June 16, 2022

EPISODE 224: The Shocking Reason People Might Not Be Buying

If you could help your customers by faster with more excitement, is that something you would be interested in? If so, this episode is going to be like one we have not done really ever before, and I’m pumped about it. You’re with Kat today. And you know, what’s interesting is that most people think that it is things like discounts, or launches, or new products, that that’s what gets people excited and gets them to purchase quickly. And all that stuff we just talked about. But while those things might be true, they’re honestly not sustainable. They’re not as a sustainable way to get people purchasing. And it’s especially not the way that you want to get people bought in. Okay, you see, people don’t like to be sold to, but they do love to buy, they love to swipe their card to buy something they want, they just don’t want to be sold to. So helping people go to the next level and get bought in is crucial. Okay, so there’s buying, and then there’s getting bought in and we’ll, we’ll break this down. But basically we’re being bought in means is that people are convinced that your product isn’t just worth buying case, I’m just that first level of swiping the card, it’s actually worth using to its full potential. 

Think about it, how many books, clothes products, even courses might be sitting around collecting dust, whether it be in your email, or in your closet, or on your bookshelf, these things are collecting dust and simply not being used. That happens when the customer is not bought in, you’re not emotionally sold on it even being as useful as maybe you did when you first bought it. That’s why it’s deeper than just a purchase. But that’s really not what we’re going to go too deep into right now. What we’re going to talk about in this episode is the one thing, the very surprising thing that could be keeping your customer from buying and being bought in, I just really, really, really think this is going to surprise you. Okay? Because what it is, is that it’s knowing a lot, and not saying it in a way that people can understand. Sometimes this happens with industry jargon, like maybe you’re in marketing, and you use the word SEO, SEO, it’s like an acronym for search engine optimization.

 Maybe you just throw words around that or jargon, and maybe your business coach and you talk a lot about systems. Get your systems right, get your funnels right. And, and while those things are definitely true to your industry, the problem is that people may have heard the of these things before, but they really don’t understand them the way you do. And maybe it’s that you’re so well versed in your expertise that you can just rattle off information like nobody’s business, okay. And while these things are fine for you, and they’re even good for you, as the expert, the business owner, the coach, what it’s really not good for is building that understanding. We have a lot of nutritionists and dietitians in diet culture. And they’re so smart. It’s, it’s incredible. We have so many smart people, but like the dietitian community is standing out to me right now. Because they’ll start talking about metabolism or blood sugar for just like five minutes straight, which is actually a very long time to talk. And it’s so impressive. But really, like I’ve said before, it’s just not easy to understand. And that’s exactly why they’re in guided culture, mastering sales skills, so people can understand. 

There’s a quote that Einstein says, and it’s so true. He said, “if you can’t explain something simply, you do not understand it well enough”. If you can’t explain something simply, you don’t understand it well enough. And that is incredibly sobering for the people out there. I think it’s most business professionals. If you have a business, you obviously love it, you love what you’re doing, you want to help people. And so maybe it can come off complicated. And we’re going to talk about why that is. And that is the most surprising reason that people might not be buying from you. It’s your knowledge. Isn’t that ironic?

It’s so interesting, because knowledge use correctly in the right format is actually the very reason people do buy quickly and very excited. And then they get bought in because of it. But the problem is our brain, our human brains. Our brains want to spout off facts, all the reasons to buy, you know, we, as business owners and salespeople you want to make it a no brainer for people But right. And meanwhile, your potential customer is left with the the apple spinning wheel of death. Okay, you’ve we’ve all seen the spinning wheel of death, it’s just spinning in the brain. They’re trying to compute what you’re saying, and how is it meaningful to them. And what happens, you know what the spinning wheel of death does, it makes your computer hot, it overheats. And it really just doesn’t respond. Okay, because a customer who is in the spinning wheel of death, we don’t know, they might be confused, they might be overwhelmed. But regardless, it confused buyer does not make a decision or confused by or it will not make a decision. And that is detrimental to your business. And them because you can help them they just don’t even know it. Right. 

So just know this, that your customers job is not to know as much as you. They shouldn’t know as much as you. I mean, I was just reading a blog saying how there’s so many people like salespeople in the retail industry, that the customer actually does know more than them oftentimes when they come to make a purchase. But I think in the entrepreneur space, that is not the case that the entrepreneur does note so much that the customer does not they do not know as much as you about the business systems, the metabolism, the blood sugar, like right, all of your expertise, they do not understand that they just have a problem that needs to be solved. what their job is, is to understand why they need it, right? So your job is to know as much as you can. And their job is to understand why they needed two totally different types of knowledge. Okay, so it’s your job to help them understand it’s your job to give them the understanding. 

