Finding it difficult to sell to B2B or B2C prospects?

Do they love your brand? Or, do they just look for the cheapest option?

You thought you did everything right. But, you did not make the sale.

  • Customers often do not buy from you for emotional reasons.
  • These are concerns that they may not share with you.

But, what are those concerns?

And, how do you resolve these “Emotional Sticking Points” to grow sales and prove that your brand is different to your competitors?

Remember that brands that are loved are perceived to have fewer competitors.

They also get to charge higher prices.

Where you can use this

Sponsored ads. i.e. Topics that you know could get an emotional response from your prospective customers.
Website content. e.g. FAQs so you can address issues that are a concern when prospects are comparing you to competitors.
Storytelling / Case Study content that shows the problem a customer had and how you went about solving it.
Email lead nurturing content that allows you to get closer to a sale by showing that you are a problem solver in key areas.
Whitepapers to show the benefits and rationale for the implementation of a proposed solution where it matters.
Video content to demonstrate that you can address specific concerns.
Live streaming topics on issues where you can answer issues of concern live and credibly.
Unpaid posts where you can grow likes and shares by addressing issues that really matter.
Sales pitches where you need to show you are different and can be trusted where it matters.

Step 1

Highlight the concerns that prevent prospective customers from falling in love with your brand.

Just like relationships between people, prospective customers may be concerned about what you may, or may not do to meet their needs and expectations.

If you do not address these concerns, they may prefer to avoid a relationship with you.

In other words, brand love has a limited chance of taking place!

To understand what these concerns might be, we have provided a checklist of common concerns or “Emotional Sticking Points” that prevent them from doing business with you.

  • These are likely concerns they have when making buying decisions that need to be addressed.
  • These may be concerns that they currently face and require solutions for.
  • Alternatively, they may be concerns that they have when buying from your business, your category or your industry.

If you can address these concerns, you can get past some of the issues that prevent them from wanting to have a relationship with your brand.

Dealing with several of these concerns successfully can get you onto the path of building brand love with more prospects and current customers.

It can also differentiate your brand, giving you a better chance of charging higher prices as perceived competition will be limited.

Some examples of these concerns can be seen below:


Step 2

Provide a credible way to address each concern.

This provides proof points for your solution.

It could also provide perceived differences to make you appear better than your competitors.

Link these concerns to functions your business performs to provide a solution to that concern.

Create a strong argument for showing how you can address a customer’s concerns.

  • Solutions involve linking each concern to a checklist with a range of potential ways you can address the concern.
  • Sometimes there will be more than one way to address a concern.
  • Use a checklist we have created that covers most areas of a business’ features to do this.
  • This provides a structure for justifying your solution.

Some examples of these solutions can be seen below:


Use our free online checklist to try this out for yourself…

Free Trial Version $0

Once off use

List of ten concerns
Fifteen potential options to address each concern based on your organization’s specifics
List of communications channels where you could use this content
On completion, you will be emailed a customized list of concerns, along with ways you have chosen to address each one


Paid Premium Version $19.99

Pay per use

List of thirty-three concerns with examples
Forty-four potential options to address each concern based on your organization’s specifics
Add up to five custom options to address each concern, if they are not already listed
Options to address each concern can distinguish between product aspects of the customer experience, versus the service aspects of the customer experience
Add in your own comments under each solution. This is useful to link a concern with a specific message you wish to use to communicate your solution to that customer concern
List of communications channels where you could use this content
Save your work in case you cannot do this all in one session
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