them by actually helping them. Not simply agitating a problem, or telling
them what you do and how much you charge.
You might be thinking, why would we want
to help them solve some of
their burning problem now, instead of straight up selling them our solution?
Well, because scepticism is so rampant, people are so dubious and so
untrusting in what people say they can do for them. They want to
see it!
And rightfully so. The internet is plagued with ‘experts’ selling them pixie
dust, unicorns,
fairy tales, silver bullets, and magic pills to achieve their
desired outcome overnight. There are legions of novices who quickly slap
on the guru cap and try to sell their untested and unproven solutions. Ignore
this and you’ll fight a losing battle. You must be neither in the dark nor in
denial as to what you’re up against.
A way to kill this scepticism is to prove to them that you can help them
by
actually helping them.
Remember, no one likes to be sold, but everyone likes to buy. You want to
get your prospects excited by solving a part of their problem on the call, or
at least making it very clear you can help them solve it and leave them
begging for more.
It’s like when you go to a fancy restaurant,
and the waiter brings you a
delicious hors d’oeuvre – you know, one of those little appetisers or small
starter dishes. You eat it, it’s incredibly tasty, and then your digestive juices
start going crazy and you order half the menu!
It’s the same principle here. You want to leave your prospect starving for
the main course, which is your core offer.
Ultimately, you want to leave your prospects better than when you found
them. Meaning, regardless of whether or not they choose to buy, you want
to deliver massive value and create goodwill.
Remember, your prospects have likely been told everything you’re telling
them before, but they’ve never achieved the results they wanted. By
following this process and delivering value you prove that you are different
from everybody else by giving them some value in advance.
How you do this: Splinter off a tiny part of your offering and deliver it then
and there on the call. Hash out a problem
and then demonstrate how you
could help them solve that.
EXAMPLE: If you’re a PR consultant, you could show them a site like
HARO (Help A Reporter Out) that helps them connect with hundreds of
journalists who are actively looking for experts and businesses to feature
and weigh in on articles. Also, let them know there is a lot that goes into
managing this and how to get the best traction.
EXAMPLE: You might be a digital marketing consultant. If so, you could
show them how much search traffic certain
keywords are getting on
Google, or where their competitors are getting traffic from, and for how
much, using sites like SEMrush or SimilarWeb.
EXAMPLE: If you’re a financial planner, you could show them how to
offset their income tax by setting up a family trust. Or use a credit check
service/software on the call to see if they could get a better mortgage rate
on their home.
Get creative and think about unique ways you could deliver value and show
them live on the call that you can help them by actually helping them. This
strategy is almost like magic, and makes people buy with as little resistance
as possible.
Getting
The Commitment
Once you’ve delivered your value piece it’s now time to gain commitment.
IMPORTANT: If you’ve identified on the call that the prospect is not a
good fit, politely let them know; and even if they want to buy, do not sell to
them. It will simply cause you more headaches in the long run and will
drain you. Additionally, you can’t build a business based off working with
clients who aren’t a great fit.
If they are a great fit, this is where you gain commitment and segue into
your offering:
‘Ok, Mike, how did you enjoy that?’
‘Does that sound like the type of help you’re looking for? Would
you like to know more of the specifics?’
‘Ok, Mike, it looks you would be a
great fit for my program or
service. Do you want to hear how that works?’
The Prescription
This section of the conversation is to simply tell them what you’ve got to
offer and what your program can help them achieve. Tailor this to the
specific problems they told you they were having earlier in the call and
position it as exactly what they need – because it is!
Notice this is the first time in the call that you start talking about what you
have to offer. Nowhere at any point during our conversation have we told
this person what to do. Instead, now we’re going to start prescribing
solutions to help them on their way to their desired outcome.
We’ll say something like this:
‘Based on what you’ve told me, it sounds like this would be a great
fit to help get you [thing they want] and [other thing they want]’.
Now simply list out everything they will be
getting in your services or
program.
You may have to write out this section of your script because everybody’s
service and offer is different. Write it out, read it aloud, and ensure it rolls
off the tongue; and then practice saying it over and over again to get the
delivery perfect. This is crucial.
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