You know, there are only four obstacles between making a sale and turning somebody into a happy, satisfied client, and that person is going someplace else.
It is very simple. These are the obstacles:
1. They feel no need.
2. They have no trust.
3. They need no help.
4. They’re in no hurry.
Your goal, as an advisor, is to help them change their mindset to one of:
- I feel some need.
- I feel some trust.
- I need some help.
- I’m in some hurry.
Basically, all the sales resistance in the world can be boiled down to four simple words: need, trust, help, and hurry.
Imagine that it is kind of like a football. If you actually have your opponent’s playbook, you have the upper hand. It doesn’t matter how big the school or how large the organization. When you play football there are only 11 players on the field from each team. Some are bigger than others, some are faster than others, but it is all about where those players are going to be when the ball is snapped. If you had the playbook of the other team, with proper preparation your defense would probably be able to shut down their offense while your own offense could dominate their defense.
Basically, you now have the playbook for your prospects. Our first job is to lower their sales resistance. This is what we are going to cover in this column over the next couple of months.