Your prospects don't know the awards you've won or the flagship customers you've looked after. They don't know how reliably you have solved problems in the past. They don't know what to do next. You have to spell everything for them.
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It makes sense to assume that your prospects have no imagination and are not proactive either.
Your customer does NOT know what you know. They don't know what their results might look like after working with you. They don't know what the process would entail. They do not know what others have achieved in their position. They don't know what it would feel like to have a breakthrough in the area where you can help them. They don't know what success would look, feel, or sound like, or what the impact would be after getting the results.
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Your prospects aren't sure which first step to take. You are hesitant and confused. Unless you clearly tell them what steps to take, they will politely back off so as not to do the wrong thing. Your customer doesn't know why they should call you or attend a workshop. They don't know if they can trust you or if they can trust themselves with small steps. You have to make it easy and obvious to them.
Many companies assume that their customers can read minds. You assume that the customer has researched, read the articles you wrote years ago, noted the awards won, and studied the product descriptions on the website. They also assume that customers are good at taking action when they want something. Many companies mistakenly assume that “the customer will certainly call when they are ready”. "When a customer wants something, they go to the website, click the link, or email us" is the standard plan that many companies rely on.
The truth is the opposite. Your prospects don't know the awards you've won or the flagship customers you've looked after. They don't know how reliably you have solved problems in the past. They don't know the jargon, they don't pick up your subtle comments about the quality of your work. Your world is loud. You are distracted. They have hundreds of people delivering messages to them every day. You can only pick up the clearest and most believable communication.
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You are not taking bold, decisive action. They don't pick up the phone when they should or send an email asking for assistance. They struggle with their problems and handle their struggles even though your business is just a click away.
Your offer is great. You are a legend in your industry. Still, make sure you are communicating convincingly who you are, what you do, why it is valuable, for whom it is, what can be achieved in what timeframe, and why it is believable. Be more obvious.
You have to be the one calling them. You have to spell the solution. You have to ask them the painfully obvious questions and then give them the micro-steps to work with you. Your next 100 customers are already on the fence, but you're waiting for them to take the first step. You won't – you have to. Assume that your customers cannot read their minds and need your guidance and that will make your business successful.