The Surprising Reasons People Actually Buy from You
The above is the title of a podcast I recently listened to called the “7-Figure Small,” a podcast hosted by Brian Clark. Of course, it caught my attention, as any good title will. “What is the surprise, pray tell?! I just HAVE to listen to find out!”
So I did. And you know what? Brian was right on.
This somewhat counterintuitive and, dare I say, provocative headline is 100% true. And it runs counter to what most people think…myself (in the past) included.
Professional service providers like to think we get hired for our expertise. But that’s not the case.
You get considered because of your expertise. You get hired because the prospect likes you.
In other words, a prospect initially recognizes that they need the expertise of a specialized professional to solve a problem or achieve an aspiration they might have. But expertise is mere table stakes to participate in the search and vetting process. Everyone the prospect considers will have expertise…or at least profess to. And more likely than not, the non-specialized, non-expert, by virtue of the fact that they are out seeking expertise they, themselves, do not possess, will find it nearly impossible to truly and confidently discern whose expertise is greater than another’s.
So who will win the bid in the end? The person the prospect trusts. And since trust has to be earned, not sold, the default emotion a prospect falls back on is a gut feeling — Who do I like most?
In other words, the prospect must make an emotional evaluation to solve an intellectual dilemma: Out of everyone I’ve talked, each demonstrating requisite expertise (to my ability to understand)…who do I feel most comfortable partnering with, who do I think will be most enjoyable to share objectives with, and who seems to know me best and “get” me?
It’s not your expertise that wins out…it’s you.
The Dual Role of Content in “Mentor Marketing”
If it’s merely likability that wins the day, why do we even care about demonstrating our expertise at all?
Because it is the expertise that you’ve demonstrated long before the prospect had a need for your services that earned you the right to be considered when need arose. How do you demonstrate that expertise? Content.
By consistently and generously sharing thoughts, ideas, analysis, proscription, solutions and practical problem-solving through written content and other forms of delivery, you’re demonstrating thought leadership, expertise and trustworthiness — without ever asking for anything in return. (Sounds likable, doesn’t it?)
And if you’re taking your content strategy beyond merely providing trends, news and analysis…and really trying to solve a problem or advance the goals of your audience (like a mentor would to a mentee), you’re constantly chipping away at an innate trust deficit that competitors not engaged in such activities will find nearly impossible to overcome.
Brian calls this “Mentor Marketing,” and it’s the the next episode of “7-Figure Small” that follows.
Here’s the key to making Mentor Marketing effective, and why it can be used to help nurture and advance the real reason people buy from you: If you inject your authentic personality into the content you’re sharing in newsletters, blog posts, social media posts, podcasts and videos, you’re beginning to chip away at that “likability” deficit as well.
Anytime I’m approached by a prospect who has listened to my podcast, I almost universally am told, “I feel like I know you. I’ve been listening to you for years, and it’s so nice to finally meet you.”
And you know what? Almost always, I am the only vendor being considered. There is no bid list. There is no RFP. There is no competition for the engagement.
Through content, I’ve demonstrated expertise; by sharing my authentic personality, I’ve become likable to the right type of client candidates.
Now, I’m sure I’m also turning off other people in the meantime…people who don’t share, appreciate or like my personality. And you know what? That’s good! I wouldn’t be a good for that prospect, and they certainly wouldn’t be a good fit for me!
Fill your client roster with perfect fits. Be likable. And find more people you truly like working with.
Be a Mentor Marketer, and you will get hired for the surprising reason people hire you: They like you! They really, really LIKE you!
Good luck.