Key #3: When Do They Look for You?
When do the people or organizations in your target market loo to the perfect person. Yes, absolutely, I can help you. I’m an expert at what I do, and this is how I can help.” Bragging is comparing yourself to others and proclaiming your superiority. Declaring your strengths, your skills, your expertise and your ability to help is not bragging. It’s what your potential customers expect, want and need to hear from you.
Key #6: How Do You Want Them to Engage with You?
Once potential customers have learned about your services, how would you like them to interact or engage with you? Do you want them to call your office? Do you want them to sign up for your newsletter on your website? What is it that you want potential customers to do? Naturally, we’d love for them to immediately purchase our highest-priced product, program or service, but this is rare. Most of your potential clients need to get to know you and trust you over time. They need to be eased gradually toward what they may perceive to be your high-risk offerings. It’s often said that, on average, you will need to connect with a potential client seven times before they’ll purchase from you. This isn’t always the case, but if you understand this principle, you will be on the road to booking yourself solid a lot faster than if you try to engage in one-step selling. “Hi, I’m a ___________; wanna hire me today?” isn’t going to be effective. That’s definitely not the Book Yourself Solid way. Maybe we should call one-step selling one-stop selling, because that’s what it’ll do–stop your sales process dead in its tracks.
Clearly answering these six questions will help you determine what you want to offer your potential clients, and it’ll also help you craft the most effective sales cycle.
Michael Port has been called “an uncommonly honest author” by the Boston Globe and a “marketing guru” by The Wall Street Journal, Michael Port is a New York Times Bestselling author of four books including Book Yourself Solid, Beyond Booked Solid, The Contrarian Effect and The Think Big Manifesto. Michael Port can be reached at http://www.michaelport.com
