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Powerful Communication That Turns Leads Into Loyal Buyers

Powerful Communication

Marketing is all about communication.

  • How do you communicate
  • When do you communicate
  • With whom do you communicate
  • About what do you communicate in order to monetize your product or service and convert it into profit.

The most personal portion of this communication is the actual communication driving them to buy, which we sometimes call sales.

For years I sucked at sales and for years I struggled to get people to buy. Then, I had a few key breakthroughs and eventually discovered the step by step process of buying. This will massively increase your conversion rates.

This is what we call “The Anatomy of a Transaction”. How a transaction naturally takes place mirrors exactly how you should communicate whether in person or through written or visual communication.


  Step 1 – Communicate To Their Demand

Eugene Schwartz one of the greatest copy writers in history pointed out we do not create demand we can only channel it to our product or service.

What is demand? Quite simply it means someone is in one state and they’d like to shift to another. This is what drives their behavior.

If you want a lead or prospect to buy from you the process starts with communicating to them that your product or service (what you are offering for them to buy) will move them from where they are to where they want to go.

This is alarmingly simple at the core. For them to trust you they need to feel understood and feeling understood is going to come from you communicating to them your understanding of where they are and where they want to go.

For example, if I was promoting a recruiting company I might say “stop wasting time on candidates not showing up for interviews and only receive amazing reliable pre-screened applicants who fit exactly what you’re looking for”.

This speaks to a pain or frustration they might have (scheduling interviews and having applicants not show up).

Your initial communication to the prospect should identify where they are at and where they want to go. It should identify the key benefit and/or fear/frustration of your prospect.

Note, some of this communication might be implicit. For example, think about the famous Apple ad for the iPod reading “a thousand songs in your pocket”. The benefit statement in this case implies what you don’t have as well as what you’d like.

Consider the famous offer from Domino’s “Pizza hot and fresh delivered to your door in 30 minutes or less or it’s free!” We’ve got a strong benefit statement here (implies an after state) along with what your current state is (you’re hungry and want food fast!).

We’ll return to both of those examples soon.

Bottom line in sales we need to first understand what our client’s desired after state is and communicate to them that we’ll provide it for them. When communicating live we can ask probing questions to understand their needs but in advertising we need to have identified this in advance.

Start by either identifying that you will take them where they want to go by labeling where they want to go (not what they are getting but the state they’ll have as a result). You could start with where they are at now for example “suffering from crippling back pain?” but this needs to lead to the after state.

Two powerful questions we often ask ourselves at this stage are “what are they really buying?” and “why are they really buying it?” The first identifies the after state and the second identifies the story going on in their life providing the emotional drive to take action.

To help understand their demand it helps to know their context.  There are 7 strategies we use for identifying our customer's context.


 Step 2 – Crossing the Believability Gap

As soon as you communicate that "I can get you to the state you want to be in” the immediate subconscious question that arises is “how can I believe/trust you?” After all, a lot of people will tell you they can meet your demands in order to get you to give them money but many can’t deliver.

They will not buy if they don’t believe you…if you don’t transfer to them the expectation that they’ll reach the after state.

Somehow through your communication you need to answer this question. This is part of the reason articulating their before state is helpful because it builds some of this trust.

In our training we teach about The Trust Pyramid. To simplify down though the easiest way to build this trust and cross the believability gap is to show rather than tell.

Lots of people will tell others about what they’ll do, their credibility, etc. but none of these make it real for them the same way showing them does.

So how do we show? We might explain step by step the process so they can see how it works, why it works and that we know what we’re doing.

We might provide testimonials and case studies of how we’ve done it before over and over.

We might give them a free trial or similar direct experience of the product, so they know and believe.

The important thing is don’t tell them about how you can do it show them how you’ll do it.

At this stage a helpful question to ask is “why are they not buying?” as the answer helps us to focus on where to improve. The answer will also inform the next few steps.

To go really deep into understanding how to communicate this trust download The Trust Pyramid Action Sheet now for free.


