When you are selling into a new country or a new vertical where you might be a relative unknown, you know the bridge to the future is safe, but your prospect sees the risk of getting fired.
To make things more difficult for you, in many, if not most, industries, buyers tend to prefer the incumbent, even if the incumbent’s product is inferior to yours.
So you’re the risky bet.
What does being the risky bet mean for you? It means your proposals don’t get approved. It means your case studies never make it past your Point of Contact.
It means your prospect picks the incumbent firm, even if they’re not as good.
Fortunately, you are not doomed. You have tools the incumbent probably doesn’t have, or at least never learned how to use, because he or she never needed them.
One of those tools is having a strong POV (point of view). A strong POV (point of view) makes you a known entity. Buyers trust you more, because they know you are not slippery, you stand for something.
A strong POV has this working in its favor: Almost no one has one, at least not one they are willing to speak publicly about. After all, having one means that you have to stand for something. If you stand for something, you probably have to be against something, and being against something means some people are going to disagree with you.
Almost anyone who believes in something so strongly that they are willing to see the backsides of people walking away from them is going to garner trust. The buyer is, after all, human, and what do humans tend to do? They tend to have irrational amounts of trust in people who believe in something strongly.