And you really do this through a process called building value. Building value is an incredible, incredible tool that is so not talked about, because what you see in the online space, especially is this really big, adding value, like I mean, just add value, add value, add value, give, give how to content, post consistently, you know, be on all the platforms, right? There’s all this adding value energy, and not enough building value energy. I was also in a Facebook group recently and this husband, which is very rare, it was in some baby Facebook group. And this husband was asking a group of 1000s of women, he said, Hey, can someone help me understand this? He said, you know, him and his wife were in this conversation and trying to come to agreement. And he said, I want to understand her point of view, not just trust her point of view. Right? So it’s it goes so beyond like, oh, like they’re an expert. They’re smart. They add value. They have a lot of followers, right? You can be respected and look really smart. But what’s even better is to really have this more of a counselor approach to help bring understanding and agreement. Right, I just thought that statement was so powerful. He said I want to understand because guess what, when he would understand he would be able to be bought in, not just in agreement, but really bought in which is so, so powerful. 

And this is the exact reason why we like all we teach our sales skills, why guy culture will always only teach sales skills, because it is such a big job, to take all the knowledge and an entrepreneur, or really any passionate person. But like I said, this is very common with entrepreneurs who are selling their stuff. All the knowledge that you have can be used to persuade for good, that you can be persuasive, so that you help people come to understanding and then they will actually get help, right? This is for the betterment of the people that you serve. And there’s just a few things more powerful than that. So, think of it like this, the goal is that the way that you sell should be like honey to the people who are watching and listening to you. And what is honey, right? Honey is sweet. It is palatable, it is easy to digest. And it even has healing qualities. Imagine that. You know this. You know that your business can help people right? Can you say it in a way that is sweet, palatable and easy to digest so that they can be healed and helped by what you have. So many people have problems, they’re confused, they’re frustrated, they’re depressed over like, you know being in a rut or whatever their situation is, and you can have those healing qualities for people. You can be that. 

But the problem is that it’s not natural, like being persuasive. Like that is not natural. Because what we do as humans, especially truly passionate humans who have a lot of knowledge in our heads. What’s natural is to overcomplicate it because you care so much. Doesn’t do you feel this? Do you feel how normal that is to be like, Okay, I word vomit because I care. So how do I stay caring? And actually make it like honey, palatable, easy to digest? Because that is the gift to people. Okay, so what’s the solution? Well, like I said, it is pretty thorough, and that full extent of the sales skills and really, really, really mastering that is taught in Guide Culture sales training, period, I cannot even tell you that I can teach you exactly how to do that on this podcast. But what I can tell you now is something to get you started, I think, something that will really help you tease out, okay, imagine that all of your knowledge is kind of like a big knot, a beautiful big knot. And we’re just going to get the comb and start teasing it out. Okay, so we’re gonna go from being overwhelming to sweet as honey selling. From overcomplicated to sweet as honey selling. And doing that by breaking apart your knowledge, we’re gonna tease out the knowledge into three main categories, you ready? 

These are three main categories that are really crucial to you being like palatable and easy to digest and convincing. So the first thing that you want to have, I’ll go over the three ones quickly, and then we’ll go back into them with more detail. But the first thing you want to have is logical information. The second one is emotional information. And the third is credible information. Okay, logical, emotional, incredible. These are all three components that when they come together, we’re sweet as honey selling baby.

Alright, so logical information. It’s just like what it sounds like, right? It’s the factual stuff that you say, and oh, my goodness, the list, I don’t want to say it’s infinite, because that’s overwhelming, but it’s certainly long, right? So there’s a logical information about what you sell. So maybe you sell a coaching program. Okay, well, is it a group coaching program? That’s a fact. Is it a one on one coaching program? That’s a fact. Is it four weeks? That’s a fact? Is it eight weeks? Is it a year long mastermind, right? There’s all these logical things? And don’t even get me started on products? Right? Maybe you sell skincare? Well, what ingredient is in there? That’s a fact. What if you sell workouts? Right? Are they done online? Are they done in person? Those are facts, right? They’re really just details right details that are sometimes logistical sometimes, sometimes people really want to know this stuff, right? There’s different types of buyers who want to know like, what is it one on one is a group, those are obviously very important. They speak to a very computer like part of the brain called the neocortex. And you don’t want to overwhelm people with this at all. So you want to know your facts. Okay, as many as possible, actually, but we’re not going to say them all. Okay, so before I get ahead of myself, that’s the logical, okay. It’s the factual really think of it like stuff that can be proven in the court of law, right? Like, if you have a coach program, a group coaching program, you can prove that in the court of law, okay, it’s a group coaching program, hard to argue it’s one on one hard to argue this ingredient is hyaluronic acid in the skincare. Can’t argue that. Hopefully, I’m like being super clear about how many types of facts there are.

