Estimated time of reading: 5 mins.
What I’ll learn from this article: How to properly manage pain in your clients to incentivise decisiveness and a desire to purchase in order to alleviate their suffering.
“We all make choices, but in the end our choices make us.”
― Ken Levine
We’ve gone through the entire sales process.
We’ve appealed to our clients with both logic and emotion. We’ve struck down their limiting beliefs. We’ve fed their ego about how fulfilling making this purchase will be. We’ve drilled into them how painful a decision it might be if they let go this opportunity.
We’ve walked the entire road to sales conversion with them. Now it’s up to them to decide whether or not they’ll make business with you. So, what final words are you giving them?
This is by nature the last stage of the game. You want your customers to reflect on everything you’ve talked about, weigh the value of investing with you and the way you go about it is by presenting them with the consequences of this decision.
You make a projection to the future.
While with previous Keys you’re focused on immediate results, both positive and negative, where you’re meant to do the mental work for your client and present them with large-scale consequences.
Serve them positive outcomes for making the purchase and negative outcomes for rejecting the offer, all in a silver platter with some subtlety as a topping.
By this point, you’re talking with honesty but in a grave tone. It’s true that your client doesn’t need a fire alarm in their house, but what happens if a fire does start? What about if it spreads to their children’s room?
You may see this as the natural extension and conclusion of the Pain stage, for you’re dealing with similar emotions and psychological triggers in your prospects but in a less hypothetical manner, making consequences something to be expected in the future.
An accident will happen and you’ll never see it coming – that’s why they’re accidents in the first place.
Your closing speech should drive the client through the possibilities they’re facing when deciding on your service, while also hinting at some vaguer threads of remorse.
Be it because of work or recreation, it’s a given that your children will have to stay home alone at some point. Will they be safe when that happens? Are your windows secure? Are your outlets covered? Will those sprinklers activate if a fire starts?
The delicate difference here is that we don’t explicitly state the consequences if the answer to any of these questions is “no”, we let the client imagine – and dread it – by themselves.
“We are free to choose our paths, but we can't choose the consequences that come with them.”
― Sean Covey
As closure for this entry, we’ll reiterate the idea that summarizes our sales strategy. The buyer must always feel that not taking this chance is terrible for them.
Burrow your way into the depths of your client’s mind, understand their weak points, and establish clear consequences that will poke right at those spots.
But above everything else, never forget that you’re working for the sake of your customers. Help them become happier by selling them value and lasting satisfaction.
By John Mackenzie – Founder & CEO of Staff Leverage, NT Digital and JohnMac Digital
Do you want to be successful? We know how you can be. For more information on the previous topics and deeper insight into the intricacies of efficient business, see the following articles: