How To Make Your Prospects Fall In Love With You
Don’t Wait For The Meeting! Your Marketing Should Make Prospects Fall In Love With Your Company On The Spot
If Your Marketing Works Properly, Prospects Will Decide To Buy From You Long Before Meeting
I’m talking about finding ways to cause your prospects to fall in love with your company… so they are practically begging to do business with you. And I’m talking about achieving this level of adoration BEFORE you ever talk with them.
Stick with me. It’s not only possible—it’s imperative that you learn to do so.
See, the way businesses conduct themselves doesn’t really work that well any more. You know the drill, right? Generate a lead, set an appointment or call, have the meeting, go through your presentation, close the deal.
In today’s internet-connected world, people don’t want to wait until the meeting to decide if they want to do business with you. They want to know ahead of time. And the companies that figure out how to facilitate that “falling in love” are the ones who are going to win. Big time.
Your Website Is The Key
First of all, realize that every single customer you’ll ever get is going to look you up on your website.
That’s pretty obvious. But have you ever stopped to ask yourself this question? WHY are they looking you up on your website?
The real answer is that they are hoping to find something that will validate their decision they are about to make to CONSIDER buying from you. To receive this validation, they need to get as much information as possible about your company—and they want to get it RIGHT NOW (while they are on your site).
In other words, they are trying to do some “due diligence.” The problem is that most websites are so pathetically devoid of any REAL information—instead, it’s just filled with platitudes—that the prospect can only hope to get a “feel” for your company based on the design quality of your site and other surface-level breadcrumbs you may leave.
Here’s a novel concept: help them do their due diligence!
When you realize that a) most people have NEVER have bought what you sell before, b) they have no idea how to evaluate your company and c) they can only guess at how much you’ll charge it’s NO WONDER they are STARVING for information!
So set out a buffet!
To stick with the metaphor, your buffet (of information) should contain far more choices than any normal person could reasonably consume in one sitting. You want to stock the buffet full enough so that they can pick and choose what THEY find to be delicious (helpful, relevant, interesting, thought-provoking). Make sure that they walk away stuffed—and satisfied. Don’t force them to wait until the meeting to get a bite from you. Give it to them right here, right now, on your website.
What To Put On Your Buffet
Identity: You’ve got to communicate in powerful, unmistakable terms WHO you are, WHAT you’re all about, WHY you’re different/better, and WHAT people can expect when they do business with you. We call this creating an IDENTITY.
Don’t do it like this:
XXXXXX Inc., is a xxx company that has been (enter your product or service here) since 1990.
Our xxx is designed to give you confidence that your xxx will be done right. XXXXXX Inc., is a family owned company who personally oversee the complete operations of their company.
This leaves the prospect still hungry—it’s full of platitudes and generalities. It sounds “nice” the way a Hallmark card sounds “nice.” But it’s not particularly compelling, interesting, educational, or profound.
Proof – Building A Case
It’s not enough to just claim to do really cool, love-worthy things. You’ve also got to give your audience some kind of reason to believe you actually deliver on those things you’re promising.
The best way to accomplish that is to provide… drum roll please…. Even more information!
Specific Types of Proof
Other ways to provide proof—that you can put on your website—include videos, case studies and customer references.
The idea here is simple: Show your prospects that other people (LOTS OF OTHER PEOPLE) already love you. That’s why they leave say nice things about you. That’s why you’re willing to give names and phone numbers as references.
Your prospects see that stuff and layer it on top of the expectation you’ve set with your powerful identity… and BOOM—they fall in love.
It’s not magic. It’s not voodoo. It’s simple psychology of persuasion.
Your job is to facilitate the decision-making process.
Your job is to help give them what they want (compelling information) when they want it (right now!).
Do this and prospects will fall in love.
Do this and prospects will be willing to spend more money.
Do this and you will see immediate, positive upticks in your sales and profits.
For a FREE Marketing Checkup CONTACT US