Make Disbelief... Disappear (6 Steps)

If you've ever tried to sell anything, especially face-to-face, you've seen it happen.

Your prospect obviously sees the value in what you're selling. It's clearly the solution to his problem. But something is holding him back from saying "yes."

You explain your risk-free guarantee. He STILL can't get past the obstacle.

What's the problem?

People get in their own way.

They often prevent themselves from doing what's in their own best interests:

• They don't believe they can really accomplish the long-awaited goal. Maybe their peers, but not them.
• They become addicted to their identity as a non-achiever – they like being "starving artist" or downtrodden employee.
• They're scared of what it would mean to succeed (i.e. CHANGE).
• They're worried about what their spouse, their friends, or even strangers will think about them.
• The topic you're talking about isn't a priority for them, even though they know it should be.

People sabotage themselves ALL THE TIME. They want to succeed, but not more than they want to keep doing the same things that guarantee they won't succeed.

How do you get people to suspend these limiting (dis)beliefs?

Instead of head-on argument, consider giving them raw material to come to draw their own conclusion. A conclusion that you really can help them get what they want.

Here are a few ideas.

1) Be the kind of character people WANT to believe in and trust. This takes demonstration, consistency and clarity of message.

Including clarity about and boldness in sharing your personal values and philosophy.

Strong personalities take us on journeys and activate the imagination. Polarizing figures force us to make choices. Authoritative experts engender trust. Enthusiastic people are contagious.

And we all form bonds with others who share our values and worldview. On some level, we identify them as "our" people. It's only natural to make the same decisions and take the same actions as "our people."

2) Highlight the cost of inaction.

Consider the George Foreman Grill. The unique value proposition is making delicious food quickly, easily and with less fat than other cooking methods.

The cost of inaction? Rubbery burgers drowning in pools of liquid cow fat on your dinner table.

3) Exude confidence in your communication. Make big enough, bold enough promises to ignite desire.

Draw concrete pictures in the mind of your reader, ones he can see himself participating in.

4) Offer unassailable proof to alleviate fear and logically justify their desires.

It should go without saying that a proposition MUST be believable if it's going to work. Proof elements (testimonials, scientific or clinical evidence and especially demonstrations) help clear away doubt. People don't buy when they don't trust.

5) Make it easy to take the first step.

6) Dig in for the long haul. In many cases, the first exposure may not do the trick.

Showing up consistently, confidently in your should-be buyer's inbox, newsfeed, etc. is a powerful way to chip away at the doubts that are blocking him (and slowing down your conversions).

The more a person is exposed to an idea, the more likely he is to believe it (look up the illusory truth effect and mere-exposure theory).

It's a new year. You have a new opportunity to show up consistently and powerfully. Don't waste the opportunity!

Have a productive week!