What's the final piece of the Buyer Safety puzzle? The missing ingredient?

Your buyer knows some things about you - other people trust you, you know your stuff, you truly get them and you're fair.

What's the last piece to make them feel safer WITH you than without you?

I've received many guesses - all of them good, but over time I've noticed an unexpected fifth factor drives greater buyer safety.

In the buying process, there are two quantifiable conversations that create pressure - when you talk about the money ('Here's the price’) and when you talk about time (‘Do you want to do it now?’).

Both these conversations usually happen based on the seller's agenda ... especially time. Most sellers want to make the sale fast, yet many buyers want to buy IN THEIR OWN TIME.

We immediately make the buyer feel safer when we replace the false urgency of our sales agenda and tap into the authentic urgency of their buying agenda.

It's unexpected, but slow the sale down, give them time ... and have them feel safer with you than without you.

As a buyer, would you feel safer if you were able to tick five items off with your seller?

Beside these five factors, what are you doing to make your buyer feel safer with you than without you?

Buyer Safety is compromised when the seller is pushing the time frame with seller-driven urgency factors, for example "To fit this into our next production schedule ..." or "Only for the next month ..." or "Before the price rise ..."

All of these are too often used in a clumsy manner and come across to the buyer as manufactured urgency to put pressure on them to buy.

The buyer feels safer when the urgency is real and is attached to the timing of their need or solution. For example, "What's your timing requirement on this? Is this a 'right now' or an 'in-the-near-future' issue?" and then trigger a real conversation to uncover their authentic urgency.

With that established, every other time agenda is connected to their authentic urgency, for example " You said it's a near future issue, within the next xx months, so I should let you know that the price will be going up on [insert date] so you can take that into consideration."

The principle in play is that they should always feel like they are in control of time rather than having the speed of decision-making controlled for them. Hope that helps explain it a little deeper.