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This Elephant You Can't Sweep Under The Carpet

by ewenmack
13 replies
What's the elephant?

First let's take a service you are proposing to offer.

If we look at it from the buyer's stand point,
we need to think about how it fits on the desirability scale.

Then take into consideration that he is crazy busy, therefore not only
if it sits on top of the desire scale, if you can't show it in a very short amount of time,
then you are toast.

The desirability and the ability to get that across super quick
is the elephant in the lounge you just can't sweep under the carpet.

"You mean I pay money and I've got more work to do...
on top of all this stuff that's days behind...yippee I've been dreaming for this"
he sarcastically says.

Think through how you would change your approach if you were confronted with that crazy busy person.

Just maybe, there are a whole lot more of these people than you've
noticed.

What would his desire be and how would you boil down your message to be so short and impactfull it pierces his armour and makes an admission that alls not well and wants what you have?

First part is being aware of your surroundings.

It's like a army general wouldn't send a 100 troops on foot,
each with a rifle, a couple of belts of ammo and a few hand grenades when the enemy
hasn't been checked out.

Your battleground is in the mind of your prospective buyer.

See how your present offers are on the ladder of desirability
to a buyer and then how quickly can you get this message across.

Best,
Ewen
#carpet #elephant #sweep
  • Profile picture of the author Rus Sells
    Desirability pretty much correlates to the level of pain factor the prospect is experiencing on a particular problem.
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    • Profile picture of the author ewenmack
      Originally Posted by Rus Sells View Post

      Desirability pretty much correlates to the level of pain factor the prospect is experiencing on a particular problem.
      Therefore if we say, "Bob, it's very common for people who own a roofing business to be under bided for new commercial contracts. I fix that.

      I do it so that the buyer can't compare your bid with others, therefore can't price shop you".

      First step has to be to nail what he's experiencing on a daily basis.
      Done in one sentence.

      Second step is to say you fix that problem which
      others have experienced too. This creates your authority
      by being the guy who nails fhe problem and saying others have it
      also. Sounds like you've fixed it for them,
      therefore added social proof.

      Third step is to say how you do it in such a way that it sounds enticing.

      Done this way it works with the buying process.

      Which you already know Russ.

      Using this as an exercise to show others.

      Best,
      Ewen
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      • Profile picture of the author abbot
        Banned
        Originally Posted by ewenmack View Post

        Therefore if we say, "Bob, it's very common for people who own a roofing business to be under bided for new commercial contracts. I fix that.

        I do it so that the buyer can't compare your bid with others, therefore can't price shop you".

        First step has to be to nail what he's experiencing on a daily basis.
        Done in one sentence.

        Second step is to say you fix that problem which
        others have experienced too. This creates your authority
        by being the guy who nails fhe problem and saying others have it
        also. Sounds like you've fixed it for them,
        therefore added social proof.

        Third step is to say how you do it in such a way that it sounds enticing.

        Done this way it works with the buying process.

        Which you already know Russ.

        Using this as an exercise to show others.

        Best,
        Ewen
        So what services offered could back this quote? We use something very similar. But I'm curious on your take of the "how". How you prevent buyers from price shopping. How you create that tunnel vision in the buyer.
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        • Profile picture of the author ewenmack
          Originally Posted by abbot View Post

          So what services offered could back this quote? We use something very similar. But I'm curious on your take of the "how". How you prevent buyers from price shopping. How you create that tunnel vision in the buyer.
          I know exactly how what you can do to deliver on that statement.

          What I've demonstrated is what a commercial roofing contractor
          would desire most.

          It creates awareness where you stand on that ladder of desirability.

          It's up to you to do what you can to move up that ladder.

          And realize that if you aren't there yet, then you know why
          any resistance you get is for that reason.

          Best,
          Ewen
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        • Profile picture of the author Joe Stewart
          Originally Posted by abbot View Post

          So what services offered could back this quote? We use something very similar. But I'm curious on your take of the "how". How you prevent buyers from price shopping. How you create that tunnel vision in the buyer.

