Project your client or prospect into the future and understand exactly their desired emotional outcome to move them through the decision process and into action.

Today’s question comes to us from Bonnie Kincaid of Portland, Oregon. And Bonnie says:

I have got a lot of prospects but I just can’t seem to get any of them to make a decision.

And Bonnie this is something that we hear an awful lot, where people have got a pipeline, “if I could just close everybody that I have got in my pipeline or on my hot list. I would have a great month, make ton money! I just can’t seem to get anybody off of the snide.”

The problem here is ‘Sense of Urgency’ and if you think about it, people have got things they are thinking about doing all the time. You listening on this video there is probably something you could think about doing that would put your financial situation in a better light:

-          Pay off some debt

-          Save a little bit more money on a regular basis

-          Get together with a financial advisor, maybe put together a financial plan

There is probably something you could do in your professional life that would be impactful. And my guess is for a lot of you its probably the same thing that you are thinking of today, that you may have been thinking about 6 months ago, that you may have been thinking about 12 months ago. It just hasn’t yet risen to the point where we are ready to act on it. And that is the same thing you are focusing on with your clients or prospects who are close, you know they have got a problem, they know they have a problem, they just haven’t got to the point yet where they are ready to take action.

And here is what we are missing in that particular situation. We are missing what it is that they care about so much that they would be willing walk across broken glass in their bare feet in order to be able to achieve it. What we call their Compelling Emotional Outcome, because in our sales system once we understand the gap between where they are today and where they want to be. We immediately want to make sure we:

Number one! Recognize exactly how they define that gap. We want to make sure we understand what is going to happen to them once that gap is closed. We want to project them out into the future and understand exactly what is the emotional outcome they are going to achieve once this is no longer a problem. Once they have the new system, once they have got the new car, once they have got the financial plan, whatever it is you happen to be marketing. And it’s the process of taking them through and identifying what is going to happen when that gap is closed that very often increases their sense of urgency up to the point they are ready to take action.

And you can literally think of it as a meter, one of those fund raising thermometer type things that continues to go up and up. And when they get to a certain level, as their urgency increases then their desire to take action and solve that problem is going to increase as well.

So step number one, make sure we have taken them through enough of a questioning process, that we have had a floodgate experience and we know their compelling emotion outcome.

Once we have indentified their compelling emotional outcome we need to identify to them how is their life going to be different or better once that gap is closed. That then gives us the ammo that we need to create that sense of urgency so they are going to be in a position where they are willing to take action.

So Bonnie, thank you very much for the question. I hope you find that helps. We will see you again on a future video

Comments are closed