Sentiment and Confidence with Michael Yardney

Is economic uncertainty making you feel uneasy? We’re all facing the same worry, unsure of how the economy will respond to the recent pandemic. And like the rest of us, you may be feeling a little hesitant pitching your business to new clients or prospects simply because of this global uncertainty.

Times are getting tighter for a lot of people, so I sat down with Michael Yardney to bring you trusted tips on how to approach sales conversations with confidence, in spite of the inevitable hesitations new prospects are showing.

What we have to recognize first and foremost is that things are not as bad as they’re being made out. Our economy is actually doing quite well, and it’s merely the perception of the media and the general “talk around town” that’s affecting consumer confidence.

It’s true, our customers are thinking differently now than they were a few years ago, which means we need to react accordingly as business owners. A few years ago, we could sell big-picture ideas based on aspiration and hope. Now, people are feeling a little less confident about the future. We need to alter our mindsets to focus on risk reversal instead.

This might involve a little more “hand-holding” than we’re used to, but people are seeking prescriptive solutions nowadays, so rather than pitching them an abstract idea of how you can help change their future, we might focus more on specifics and respond to concerns, either one they’re facing right now or ones they’ve faced in the past.

We have to be patient, not pushy. Scared people don’t make buying decisions, and it’s important to focus on the sentiment of understanding their concerns. Rising costs, supply disruptions, and general instability are all valid consumer concerns right now and our job has shifted toward being sympathetic, affirming, and direct.

We have to be patient, not pushy. Scared people don’t make buying decisions, and it’s important to focus on the sentiment of understanding their concerns. Rising costs, supply disruptions, and general instability are all valid consumer concerns right now and our job has shifted toward being sympathetic, affirming, and direct.

Looking to the future, there are a lot of businesses simply treading water until consumer confidence returns to normal, but that won’t be until inflation balances out again, if ever. Instead of simply waiting around hoping to stay in business, it’s time to actively approach new clients with confidence and get ahead of the “waiting” game.

So here’s the key takeaway: What can you do to set yourself apart from your competitors right now? What could make your business stand out and appeal to these cautious consumers?

1. Show yourself. Be genuine in your communications and try injecting some new “behind-the-scenes” content into your marketing plan. Reveal the people behind the business to help build trust and relatability.
2.  Earn the likes. I don’t just mean “likes” on social media. Give your audience a reason to smile, whether it’s a personal anecdote, a joke, or some light words of affirmation. They don’t just need to know you, they need to like you.
3. Build rapport. From sharing testimonials and case studies to keeping up with previous clients, building a reputation for your business goes a long way in earning trust from new prospects. Remember, word-of-mouth referrals have massive value, particularly in today’s climate.
4. Offer something unique. Feel free to get creative with this one. Is there a small but thoughtful offer you can include as an incentive for new clients? Maybe it’s a welcome package, a freebie download, or a chocolate bar. Small gestures leave lasting impressions.

Remember, this hurdle of uncertainty we’re faced with right now won’t last forever, but the work you put in to overcome it certainly will!