People Buy People: How a Strong Brand Helps You Close the Deal

Personal Branding Expert, JW Dicks

There are many factors that go into a purchasing decision. When consumers are choosing from among several businesses or individuals, they often consider price, delivery time, perceived quality, reputation, and so on. And while these elements are all important, years of experience have taught me that in many cases, the most important factor in a purchasing decision is the level of trust, confidence, and comfort the consumer has in the individual he/she will be doing business with.

In other words, people buy people. While factors like price certainly play a role, most consumers are willing to pay a premium in order to work with an individual that they know and trust. This concept is particularly true of higher-end, specialty services—like financial advising, legal consulting, or medical work. (For more generic services, like trash collection for example, factors such as price are typically more relevant.)

People buy people. But what does that mean, specifically? It means that if prospects trust you, feel like they know you, and view you as an expert, you’re going to have a great chance of winning their business.

And not only will you be able to win their business, but you will likely be able to command a higher rate than the competition. Again, this is because people prefer to work with other people that they know and trust—and they’re willing to pay a premium to do so.

How can you accomplish these goals?

You can inspire trust by being honest. Don’t make claims that you can’t live up to. Don’t use deceptive marketing. You can also inspire trust simply by doing your job well and consistently meeting the expectations of your current customers. As you build trust with clients, ask for testimonials—and feature them prominently in your marketing. It’s much easier for new prospects to trust you if they can read (or even better, watch on video) glowing testimonials about you from your current and past clients.

You can help prospects get to know you by expressing yourself across a number of channels. Publishing a blog is a great way to give your prospects insight into the way you think and the way you approach your business. Social media platforms like Facebook and Twitter allow you to share your expertise while at the same time showcasing your hobbies, interests, and your personality. It’s also important that you invest in professional photography and showcase a great picture of yourself. Give your audience the opportunity to see your face. Video is even better, so utilize it whenever you can!

You can position yourself as an expert by building credibility. Consider writing a book. (Contact me if you’d like to find out just how easy this process can be!) Give speeches whenever you can. Look for opportunities to be featured in media outlets—local TV affiliates, newspapers, and magazines, for example. This may seem unrealistic, but we’ve helped countless business owners just like you build credibility in exactly this fashion.

People buy people. If you’re looking to grow your business by finding new customers, don’t slash your prices in an attempt to undercut the competition. Instead, invest into creating a powerful personal brand that inspires trust and communicates credibility. Contact me if you’d like to learn more!

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