Are You Selling Powerful, Passionate, Exciting Results . . . or Acceptable Results
I was just watching a series of YouTube discussions about how to do this and that. EVERYONE was talking about step 1, step 2, step 3, and so on . . . all things lead to what I’d call a simple “knowing how to . . . ” which leans to “acceptable” , “OK”, “satisfied” outcomes.
If we put you, as delivering those things, up next to all of those people talking about those results, how do you think that ranks you? Probably average, normal.
And how compelling is that to a potential customer?
Obviously if a potential customer is lacking something, isn’t that promising them is that you will help them “become normal”, or “average”, right?
How exciting, or compelling is that?
I figure, that as a coach, my job is to help people make breakthroughs to new levels, but not just break through to becoming normal or average, to become a super performer, and something that is so exciting that they can’t wait, bubbling with excitement, anticipation. Just imagine the difference between selling “normal”, or “showing some interest” and selling something that would excite your potential customer to the point that he would BEG you to help him, that you’d have them lined up outside your door, down the block, and around the corner.
Ever Hear That You Have to Provide an Emotional Reason to Buy and Then They Will Justify Their Buying With Logic?
Let’s step back a minute and look at our brain and how it responds to persuasion, or a decision you make even without outside influence.
Do you realize that when you make a decision, that, even if you go through the steps of logic, that actually making the decision requires an emotional response?
For instance, let’s say that you put a simple opportunity on the table.
a) buying coaching service “A” promises generating at least $10,000 within the next 6 months.
b) buying coaching service “B” promises generating at least $100,000 within the next 6 months.
Obviously there are a lot of other variables involved, such as “credibility”, “which one is more believable”, “which one is most likely to deliver”, etc. But, let’s make this simple for now. We will assume that they are both 100% believable, and both WILL deliver as promised. So, we’ve put two very simple logical variables into the decision making process.
Do you realize that the final decision is still an emotional decision. The final decision is made based on “which one of this is good, or best” and that is not just logical, but requires an emotional decision once you look at the logic of it.
Psychologists have studied people who have had their brains damaged in the emotional area. They can’t make even the simplest decisions. They will keep throwing another logical variable, and another, and another, and another into the mix without coming to any conclusion. They have all of the logic in the world, but can’t find “the best answer” which is an emotional response. “Best” is not logical, it is emotional.
So, ALL decisions require an emotional level of response, whether it be “best”, “acceptable”, “I’m interested in that”.
How do you help your prospects find his “best answer”?
Well, if you are working at that level, “best”, “average”, “interested”, you are working in that level of “average”, or “just interested”, and not in the area of “excited”, “passionate”, “I’d do almost anything to get that.” Moving from “just so so” emotional to “getting down on their hands and knees to BEG you to help them get THAT.”
Your Challenge — ALWAYS Do EVERYTHING to the Level of “Passion, Excitement, That Your Clients Will BEG For”, Not “Just Interested or Acceptable.”
Imagine the difference in the number of clients you have. . . . lined up down the block, begging for what you offer, , as well as the types of clients you have.
The difference . . . vision, yours and theirs. It’s your ability to paint a vision of the outcome, which includes the emotional levels of excitement, and passion for both them and for you. If you believe you are “average”, and that you deliver “average” results, then you feel average, not very exciting, and that’s the level of emotion passed on to your prospect.
Do you ask your prospect what level of outcome he’d like to have, or do you just tell him?
If you do get a defined result from him, do you ever challenge him to reach even further? Or do you accept what he considers as “achievable”, which is very likely, “just get me as good as all of those others that do what I do.” ?
Your Ability to Install Emotion, Excitement, Passion, and the Final “I’d do almost anything to get that. . . Help me PLEASE!” Determines Your Level of Sales Success, Not Your Logic
We often think that levels of decision making either are like a switch, “not acceptable” that switches overnight to “acceptable” when we “get it right”, or are linear.
This assumes that the more effort you put into doing what you do that the better it gets. But that really isn’t true. Actually it is linear between not acceptable and acceptable, but it doesn’t usually keep just getting better above the acceptable level. So, you are about to learn how to “delight”, “excite” your prospects, and make them so passionate that they’d get down on their hands and knees to beg you to help them get to that new targeted outcome.
The graph below represents the actual curve from “not acceptable” to “acceptable” to finally “delighted”, “exciting”, an EMOTIONAL level where your prospects will BEG you for this outcome.
The black 45 degree line represents the traditional thought about linear effort that leads from a pain, to satisfied, and finally to excited. We now know that’s not the case.
The green line represents, Expectation, what the client, and probably you, have expected as to what is normal, or expected. So, if the client “expects” that he should be getting 10 customers a week, and he’s getting 4 or 5, then he’s operating about half way down the green line to the left, on the slope. He certainly, would consider hiring a coach who could get him to “normal”, where the green line flattens out horizontally. That represents what happens when you satisfy his expectations.
In other words, once you “reach expectation” no amount of further effort will make him more satisfied. This also represents when business people talk about “meeting spec”, “delivering quality”, etc. Essentially there isn’t any opportunity to become better once you deliver an “acceptable”, or “quality” product or service. When you hear a potential client talk about “delivering quality services”, or “meeting spec”, or “being the best”, always remember that that’s “what’s expected”. Their clients ALWAYS expect those things so when speaking in those terms, you are operating on the green line, and your prospect is comparing you to “normal”, and can’t get more excited than “satisfied.”
Keep in mind that “satisfied” is a STARTING point. Since your prospect EXPECTS to be satisfied, that is ONLY a starting point. Everyone in your field will say that they satisfy their clients, or that they are the best at satisfying their clients. They are average, or BEST at maintaining an average level. Not such a pretty picture is it when put in those terms?
