Will They Take Action Now?
As an entrepreneur, one of the most important elements for creating rapid cash flow in your business is to turn what you do into the urgency of now. This means that you must educate your target market effectively, with urgency, to move them to take action now.
When you’ve gained their attention, it’s time to make the sale. When a client says, “Let me think about it.” or “I’ll call you.” or “Sounds really good, but I’m not ready for this yet.” this means that you have convinced them of the value you provide- but you haven’t moved them to take action now.
What this means is that this client will probably stay stuck right where they are, doing what they’ve been doing, when, perhaps, their life or business or approach could have been transformed if they had the courage to step forward and work with you.
This is why, as an expert who wants to sell high end programs and services, you must educate your target market about what they will miss out on if they don’t move forward with you now. If they will be missing out on a better night’s sleep, or greater happiness or greater cash flow, you need to highlight this for them.
If you have gotten to the point of having an consultative selling type conversation, you need to do everything you can to convince them to invest with you. Share testimonials and case studies. Promote your credibility and your expertise. Deeply understand their sources of pain and frustration, and offer them a method and process for transforming themselves.
Get them to think differently about their lives and businesses and where they are right now. Offer them a shorter and accelerated pathway to where they want to go.
When you can highlight the pain of not moving forward, contrasted to the benefits they would gain if they took action now, you will be on your way to developing a solid client base, and to selling high end programs and services in your niche.
As I always say, it can take as much effort to sell a $27 ebook as it does to sell a $27,000 coaching program.
How much profit would you rather have?
April 23rd, 2010 at 8:04 pm
Glen,
I agree!
And it’s essential to have a mechanism to stay in touch with the prospect with your marketing message to remind them you are the “Trusted Advisor” . Even a simple email followup series that can be delivered through Constant Contact or Aweber will accomplish that.
How many future touches do you recommend?
Mike Saunders, MBA
Author of: “The PRISM Salvation-a 3-Step Solution to Social Media Domination for Busy Business Owners”
Available on Amazon in May!
Get the 1st Chapter here:
http://www.ThePrismSalvation.com/Book
April 23rd, 2010 at 9:47 pm
Glenn, I am still in the process of realizing how important it is for me to educate my target market about what they will miss out on if they don’t move forward with ME now. I have been promoting my credibility, offering lots of material, and I know how they will benefit. The missing link, sometimes, is to convince the person to take action now or they will miss out on something that THEY do not want to miss out on.
Thanks for your reminder of this essential piece of the marketing puzzle.
April 25th, 2010 at 2:19 pm
Erica: You bring up an essential point in creating education for your target market. You must create a sense of urgency to move forward immediately. The best way of doing this is to create a system to solve an *urgent* pressing problem that your prospective clients have. Human nature will always trump any intention that you have if you simply focus on delivering ‘importance’. This is why I always say to my Inner Circle and Stealth Coaching clients: “Urgency always trumps importance.”
And you can take that to the bank!
G.
April 25th, 2010 at 2:25 pm
Hi Mike:
Thanks for your comment! It takes on average 9 connections to get someone to move forward inside of a traditional business funnel, why I refer to as ‘The Product Creation Information Age Funnel.’ I teach an business funnel inversion process that begins my educating your target market more profoundly than they have ever been educated before. My clients know this as the Y–>Y^n process.
Mike make sure inside of the our mentoring alliance you take advantage of understanding this process. It truly will reshape what you are doing right now.
To Your IP, Mike!
G.