How to Guide Customers from Doubt to Purchase Using StoryBrand
Struggling with Customer Hesitation? Here's Why You Need a Story Brand Plan
You’ve been using Story Brand so you know there are key elements you have to include to connect with your customer. You’re clear on what your customer’s problem is, and you’ve shown them you’ve got their back. They’re keen to walk with you and make a purchase. So, naturally, you ask for the purchase. You say, “buy now.”
Surely, after all that work, they’ll leap at the chance?
But… no. Instead, they hesitate.
They start to ask questions, and they begin to back away.
It’s so frustrating because you know you have exactly what they need. Why can’t they see it? You want to help, and this ongoing struggle not only impacts your revenue but also shakes your confidence in what you offer.
How can "Buy Now" be a barrier to a customer sale?
You’ve done everything right—you’ve identified your customer’s problem and shown them you understand. You’ve built trust, and they’re interested in what you offer. You’re doing really well with your brand story. Naturally, you think all that’s left is to say, “buy now,” and the customer sale should be a done deal. That’s totally understandable! Of course, after all your hard work, this simple step should close the deal. Right?
But here’s the thing: your customers might still be hesitating becausethey don’t see a clear path forward. They need more than just an invitation to buy; they need a plan that guides them through the process, addressing any concerns or questions they might have along the way.
How a Story Brand Plan Eases Customer Fears and Uncertainty
This is where the fourth part of the Story Brand framework comes in: the Story Brand Plan. Just like finding a footbridge over a busy road, this plan shows your customers how to avoid all the dangers their brain is warning them about. As I mentioned in the episode, “You my friend can offer your customers a footbridge, some stepping stones, a way to help them see how they’re going to get from this discomfort they’re in now to their goal.” By laying out clear steps, you make the path forward reassuring and easy to follow.
Want to dive deeper into how this works? Tune into the full episode now and learn how to guide your customers from doubt to purchase with confidence.
Helping your Customers Say Yes... What you'll Learn
In this episode, I’m going to walk you through a process to understand what happens for all of us when faced with a decision to leave our discomfort and move forward. You’d think it was a no-brainer… yet our brain often has other plans. We’ll cover:
- Understanding Cognitive Dissonance: Learn why customers hesitate and how their brains react to perceived dangers.
- Creating a Clear Path: Discover how a Story Brand Plan acts like a footbridge, helping customers navigate through their fears.
- Practical Steps to Implement: Get actionable tips on developing a step-by-step Story Brand Plan that addresses customer concerns and leads them confidently towards a sale.
- Building Trust: See how showing empathy and establishing authority can build trust and enhance your customer sales.
Ready to transform your customer’s journey and boost your sales? Listen to the full episode now!
🎧 In this episode you will hear...
00:00 Introduction to the Concept
00:28 Metaphor of Crossing the Road
02:21 Welcoming Back and Series Recap
03:16 Personal Experience with Cognitive Dissonance
04:26 Understanding Cognitive Dissonance in sales
05:17 Getting Conscious of Cognitive Dissonance for your customer
06:13 Empathy for Customer’s Journey and how they need a story brand plan
07:12 Identifying Customer’s Obstacles so you can create a plan
08:08 Providing a Plan: The Footbridge
09:20 The Road to Hope
09:52 Three Steps to Cross the Gap
10:50 Examples of Process Plans for customer sales
12:09 Breaking Down the Process
14:43 Answering Customer Questions with the story brand plan
16:20 Customized Plans for Business Coaching
17:09 Reviewing Marketing Collateral
18:17 Conclusion and Next episode
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Why You Need a StoryBrand Plan to Guide Customers
Mentioned in this episode...
Grab a free meditation from me. You’ll need 15 minutes, some peace and a journal. Don’t forget to share what comes up for you.
007: Define your Customers’ Problem: Position your Products and Services as the Solution
📖Building a Story Brand by Donald Miller
Recommended Resources
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- Sign up for Business Made Simple