If You Want To Sell You Must FIRST Build Empathy, Credibility & Trust

I wanted to record a quick episode to discuss one of the errors I see people making repeatedly when they are trying to win new business and sell. This fundamental error makes them frustrated because they just don't seem to be able to close the deal!

We are surrounded by lots of supposed 'experts' telling us how easy it is to win new business, yet most agency owners don't find that to be the case.

Hopefully, you know that you can't solely rely on word of mouth and referrals, which is not a strategy. This is especially true in a recession.

Time Stamp

[01:09] How not to use LinkedIn and be annoying!

[01:55] The importance of building KNOW, LIKE & TRUST (build EMPATHY, CREDIBILITY and TRUST)

[03:35] It starts by having a clear niche and understanding exactly who your ideal target customer is 

[03:59] Start by building empathy - showing your audience you understand them

[04:30] Next build credibility by showing them you have solved their challenge before

[05:23] Build trust by showing your audience how you can help them 

[06:00] At this stage you can start having the sales conversation and map out the journey of building EMPATHY, CREDIBILITY & TRUST in your marketing

[07:10] Why cold outreach doesn’t work

[07:40] KNOW, LIKE & TRUST 

[08:43] Focus your marketing on SERVING (80%) more than SELLING (20%)

[09:11] Be client-centric: Map your customer’s journey onto your website

Quotations

“When someone is buying your product or service they are actually buying an outcome and a transformation from being in pain to not being in pain” - Rob Da Costa

“Map out the journey of EMPATHY, CREDIBILITY & TRUST to your marketing” - Rob Da Costa

“Focus 80% of your marketing on SERVING and just 20% of your outbound comms on SELLING” - Rob Da Costa

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Useful links mentioned in this episode:

• Niching Guide
• Defining your ideal target customer