Everyone has to reach that SATISFIED level or they are operating down the green slope to the left. Yes, you can be better than your competition if they are all operating down in the “painful” range. Some help alleviate pain better than others, or provide more satisfaction than others, until they reach satisfied.
But, now let’s move to that blue line in the upper left. This is when you deliver something that is TOTALLY Unexpected, and this is also where you add that emotional, exciting, passionate, GOT TO HAVE appeal. It’s out of the ordinary. Ordinary was in the green line to the lower right. You are now offering something different, something unexpected, something emotionally exciting.
Notice how each line works. If you put no effort into the green line, delivering what’s expected, it starts down in the left side as “painful”, and the more effort you put in the more satisfied the customer gets, until he reaches satisfied, and then no matter how much effort is put in to “meet expectations” will deliver more satisfaction. Looking at the blue line, when no effort is put into delivering an out of ordinary experience, the line remains flat at “satisfied” since it isn’t being missed. However, once you start putting a serious effort into delivering an out of the ordinary, delightful, exciting, experience, that’s when you drive the emotions well above satisfied, toward delighted and exciting.
The key is vision, yours and your prospects. In other words, what is the vision you have of the outcome you deliver, and what is the vision you paint in your prospect’s head? Do you establish a vision of “meeting expectations”, or of reaching for delight, excitement, building an emotional, “Oh, My God! I’ve GOT to have that, PLEASE!” experience.
I realize that a lot of coaches, believe that building their expectations too high is likely to end up with an unhappy customer if you don’t deliver. That’s looking at the glass half empty instead of half full. If you think like that then you are not leading the client forward, you are holding him back just in case YOU might fail.
My job is to lead you as far as YOU want to go, and as far as you can go, that’s EXCITING. Lead with the big carrot. Excite them over the possibilities, and then lead forward toward reaching for that gold ring. Your first step is to move them up the green line to satisfied, and “as expected”, and the next steps are always to reach further and further toward the delighted.
When talking with a prospect, ask him where he’d LIKE to be. Then ask him some “what if’s”. If he’s said that he’d LIKE to get 10 new clients a week, then ask him what that would do for him? What would that feel like? What else would that provide for him in life? And what would happen to those things if he reached 15, 20, or even 50 or 100.
At some point he’s likely to say, “that sounds like too much work”, or “that’s not very likely.” Reality has hit him. Just realize that reality is personal. That’s his reality. So, ask him why he thinks it isn’t likely, and then ask him if he could remove that barrier would he still feel that way?
And that’s when the next level of excitement will hit him.
For instance, when I’ve asked a prospect about doubling beyond his first level goal, his reality barriers, he might say, “If 10 clients a week take 40 hours, then 20 means 80 hours. I don’t want to work that hard.”
You said that 10 clients a week would give you about $2,000 a week, $100K a year, right? So, imagine for a minute if you could reach $200K a year without ANY additional hours, or even if you could do it with 1/2 as many hours, in other words $200K for only 20 hours a week, how would that change your life?
Dig for the excitement, the emotion. Help this client reach beyond his current barrier, and his current thoughts. Notice the word “imagine”. This is not about allowing him to put up a barrier. This is about him dreaming, imagining for those things that that new level will create a major change in his life. Make sure that he dreams about it without barriers. Some realists will be hard to drag beyond this point, but once you do, you will be painting a picture in his head that he will beg for. And even if he decides not to go for that bigger reach, he will realize that IF you are reaching that far, that reaching for his lower more realistic goal is actually easy for you, and will be easy for him.
Emotions in the Vision
As you ask him what he wants, make sure to have both a logical, measurable number, and date. But that you also ask, “So what will that new vision FEEL like, what will it do for the rest of your life., what will you be able to do that you haven’t EVER been able to do before? What will it do for you wife, your kids, your family, your friends?”
I’ve used the word Paint many times throughout this. It means that we are creating a picture of what his life could be, and will be like once he achieves that new level (I sold WOULD be not IF). This is about dreaming, and painting that picture. He’s creating an image of what he wants, not what he thinks is realistic.
Realism is based on what HE HAS achieved so far, and that isn’t a realistic potential for the future. Take out the barrier, and dream of what COULD be without ANY barrier. Later as he works with you you’ll discuss the barriers and remove them. Our job is to develop an emotional, exciting dream, and then build the plan to get there by removing those barriers with your help.
So, dream with him to exciting, emotional levels. Don’t hesitate to reach to the point of excitement on the positive side, and the levels of serious pain when reviewing where he is now. In fact, I’ve had prospects crying over the pain they are in, as they feel it during our sessions, and then laugh, and sometimes even cry over the potentials.
Let’s fall back to where we started at the top of the page, where we talked about having to logic through some things that left only an emotional decision of “which is the best” answer. Imagine for a minute the difference between your client just making a logical decision, a “best” or “interested in your” decision, and this final level we’ve taken our prospect to where he’s feeling the pain of being where he is to the point of tears, and when he imagines the potential future that he’s ready to beg you to help him get to that new emotional, exciting dream.
Set down with me and work out a process to drive your prospects to an emotional “got to have that, PLEASE”, and lining them up down the block, around the corner.
Helping coaches, consultants, trainers reach another $100K to $1M within months and to stop playing in the kiddie pool when attracting new clients.
P.S. I say, stop playing in the kiddie pool because many coaches, are playing around with small numbers when there are actually thousands of people looking for what you do. Does your thought about “realistic” numbers keep you from reaching to get in front of those thousands of opportunities, and increasing your results to exciting levels without much more work than you do know?