My youth pastor once shared a story with me about a high school pal he had run into on a business trip. As they discussed where their life paths had taken them, my pastor was surprised to find that not only had his friend become a faithful church-goer, but his friend was now serving as pastor of a congregation.
The high school pal had accompanied my pastor as teenagers to many activities, camps, and services; but had never taken the next step to join – always a visitor. When my pastor asked his friend why he had not joined in high school, the response was simple: “No one ever asked.”
Often we assume the customer will buy when they are ready, but in reality they have never been asked. Just putting your phone number on an ad or letting them know you are available is not a strong call to action. Even if your marketing method is a follow up phone call, letting them know you can help is not enough. Give them something specific to act on. A free estimate only takes you so far.
A strong call to action is based on your customer getting something very specific for taking only one small step. If they call you, what do they get for their phone call besides a sales pitch? If you are calling on them, what advantage do they have in meeting with you?
Take a look at the last credit card offer you got in the mail. They are pointing you to one action. “Guaranteed Acceptance,” “Lowest Interest Rates,” “Bonus Air Miles,” and “No-Fee Balance Transfers” are strong incentives intended to get you to fill out that form at the bottom.
Anther common mistake is asking someone to take too many steps at one time. Remember that sales – especially large dollar sales – are a process. Your initial intention is not to get their money. Your initial intention is to get them to contact you and voice an interest.
Selling is teaching. If you take the student too fast down the path, you will not only create confusion and disinterest, but also resentment. Think of a child who may not be as fast as others in the class to pick up on math. If she has someone to help her along at her own pace, she is much more likely to succeed and even start to enjoy the challenge. However, pushing her to keep up when she is not ready for it will only cause her to decide that “math is not her thing.”
Most importantly: just ask the question. What’s the worst that could happen? Don’t allow someone to opt out of enjoying your product only because you never asked.
So here is my ask:
I am looking for one business that has a solid track record and good potential for growth. I would like to enter into a form of partnership with you to help you grow your business and your profits.
I have a proven system to help grow your sales and profits.
I am so confident that my system will work with any company that I am willing to provide a money back guarantee if you agree to participate in my growth program.
To find out more, let me know here:
David Bryant Mitchell is a business coach and consultant that works with business owners and managers to create momentum in their business with strategies and tactics that they can implement today. These strategies are based on the five building blocks of business: Marketing, Leadership, Operations, Finance and Systems.