[How To] Increase Desire For Your Offline Services?

Get out of your own way and forget about what you are going to say and offer.

Just go in with real curiosity to find out what he is struggling with.

And DON'T jump in with a solution at first sign.

Dig deeper and LISTEN more than you talk.

After he seems to have run out of things to moan about,
you move on to what his troubles are costing him,
in a way he works out the numbers for himself.

Then you go through what are the key performance indicators which he can work on and measure, and which part your offer is part of the overall growth plan.

I did this last week with his expectation he would hire me.

That whole approach I laid out was so valuable to him that he wanted to pay me, and he did.

So I got paid to offer my ongoing service.

Instead of being shut down and thinking of comebacks,
my approach got me paid and there was no mention of a fee for talking with me.

Just showing how valuable this approach is.

Best,
Ewen

Desire is subjective. It comes down to what the prospect thinks they want, and more importantly what their needs actually means or implies to them.

You need to dig deeper to get to their root emotional pain points and see the situation through their eyes. This way you can accurately measure the cost of the problem as well as the potential benefits of the solution.

As a hypothetical situation, imagine I am selling diagnostic software to PC repair agents. The advantage of my software allows companies to debug and repair computers faster. The benefit as you'll see in just a moment is that it allows the company to take in more business.

The prospect has said that he doesn't always get enough time to debug every computer that comes to his shop because his software is too slow:

Me: 'How does that affect your productivity and bottom line?'

Prospect: 'Don't make much money on those.. May even lose some.'

Me: 'Oh, what percentage would you say you lose money on?'

Prospect: 'Maybe as many as 25% I don't really know.'

Me: 'That's okay. And what about the lost opportunity of not having time to take in more business or service new accounts?'

Prospect: 'Yeah. I guess that too.'

Me: 'So you're losing money on 25% of the computers you get to fix along with the opportunity costs of not being able to work on computers?'

Prospect: 'Yes.'

Me: 'So, if you could reduce the time it takes to debug the cause of PC failure, would that solve a big problem for you?'

Prospect: 'Sure!'

Here is just the start of selling their need back to them.

After this process I would go through and get a figure of exactly how much they are losing each day from having slow diagnostic software, and what that they could do with an extra $$$$ coming into their store each week.

So think about what it means for the chiropractor to get more calls. How many calls would it take on average, to generate one appointment? What is their profitability on each client? What is the lifetime value of a client with chronic illness? How much would it be worth to them?

The answer to your question lays in their personal circumstances and what they consider to be important.

Think about coming up with questions like the above to UNCOVER the desire for themselves. When you have convinced them that it is their idea, taking it to the next step makes it as easy as asking for the business.

Every business is going to be different. We do not yet target the medical vertical, I just want to make that clear from the start. What I can tell you about are some of the tools that ARE available. You can probably give it some thought on how you will use the tools for whatever business you are trying to help.

On the Customer Acquisition End: ( not all of this is an option for a small business )

- Search Engine Optimization
( Organically building up the website over several months)
- Search Engine Marketing
- Social Media Marketing
- Video Marketing
- Digital Print Marketing (Blogs, Forums, ect )
- Social Media Management
- Traditional Marketing ( TV/Radio/Print)
- Affiliate Program Syndication

On the Customer Retention End:

- We specialize in Mobile Marketing – Marketing Over Cell Phones
- We (or you can ) help businesses build up their Opt-In lists Organically
- Text Blasts to Organically Built Opt-In lists
- Mobile Coupon Blasts to Opt-In lists
- Mobile Landing Pages & FULL Mobile Websites
- Polling Customers on Opt-In lists
( a business NEEDs to know what customers think -plus you can then segment them !)
- Text-To-Win Contests
- Text-to-Screen for Parties/Events/Busy Gatherings (more for a bar/nightlife vertical)
- Syndication of Mobile Marketing Campaigns to the Social Media Channels
- Brand Loyalty Programs for Mobile Devices(replaces those punch cards people lose)
- Brand Builder Program Build for Tablets for Physical Locations ( good for growing an organic opt-in list or lead list. You can also put a loyalty program on the tablet )
- Birthday Reminders / Rewards / Loyalty Program ( the small things count ! )
- Put an Opt-In List on their Websites and Social Pages
- A QR Code Generator - QR codes still require consumer education -
- SMS Autoresponders - when you already have a large opt in list
- Appointment setting / confirmation / reminders via SMS campaigns

That LAST one is super important for doctors. I got a new primary that scheduled me for 10 and I sat in the office until 1PM. Needless to say, I got a new doctor really quickly.

