There is a moment in every potential buyer’s day when their pain is acute. They just can’t stand it any more.
They need relief and fast.
Are you there for them?
Are you in the right spot with the solution to ease their pain when they need help?
Are you showing people how your product or service solves their problem?
Let’s take a simple example and say that you are trying to figure out where to go out for dinner in a new city, so you do a quick search on your phone to see what is around you. Or maybe you ask the concierge or your friends on Facebook.
How people find out about restaurants matters. If they get a referral from a friend on Facebook and they know this friend has great taste in restaurants, the “yes” is easy for them.
Whatever you’re selling, the quicker you identify their pain and the easier you make it for them to say yes to you, the better.
Let’s look at a 5-step process that I teach my clients to get to the “yes” as quickly as possible.
5 Steps to Selling to Your Customer’s Initial Spark
We are going to use J. Peterman clothing company as an example. They do an amazing job of creating a connection with their ideal buyer through stories and timely offers.
1. Identify their pain
The reason people buy your products is because they don’t want to feel pain any more. Whether you sell food to them when they are hungry, or you sell them an app that makes keeping track of their daily tasks, you are solving their pain.
If you’re having any difficulty with this, as I mentioned before, ask your customers for their input.
Once you identify the real pain, the hard part is creating an offer that appeals to their desires when they need it. This is where you need to meet their spark of pain. They need a new pair of jeans and they don’t want just any kind of jeans. They wants something that fits their body type and makes people notice them.
People arrive at J. Peterman’s catalog or online because they want to feel special. They don’t need a new pair of jeans just for work. They need a new pair of jeans that are special to them. That’s why stories are so important.
2. Craft an offer that sells to the spark
How you offer your help when they need it most determines whether people say yes or no to you.
Does your offer speak to their needs? Are you showing them how you are able to help them?
Showing them is the key phrase because too often we tell people that we can help them instead of showing them the value that we provide. That’s why your examples are so important. If you don’t use words and images that speak to them and help them imagine how your product or service will improve their lives, they won’t tip toward connecting with you.
The master of selling to the spark is J. Peterman clothing company.
They don’t just put up a photo of their dreams, they show a drawing of the jeans that adds to the story and allure of their products.
3. Be where your ideal customers are
Now that you know their pain and have crafted an offer, you have to go where your ideal customers are and know when they might be feeling this pain.
When do they feel this pain, and are you able to reach them when they are suffering? The pain could stem from wanting to grow their business or it could stem from an empty belly once again.
I’m sure you’ve noticed that commercials that focus on selling food to people who are hungry pick spots that reach people just before meal times.
J. Peterman advertises on Google and I seen them on Facebook, but I couldn’t find any FB examples.
They mostly rely on word of mouth. They encourage customers to share their stories with their friends. They go to where their customers are by allowing their fans to talk about them to their customers. When you focus on growing your sales through word of mouth you stay focused on creating a great customer experience that turns average customers into fans.
4. Activate Their Memories
We see the commercial and BAM, we want what they’re selling! They sold to our spark.
The visuals and sounds play to our memories. We remember hearing the sizzle or the taste of the pizza and crave it.
If you help them remember how trustworthy you are at delivering great food, they reach for their phone, keys or computer to order the food or take the next step to get closer to filling their bellies with your delicious-looking food.
J. Peterman creates a romantic story with each product that they offer. It’s this story that helps us envision ourselves using this product, creating desire to buy it.
5. Make it easy to follow through
This last step is where so many companies struggle. They sell to the spark, but the spark can die out if there are too many obstacles.
Your job is to remove as many difficulties as you can so more and more people follow through to enjoy your solution to their pain.
When was the last time you went through your own buying process? You should do this often to bring fresh eyes to your sales process. If you have trouble viewing your sales process with fresh eyes then contact me and let me help.
You might have noticed how easy it is to read the reviews, pick a size and add to the cart. They don’t add a lot of clutter. They let the image and story do the talking so you can make your own decision.
The further people get in your sales process, the more chances they have to drop off. If one domino is out of place and doesn’t tip into the next, you will lose the connection. The only solution is to make sure that they follow through from their first spark of pain to the sale.
Look at every step of this five-step process and look at where your connection systems might be falling short. Create a hypothesis about each one and figure out how you can test and solve it. If you focus on at leasat one problem each month, you should be able to double your sales in a year.
Do you need a little help to help make your spark a little stronger, so people get excited to buy from you? Let’s set up a quick chat to see how I can help.