XXX Factors – PART 2 of 4 Degree of Believability
August 12th, 2015 // 11:00 am @ Scott Manning
Here we go, Round 2. I knocked some of you down last week, I know that. Great feedback and thank you, I do love to hear from you. I appreciate knowing you DO SOMETHING with what I share. After all, these newsletters are yours to benefit from and take action with to profit and grow your own prosperity. You see, I’m already benefiting from what I write. That’s why I show up here every week because I’m living, breathing, doing everything I tell you about.
That’s a big difference, by the way, from the books you read, people you talk to, seminars you attend; I’m in my business and my clients businesses, in the trenches more than any other. Which brings me to this weeks XXX Factor #2 – the challenge of all challenges: getting your prospective customers, clients, members, patients to BELIEVE whatever you say is going to come true and actually happen.
THIS IS the mountain we climb in our marketing, selling, educating, and overall experiential process. Without this happening nothing else really matters.
Probably you have more experience and practice with this than any others. Though I do not believe most Entrepreneurs, Doctors, Business Owners really DELIBERATELY make this happen for their prospects but you can fix that today.
If you do not embrace the concept of degree of believability and ensure you are focused on the nurturing of your prospects mind in everything you do, you are ALWAYS going to only get the smallest percentage of people, money, trust, profits, and everything else.
DIGGING DEEP into the well for the sweetest water is about earning trust through believability with your prospects.
Here’s a few of the best ways and my key strategies to make it happen.
1st – the obvious, testimonials, proof, case studies, stories. The more mediums you use (written, audio, video, live and in person) the better.
If you are writing testimonial letters, it’s better to have other people write them in their own hand writing, if selling business to business putting them on letterhead.
Voice is better than print, video is better than voice.
You really want your prospects to see themselves in the people who are sharing their story and telling others about you. This creates believability.
For us, our best method of this is real live actual REFERENCES CALLS. “Here’s a list of people you can call and talk to, ask them anything, go ahead.”
The next key strategy of creating believability is actually getting them to experience something for themselves.
2nd – You want to provide trials, get your feet wet, demonstration, make it relevant to the prospect. This is most often done through consultative selling. In dentistry we use Patient Exams, to state the obvious, this is all about believability and (picking up from where we left off last week), engagement and participation.
The Patient can’t really deny the pictures staring them in the face and the technology used to create believability with their existing state of oral health.
You can host live events for prospects, you can do in-home presentations, you can think of many ways to try-before-you-buy to increase believability.
#3rd – one other method that will seem obvious but is very very very underutilized is the power of a GUARANTEE. “If you really BELIEVE all of this is going to happen for me then why don’t you PROMISE IT TO ME in a money back guarantee.”
Put your money where your mouth is. Get someone to believe by YOU believing in it so much that you will back it up.
Now, when it comes to believability a couple points.
I really don’t like skeptical people; they are poor, usually negative and generally pathetic people who are too cautious to ever do anything exciting with their lives. None the less, that’s going to be a majority of the people you come in contact with, so you have to build your experience to WOW and persuade these people.
And that’s good news. Because if you can blow the minds of the people who are skeptical then you will win very very big.
Listen to this very carefully.
The ‘skeptical for the sake of being skeptical’ people are losers, get rid of them immediately because they will find fault in everything. Your entire sales experience and participation exercises we talked about last week (and everything I have ever written to you) are designed to weed out these people.
The leftovers who are seemingly skeptical ARE NOT BAD PEOPLE – they have simply had BAD EXPERIENCES – and they hold these things with them and they secretly WANT WANT WANT to buy from you as they want to BELIEVE.
And that’s where the magic happens. This is why and who these 3 powerful techniques I have shared with you today are set-up to serve, attract, create, nurture, and build trust with.
This is where all the profit is at. To give a very basic example, with our Patients it’s not that they don’t want to trust, it’s just that they have been lied to so many times; they have gone to doctor after doctor and never been told the truth, put first, cared for, and now we come in to tell them everything they know and believed to be true but it seems strange because no one else ever has.
That’s why we have to deliberately layout for them a process and experience where they are guided to the right decision and are given permission to believe…so they can become confident, not only in you but in themselves.
The number one way to WOW your prospects and move them over the edge of believability that will wipe away all of the past bad experiences they have had and the disappointment from others they’ve felt … is going to change the way you approach marketing, selling, and your prospective patient, client, customer and member experience forever more.
‘That’ arrives to you next week, and it’s going to be incredible!
Category : Blog
