When talking about their business, most sales professionals make the mistake of describing exactly what they do, in boring detail with all their company features right up front. “My company has been in business for 23 years and we use the newest technology systems. We developed a complicated series of… blah blah blah.” I know, because I did it too in the beginning and it didn’t work.
SO WHAT! WHO CARES! Ok, I’ll tell you. Nobody cares! When I hear someone talk to their prospects this way, it sends up a big red flag because I know that they don’t know what results their clients are achieving. They are losing potential clients every time they open their mouths and every time someone reads their materials! The problem is that they’re clearly not connected enough to their client base to see what real benefits they bring their clients.
There’s a saying that goes “People don’t care how much you know, until they know how much you care.” And until you can tell someone what’s in it for THEM to work with you, they won’t pay attention to you or what you’re saying.
I’m not going to ask you to raise your hard and publically declare tat you have been “pitching” in this way for sometime. I am going to suggest that you work to fix your behavior quickly so you don’t let any more ideal prospects slip through your fingers. All it takes is asking yourself what you really DO for clients, what results and benefits you get for them and then to articulate that so that a prospective client looking for that solution will want to work with YOU.
Let’s look at exactly what your ideal prospects are motivated by Below is a list of the top 10 reasons, results or benefits that make people buy:
- Make money
- Save money
- Save time
- Fear of loss
- Avoid effort
- Get more comfort
- Attain fuller health
- Escape physical pain
- Gain praise
- Be popular
Now, not every one of these fits your business, and most likely, yours fall into the top 4 motivators, unless you’re in healthcare or image, then it usually falls within the last 6. Either way, it’s time for you to narrow yours down into motivators from the Top Ten list above.
What’s so powerful about using “motivators” in your marketing is that you position yourself as their ultimate SOLUTION, the one they would do anything and pay relatively anything to get. When you can show prospects how you can help them achieve one of them, they’ll immediately pay more attention to you.
They’ll want more. You’ll pull them in. They’ll call you, as opposed to you chasing them.
Circle the motivators that fit your business from the list above and then list an example of how this has already happened using real client examples. Then, sprinkle this throughout all your marketing materials, your elevator speech, your website, your publications, your signature talk, etc. You’ll have people coming out of the woodwork wanting to work with you and your income will increase dramatically, in a very short time.
Dedicated to increasing your sales,
One response to “To Turn More Prospects Into Paying Clients, You Must Motivate Them!”
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