The truth is that many organizations can close sales if they are in the right conversation with the right person.
The hardest part is not about converting a serious lead into becoming a customer. The hardest part is getting enough attention and commitment to get a conversation going. A conversation is a salesperson’s main goal. If they have talent and are persuasive, then these opportunities mean revenue.
But how do you cause someone who is busy to even care about getting into that sales conversation? It’s a game of temptation. You have to put something in their mind on a continual and consistent basis to want to engage over time.
If you are irrelevant you will be ignored. However, if you start to matter and you can be considered a valuable resource, perhaps not even now, but someday, then you have your future pipeline. They will either do business directly one day or tell someone else about you via a referral.
Think of yourself as a television channel. You have to have programming. You have to have content that grabs attention and keeps people tuned in. You are competing against every other channel that is broadcasting out there, so you have to become indispensable.
Over time, magic starts to happen. Your name gets blazed on the minds of audience members. They know you do this one thing well. They will associate their need or pain when the time is right with who you are.
If you get rid of back pain, guess who they will contact when they suffer a minor sports injury for advice? If you help people become more productive, you will get a call when they are sick and tired of their inefficiency. If you have been consistent in positioning your message and content with the spirit of helping, they will remember you.
Your job is to continue to tempt and make your way into the mind of the buyer. Make your message clear, and ensure you are perceived as the leader. If your competition is doing this also, then the bar is raised. You have to have the most insightful and valuable knowledge to share. If your competition is not doing it, all the better. You have a captive audience.
We can’t force people to act. They act on their own timelines as they are trying to get through days and months. What we can do is continually put out the message that we are the ones to call when they are ready and tempt them to get into the conversation. A premature conversation is vain. Their mindset is not there yet. However, when the pain is high or the stars align, your temptation will be more than welcome. Keep and grow a larger and larger audience, and a continual subset will be in that continuous conversation.
Of course, it takes a lot of work and strategy to know what to do or what you are going to say. That’s where we tempt our audience to get in the conversation with us. Are you ready to make it happen?