When the buyer feels safer with you than without you, the entire dynamic of the sales interaction changes.

Two days ago, I posted this model and covered what I could in 1300 characters ... here's some more of the model.

After trust, the next two decisions the buyer is trying to make about you is if you know your stuff and do you truly get them?

To feel safer with you they need to see evidence that the confidence others place in you is justified by your wisdom. How do you show up? How wise is your content? Is your "marketing persona" someone everyone would turn to in crisis?

Secondly, will they feel like you truly get them? There is nothing more powerful in marketing and sales, than for the buyer to meet someone who they truly believe gets them at a deep level. After all, we all just want to be understood.

The last decision is whether you're fair. Fairness is a hard-wired primal human quality. People can't feel safe with someone who isn't fair. (Just for interest, watch the video below showing how fairness is hard-wired through a research study)

We'll cover the last piece in the next post page - it's critical and it's counter-intuitive to how selling has been taught for the past 50 years.

For now though, think about how you project yourself into the market place on these four Buyer Safety questions.

Fairness Experiment - Frans De Waal