Let’s move on to what possibly is a little bit trickier, and more subjective, and that is the emotional knowledge, right? The emotional information that you have. And really what this comes down to is the actual reason that they’re buying. The emotional information is what helps them buy with their gut, a different part of their brain, one that is called the limbic brain, and it makes the gut decision. Now what you really, really, really want to do is speak specifically to this. So examples of emotional information is time freedom. Okay, that’s not a fact. Right? Like you can’t take it the core and say, this business opportunity gives you time freedom, because there’s probably a million people who have no time freedom, they’re working 80 hours a week, and they don’t do their family, right. Another emotional reason might be that it makes you more money. It’s subjective, like some people do, some people don’t, but that doesn’t make it not true as a desire that someone would want. Okay, so think this is the emotional information, time freedom, more money, it can make you healthier. That’s an emotional reason. healthier, so you can play with your kids. That’s emotional. What what is playing with the kids mean? It means that you have a stronger relationship right? So these become emotional reasons to buy. Another one that you know you see a lot is that it helps you win your time back back. So maybe it’s an automated computer program that helps you, you know, communicate with customers or something that could win you your time back, because it’s done for you or whatever. That’s emotional, right? People care about their time, their money, their family, these are really important. So knowing these things is incredibly important. And especially, this is a different topic for another day. But really getting the emotional stuff out of people, right, drawing the information out, so that you can direct the correct emotional information to them. I could go on and on. But all of this is thoroughly thoroughly taught in Guide Culture sales training for eight weeks, you learn this, and actually relearn it twice, it’s repeated twice within one training, and you get coaching on it. So that you can really start to master and internalize and take this to market. Alright, so that’s all I’m gonna say. It just matters so much. I had to get this into a podcast. 

Alright, so so far, we’ve done logical information, you can take it to court, it’s the facts, right? The second is emotional, the real reason people want to buy, it’s more subjective, but it’s even more emotional. Because it’s, I mean, it’s more powerful, because it’s the way people make their gut decisions, and get decisions in the limbic brain are more high quality, and they don’t overthink them. That’s what’s really important about this emotional thing. But you don’t just want to throw it out willy nilly without this third component. And that is credible information. Credibility is important. I cannot overstate how important credibility is because it’s the proof, the proof in the pudding that backs up all of this, and it’s arguably the most important because people are wondering, like, Who says so besides you, Kathryn, the salesperson who says to her, besides you? Who says so besides you, Sara? Like, why should I believe you? And that is human nature, we want to, like we do want to buy but we also want to protect ourselves, right? We want to be in good hands and trust who are buying? I mean, just this Tuesday, there was a podcast release about are salespeople trustworthy, right? Well, sometimes, sometimes they can be the most trustworthy people, and sometimes not. But it takes we talked about this before, but it takes those three things to being the real expert that people want to buy from, and trust being enhanced. So anyway, who says so besides you? Why should I believe you, that’s what people are wondering. 

The good news is that you can build credibility in so many different ways. When it comes to you as a person, it can be by the way you are consistent, you are true to your word, right? You are all these things. But when you’re talking about the actual language you use, which is really the like the point of the podcast today, you can do this in a lot of ways. So it’s important to use the right credibility tools in the right ways. So for example, your options could be using stories about customers to backup the truth and the emotion that you’re saying, right? Like, is there an actual story where someone has been healthier or when their time back or, you know, made them more money? For example? Tell me story about that. Before and after testimonials, right? Like could that like a photo of that back up the health program that you have? Or even like a financial statement? I mean, there’s so many different things, analogies to help explain your product. Because like I said, it’s so easy to overcomplicate things when you’re the expert like the, you know, marketing, SEO, search engine optimization, or when one thing that we hear a lot like I said from dieticians, nutritionists is talking about metabolism, for example, okay, blood sugar, metabolism, all this stuff. 

So let’s say that you’re talking about metabolism, which is a very, like, we hear that word a lot. But does anyone really understand it? Like, honestly, probably not. So you’re cranking out this verbiage all the time, and you’re posting content consistently. And no one’s like really vibing. They’re not responding. They’re not like yeah, like, that’s what I want. But what you’re saying is true, like, right, you can take this to court, there’s a good reason for it. For example, like if we’re going with metabolism logically, you could say hey, your metabolism is located in the muscles in your body. Your muscle is a direct reflection of your metabolism. Awesome, cool. Emotionally say hey, when you have a strong metabolism, that means that you are going to process and digest your food optimally. Okay, maybe that is emotionally or in and that means that you can enjoy dinner out with your family. Like with with ease with peace of mind, okay, those are those are great things right your your metabolism is strong, you can enjoy it. Time out with your family eating. Okay. But it’s like, okay, that’s that’s great. But what is it? Right? Maybe we’re still wondering, how do I understand this? How can I get bought in? Well, maybe maybe you’d use an analogy. You could say, you know, your, your mentality, your metabolism is like a bunch of little tiny engines running, running in your body. When you can keep those engines running optimally, you feel better, you feel more energized, you feel happier to be out at dinner with your family. Right? So just even picturing this tiny little engine, so at your body, and I’m just kind of whipping this out right now. But imagine just that visual simplifying it to the point where you’re like, Oh, I understand. I want to keep those engines running. Well, how do I do that? Oh, it’s in your program. Awesome. 

