Authority Makes People Buy

I Want You: To Buy Something From Me!

It’s true is it not?  We all have to sell something to stay alive.  If you are not directly involved in the selling process, or in marketing or any other activity of marketing or selling: you are still selling something.  That something is authority; and it has been granted to you by your big or little sphere: of authority.

Authority is What Makes People Buy

Big companies, who can afford to advertise on TV, are selling you on their authority in their market niche.  A good example of this is a relative new comer to the car buying information space: TrueCAR.  There are a lot of car buying info sites to help you buy a car.  TruCar has been successful in targeting women.  This is a great strategy that recognized the facts of the market.  There are a large number of single and independent women who want the confidence and information to buy a car; and get a great deal at the same time, on their own.  Because TruCAR was the first to specifically address this market; they have become the information authority for women car buyers.

Establish Your Authority to Win Business

We are all proud of our products and services and as a result, we are blinded to what is really important.  The facts about your products and services do not mean anything to anyone; but you.   Let’s get back to TruCAR as an example.  They don’t sell or brand any of the features of their product.  Like; we went out and negotiated with dealers; to agree to join our program and live by our rules.  The rules being:  agree to a fixed price on a specific car in their

inventory; evidenced by a certificate presented by a customer.  So, if TrueCAR had just presented this to the general market: the end result would have been just another online car buying service.  Instead, they presented themselves as an authority to women buying cars; and by them using TrueCAR; they would have the confidence to go get a great deal, all on their own.

Use PowerPoint to Establish Authority

Style you presentation to establish your authority it in the minds of your customers. As the presenter think of yourself as a marketing therapist. Therapists help people see more  objectively.  They are not influenced by the emotional attachments to “stuff.” “Why can’t you see how great my product is?”  We all have had that frustration of losing sure business; and not being able to understand it. Whenever you lose a deal: It’s because your competitor established greater authority.  Whether it was through person to person superiority or by better company “authority” branding: it is always, AUTHORITY.