“Samson killed a thousand men with the jaw bone of an ass. That many sales are killed every day with the same weapon.” Anonymous
I’ve heard it called Transactional Pain, the Frustration Factor, Step-by-Step Solution, even the Pain/Pleasure Principle. It’s all the same thing for your client; they have a problem and they are looking for a solution. Are you it?
Many of us will meet most of our potential clients at some sort of networking event. Why? Because it’s faster to market to a group all at once than one at a time. So, you are at the event, now what? Well, for most of you there is only going to be 30-60 seconds to address your audience. Keep in mind, people buy because they know you, they like you and they trust you. You must meet at least the first 2 within 3-10 seconds of addressing them. Yet what do I hear again and again at these functions, “Hi, my name is ____ and I work for _____ and I’m looking for clients to do _____”. Wait, where am I, the person who is in pain and wanting it to stop and stop NOW? All I am hearing is them, them, and them. And I’ve already tuned them out. Remember the old commercial, this is your brain and this is your brain on drugs? Well, this is your sale and this is your sale going down the drain…
If people buy because they know you and trust you, how do you accomplish this in just a few seconds? By making it all about them, all the time. The old sage sales adage; your clients are always listening to the radio station WIIFM (What’s In It For Me). Play their song and they will listen. So, what is their song, what must you address to get their attention?
1. Solve a distinct problem they are facing now (or plant the seed that they will face it and when they do they come to you). This is not the time to be vague or generalize. They must feel as if you are speaking directly to them, as if no one else in the room matters. Think back to one of your favorite songs when you were a teenager; chances are you felt the singer knew exactly what you were going through. Sing that same way for your clients.
2. The solution to their problem must be fast acting and make their life easier. We know that in reality there is going to be some effort on their part and that the results they want may be farther down the road. Don’t confuse the process with the client’s results. They want something they can do now, hence the fast acting. Taking action always has us feeling better, so help them experience that relief as soon as possible. Think the old commercial, ‘plop, plop, fizz, fizz, oh what a relief it is”.
3. Simple to take action; talk to you today for an appointment, call this number for your consultation, go to this website to get your Free Report or even better, give me your biz card and I will call you within 24 hours. The more complicated you make it; the less likely they are to take action. So, how simple can you make it? ITunes has your song right now, no waiting…how can you be their ITune for the IPod of life?
You should know some numbers and keep in mind these are just averages: 3% of the public is looking for your specific service at any given time. Another 17% are interested but not in enough pain to take action yet. And it takes 8 contacts on average before someone will say yes to you (yet over 90% of all sales people quit on the fourth contact). A well crafted message will help you up these “average” numbers to where your song can top the charts…just remember that your song is really all about them.
PS Want the EXACT template to follow for your presentation? Then join me for the Workshop: Rapid Results Marketing where I share the Psychology behind Selling. Go here for info: http://www.fergusonhypnotherapy.com/workshop/