What Really Makes People Buy?

It's the ultimate sales and marketing question, isn't it? You work hard at marketing to make contact with potential clients for your professional services. Then you work even harder to get a chance to speak with them about what you have to offer. But how do you actually get them to hire you? The answer may not be what you think.

1. The Know, Like, and Trust Factor
When making a buying decision about professional services, the number one factor clients consider is how much they know, like, and trust you. It's more important than how much you charge or even how much they need you. Prospects ask themselves questions like these: How much prior contact have they had with you? Did they recognize your name before you contacted them? Are you credible as a competent professional? Were you referred by someone they know?

You can influence this factor by focusing on meeting clients through networking, referrals, and public speaking. If you haven't had prior contact with prospective clients and weren't referred to them, offer them copies of any published work or media coverage you have, and provide them with client testimonials. Be prepared to stay in touch over a period of time so they can get to know you better.

2. How Closely Your Offer Matches Their Needs
If you pass the first test of seeming credible and trustworthy, potential clients next look at how closely your offer matches what they are looking for. Do they have a pressing need for your services? Do they understand exactly what you provide? Do they grasp the benefits of working with you? Can they perceive what results they might expect?