Trust Barometer Special Report

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The problem with inertia is that not only does is make companies more resistant to change, but it means that prospective buyers will actively deflect attempts to garner their attention. In a world where the number of vendors in virtually every space has increased exponentially in recent years, tuning out the message you’ve worked so hard to craft is a necessary defense mechanism designed to preserve their focus. So how can modern sellers disrupt the inertia of prospective buyers and avoid getting lost in sea-of-sameness?

Some of the best sales and marketing organizations in the world use tactics rooted in basic psychology and human behavior. For example, ditching your traditional product pitch, which is often too complex and nuanced for buyers to quickly assimilate, in favor of messages that “go down easier” and take mere moments for your target customer to resonate with. Messages that are strongly customer-centric, rooted in pain and polarizing concepts, or that use formulaic approaches all help them more easily pierce your customer’s armor.

For example, suppose you were selling an employee croatia telegram data performance feedback solution. Instead of positioning it as an “An all-in-one web solution to help your employees get more feedback, coaching, and recognition at work”, you can lead with messages like “Most employees love feedback but research shows they hate old, out-of-date performance reviews! Do yours?“. And when it comes to delivering those messages, the key is ensuring your sales team is able to deliver them using modern approaches designed to not only attract but engage your target audience. Media like video or personalized account-based marketing (ABM) strategies are massively effective at disrupting inertia when combined with a high-impact message.

Principle #2: The Massive Conversion Power of Advocacy
In a world where customers struggle to make sense of the multitude of marketing messages and the seemingly infinite product choice they’re exposed to, modern buyers have recoiled, and now disproportionately seek the counsel of trusted sources. So who do they trust? Vendors? Analysts? To answer that question, think about the process you go through when you’re looking to book a vacation at a place you’ve never been to before. You might first visit the property’s website, but within moments you’re checking out reviews on websites like TripAdvisor and reading comments on Airbnb.

Not surprisingly, recent studies have shown that recommendations from people like ourselves reign supreme when it comes to driving purchasing decisions.