Who wants to talk about pain?

Who wants to talk about pain?

I do.

I want to talk to you today about your Clients’ Pain.

Have you had a chance to read, A Step by Step Guide to Inbound Marketing Success? In Chapter 1 of this eBook, I talk about your ideal client. Who are they? What are their interests? What is the PAIN you can help them overcome (aka the goal you can help them achieve)?

I’d like to go deeper today and talk about that pain and why it is so important to your business you understand what it is and how you can help.

Let me share a story with you.

One of my clients was struggling to get their prospects to convert. They had a good idea who their ideal client was and had built terrific rapport with those individuals. Their prospects took their calls and responded to their emails. But when it came to get them to commit, there always seemed to be one more obstacle that needed to be overcome. They had described the benefits of working with them and the prospect liked the idea. But they had not yet gotten to the emotional driver that would make the prospect say “Yes, I need that”.

I suggested we sit down and create a list of pain points or hot buttons important to their client. To do this we put all the ideas their target prospects had identified as challenges and/or goals on the board. Then we looked at each to see what type of motivator each idea represented. Our guidelines:

• External motivators are driven from outside the individual. They are usually something their boss or co-worker wants them to achieve.
• Internal motivators are more personal. They are usually goals or challenges that the individuals themselves are really invested in achieving.

Now, from the list of internal motivators we identified the goals my client could help them achieve. It was a real lightbulb moment for everyone. They realized they were selling benefits but they had not identified which of those benefits would really motivate their prospects. They were being too generic and had not focused on the emotions that really resonated with their ideal client.

Fast forward a few weeks and of course the story has a happy ending. My client used this understanding of what their prospects really cared about. They shared information with them that would get that “Yes, I need that” response. Now, their prospects are not only returning their calls, their conversion rates have started to increase. Definitely a win-win for all.

Are you a small business trying to build a strategy to convert more prospects? I invite you to call me at 919-418-7125 or email me at sally@stretch4success.com. Take advantage of a 30-minute complementary discovery session. Let’s see if there is a way I can assist you in achieving your goals.