How to assume potential customers? Your potential clients don’t know about the awards you’ve won or the flagship clients you’ve served. They don’t know how reliably you’ve solved problems in the past. They don’t know what to do next. You have to explain it all to them.
It is helpful to assume that your potential clients have no imagination, and they are also not proactive.
Your client does NOT know what you know. They don’t know what their results might be after working with you. They don’t know what the process will entail. They don’t know what other people in their situation have accomplished. They don’t know what it’s like to have a breakthrough in an area where you can help them. They don’t know what success will look like, what it will feel like, what it will sound like, and what effect it will have once they get results.
Your potential clients don’t know what first step to take. They are indecisive and confused. If you don’t clearly explain to them what steps to take, they will politely decline to avoid doing the wrong thing. Your client doesn’t know why they should call you or why they should attend a seminar. They don’t know if they can trust you or trust themselves with even small steps. You have to make it simple and obvious to them.
Many companies assume that their customers can read minds. They assume that the customer has done their research, read the articles you wrote years ago, paid attention to the awards you’ve won, and studied the product descriptions on your website. They also assume that customers know how to take action when they need something. “Of course the customer will call when they’re ready,” many businesses mistakenly believe. “If a customer wants something, they’ll go to the Web site, click on a link or send us an e-mail” is the standard plan that many businesses rely on.
The truth is the opposite. Your potential clients don’t know about the awards you’ve won or the flagship clients you’ve served. They don’t know how reliably you’ve solved problems in the past. They don’t know industry jargon; they don’t catch your subtle remarks about the quality of your work. Their world is noisy. They are distracted. There are hundreds of people giving them messages every day. They can only grasp the clearest and most compelling messages.
They don’t take bold, decisive action. They don’t pick up the phone when needed or send an email asking for support. They continue to deal with their problems and struggle with challenges even though your business is just a mouse click away.
Your offering is great. You are a legend in your industry. However, make sure you’re convincing about who you are, what you do, why it’s valuable, who it’s for, what can be achieved in what time frame, and why it’s believable. Be more obvious.
You have to be the one who calls them. You have to articulate the solution. You have to ask them painfully obvious questions and then give them the micro-steps to start working with you. Your next 100 clients are already on the fence, but you’re waiting for them to take the first step. They won’t – it’s up to you to do it. Proceed on the assumption that your customers can’t read minds and need your guidance, and your business will thrive as a result.