People are amazing. I love people because they’re so interesting. It’s very rare that you can figure someone out, even if you’ve known them for years.
But there are patterns that you can spot. Stuff that applies, more or less, to all of us.
And one of those things is most people hate disappointing other people.
So when you’re telling them all about your incredible product or service, they’re going to sit there, nodding and smiling, replying that it sounds fantastic and it’s exactly what they’re looking for.
Until the time comes to sign the contract.
And then they’re gone. Vanished. Never to be heard from again.
It’s just human nature.
But there are things you can do about it.
Firstly, make sure you don’t waste time on people who definitely aren’t going to buy. This means setting up a “qualification” stage where you ascertain if this is someone who could be a customer or not. We’ll talk about this later in the week.
Secondly, structure your offer so that it’s so compelling, they genuinely do feel that it’s exactly what they’re looking for. Not just that, but they need it today.
There are four aspects to the structure.
Number One – you need to hit their emotional buttons. This training course isn’t about how you can increase your revenue by 10% over three years. This is about how Susan is going to look like the automatic choice for promotion next year. This car isn’t about the leather seats or air conditioning. This is about how your neighbours will be secretly jealous and twitching at their windows whilst you wash your car every Sunday.
Number Two – you need to show them that they’re not alone. It’s not just Susan that you’re going to get promoted; you’ve already done it for George and Hardeep. It’s not just your neighbours who are going to be jealous, Annette gets compliments on her car all the time.
Number Three – you need to take away the risk. If you’re not satisfied with the course materials after seven days, we’ll give you your money back – no questions asked. Why not borrow the car for the weekend and you’ll see how easily it handles the shopping, as well as being amazing to drive on a Sunday afternoon in the countryside.
Number Four – subtly add some urgency. Drop hints that it takes time to get results – so if you want that promotion in September, you better get started now. Let them know that there have been a couple of other people interested in the car; you can order another direct from the factory but then it takes 2 months to arrive.
None of this will help bring back the prospect who’s just ditched you. But if you get those four aspects across with your next prospect – without laying it on too thick – you’ll find that the people who get past your qualification stage will be genuinely interested in what you have to offer.
Take action: Put a sales system in place that guides people through the four stages
PS: If you have any questions about this, drop me an email – firstname.lastname@example.org
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