In Search Of What Prospects Want, But Not Getting
Delving into the world of another person can be quite a mystery,
if you even get that far.
You've got your problems
so thinking about a stranger
doesn't reach the radar.
And that's the problem, strangers
at some point have to become customers, clients.
So we have to think through what they want.
One way is to think what they aren't already getting.
Expanding on this is the consequences of not getting it
in their daily lives.
If for example you do anything inside or outside of people's homes.
What are the consequences of not doing something right? It could be the core service or the service surrounding the service.
Starting from the first contact.
You agree to meet the lady of the home at 2pm. Your day's appointments each go a little over time, now 2pm has you running late.
She has kids to pick up and can't concentrate when you arrive.
She cuts you short and you can't
do your full presentation. You lose that job.
If you look at another touch point.
This one is where you turn up late to the job and it messes with her day.
She won't refer neighbors or friends because of it and it so happened she had a really important job interview
which she arrived late and flustered.
She missed out on the job and blames you. She vents her frustration on Yelp.
On both examples these are too common occurrences. They have
nothing to do with what you are hired to provide.
Now if these bad experiences don't come from you then it is likely the prospect has experienced it from somebody else in your profession or anybody who comes to her home to do work.
Yep, she thinks you are guilty before
having experienced you.
So that's your golden opportunity
to say and show her it won't happen with you.
To summarize, think through consequences of what a prospect has likely experienced with either others in your industry or in sectors which serve your ideal client.
One more example to think how serious it can be if something goes wrong.
A pest control company has contract in a food manufacturing plant. Rat droppings are found by health and safety inspector and orders plant to be shut down.
It's shut down for a week.
This causes the loss of an export contract and this means people loose their jobs.
Best,
Ewen
if you even get that far.
You've got your problems
so thinking about a stranger
doesn't reach the radar.
And that's the problem, strangers
at some point have to become customers, clients.
So we have to think through what they want.
One way is to think what they aren't already getting.
Expanding on this is the consequences of not getting it
in their daily lives.
If for example you do anything inside or outside of people's homes.
What are the consequences of not doing something right? It could be the core service or the service surrounding the service.
Starting from the first contact.
You agree to meet the lady of the home at 2pm. Your day's appointments each go a little over time, now 2pm has you running late.
She has kids to pick up and can't concentrate when you arrive.
She cuts you short and you can't
do your full presentation. You lose that job.
If you look at another touch point.
This one is where you turn up late to the job and it messes with her day.
She won't refer neighbors or friends because of it and it so happened she had a really important job interview
which she arrived late and flustered.
She missed out on the job and blames you. She vents her frustration on Yelp.
On both examples these are too common occurrences. They have
nothing to do with what you are hired to provide.
Now if these bad experiences don't come from you then it is likely the prospect has experienced it from somebody else in your profession or anybody who comes to her home to do work.
Yep, she thinks you are guilty before
having experienced you.
So that's your golden opportunity
to say and show her it won't happen with you.
To summarize, think through consequences of what a prospect has likely experienced with either others in your industry or in sectors which serve your ideal client.
One more example to think how serious it can be if something goes wrong.
A pest control company has contract in a food manufacturing plant. Rat droppings are found by health and safety inspector and orders plant to be shut down.
It's shut down for a week.
This causes the loss of an export contract and this means people loose their jobs.
Best,
Ewen