In the previous post, we discussed how important it is to educate prospects. Establishing your identity, product offerings, and general industry information is crucial. We discussed how your direct mail campaign can be instrumental in providing this information and therefore establishing a level of trust with them that leads to their being receptive to hearing more about your company.
Once you have reached that trust level, you can begin the persuasion phase of the campaign. Note that persuasion is not sales! Persuasion is a process of building a case for why YOU are the best choice. You have to demonstrate to your customers, not simply tell them, how you can help assist them with saving money, more easily manage their lives, or whatever their problem is. Persuasion is getting customers to understand why they need your service, rather than closing the sale.
So what are the steps for persuasion?
- Identify the problem. The whole reason anyone buys a good or service is that they have an issue that needs to be solved. Mortgage or car payments too high? Frustrated with the bank? What is the actual problem your potential customer faces? There can’t be a solution without a problem first.
- Offer your solution. After identifying the problem, you can go about solving it. “You can lower your payment AND pay off your car faster with auto re-financing.” In one sentence you’ve both identified the problem as well as mentioning your solution.
- Demonstrate why they should choose YOUR solution. Every potential customer has options. Regardless of the problem, there are multiple ways to solve it – or they could choose to do nothing at all. You must demonstrate why solving this problem would improve the prospect’s life, and then proceed to explain why you are their best bet to solve that problem.
That’s it! After educating your customer about your products and creating real demand for them by demonstrating your potential customer’s problem and how you can solve it, you’re ready to move on to the final phase: selling.
We can help you persuade those customers that you are the only one who can help them! Contact us and we will assist you in creating a successful marketing campaign.