success or even fear of not being perfect. When we resist things, sometimes we miss out on opportunities - opportunities to work with new people, attract new customers, or even pursue a new product or service idea which could catapult us to new levels of success. There is a high price for resisting things, for resisting change. It costs us time, money, and energy. It can lead to misused resources, poor performance and decreased productivity as our energies are used to resist rather than to accept change.
Moving through resistance is all about having a strong vision for what you want for your business and then taking intentional action steps to consciously move towards that goal. What are you resisting in your business when it comes to marketing your products and services? And, what can you do today to move through it? 1. Look at your own resistance. Often times, looking within ourselves provides us the answers to situations that occur outside of us. The very things we may be having trouble accomplishing in our business might directly correlate to our own internal blocks.
We need to take the time and be introspective. One of the best ways to get clear on what we resist is to write down what we resist, why, what it prevents us from accomplishing, and one or two things we can do to break through that resistance. This work plan not only provides us with clarity around what keeps us stuck, but it may provide us with a way to move through it. And, just as important, by examining our own resistance, we become more aware of what types of resistance our current and prospective customers may face. Some of the techniques we use with ourselves may also prove helpful to them. 2. Listen to what the customer needs. Humans need to be acknowledged. By listening closely and carefully to your customers needs, you'll be better able to provide solutions that speak to their desires. We can't solve a problem until we know fully what the problem is.
Ask lots of questions, come from a place of curiosity, and practice silence so that you give others the space they need to express themselves. People have a critical need to be heard. When you are the one giving them that opportunity, they will automatically be more receptive to what you have to say. Reduce customer resistance by giving them an opportunity to talk. 3. Educate the customer. The more people know, the more confident they are about making good decisions. If you want to make sales, make sure that you provide as much relevant information as possible. Ask the prospect what problems they have. Then, showcase your product's features and benefits, giving plenty of examples, testimonials, and other types of information that supports the claims you are making.
If you're offering a tangible product, you might consider giving them a sample; if you're offering a service, you might give them a complimentary experience. Anything that you can do to give the prospect a real life idea experience of how it will look and feel will serve to create a more receptive buying environment. 4. Practice relationship skills. No matter what anyone says, business is personal. Everything we do is personal because it impacts people - others as well as ourselves. Practicing relationship skills is critical to achieving business success. People buy from people they know, like, and trust. The only way these concepts can be experienced is by taking the time to build relationships with others. We need to invest our time and energy in others, before they will consider investing their money with us.
There are many different relating skills, but among the most important are listening, acknowledging, coming from a place of curiosity, sharing of yourself (vulnerability), and having the mindset that your purpose is to serve others. These simple, yet powerful skills will do more to create a buyer than any product or service ever could. 5. Be responsive. Being responsive is all about putting the customer first. It is about creating an environment where the customer is served promptly. Make sure that you are well prepared for any encounter whether it is with a prospect or a current customer. Be confident in all of your communications. Know the features and benefits or your products or services.
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