[powerpress]
What do you send when people email you asking for information?” I saw this question in one of the groups I’m in. Great question!
There is SO much information you can send right?
1. Video
2. Company info
3. Product line
4. Catalog
5. all of the above
But what should you send?
I propose that you send them your true expertise.
Let’s examine some of the customer psychology behind this request and what will happen if you just respond with a bunch of info. Let’s keep in mind that our goal is that your customer actually solves their problems. It does them no good to learn about the solution, do nothing, and be no better off except for a big fat waste of time.
Why is the customer asking this? Most likely he or she is trying to do the most convenient thing. Customers are not known for outright asking for an appointment to go over everything in more detail. They just aren’t programmed for that. Most customers are not known for calling and saying, “hey, pay attention to me for an hour of your time!” It just doesn’t happen. Get rid of your ego. They are not likely saying they don’t want to talk to you. Don’t read into this.
Now let’s say that you send them all this information. There are three different risks I want you to be aware of.
Risk #1 They put off looking at it until they “have time”
People are busy. And it might sit in there for days, weeks, months without being researched. I literally still have an email from January of this year on something I was supposed to research but haven’t. Then you get stuck in this follow-up game which stinks for everyone. Did you look at that info yet? How about now? What about now? Why aren’t you picking up?
Risk #2 They are overwhelmed and can’t make a decision
Maybe you sent them a lot of info. Now they are wading through it, and potentially other info they requested or are looking at. They are trying to compare and contrast. Oy vey. You can get lost in the internet rabbit hole. This happens to me sometimes on Amazon. I want a hole puncher. Then I start looking at reviews. For an hour. Now I don’t know what hole puncher I want. Wait! It’s just a hole puncher. Am I really spending an hour on this? If I do this for a hole puncher when left with myself and the internet, imagine your customer.
Risk #3 They are unable to connect the dots between the what seems like clinical facts to how the products can make their life better. They are missing the personalization, the stories, and the specific recommendations based on their life. So they don’t connect with your product emotionally. People buy based on how things make them feel, and then justify the decision with logic.
Sounds pretty bleak right?
Instead, let’s give them an amazing experience. Let’s meet with them for a bit, learn about their situation, and make specific recommendations. Instead of 2 hours of research and a headache, you will help them in 30-45 minutes and they will be able to decide either way. Cross it off the list, or move forward. Nothing lingering on their to do list. And one step forward towards solving their problems. Boom!
Isn’t that better? And what’s the risk in responding this way?
Risk #1 They don’t want to meet with you and then they don’t buy. You can always back into the info thing if they refuse. And it doesn’t matter, they aren’t likely to buy anyway.
Risk #2 You can’t figure out a time to meet with them. So… ummm… I’m sure you can figure something out even if just doing it via Zoom.
With Zoom you can run solid online meetings with one person, or a bunch of people. So you can even do a virtual event! Awesome. Here is the link to sign up for Zoom (http://bit.ly/2am5aji) so you don’t need to hunt it down. The free version is unlimited for meeting with one person. I have the pro which allows me to meet with multiple people for unlimited amounts of time and it’s $15 a month. Last week we talked about profit and loss, so only do this plan if you really plan on using it for events or trainings with your team.
Those are all of the risks I can think of. So what do you say in response to this email?
“I don’t want to bore you with stuff you don’t care about. What I usually do is set up a quick chat to go over your health goals, some company info, and our basic products. You don’t have to buy anything but if you see something you like I’ll help you order it. My part will take about 30 minutes, instead of you spending hours upon hours researching. Is that something you would be open to?”
If they say yes, call them and schedule the appointment. If they say no, send them a few testimonial videos or a really stripped down overview that you have recorded yourself. I think that would be best to ensure the personal touch, and ensure they don’t have major overwhelm. Your explanation as a human is going to be much more authentic than some company brochure. Yuck!
That’s it for today. Be sure to share this podcast with others that also are looking to up level their skills. If you want your question to be featured on the podcast, email me at tasha@emergesalestraining.com. Have a great week!