don't want, or can't reach something they do want. This initial situation is known as the three P's: pain, problem, or predicament. So the first thing that we do is to resonate with the problem or need that the person has. Very important in conversations, and even more so when prospects are looking at our collateral, such as videos or sales pages, because we need to instantly let them know that this is something they need to read or watch further. The second step is: Why hasn't the problem been solved, and why is it not the prospect’s fault? We need to talk about the things that are holding the prospect back, both the ones they know about and also the ones they don't know about, and also let them off the hook for being in this situation in the first place. This helps position us as a friendly expert. Having sufficiently explored the dark place that is their problem, we then quickly move onto sunnier climes with the third step: What is possible when the prospect does finally overcome the problem? This is where we help them future project to a time when they have surmounted all the obstacles we have looked at, and helps them get a taste of the relief and satisfaction that our solution will help them achieve. Once that's done, we need to look at the 4th step: What's different about us, or different now? This is where we detail the differences or advances in approach that help the customer get from the lessthan-happy place they are now to the more-than-happy place we've just described in step three. This is where our points of difference or USPs can shine brightly, and help the customer to decide to choose us. The fifth and final stage, (and it's one that a lot of sales and marketing people often miss out on), is: What should the prospect do right now? We need to lay out the purchase journey, showing how easy it is to get started, and how quickly it will help them get to the happy place, so they know they should start now. Time to put this idea into action for you. Click on the button below, and we’ll ask you a few quick questions to enable us to formulate a customised action plan for you. We’ll then email it to you right away. Please Note: The information supplied is a suggestion only. No warranty is provided or implied as to the efficacy or fitness for purpose of the materials sent through. Click/Tap Here to Begin.
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