Whenever somebody decides to start doing business with you… and they transition from “prospect" to “customer”…
They do so as a result of a certain trigger.
In every business category there’s only a handful of action triggers. And they tend to be the same for most of your prospects.
For example…
In real estate, I’ve learned that if somebody is looking for a home, there’s going to be three main tracks they may go on:
Track one: They might want to learn all about the process first, because they don’t know how to buy a home yet. Track two: They might want to just get out and start looking at homes immediately. And track three: They might want to get all their money ducks in a row first, so they know how much they can afford to spend.
These are the three paths someone who’s looking to buy a home, might choose. Or, in other words, these are the three different action triggers that move a home buyer forward.
Your job is to address these triggers in such a way that it becomes very easy for somebody to choose you. And the best way to do it is to anticipate them and offer them as choices your prospect can make...
In my case it means that rather than waiting for somebody to take the initiative and start asking me to show them homes… or what’s the buying process like… or how much money do they need…
Rather than waiting for my prospects to make the first move, I anticipate what those moves are and include them in every email I send out to my list - as a Super Signature.
The Super Signature may look like this:
Whenever you’re ready, here’s three ways I can help you with.
- Join us for a daily tour of homes. We do home tours every day at 10:00 and 1:00.
- Join us for a home buyer workshop. We do home buyer workshops on the first Thursday of every month at the library, and we go through the entire home buying process.
- Get a free home loan report. Every month we monitor hundreds of different loan programs to find the best zero down programs, the best low interest loans, the best total interest loans. We put all our findings together in a custom home loan report.
Notice how, in every item on the list above, I address one specific trigger that’s going to move somebody forward. And by doing so, I give my prospects choices. I'm not trying to foist these things on them or convince them to do anything.
By giving them choices, and anticipating what they’re thinking about... they get to take the complete ownership of the process.
I’ve given them a way to let me know when they're ready that feels natural and non threatening…
Which makes them feel compelled to do that first step and start working with me.