You gave a great presentation or demo to a prospect.
It went extremely well.
You answered their questions.
You also provided assurances and quoted them a fair price.
Only for them to say they’re “not interested”!
Today, I’d like to show you how to avoid this scenario. Or stop it from happening as often in the future. And that’s what this post is all about.
Knowledge and beliefs
It’s down to knowledge and belief.
In particular, the difference between how we get someone to know what we know, and how we get someone to believe what we believe.
Knowledge: If you want a prospective customer to know something you know, you simply tell them. Your knowledge is then transferred. They now know what you shared with them. This is what happens during the sales process.
Belief: If you want a prospective customer to change what they believe, simply telling them to believe something new has very little effect.
Beliefs run deep. Our beliefs about; the value of expert advice, investing in some areas of our business and not investing in others, learning, risk, opportunities, security, planning, etc., are developed over decades. As such, they take a long time and a lot of effort to change. Too long for a sales presentation, that’s for sure!
So, focus on your believers
The most direct route to spectacularly improved sales results, is to focus on your believers: The people who already believe in, and value, whatever the core benefits of your product or service are.
And the marketplace is packed with your believers. This is true regardless of what kind of service or product you offer and what end of the market you serve; no-frills low price or quality-focused and happy to invest. Your believers should be your focus. This is where the money is for you and your business.
Everything improves when a prospective customer already believes what you believe. Because gaining the sale (or new client) becomes a simple matter of providing a compelling presentation. You know… just like the great presentations you wasted on all those non-believers, who said they were not interested!
Yes, you’ll need to adjust your marketing so you can identify and attract your believers. But that’s relatively easy.
The bottom line: When you get it right, your reward is vastly better conversion rates, higher sales volume, greater revenues and profits, plus far less wasted time. And a lot less frustration, too.