By the Ocean
Rain 75 Degrees
7:52 a.m.
When you’re selling to a confused world, a world that’s been scared to death over the past few years, you have to adjust your approach or risk triggering the survival mechanisms humans have developed over countless centuries to steer clear of risk.
Why aren’t they buying? Why does it take so much longer to nurture a lead into a sale? Why is everyone so skeptical and cynical?
Because they are scared to death at a level they don’t understand and may never understand. Their bodies get it, their minds are far behind.
It’s the natural response to being conditioned to believe that enemies are everywhere.
Just a few years ago, we were shown that, depending on the choices we made about our own bodies, that even our own neighbors, or family members could become the newest enemy from which we must protect ourselves.
My own flesh and blood stayed far away because I chose not to poison myself.
And then you come along with a solution to a problem and you wonder why so few people are raising their hands.
THEY. ARE. SCARED. OF. LIFE.
Clarity has always been important in business, but now more than ever, it’s the way to break through the trauma response we see everywhere.
Less noise, lower volume, just a pure, clear signal in the marketplace.
The signal says “I can help you do X.”
If I have to WORK to figure out how you could help me, and I’m not one of those rare go-getters who knows what he wants and always reaches out to get it, then I’m most likely not going to stick around.
- What is the problem you solve?
- Can you solve it for me?
- How does that solution work?
That’s what needs to get communicated in a way that doesn’t make your prospect feel like they are being hunted.
How do you do this?
You do it slowly, methodically, clearly, simply…all delivered with a ton of empathy. Empathy means you know what it feels like to walk in their shoes. You can’t fake that. (A.I. Borgs certainly can’t, and they will embarrass you if you allow them to try.) You either can summon that feeling or you can’t.
The only real “rule” you follow is that each interaction with your prospect should leave them better off than they were before. If you can do THAT, it’s only a matter of time before the right people realize that YOU are the best choice for them.