According to an excerpt in Don Miller's "Building a Story Brand," in order to help someone with a trust issue, the salesperson has to provide their prospect with a plan.
This plan must help them arrive at the‘ buy now’ button on their own. Or, it must be a plan that helps them feel more confident after they’ve pushed the ‘buy now’ button.
So, how do you go about getting your prospect to hit that button?
I’m stuck this morning. I’m reading “Building A Story Brand” by Don Miller and I'm looking over my own book “The Best Prospecting Book Ever Written”. Don points out in Chapter 7 that in order to get a prospect to push the ‘buy now’ button they have to trust that everything is going to turn out okay. That means that they have to trust you and everything you’ve said and presented to them.
That’s a tall order if you are selling high-ticket items.
In my book, I just read the intro to Chapter 11 where I recount a meeting with Ron Rose at a Cincinnati GAMA meeting. I was a rookie in the Insurance business where Ron, on the other hand, was a 30-year veteran and multi-year MDRT (Million Dollar Roundtable) agent. I asked him what his best method for gaining prospects was and he took me through a series of questions that started with: “If I had your family locked up in a closet with a bomb, that was going to go off in 24 hours if you didn’t make a sale, who would you call on first?” I said, “somebody I already know”.
And that’s how I got stuck.
Over the last 25 years, I have literally spent thousands of hours learning more and more about how to build a sales practice, craft a strong sales message, present solutions to get people to say yes, and more effectively guide my prospects through their buying process.
Having said that, there are very few books, articles or presentations I’ve read that didn’t address prospecting. I’m in the middle of writing a script for our Instructor Lead Training Session on Getting Introductions. In the process of writing the script, I googled ‘Getting Introductions-- Tony Cole’ to see what else I may have written about the subject and that search took me to my book.
And that's where I got stuck.
You see, in Don’s book he points out that in order to help someone with the trust issue you have to provide your prospect with a plan. A plan that helps them arrive at the ‘buy now’ button on their own. Or a plan that helps them feel more confident after they’ve pushed the ‘buy now’ button. He used the analogy of putting down stones for the prospect to cross a creek.
That lead me to think about you and your sales approach. It caused me to stop and ask this question – what is your test drive? How do you help people get comfortable enough with you and your process so that the anxiety of making a mistake is minimized? Imagine you’re buying a $50,000.00 vehicle without a test drive. Now put the number at $500,000.00.
And that is where I got unstuck.
Imagine how much easier it is for any prospect of yours to make a decision if you made it a habit of getting introduced to the person that is eventually going to ask you to write a check for $500,000.00.
Doesn’t getting introduced eliminate some of the anxiety and stress because someone you already trust and have confidence in has taken the test drive?
I'll let you find this one out on your own...