The Art Of Telling Your Prospects “How To Feel”
August 22nd, 2019 // 1:08 pm @ Scott Manning
Over the past couple weeks, I have shared with you three general strategies around motivating your prospects or existing customers to buy more, buy faster, and otherwise become more valuable to you.
The first premise is, of course, that every time prospects or customers give you money they are receiving benefit equal to or greater than whatever they are paying and they desire to have this outcome.
Here’s the big challenge…
If every prospect could receive the benefit of something first before they bought it then one of two things would happen, they might feel excited and so happy to give you the money or they could, after the fact, become disappointed or underwhelmed. The latter is not necessarily because of you but because of their own emotions had been hyped up in the first place.
None the less, the good news is, they pay you first. Then you deliver.
However, that is a fine line to walk because you have to accomplish in the prospects’ minds the value and benefits in order to get them to buy into first and then they get to have the value and benefits in reality.
This is why I shared with you the following…
When you have a prospect or customer going through your experience, you want to tell them what is going to happen, then let them experience what happens and then tell them what they just experienced.
It’s what I call the before, during, and after. For my Doctors and their Teams, we have two versions of it. We have the before, during, and after they physically arrive at the office. Then we also have before the doctor, after the doctor, and the actual clinical experience during their time with the doctor.
In each of these this power dynamic exist of painting the picture in the patients’ minds and then restating it after they have experienced it for themselves.
I also told you about the power of “selling hope” and just “giving them the answers.” The reason why both of those are so important is to keep your positioning, be a guide, and create a sale that is advisory and not dictatorial.
Last week, when I broke down the three things you want to do with your prospects or customers they were…
Tell them how to fell
Tell them why to buy
Tell them what to do
I’ll tackle the first one today. When you tell someone how to feel you are using what I just explained in the first part of this week’s article… you are sharing with them the vision of the future. Painting the picture. Getting them to visualize themselves already having experienced, enjoying the benefits of their investment with you, and foreshadowing the positive things that they will feel when they follow through.
Sometimes you are tapping into how they feel right now WITHOUT having whatever it is you do. For my doctors, this is easy because we can discuss what health challenges the patient is facing and how it makes them feel or we can go to the symptoms or implications of an unhealthy mouth, missing teeth, pain, or a not-so-great smile.
This is as important as rushing to talk about everything they want… we call it selling the problem and this must happen first. When you sell the problem the best way is to get the prospect talking and engaging with you and then ask them how does that feel.
It really is that simple. How does that feel to you? Or if we are fast forwarding to the future you can say how do you think that will feel when…? Tell me what your life will be like once you have…?
You are drawing their feelings into the experience. Now, if you are doing more writing and are not in front of the prospects face to face, well then you can still ask the questions and they will answer to themselves. Then you must also elaborate and say, “I would imagine you are feeling…” or “What we have found is people in your situation often feel…”
And then the same goes for the future, “Our customers, clients, patients experience amazing things with us. The most common feelings our customers express to us after they have …insert action you want them to take… are …insert feelings you want them to have.”
Literally, the more you make it about feelings tied to their current state (and ideally problem) and then the feelings of the future once the problem is gone, removed, improved, etc, the easier it is going to be because their money will follow their emotions.
Master this and the rest is easy.
We’ll talk about ‘telling them why to buy’ next week. You’ll love the one special trick that will become a game changer for you because it will help you influence your prospects almost like magic.
Category : Blog
