⏰ 20-Minute Teaching with Simon Bowen

Creating Buyer Safety For Powerful Positioning And Higher Conversions

In today’s world, the real challenge isn’t just making a sale - it’s staying relevant. Every customer you’re speaking to asks themselves one fundamental question: Why should I spend my money with you, ahead of everything else? Buyer Safety becomes key to how you position yourself in the marketplace.

Remember, we all sell the same two things:

• People want someone or something else to make them safe and

• People want to win … they don’t want an average outcome, they want the very best outcome.

That doesn’t mean people want to be responsible for their own safety!

Prospects enter the purchase process with a degree of cynicism, sometimes even fear.  It depends on whether the purchase is discretionary or necessary.  A discretionary purchase will see cynicism (prove yourself to me), while the necessary purchase will bubble up fear (how can I be sure this will work).

Both cynicism and fear are subconscious judgements they make about YOU. In the sales process, we have a responsibility to dispel that cynicism or fear.

However, beyond that responsibility, a more noble way of selling requires us to see the sale as the first step in serving the customer.

The sale is actually a “try-before-you-buy” experience for the prospect.  If the sale should be what you do best for the success of your business, then the level of safety they feel through the process is the high water mark for them.  If they don’t feel safe as they’re buying from you, why should they feel any safer once they’ve committed … and your need to close the sale has been met.

In this 20-minute Teaching, I’ll unpack my concept of Buyer Safety and share a model that explains it. Then, I’ll show how you can deploy Buyer Safety as a key component of your positioning and conversion strategy.

Like all our 20-Minute Teachings, the clock will be running and we guarantee to be in and out of the topic in 20 minutes.