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"Education before conversation leads to faster conversions."

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Sonia

How do we reengineer your business so that it does become then automated, at least the majority of it. And so one of the conversions we want to talk about is cutting down your sales meeting. This goes to what we are presented in the print for profits. The whole thing about attention span. I don't know about you, but I'm doing much less meetings and more of 15 minutes or less. What are you offering? What's the value prop? And then what's the next step? And I'm willing to have a longer conversation a second time, as long as that first time makes sense to me.

Sonia

And so one of the things we want to show everyone in the group is that how to be able to position people. So that way, when you do have that first call, especially to educate them, you've already dealt with what they call price conditions. You can definitely chime in. Obviously, the number one thing that we talked about is you have to know your ideal client if you're still all over the place, if you're still will. Anybody who needs X, right? Anybody who needs a loan, anybody who needs my services, then you're going to find yourself going up a very steep, long, painful hill.

Sonia

It's painful to go this long and not know who your ideal client is. Yeah.

Hugh

You made a really important comment in here. Sonia. I want to highlight and you show like if a prospect doesn't know how much something should cost, they'll probably underestimate how much it is in your mind. And that is a problem potentially for you trying to sell it. It also shows you what you need to do if there's an industry kind of understanding of prices, but you want to be the premium one, because you probably should because of better service. Better this better that whatever better guarantee. Well, then this is really important that you target clients.

Hugh

Your ideal client needs to be someone when you educate them after you've interrupted them and you've got them engaged conversion equation, then you educate them on all of the merits, including the benefits to them. If they take you on. In other words, they buy what you have and the consequences to them if they don't. And what's the negative side of things anyway? Probably telling you going to get to. But I want to make that so important to educate.

Sonia

Absolutely. And being able to I like what you said to educate them on the merit. If you're coming out of the gate with where the cheapest, where the lowest cost? You're already selling, just like all of your competitors. And that's not what we want you to be. And you don't want them to frame that up because they're also going to then pull in the conversations they've had with your competitors and assume you're doing the same thing and you may be doing something completely different that's actually better for them long term.

Sonia

But because you start out with price. That's where they're going within their mind. That's step one, right. We always go back to step one, your ideal client and being able to educate them. And so how do you start to educate them? Well, once again, going back to attention span, it can't be overwhelming. It can't be read this 50 page thesis I wrote or documents or watch this ten hour video that's not going to help them. What you need to be able to do is send them what we call a preposition package.

Sonia

So what it is? It could be a PDF, an ebook, a quick pitch deck that's easy to read that lays out the key points of what you're offering the value to Hughes point. The merit, the benefits, not necessarily the features, merits, benefits. How does this make their life better, healthier, wealthier wiser. How does this streamline? How does this increase money? And here's the cool thing. When it's in writing. For some reason, our minds think it's more credible. It's almost like it's the gospel. And so play into that.

Sonia

Right. When it's in writing, for some reason, we see it as credible, believable. It has more authority. It's not you just talking because we all feel like, hey, words are cheap. When we are experiencing this with our politicians, words are cheap. It's more about what's on paper. And so for them to easily consume this information. So that way, when you do have your follow up call, it's not you trying to pitch to them anymore. It's now a conversation of answering questions based on, well, you know what on page five I talked about these benefits.

Sonia

Is this important to your business? And so now you're referencing a document that does say honestly what you do offer. But now you're having a conversation on how does this relate to their pains, their problems, the solutions that they want, and obviously follow up calls. Right? Confirmation. So a lot of us have automated calendars that send the day before. I usually do the day before I find the hour before. Sometimes people get confused. So usually the day before. Hey, let's just confirm that we're still having this meeting just to make sure everyone is on the same page.

Sonia

And when you send a confirmation that's the day before, you can put in that reminder, by the way, we'll be discussing some of the features and benefits. And maybe you want to call out what pages have certain things on it. So it reminds them, hey, I need to at least look at this before I have our conversation. And then knowing that this preposition package, it's actually what's going to lead the conversation. So it's in your best interest to set up the package or set up the presentation, set up the ebook.

Sonia

So it naturally flows from a pain problem solution, and it makes it easy to at the end, make a decision. And there should be a decision slide. What's next next steps. What makes sense being able to say, okay, what do we do after this? Because if you're just sitting there like, do you want to buy now not going to really work, right? Am I anything else you want to say on that, Hugh? As far as like.

Hugh

No, it's bang on. I mean, prepping before is almost always the best, especially when you can almost pre answer what they can expect in the call if they book the call. That's why they're expecting to talk about it. They know they're not wasting time either. Some of them will never have read it. But the fact that you sent it be like, okay, well, they must know what they're talking about, and I'll figure it out when I talk to them. Or it could be even a little heads up.

 

Hugh

Maybe they're not going to be the right prospects. I got to have to educate them again, like, more. That's another conversation like we have in some of our processing. When I'm screening potential business coaches for my team, we have a long video. We have a short video. My first question, did you watch the video if they did?

Hugh

What questions do you have? They didn't.

Okay. I have to change the conversation. Right.

Hugh

It's kind of a bit of a red flag for me. And then when we do the next call because I have a number of calls and the next call is okay. There's a 90 minutes, right? Or 70. It's pretty long. A lot of detail in there. Basically, if they've watched that video, then when they come in, I'm basically saying, hey, did you watch the video and then yes, then you see all the value. Then you know that what I'm offering is, like, worth this, they're going to go, yeah, it is.

Hugh

Well, you'd be pleased to know that to get in it's only this.

Hugh

When can you get started?

Sonia

Exactly. I like that saying, when can you get started? And I like how you point out that it's also about the red flags, right. Because if they don't go watch the video, how serious are they? How urgent is it for them? Is it a priority? And you don't want to waste your time or their time? And so this is where you can say, hey, maybe we need to reschedule. Or is this still a good time, like asking very direct questions? Because time is money and you don't want to waste time trying to grasp the sale that someone's not even interested in, because you also don't want a situation where if the person doesn't have the time to invest in themselves their own business and you somehow still eke a sale out of them, just know it's going to be painful to get them to give you the information you need to be able to deliver.

Sonia

And so they also have to be in the right mindset to be able to give you what you need because it's urgent to them. It's important to them. And if it's not, and you're the one that's prodding them along, one, you're going to get wrapped up in their business, and you're going to turn to a project manager. And maybe that's not what you signed up to do. And you become an employee all of a sudden. And I mean, I can speak to experience that. How am I your employee right now like, more in charge of your business than you are, and you never will be in that position to be more in charge of somebody's business than they are perfect.

Sonia

And so with that. And here's another thing I think that's important is price shopping should be okay with you, right? So the whole reason of educating is to help them price shop. But when you educate, at some point, they're going to recognize low price, low quality, low service because they're fully educated on what the best looks like. They're fully educated on what full service looks like. And that's what you should be offering when you do that, then that's when price goes to the side, budget goes to the side.

Sonia

And I really want this, and they figure out a way to pay to afford it, have it in their world. And so don't let price shopping be like, oh, I have to come down on my prices. Actually. Look at it as a way of comparison. The price shopping.

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