I was recently working on a presentation that I’ll be giving to a group of people who, like me, have children with potentially fatal food allergies. The talk is about how to apply the principles of marketing to food allergy advocacy – including how to win over other parents who may object to the policies (such as food-free class parties) that you are requesting. Part of my advice is to accept and address the fact that other parents do not like being told what they can or cannot do. Just like your prospects, they like to feel like they’re in control. |
MAKE PROSPECTS FEEL LIKE THEY'RE IN CONTROL
Use this to your advantage in your company’s marketing materials! If you can provide choices, your prospects will feel more empowered and will therefore be more likely to complete the sale. Of course, providing choices is easy when you’re selling products that come in a variety of colors, styles, sizes, etc. It’s often a lot harder if what you’re selling is services. These examples from my portfolio illustrate how service providers can make prospects feel like they’re in the driver’s seat… Let them choose from amongst your different services
Let them choose how or where the service will be provided
Tell them about choices they didn’t know they had
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