Gaining Commitments and Creating Urgency
So we've just gone through emotional state. But we have an equation and the equation says emotional state plus the five why's is what's going to get you a sale. Again, no matter what you're selling, no matter who you are, there's five subconscious commitments that every single customer needs to make in order to move them from a maybe to a yes. And if you don't have all five, you've got no sale. And as I told you, this is something I've been teaching for over 20 years but I realized the first one needed to be tweaked. Yesterday we talked about information overload. We talked about the fact that we have so much information coming at us that we experience decision fatigue and a lower attention span. Scientists tell us attention span has gone from 30 seconds to eight seconds. They say it's 9 seconds for a goldfish. I have no idea what that means. I guess that means goldfish can pay better attention than we can, I wish they had credit cards though, wouldn't that be great? So our attention s...
pan is low, so the first thing that we have to do is we have to differentiate ourselves in this very noisy online digital environment where all of the sudden, I love this about writing, everybody's an author. You noticed that? Everybody's an author, everybody's a blogger, everybody's a PR person and it's, like, people are like, well, how do I differentiate that Katie's actually the best PR person. Because we know she is, she knows she is, but how does the customer know that? So the first why that every entrepreneur, salesperson and business owner needs to ask is why should they listen and why should they care? Otherwise you're not gonna get a meeting, okay? Now they may walk in to your showroom, your real estate office, your car dealership, whatever it is, but you got like an eight second window to grab them so that they don't just give you that rote response that sounds like just looking, right? Just looking, we wanna retile our bedroom. (laughing) You love that one, right? So we've gotta get that why listen. Now that's not enough, just 'cause they listen to us certainly doesn't mean they're gonna buy from us, particularly if we're wah, wah, wah, wah, boring. So the second why, or the second commitment that we're gonna need to get, this is a biggie today. Why change? Why change from the status quo? So we're gonna work on that. We're gonna work on all five of these. Today with all of the information out there, people don't wanna effort. We got enough going on. Particularly if you're selling software. Let me tell you something, like, we got enough going on, it could be the best software in the world, but you know what? Implement it, I got five thousand other priorities right now. No, people are overwhelmed. They don't know how stuff works. We don't know how it works. We don't wanna learn another thing. I don't know how my microwave works, but I use it. And this is where we end up giving too much information and we're gonna go through that again because it's really important, but how do you move people off the status quo? I love it. I heard this from every one of you this morning. I love it, it's wonderful, but not now. People would rather make no decision than make the wrong decision. How do we create urgency? Critical five why. We're gonna dive into this fairly deeply. Next one, why your industry solution? Now sometimes people are coming to you and they've already decided on your industry solution, so this isn't the same for everybody, but a lot of products require this to be answered. Lisa's selling a product that's different, that's an alternative to the public school system. Your customers are convinced that, you know, Johnny needs to go to school, (laughing) they buy into that. It's just why a special school? Katie, people might not be so convinced they need PR, they might think, ah, I can Instagram myself. So you've gotta convince them why a professional. Why a professional? Why your industry solution? I can assure you in my business, providing training, providing online learning, virtual learning, working with coaches, working with trainers. People are like, "Oh, we got one of those, "we got a trainer." Why an outside person? Why a professional photographer? And not a cell phone. Why professional? Oh, my uncle does that, right? Okay. Here's the biggie, that we're gonna spend quite a bit of time on. And that is why you and your company? This is huge. Why you? And the truth is, people are deciding on you more than you think. This is emotional and logical. We are the differentiator. What is the relationship? We're gonna really delve into what trust is. What are those five components and how do we stand out and of course the biggie. Why do I part with my resources now? Those are the five. There aren't six, there aren't eight, there aren't 12, there's five. And if we can address and answer all five while maintaining emotional state, our chance to get that deal out of the dead zone triples.