          I'd be interested in knowing this as well. Thanks.
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  • Profile picture of the author Eddie Spangler
    The easiest way to keep them from price shopping
    is to give them something they can't get anywhere else.

    But Eddie, They can get a web site from anyone.
    If you cant figure out why they should get it from
    you then you don't really deserve the business.
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    Deliver Bigger.
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    • Profile picture of the author Joe Stewart
      Originally Posted by Eddie Spangler View Post

      The easiest way to keep them from price shopping
      is to give them something they can't get anywhere else.
      Uh, I knew that. I don't know why it didn't slap me upside the head right away. I guess because I was thinking of it from the perspective of an outsider (not for myself). Dumb.

      Thanks for clarifying.
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    • Profile picture of the author misterme
      Originally Posted by Eddie Spangler View Post

      The easiest way to keep them from price shopping
      is to give them something they can't get anywhere else.
      That may be the easiest way, as long as the thing you have that they can't get anywhere else is something they really, really want.

      Another way, when you have the same thing as every one else to offer, is to be the guy who describes it best.
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      • Profile picture of the author Rus Sells
        Yups, I was going to say that as well but then I remembered that I told many many prospects to feel free to price shop during the sales presentation. Most of them just ended up signing up anyways.

        Originally Posted by misterme View Post

        That may be the easiest way, as long as the thing you have that they can't get anywhere else is something they really, really want.

        Another way, when you have the same thing as every one else to offer, is to be the guy who describes it best.
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        • Profile picture of the author misterme
          Originally Posted by Rus Sells View Post

          I told many many prospects to feel free to price shop during the sales presentation. Most of them just ended up signing up anyways.
          That's good as it's working for you. I can't pull that trigger. The reason why's because I just got done building value, right? The whole effort's to get them off price, knock it off its pedestal so to speak and have them appreciate the value instead and flame their desire where they see me as way worth the money.

          So... it seems counter to me to then reverse that and try to justify my price by saying go ahead and shop me. No one else comes close to giving what I give, doing what I do, at this price point.

          In effect I'd be making it all come down to being about the price.

          The very thing it's not supposed to be comparable at all to.

          Nope, I have to conclude (and Claude will correct me if I'm wrong...) that if after I've made my presentation (unless I messed it up) these prospects are still uncommitted to finding a way to do business with me, then I've been talking to the wrong people. In which event, there's no point in following up in trying to have them realize the value post presentation.
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          • Profile picture of the author Rus Sells
            I do all the same things to and it especially works well after I've built value. It clearly demonstrates that I'm not in the least worried that they'll find a better deal or some one better, they just might.

            How many sales people do you think prospects run across that tell them to shop them. Zero most likely, unless they've talked to me.

            When they begin to think about what my statement actually entails they realize its just more work for them, and they also realize they have to make sure they are now comparing apples to apples.

            When I was selling roofs I used to actually tell people to not sign my contract, they invariably signed my contract on the spot.

            Originally Posted by misterme View Post

            That's good as it's working for you. I can't pull that trigger. The reason why's because I just got done building value, right? The whole effort's to get them off price, knock it off its pedestal so to speak and have them appreciate the value instead and flame their desire where they see me as way worth the money.

            So... it seems counter to me to then reverse that and try to justify my price by saying go ahead and shop me. No one else comes close to giving what I give, doing what I do, at this price point.

            In effect I'd be making it all come down to being about the price.

            The very thing it's not supposed to be comparable at all to.

            Nope, I have to conclude (and Claude will correct me if I'm wrong...) that if after I've made my presentation (unless I messed it up) these prospects are still uncommitted to finding a way to do business with me, then I've been talking to the wrong people. In which event, there's no point in following up in trying to have them realize the value post presentation.
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  • Profile picture of the author Rus Sells
    How do you keep prospects from price shopping?


    Well the reality is that you can't prevent it at all.
    You can minimize it by having something no one
    else in your space has or is offering to prospects.

    But one way I found that worked really well was
    just telling the prospect to go ahead and price
    shop your offer against any one else!

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