You want your buyers to act with urgency. You need them to want your solution as badly as you want to help them with it. But for some reason, they take their time. They feel no real pressure to move forward now. I get this question all the time: How do you make your product, service, or solution more compelling?
There is a simple answer, but it is only available if you’ve done good work through every interaction you have had with your ideal prospect. The answer is this: If you want to be compelling, link your solution to what is already compelling.
Related: Why Mass Emails = Mass Apathy
Here is this idea broken down into its two basic parts:
1. What capability does your solution provide? How does it provide an outcome your ideal prospect needs?
How does what you are selling help your ideal prospect with their biggest, most pressing initiatives? How does it help them to solve the day-to-day challenges that presently prevent them from achieving the results they need now? How does it help them to produce the future result they need?
If you didn’t do good work uncovering your ideal prospect’s most strategic, most pressing needs, it will be impossible to tie your solution to those needs.
2. What will be lost if your client takes no action now?
If your ideal prospect doesn’t move now, what will be lost? Will they lose revenue, profit, market share, wallet share, or first-mover advantage? Will they disappoint their customers, fail them, or lose them altogether? Will they have to spend more money in the future because they failed to take action now?
I have friends who believe that some people aren’t compelled to move away from pain but towards something positive. You can easily frame what will be lost in positive terms, but it is still compelling to your ideal prospect because they have something
to lose.
What improvement will your ideal prospect gain by taking action? If they wait three months to act, how much of that gain will be lost?
By asking these questions early in your week, you will be prepared to go forward and tackle the biggest, best, and most challenging opportunities facing you and your business. By neglecting these questions, you will miss the opportunity to use the idea to move an opportunity forward, lose that opportunity, and miss getting a result you needed. Got it?
What opportunities are sitting stuck in your pipeline now? How can you make your offering more compelling and help your ideal prospect to create a greater sense of urgency?
