One of the first steps to successful marketing is to begin your conversation where the prospective buyer is now, not where you would like them to be.
If you want your message to penetrate, then you need to step into the prospects shoes and consider what questions or concerns they may have with their current situation.
These are what we call the YES, BUT questions
One of the reasons many people’s marketing efforts fall flat is because the message is not addressing the thoughts in the prospect’s mind. Instead it is assuming the prospect is already convinced of the need or value of your offering.
However, in truth when a prospect is first introduced to a concept it often triggers questions and doubts, rather than aspirations.
It is when these questions and concerns go unanswered that they become mental roadblocks.
These mental barriers are the things that prevent the prospect from hearing your message and therefore make your chances of persuading the prospect to buy almost impossible.
While most marketers focus almost exclusively on the positive reasons why someone should buy from them, smart marketers recognise the value in spending time to identify the negative issues that can impact a prospect’s thinking and then get to work to eliminate these concerns.
Therefore, part of your marketing efforts needs to be dedicated to the elimination of concerns or perceived roadblocks that cause prospects to dismiss the potential of buying from you before they are clear on the real benefits.
For example, if you are a personal trainer and you were promoting your upcoming Spring group coaching course, you are likely to say things like…
Spring is coming – get into shape this summer.
Fun group classes starting soon.
The most affordable and effective way to lose those unwanted kilos and get fit.
No lock in contracts.
The question now is what are the YES, BUT questions that will be triggered in the mind of your prospective buyer?
They see your upcoming Spring group coaching course promo but here are the questions it triggers for them.
I don’t think I’m fit enough to join this group.
This is an outdoor program. What happens if it’s raining?
I’ve started these types of things before and I never see it through.
If you are not tackling these questions upfront, the likelihood is your prospect will see your promotion, consider the option and then talk themselves out of buying – all without ever having a conversation with you.
To make sure you avoid this common trap, I suggest you do a couple of things to remove your buyer’s roadblocks.
- List the potential reasons people might dismiss the idea of doing business with you. List the 3 to 5 most common roadblocks you encounter or are aware of right now.
- Identify what are the prospects concerns with each perceived roadblock.
- Create an outline of each marketing message you need to build to eliminate the potential of a roadblock in their decision making.
The bottom line is if you want to convert more people from a prospect to a customer, you will need to implement a marketing strategy to eliminate all their YES BUT questions.
If you fail to tackle your prospects excuses, it’s likely you will leave a lot of money on the table.