Leader's Toolkit: Tips, Tools & Stories
A Three-Step Plan to Convert Prospects into Clients
Did you know that the average person is deluged by up to 3,000 messages every day? That means that when you are marketing your services and products, you are competing with more than 2,900 other messages to capture the interest of prospective clients.
The biggest challenge any sales leader faces these days is capturing the mindshare of prospective clients. However, sales leaders who know how to connect on all three levels of communication convert more prospects into clients—and they do it in less time.
- Level 1—Intellectual: Explain the benefits, not the features of what you offer in simple, concise words. Ask yourself this question: What do I want this person to understand. Remember, less is more. Follow the lead of your prospect in terms of how much information you provide. Avoid the tendancy to SOS—to just send out stuff. Remember that as the expert you know more about your services and products than your prospect may ever want or need to know. It can be easy—and fatal to inundate prospects with too much information.
- Level 2—Emotional: Create a desire to learn more about how to acquire your services or product. Use a story, pose a question, or give an example to paint a vision of how your product or service will address or resolve a key challenge or pain. Ask these questions: What do I want this person to feel? How can I create an experience so that this person feels the need for my services or products. You know you are successful when a prospect smiles and says, "Tell me more."
- Level 3—Practical: Make it easy for people to remember and hire you now and in the future. What can you give the client that has your contact and other key information on it. Even more important, how can you give them a taste of what you offer at a lower price so that they are willing to hire you for the longer term? As yourself these questions: What do I want this person to do? How can I make it easy for them to remember and work with me instead of the competition?
The Three Levels of Communication™ tools and techniques are embedded in The Sales Leader's Video Mirror Process™ and our workshop, Convert Prospects into Clients with the Sales Leader's Communication Cycle™.