Fear can become a powerful influence on our daily lives. In the process of trying to achieve our business goals, we often get lost in the fear of the unknown. The fear that another competitor has a better product or service. The fear that we might fail and lose market share. The fear that our idea wasn’t as innovative or groundbreaking as we thought it was. However, fear and uncertainty shouldn’t be limiting factors in our pursuit of organizational success.

The fear of the unknown is what causes many of us to act the way that we do. In fact, many companies actually thrive because of this very idea. Have you ever seen a commercial for Life Alert recently? In so many words, they lead consumers to believe that if they don’t purchase their product their loved ones could be at risk for injury or death. Life insurance companies are another prime example. They sell their products to consumers based upon the idea that if something catastrophic were to happen, they will be financially secure. But, what happens after somebody purchases a Life Alert device or a life insurance policy? They move on. It is a singular transaction and creates no real degree of loyalty.

Fear far too often causes business to operate in a way that drives singular transactions. A company might drop their prices to ensure that a competitor doesn’t steal their market share. They might even drop them so low that it isn’t even profitable to do so. There are countless examples of companies who use fear to drive a purchase. But, using manipulations such as fear or price-dropping is never really productive. We are never loyal to someone who causes us to act out of fear of retribution and we certainly don’t trust them.

But, what does all of this mean? How can a business overcome using fear as a tactic to drive sales and transform the idea of the unknown into something positive?

 

Creating a true sense of trust and loyalty in the business world begins with communicating value. A customer may see your product as having the features they want, but may have no idea of the value that it provides to their life. Instead of simply selling a product as a requirement for success, it should be sold as something which holds true meaning. It isn’t just a product or service you need when times are tough, but rather a product or service that meets the needs of the individual customer daily. When Apple famously advertised the iPod as something with the ability to put “5,000 songs in your pocket” they quickly outpaced the competition. Products like Microsoft’s Zune were only focused on the technical features and storage capabilities of their device. They were never really able to communicate the actual value of their product. The most successful companies are those that are able to look past the use of fear or manipulation to get people to buy their products and can relate the value it brings to their lives. It isn’t about using uncertainty or complex technical language to drive a transaction, but rather creating a sense of loyalty founded on trust. We don’t trust people that use our fear as a tool to drive transactions. There is no substitute for communicating the true value of your brand to a company without coming across as manipulative.

You may have heard pre-game interviews with athletes in the NBA, NFL, or MLB where a reporter asks them, “are you nervous?” More often than not, they will respond with something along the lines of “I’m excited.” Fear, nervousness, and anxiety are all constant themes in our lives. But, there are some people out there that are incredibly successful because of their ability to transform this sense of uneasiness into something positive. They have trained themselves to turn a potentially stressful situation into a platform to excel. It is all about mindset and changing the narrative. We can learn to overcome the fear of the unknown simply by changing how we react to situations.

The next time you are faced with a challenging situation in which you might be fearful or nervous, think about your perspective. For instance, if you are about to give a presentation in front of a group of important clients whose decision could ultimately make or break your company, you may be thinking to yourself “what happens if they don’t buy?” By focusing on the repercussions of failure, you are doing yourself a disservice. Instead, you should be thinking, “I’m excited.” By approaching a potentially stressful situation with a mindset of excitement, you are much more likely to succeed. There is a far greater benefit to walking into a sales meeting thinking about the potential success it could bring you instead of the consequences of failure. Every situation you encounter should be seen as an opportunity to excel rather than a chance to come up short.

It is no secret that fear is a powerful tool. Everyday that we wake up there is a part of us that is motivated by the idea of the unknown. However, a constant feeling of uncertainty shouldn’t lead professionals and modern organizations to rely on manipulation to create brand loyalty or grow. For businesses looking to thrive in a world in need of authenticity more than ever before, communicating the true value of a product or service and shifting the way challenges are perceived are essential to success.

For more information reach out to us at jengaudet@jengaudetcoaching.com.  We work with our clients to breakthrough fears and challenges, breakout strategic action plans and create results.