“Right Now, You Are Selling Money”: Highlights from Featured Book Club Author Tom Searcy

People buy safe.  They will say yes if you can help take fear off the table, if you can lower the likelihood of failing.
This was one of numerous insights shared by Hunt Big Sales and How To Sell In Place author Tom Searcy in last week’s installment of our Sales Book Club (no reading required!).
A healthy portion of the conversation focused on reducing barriers and building immediate value for prospects buying in the current uncertain environment.  According to Tom, some of the fears your prospects may have (which keep them from buying but can also increase their urgency to close if you can solve for them) include:
“I don’t want to make a mistake”
“I don’t want to be accountable”
“Is your technology advanced or adept enough”
“I need transparency to ensure we’re making progress”
“Can I stop this if it doesn’t work”
So how do you help people buy when the stakes feel higher, when