If you want to make more sales, then you need to answer two unspoken questions:
First, why should anyone buy from you?
Even though this is an obvious question, many business owners still do a poor job of answering it. They’ll drone on about their product or service features, boast about their industry experience, and make vague references to “service” or “quality” or “value for money”.
Nobody cares about any of this. The only thing customers care about is whether you can solve their problems better than the next guy. That’s the only compelling reason for picking you over everyone else.
However, even if you do the smart thing and focus on what your customers care about, they may still not buy from you. Even if they want to buy and are ready to buy, they may still hesitate or delay their purchase. And when this happens, it’s because you haven’t answered the second question:
Why should they buy from you now?
We’re all guilty of procrastination, even when we know that it’s in our best interests to act. We’re hardwired to choose the path of least resistance. And buying nothing will always involve less time, effort, and money than buying something.
Urgency is the key to closing more sales. Most purchases don’t involve life or death choices, so it’s easy to justify postponing them. It’s not enough to give your customers a good reason to buy from you. You also need to create a sense of urgency so that they buy now instead of delaying their purchase until later.
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