The way you turn your lead into a buyer is to continue to give her a lot of valuable free information on the subject that you know she is interested in. Remember, people love to be educated and informed in an honest way about subjects that interest them. They don’t like to be sold. When the selling starts, the prospect shuts down.
You are an expert in whatever it is you are selling. Your lead has already shown she’s interested in this subject. So keep feeding her unbiased, factual, interesting, and valuable information on this subject. Keep feeding her more of the same bait you hooked her with. Even though intellectually she knows you are in business to sell, she will begin to see you as an honest source of information. She will begin to trust you.
If you are selling wine, send a monthly newsletter on wine and invitations to wine tastings. If you are a pest exterminator, send a monthly newsletter on all the nasty critters that are living in everyone’s homes and the latest developments in pest control. If you are a plastic surgeon, send a newsletter on all the things that are being done in plastic surgery.
Your prospect is like a piece of string that you must pull gently up a hill. Never push a string. A customer, like a delicate piece of thread, can only be pulled, gently. The second your prospect feels she is being pushed is the second her defenses go up.
Your prospect has not bought from you yet for the simple reason that she’s not ready to buy from you yet. She’s interested. She likes the information she’s getting from you. Your job is to be the first one she thinks of when she’s ready to buy. You want to be at the top of her list.
If she feels she’s already received great value from you for free, the chances are 80 percent that she will buy from you and not your competitor when she’s ready—but not a minute sooner. If you push, you’ll destroy . . .
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Happy Improved Marketing,
Ben Hart
