Blue Dots Partners

The second axis of alignment in our A4 Precision Alignment™ methodology is about what is perceived by the prospect versus what is messaged to that prospect. The concept is that if prospects don’t understand the claim, even though it may be 100% aligned with their pain, they simply won’t buy the product.

This is really all about positioning, which as so eloquently stated by Boon and Kurtz is about “The placement of the product in the minds of perspective customers” (Boone and Kurtz, 2009, p.303) so that the claim image becomes imprinted in the brain of the consumers. It’s all about the mental perception of the product, what it does, how it addresses the pain and finally why a prospect should care. This is why defining and controlling that perception is critical, as it takes a lot of energy, time and money to change it when it is not imprinted correctly.

If a clear answer to the “Why should I care?” question is the first critical concept at the core of the A2 alignment, the second one is trust.

One of the most painful possible outcomes for a business is when a person or a company makes the decision to not buy a product, not because it is not the right product at the right price, but because they did not understand the product, its value, the cost structure, the potential if offered or how it would address their pain and make their lives better.

Imagine you are in the market to purchase a new health insurance and that no one is able to clearly articulate a pricing structure for the insurance. Will the insurance reimburse the particular medicine I need for my condition? How much of that cost am I liable for upfront? Will it impact my deductible? How fast will the insurance take to reimburse some of my out-of-pocket expenses? Do I have to see the doctor again to get refills and do I simply pay the co-payment every time I need a refill? A good healthcare insurance company is able to answer each of these good and legitimate questions with clarity and speed.

Trust is also set by the language, both words and body. If I am looking for new skydiving gear and the company does not speak the skydiving lingo, would I buy? No, no way! People selling skydiving equipment have done hundreds if not thousands of jumps. First, the salesperson will want to know how many jumps you have. Then, he will ask if you want an AAD (Automated Activation Device). He will inquire about the type of main canopy and the size you want: 7-cell, 9-cell, F111, ZP, Hybrid, low bulk, square, semi-elliptical, elliptical, air locked, cross-braced, etc., as they are many types. Right away, you trust the person’s expertise via the nature of his questions and the vocabulary he is using. You understand he is experienced, knows what he is talking about and can articulate trade-offs. In exchange, you give him you trust.

A good message is delivered in a way that establishes an uncompromised trust.

Trust is a required condition to making the decision to buy. Often, the message is the first thing you hear about a product or service. It’s the first impression. If I don’t understand what the person is talking about or connect with it or feel it at an emotional level, then it will be an uphill battle for me to buy.