Understanding the customer's fears

Who hasn't been afraid to completely change their way of life?

Who has never faced the challenge of entrepreneurship?

Have you ever been able to shake off the powerful and freezing chains of fear of failure?

First of all, ourselves. Venturing into the digital age as a Business Coach. We have felt the fear of the unknown because we don't see the end of the road. Only from experience I share with you that there is no need to anticipate the future because the path is made little by little with our own feet. Everyone is responsible for where they are and where they want to be tomorrow. You have seen your neighbors, your co-workers or friends; it will seem to you that some are already far ahead and others have not noticed that no one else but themselves can change their current situation.

In order to understand the client's fears my friends, we must first see how it works in us. We must self-analyze ourselves as a bio-psycho-social entity. We have been educated for centuries that fear is a response of the self-preservation instinct for our very present. So what would happen if we lose it? We would not know how far we can really go. We can always know what we would lose, but we will never know what we would gain if we tried.

Identify fears.

If we go to the business level, caution is a logical factor in the lack of confidence of many first-time clients who do not know in depth what the business is all about and what advantages it can bring to undertake in a new sector. The client's fears are usually similar in many cases, and by knowing them we can know how to provide better solutions for both parties.

Fear of the unknown.

Usually nobody wants to get out of their vicious circle of habits because they do not know they are immersed in it. Something new is always unknown and even more so if someone tries to propose a business or sell us something. It is usual when we offer our service the rejection of a consumer because he is afraid of error or failure in the decisions he makes; fear to repeat bad previous experiences; to be swindled or deceived, fear to lose money, to acquire debts; fear to the prejudices and the pressure of third persons, or what is but even worse to the words and the vocabulary that we use to sell.

Vocabulary to sell.

This aspect is usually a grain of sand on the whole beach, but it has a lot of burden on the outcome of our objective. We must always know what type of audience we are targeting and it is noticeable in a conversation how a simple word can change the aptitude of the conversation.

Why is our vocabulary important?

Our vocabulary is important because it is a means of expression and communication with our peers through which we can explain with arguments that we specifically want, its use can have positive or negative effects; we also have the body language that should be consistent with our oral language and writing.

Lately, due to the rush of these days we want to get our result as fast as possible without so much effort, everyone wants to do an easy job but, with Coaching it is not only about selling but about establishing lasting bonds, and for that we must take care of our image as well as our words at all times.

One of the words that hold our clients back is price. Our customer is already thinking about money to be paid from the beginning, and this turns the customer away from the offer. In this case it would be better to use the word investment or amount. This way we focus on the concept of value and not cost.

Buy: Nobody wants to buy because it implies spending money, although in the end it would be the same, a softer word would be acquire.

Sell: It is a common term that we can use but in more professional environments we would use Offer.

Contract: This can sound somewhat compromising and formal, and if we want to generate some trust with the client we can offer an agreement and not a contract.

Sign: This can sound just as serious as the previous one so we can ask for approval or authorization.

All these terms that we are exchanging here can have a relative use, remember that not all customers or business scenarios are the same and each vocabulary may depend on what you sell anyway here they are for your reference.

How to eliminate customer fears?

Within a business proposal we can clarify that fears are totally normal but we must learn tools to generate confidence in our company and chase away this fear. One of the ways to demonstrate our stability to eliminate their fears is:

• Use trust icons for our website such as payments through prestigious banking platforms like (PayPal, Zelle, or MasterCard).
• Include on your site the logos of associations to which you belong to legitimize your business, it can be a way to mark your difference from the competition.
• Offering guarantees of services or products, is a way for the customer to see an advantage in you as a company and know that they will not lose money when making a purchase; this option will allow you more sales and frequent customers.
• Add contact information. Giving the customer several ways to contact you such as your name and surname, your address, phone numbers, business mail will help them to consult all kinds of doubts and we will keep them closer.
• Testimonials from satisfied customers with their approval for use on your website will help make it a genuine site and a reference for other people. Customer feedback is very important for our growth and trajectory.
• Show legal warnings such as privacy policies, returns, warranty insurance and terms of contract, will demonstrate seriousness and professionalism in the advice you provide and of course consolidate your website with respect to other competitors in the market.

Step forward.

In this course of Business Coach as we have spoken previously it is important that all these factors contribute to the empathic approach with the clients that still conserve the fear and will be losing little by little to know our company in depth. Part of our job is to encourage the customer to get the best of themselves in daily life as we are immersed with them in a common scenario where we can also give them the reference of our beginning or the beginning of others who have reached their purpose; and make them consider new goals.

Then, they already know who you are; there is already a step forward.