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Talk is cheap. And, everybody is so busy laying out all cheap talk, they are missing invaluable success that comes from having empathy.
Sure, people like to know that you and company are for real. Of course they don’t want to write checks to “Fly-By-Night Company.” But, you must get this message. Since everyone is so busy bragging, prospects don’t pay any attention to it. All your degrees and background will be a “nice to have”…later.
But, if you don’t ever get a chance to meet with them in first place, what difference does all your test-passing make?
Isn’t prospecting art of getting in front of people who are interested in what you can do to help them? So, save all that professional stuff for later, after you have some interested party across table.
4. Get testimonials and references.
Another way to show people what you can do for them is to have other satisfied customers tell them for you. Either in writing or on phone. People will be much less skeptical if they see that other folks have found you, in fact, to be legend you are in your own mind!
The very best testimonials to overcome skepticism are ones that say how they didn’t believe you at first, and were so pleasantly surprised after they used you. By agreeing with prospects’ natural skepticism—and then blowing it away—the whole thing becomes much more believable and real!
5. There’s comfort in crowds.
Some of you have rely on things like Customer Dinners or Customer Appreciation Days. These are events that bring groups to you, with referrals in hand. Think of beauty of having a referral come to a function, of seeing a whole bunch of happy campers. The “safety in numbers” syndrome will alleviate all of skepticism they may have brought with them, I assure you. People will correctly assume that if all these others like you, then you must be legit.
6. Get objections out of way, right away.
There is a very common, but erroneous, assumption in marketing that you should never bring up anything that’s negative. That you must always be “perfect.” Well, I've got some bad news for you. You aren’t, and your prospects know it!
Therefore, one of best things to do in any marketing piece is to admit your faults and explain why they will not be a problem. Let’s look at an example:
The “professional” thing to say about an independent, smaller company is usually, “We offer highest level professional service, in a personal way.”
Instead, how about admitting that being small has some drawbacks, but that benefits outweigh weaknesses? Like, “Yes, we are small, and we might not have resources of a huge company, but we can look at very small tasks, while taking care of you in a personal way that no big company could ever do!”
See difference? By admitting to your fault, you make prospects feel that you are legitimate, and not full of typical hot air. Do you think this type of admission will help reduce skepticism? It does!
This is very important, because believability equals trust. And trust equals money.
7. Give people a guarantee. (If you can, of course!)
When a person is on fence, a guarantee can do trick. You may be concerned that if you guarantee end results, people will take your ideas and suggestions, and then run and do business with someone else!
Well, let me assure you that while there is a chance of that happening, it happens very rarely, if ever. Why? Because most people who turn to you for help are not looking to rip you off. And, even if they were, small amount of trouble is overcome by all fence sitters who did business with you because of a guarantee. If you are willing to back up your product or service 100% and tell people they have nothing to lose, you will eliminate skepticism big time.
Those are 7 secrets. There is nothing more powerful than demonstrating genuine empathy. Nothing. People are always attracted to others who empathize with them and their lives.
If, on other hand, you “sell” instead, you’ll bang your head against wall!
Why not make things easy and show empathy? It shows you want to help and want to share information that people are interested in.
Without all sales hype, you really can penetrate skepticism barrier.
See if you can think of other ways to build empathy, and then see if you can keep track of all your new sales (and profits)!
Steve Robichaud and Andrew Wroblewski have been involved in direct sales and direct marketing since Moby Dick was a minnow. http://www2.direct-response-marketing.net email: firstname.lastname@example.org To learn the 11 Secrets of Direct Response Marketing, send a blank email to mailto:email@example.com