In prospecting for clients, the simpler and more objective your proposition is, the better and more results you will get.
Let's look at two definitions, in customer prospecting.
Proposition: It is what is proposed, a proposal, an offer in the form of a statement that one wants to demonstrate or a problem that one wants to solve.
Result: It is the product or end of an equation where the sum of the causes generates an effect, the result.
Very good.
When our proposition is simple, straightforward and easy to understand the quicker we will reap the results. These can be:
- Whatever
- Perhaps of interest in the future
- It matters now
- Silence
Example.
Proposition: I make helicopter trips from Congonhas airport to Paulista Avenue in 11 minutes for R$ 300.00. I leave every one hour. Do you want to?
Possible outcomes:
It does not matter: This is when the prospect clearly expresses that he/she does not want to evolve with the stated proposition. "No. I don't want to. I use my car."
Perhaps of interest in the future: When the prospect expresses curiosity to the point of wanting to know more to perhaps try it out in the future. "Interesting. Do you have a card or a schedule of prices and times?"
Interest now: This is when the prospect intends to consume the offer in the short term. "When does the next flight leave and how do I pay? Do you take a card?"
Silence: This is when the prospect receives the proposition and says nothing, does not manifest himself.
Now imagine the following proposition:
Helicopter travel is now used by executives of all ranks in major cities around the world. A helicopter trip compared to a bus or even a private car can take up to 75% less time. You see, time in big cities is a major resource and one that can no longer be recovered. Our helicopters are from a fleet manufactured in 2015, by the American company XYZ, as EWQ32871-xpto turbo engines and you can count on an autonomy of 4 hours of flight. Our company, founded in 2010, through a dream of two brothers who when they were little played helicopter and imagined tearing the skies etc blah blah blah... and for $ 300.00 which if compared to a tank of gasoline or even the value in minutes.... blah blah blah... and in 11 minutes, which basically is a ⅙ of an hour that ...
zzzzzzzz...
I exaggerated to show the difference, but every time you are in doubt between keeping or cutting a text, cut it.
Two sentences is better than three sentences. 100 words is better than 150.
If your proposition is confused, diffuse and scattered you will get the worst result of all: silence.
We want the "It matters now". Then we also want the "Might be interested in the future". Even the "Not interested" is good, because we clean up the base, leaving who really has a chance to convert.
Now, when the result is "silence", we get a bit restive.
This silence is a bad sign of course, but how many of those who do not respond have not really understood what it is all about? Many, I assure you.
So the thesis that your proposition should be short, simple, to the point should be seriously considered in all your scripts.
"Ahh but my market is different..."
"Ahh but my product is complex..."
I love hearing those phrases.
If your market is different and if your product is complex then you have to create different and complex sales systems. I predict that only very smart, different and complex people will understand you.
In any case you will need to find out where these people are and how to approach them in a way that opens the little box of complexities.
We are back to square one. You will have to have a simple proposition to get the attention and make yourself understood by your tribe.
Sales scripts are your propositions scattered in what you talk about on the phone and write in your emails.
If they are simple as I am advocating here, they will have embedded the mechanisms of conversion, i.e. an implicit pressure for a result since they are simple propositions.
Those who need it, move fast. Those who don't need or can't afford to buy, stall.
If you spend weeks hovering over your leads, clamouring for crumbs of attention, you can be assured of this: Your scripts are not objective.