That is why like sales can be sweet as honey, because it’s easy to digest. And it takes those three things in the right way. package in the right way to make this work. And that’s exactly what you do during your eight-week program in Guide Culture. So what is really common in something that takes the mastering in Guide Culture, especially once people get into Guide Culture Academy, because this is you can imagine all the knowledge that you’re gaining and you want to continue communicating it right. That’s why it’s nice to commit to sales skills for the long haul, because it’s a lifelong skill. 

So here’s what happens is that people have this information, you might even be listening to this. And you’re like, yeah, like, I know, all that stuff. Like I, I have the facts. I know what people get from this, like, I have the analogies. I have the stories I have so many testimonials, my eyeballs are coming out of my head. Okay, great. That’s amazing. One of the, the things that is most most common is that people communicate these things in an imbalanced way. It can be too much or too little of one of these things. And that is actually what keeps people either confused or overwhelmed in that spinning wheel of death. Okay. And that’s why there’s a very precise and predictable way of communicating.  Precision means that you can like throw a dart to a dartboard and it like hits the bull’s eye. Because you know exactly where to where to hit the message. A piece of feedback we got it was like a year ago on our family Facebook group. But someone said, I finally feel like I’m hitting the bull’s eye every time. And that is the precision you can get when you know exactly how much of what to use in the right order. Okay, it’s not enough to know the information. Right? That’s where experts go wrong. And they over talk and they lose people’s attention. Okay, does that make sense? I can’t wait to hear what y’all think about this episode. And I hope it’s helpful. Remember, what you want is that sweet simplicity, that makes a perfect thread of thought for your listener, just think of the perfect thread that’s just threading through every word you say is connected clearly for the other person.

I’ve said the word persuade a few times. And I’ve said the word sweet as honey a few times too. And I want to tell you that the breakdown, I’ve recently learned that the breakdown of the word persuade actually means “per”. So per means through and suade means sweet. So really means that you’re going through in this case, it means that you’re going through a conversation with sweetness, that brings you to agreement and understanding with the buyer. Isn’t that just the best picture the best feeling for both parties. Because remember, people want to buy, they don’t want to be sold to. And as you someone who’s on mission to help people. You want to help people and change their life. How much better of a feeling to know that you can persuade, you can go through the conversation with sweetness, not avoid. You’re not avoiding objections, you’re not avoiding a topic, you can go through the conversation with sweetness. And that is exactly why sales skills are important. So you can communicate in this way that is persuasive, being sweet as honey, getting through to people and helping them gain understanding and ultimately winning with your product, your course, your program. 

Now, if you do think that, like you’ve heard this yet, oh, like I want to take my action and package it in a way that helps buyers want to buy. Take action quickly and be excited about it. There are some incredibly exciting announcements coming to you very, very, very soon. Like think next week soon. Okay. At the time that you’re listening to this and when it’s posted. It’s really, I It’s actually once in a lifetime announcement. So just be on lookout for that. For now, I want to tell you about a bootcamp that is happening June 25, okay, it’s an invitation to you. If this has been something that resonates with you, I want to invite you to the breaking business bootcamp happening June 25, it’s going to be three hours of pulling back how your conversations have been going, or even lack of conversations have been going and leveraging even your objections, so that you can cast the net to more people get those conversations rolling in. And like I talked about in the beginning, where everyone else is trying to build value, I mean, add value, and just be on all the platforms and posts as much as possible and be consistent and, you know, show like your expertise, you are actually going to be set up to know how to build value, right? Come to understanding with people. And in like, the most cool part and like I just said, this is take those objections, take the information you do have, we’re gonna teach you how to do this, and leverage it to build value, come to understand it with people because what you have is worth understanding. 

So I hope to see you on June 25, from 11 am to 2 pm. EST. So go ahead and block this off in your calendar. It’s gonna be three hours of really nonstop bootcamp workshop, okay. I’m talking cameras on, pencils out, workbooks out, energy. Because this is not like anything we’ve done before. And for that reason, we are charging $25 so that you can feel like you’re getting the most value, and be part of a unique group of people who are really willing to invest in themselves and go all in and be present. That is honestly one of the biggest benefits of stuff like this is who you get to be around in the process. But I can guarantee you, this content will be really, really valuable. If you like today, you’ll really like the bootcamp. You’ll see more information about this coming out. But hope this was helpful for you. We’d love to hear from you about this episode. And there’s more where this came from. Hope you have a great day. Persuade for good everybody.




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