Step 3 – Negotiating Value

Even if they believe you can deliver doesn’t mean they’ll buy…how come?

Well there’s the question of price for one.

In order for a transaction to happen what they are ​paying needs to be more than what it’s worth to you and what they are getting needs to be more valuable to them than the money they are paying.

As a result, you need to communicate value and negotiate the price.

Note, this process might take place in the aggregate through the market or it might come down to good old fashioned haggling.

This process essentially involves minimizing the price while increasing the value especially from an emotional standpoint. Ironically, although some strategies might include listing a higher price then discounting down, you might also do the opposite and charge more to increase the perceived value.

To do this, you need to really understand the hot buttons of your prospect and communicate to those, while using strategies to minimize the comparative price. Help them to envision how great their life will be with your product and how much worse it is now.

Here you might also utilize risk reversal strategies such as money back guarantees.

This is where you’ll use discounts, package deals, confusion pricing, comparative pricing, payment plans, etc.

Note, you won’t go through this stage suddenly after crossing the believability gap, you’ll be building value throughout the process so when you reach the point that you make an offer “I’ll give you X in exchange for Y” it’s a no brainer.

Of course it helps if it actually is a no brainer.


Step 4 – Be Different in a Better Way

You could do all the above and still not get them to buy how come?

What if there’s someone offering all the rest better than you?

To really win the sale you need to be better than others or at least come across that way in their mind.

A big part of this is yes of course being different, being better. Note being better doesn’t have to mean better in every way, you might offer a lot less in certain respects much like how a car offers a lot less than a plane but might still be a better option for you.

Domino’s did this well with their offer how? By changing the conversation from selling pizza to selling pizza fast and then backing it up with their offer of it being free. This changes the focus.

The other side of being different that’s relatively easy to accomplish is to understand them better and speak to their needs/concerns better than your competitors.

I’ve done this many times in my businesses. 

For example, in international structuring many people help form foreign companies, we’ll talk to them about the complexities of legal tax structuring. When they come wondering about legal tax structuring comparing us to others I talk to them about the complexities of banking and how it all works together.

These are very real challenges and pains they go through that communicate our expertise, set us apart from the competition and communicate a sense of understanding of the customer’s needs to them.

Ideally, you understand your customer better and tailor your service to serve them better so you win in both regards.

One way or another though find something that matters to the customer to talk about and emphasize that you do well that others do not or find some other way to speak to their demand and the process of fulfilling the demand in ways others aren’t and you’ll end up with a lot more sales.

This in a sense answers the question “why us?”

Note, it isn’t always a tangible difference so much as a communication difference show them you’re the experts make them feel it.

Again this differentiation in a better way should be a demonstration that takes place through the entire process.


Step 5 – Taking it Away

And finally, you could go through all those steps and still not make the sale…how come?

They might want it you might be right, it might be the right fit but they might delay and not do it now.

So, to finish off you might need to give them a little push to take action immediately.

In other words, this section answers the question “why now?”

This is sensitive because you don’t want to pressure them come off as salesy and lose the sale.

What you ideally want is for them to want to complete the sale now.

The way this happens is by stressing the pain of not taking action now and of course the joy and benefit of taking action now.

The key word is NOW.

An example is in one of my companies we help clients with tax savings so as part of the analysis we find out how much tax they are paying and point out what each day of not taking action is costing them in additional taxes.

The idea isn’t always to close the deal now sometimes the client isn’t ready and pushing them will just put them off, that’s fine.

In other cases they want to take action but their personality is such they need a bit of a push and assuming the sale is helpful to get them going.

If you’ve done your job and they aren’t ready to buy now they’ll come back when they are and you can schedule some follow up.


Conclusion

That’s it the 5 definitive steps that make up the anatomy of a transaction.

On final thought. If you do this and do it well, not only won’t it come across as salesy, since it’s simply a natural communication process mirroring the buying process, it will also build loyalty and referrals because you’ll have educated the client through the process on your differentiation and built incredible trust.

Go through your own sales process and sales material to see how aligned you are.


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