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When people shop, whether online or offline, there is always a measure of uncertainty throughout the buying process.  Typically, the uncertainty fades as the buyer journeys through the process of researching their purchasing decision.  They gather facts about what they need, look at features, benefits, quality, pricing and so on.  A brand that is really good at selling will be one that is really good at helping the potential customer to navigate through their uncertainty to confidence that they've chosen the right product or service for themselves.

Much of the sales process, after all, isn't the product or service itself.  Much of the time (but certainly not always), the customer has already identified their need themselves.  They know they need your product or service.  They are just looking for the BEST solution to their need.  The better you are at this, the more sales you will attract.

One of the ways that you can help take customers from fear and uncertainty to confidence and action is through the use of a psychological principle called social proof.  This is the phenomenon that humans determine what is correct by finding out what other people think is correct.  After all, it's usually the case that when a lot of people are doing something, it is the right thing to do (but certainly not always).

The Principle in Action

I remember taking a younger person to our local amusement park.  This person enjoyed roller coasters, but there was a new big one for this particular year.  It's 400 feet high and goes 0 to 120 in 3 seconds.
When people shop, whether online or offline, there is always a measure of uncertainty throughout the buying process.  Typically, the uncertainty fades as the buyer journeys through the process of researching their purchasing decision.  They gather facts about what they need, look at features, benefits, quality, pricing and so on.  A brand that is really good at selling will be one that is really good at helping the potential customer to navigate through their uncertainty to confidence that they've chosen the right product or service for themselves.

Much of the sales process, after all, isn't the product or service itself.  Much of the time (but certainly not always), the customer has already identified their need themselves.  They know they need your product or service.  They are just looking for the BEST solution to their need.  The better you are at this, the more sales you will attract.

One of the ways that you can help take customers from fear and uncertainty to confidence and action is through the use of a psychological principle called social proof.  This is the phenomenon that humans determine what is correct by finding out what other people think is correct.  After all, it's usually the case that when a lot of people are doing something, it is the right thing to do (but certainly not always).

The Principle in Action

I remember taking a younger person to our local amusement park.  This person enjoyed roller coasters, but there was a new big one for this particular year.  It's 400 feet high and goes 0 to 120 in 3 seconds.