Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> 2 Things to Offer Buyers When They Are Scared

Written by: Vickie Sullivan  |  August 16, 2022

2 Things to Offer Buyers When They Are Scared

2 Things to Offer Buyers When They Are Scared
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There’s no doubt about it. Today’s economy is stressful, filled with lots of ups and downs. And that’s causing buyers to become paralyzed. The last thing they want to do is start something new and risky—even if they know it’s needed.

When that happens and your buyers shut down, you can still have a positive impact and stay top of mind for when they are ready to make a move.

If your buyers are reluctant and scared, these two tactics will help you become their beacon in the storm:

• Offer encouragement. It’s tempting to focus on urgency, to snap buyers out of their fear and get them to act. A better option: empathy. Not only will you lower the wall of resistance, but you will get your foot in the door as a safe harbor in stormy seas. When these folks get past the initial shock of a sudden change, they’ll remember who the cheerleader was and who was too pushy.

• Provide navigation. Is there a pressing issue that has become an obstacle? Can you give quick answers to commonly asked questions? Any content that engages folks, such as “ask me anything” columns, or having ongoing office hours will keep you on buyers’ radar. By being handy in real time, you also allow your expertise to do the marketing. The caveat: Don’t let buyers get hooked on “free” help.


Listen: When to Pitch a Potential Buyer from Free to Paid 


Sometimes the timing just isn’t right for your buyer. If you continue to pitch them, you can appear tone deaf at best or self-serving at worst. Your priorities during these situations: Stay on their radar and use your outreach to become top of mind when they are ready to buy.


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