In the Part 1 of this post I covered the first two impediments to the sale (no need, no money). In this post, I will continue with the topic and cover the remaining three impediments.
“Why do I need to buy it now?” This is a slightly harder question to address. One way to address this is by showing what the competitors to your customers are doing. If you can show that the competitors are already gaining an advantage using similar tools, it might be easier for you to create an urgency.
In your marketing messaging and call to action buttons, use words to create a sense of urgency — “Buy now” or “Start your trial period now”.
The third thing to address this by making the adoption as frictionless as possible. For instance, you could build a sign-up form that takes less than 30 seconds to complete and requires no credit-card during the trial period.
Customers must crave for your product and you must seek to build a loyal customer base who will act as your brand ambassadors. In B2B case, it is the managers and the end-users in the organization who must be convinced of the feature sets as they will be the ones using your product.
There are 4 ways to address this part:
- Regardless of whether you are in B2B or B2C, place a lot of emphasis on UI/UX (even if the product is not a web service, build something with a great user interaction component) and make it very easy for users to complete their frequently done tasks.
- Work to keep your customer satisfaction at the highest levels. Do everything it takes to retain your existing customers.
- Work on messaging that address how your product will address their aspirations.
- Create contests and awards in social media to amplify the voice of your loyal customers.
As a startup you might not have built any real trust. So, how can you convince your customers to part their hard-earned money?
Here are things you could do to address this impediment:
- Work on your branding elements (logo, designs, slogan) that develops trust and bonding with the customer.
- Include testimonials on your website from your major customers.
- Build the personal brand image of the founders & key-players. Startups are typically identified by their founders and if they have a trustworthy brand it makes it easy for the sales guys to sell the product.
- In B2B segment, try to get strategic partners who have built their trust in the industries you are targeting.
- Include the profiles of your founders and investors to convince your company’s expertise & trustworthiness.
- Use LinkedIn, Twitter and other relevant social networks to build a network of trust.