-DVK
CEO of MMS

Mr. Ewen, I couldn't have said it better myself - good advice!

Telling ain't selling!

Point blank: You can't increase someone's desire.

It's kinda like trying to make someone fall in love with you. Ain't gonna happen. Or if it does, it'll be seen as manipulation and buyer's remorse will eventually set in.

Or you'll come across as a "salesman." Ewwww!

What's a better way?

Set up lead generation and prospect qualification systems. Systems that screen out people who don't have the desire already. Systems that nurtuously encourage people who are potentially a fit.

That way you're talking only to prospects in pain. All you have to do is twist the knife a bit and show them a viable plan for getting them out of their pain quickly.

Or, if they're chasing a specific opportunity, you sell them the dream and then show them a way to connect the dots and realize it using your services.

In other words, focus on prospects who already want the benefits of the services you have to offer.

For instance, I'm a copywriter. You'd assume that every business needs clear, compelling copy, right?

Well, maybe they do and maybe they don't.

It doesn't really matter to me. Because I don't want to talk someone who doesn't already appreciate the value a copywriter could bring their business.

And even if they do value compelling copy, that still doesn't mean we're a fit and I'm gonna talk to them. I have additional 'filters' in place.

This is set up so that when I finally do talk with someone, it's a GREAT conversation. A lot of value is relayed. And odds are business will be conducted.

This strategy also helps for those who struggle selling themselves. Because now you're focusing on what really matters--the prospect.

- Rick Duris

PS: Here's your answer to "Whats the best way to show them ok this guy CAN make the phone ring":

Do the research IN THEIR MARKET of competitors who are doing the same thing. Gather lots of examples/case studies. The bigger the companies the better. (These do not have to be your clients.)

But the examples do have to be in their industry/profession. Then all you have to do is sell the dream of them competing with the big dogs and connect the dots, saying you can do the same OR BETTER.

Thanks so much for the insight guys. I'm literally taking notes from the knowledge you've shared. I WILL be implementing this!

About increasing desire:

Just wondering if the thought's occurred to you or anyone that when you're speaking of possible solutions to a prospect, that you could be increasing desire or interest in the solutions, but lots of those solutions they can get from other sources.

So when you say you'd like to know how to build desire in someone for your services, you mean you want to get the work, right? So you might actually want to see how to build that desire towards you, the person who'll do the services, because they can't get you anywhere else.

To promote your offline business you can follow some points such as you should know about the targeted group, find different different ways by which you can connect to your customers, every single marketing piece you create needs to attract their attention, keep them interested, create desire for your product or service and incite them to take action.

Showing them results of your past clients can be the great Idea.

What has been working for me and my company is to first find a problem that a perspective client is doing that they are not aware of and then bring it to them along with the solution to fixing it (my services) .
This way we are always going after clients that are in desperate need of my services that I offer..

I find that newbies are always trying to make things harder then they are .Not saying you are a newbie but my point is there is so much work out there pretty much all you have to do is enlighten your perspective client to how they can benefit from your services..
If the business is off right now meaning slow, they already know and want to make a change whether it be getting more involved in social media or mobile or SEO....

Especially if you point out to them that their competitor's are doing it and if they do not soon they will no longer be able to compete with them..

Whenever I get in contact with business ownes, I strive to get them to desire what I sell by giving them value upfront and showing them that I know what I am doing. If you can't do that then you aren't ebenfiting your business owners at all i highly recommend that you guys all give them things for free by helping them and giving them things that will help them.

It is best to remember that some business owners don't care about building trust or helping their business offline clients. You need to know how to guide them and give them benefit. If you want to make some cash from offline business owners, you need to provide them with what they want beforehand.