What Prospects Want to Know about You

Source: The Rainmaker Best Practices Letter

• Prospective clients don’t want to know as much about you as you think. They’re more interested in what you can do for them. They have ideas on how to make more money, but they need to be educated on how to exploit them.
• Prospects want to know why they should do business with you rather than with your competitors. Don’t answer this by knocking the competition. Tell prospects what is truly different and convince them of your ability to deliver promised benefits.
• Prospects must have evidence they can trust you to deliver. Provide client references, testimonials, etc., but make certain they are relevant to the prospect, not to your ego. Offer free trials and deferred payments.
• Offer a bonus or premium for the prospect as an incentive to take action. Ask for the business.
• Assure prospects you won’t let them down after you make the sale. After the sale, stay in touch via newsletters, announcements about events, tips, invitations to join you in opportunities in which you’re involved, etc. And avoid “nickel and dime” billings.

From The Rainmaker Best Practices Letter, Rainmaker Best Practices,
Brantford, ON N3T 6R5 (www.rainmakergateway.com/), Special Report, November 1, 2006. For the complete article, click here.