April Dunford: belief

Transcript context

…They just put their head in the sand, right? They're just like, "Ah, forget it."? So they're just like, "Forget it, I'm doing nothing. Now I'm totally paralyzed." And so there's an assumption that companies are very motivated by this FOMO thing, but I think that that is not always true, and if the customer is actually indecisive, throwing in this FOMO thing isn't going to do it. So what does work in that situation is, one, giving them the tools to make the decision. So that includes paint the picture of the market, teaching them how to buy essentially. So teaching them, look, for customers like you, you just have to worry about these three, four things, and all this other stuff, it doesn't apply to you. That applies to bigger companies, that applies to whatever, so this idea of teaching a customer how to buy is one way to take that stress down. And then there's a whole bunch of other techniques you can use. So one is if it's a really big deal, we can split it into smaller pieces, we can do things like offer you a money back guarantee, we can do things like sometimes we have services and support that are going to help you if things go bad and this is how we're going to make sure. So this idea of being able to take risk off the table is a really serious one if we've got a customer that is actually paralyzed because of this indecision thing. That makes a lot of sense, basically it's like how do we help the buyer cover their ass if they made a mistake, because what you're saying is that's the main reason they're not buying your product.…

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