Have you been to a “Jennifer Leathers” before?
They're a furniture store and all they sell is leather sofas. But what’s interesting about them is...
They’re a perfect example of how assuming the leadership position and setting the stage of what comes next can really change the whole Before Unit experience for your customers.
Instead of taking the general retail approach of "Can I help you?" "No thanks, I'm just looking,” what Jennifer Leathers does is...
The minute you walk into one of their stores a shop assistant comes by and says, “welcome. Have you been to Jennifer Leathers before?"
Notice how, immediately, they start a conversation with you?
If you say, “no," they continue, “well, let me tell you how it works. All of the sofas that you see here are available in any of the leathers on the back wall. They're all in-stock and available for immediate delivery. And they're all guaranteed for life. My name's Dean, I'll be right over here if you have any questions. Take a look around."
Right at the very beginning they've masterfully overcome three biggest reasons why somebody might not buy a sofa today.
They know that when you say, “no thanks, I’m just looking,” what you’re NOT saying is… “no thanks, I'm just looking for a red leather love-seat.”
They know that you're thinking, "I'm just gonna pop in, scan around and if I don't see a red leather loveseat, I'm just gonna leave... 'cause I don't wanna be convinced to buy something else... I don't have time for this, I gotta stop by a bunch of stores today."
But now, everyone who enters their store knows that every sofa is available in the leathers displayed on the back wall. So they can concentrate looking for just the sizes and shapes they want. They also know everything is in stock and available for immediate delivery… and they know they can get the finest leather even if they have kids or dogs… because it’s all guaranteed for life!
With one simple greeting, Jennifer Leathers framed the way people look for their sofas.
They can relax, look around and find the sofa they want... knowing that no sales person's gonna try and push them for the blue sofa because they're getting overstocked on the blue.
And here’s how it all applies to you...
That very first email you send to your new subscribers?
That’s YOUR opportunity to set the stage for what happens next… and demonstrate how you can help your prospects. Just like Jennifer Leathers.
That’s YOUR opportunity to set the stage for what happens next… and demonstrate how you can help your prospects.
Instead of passively saying, “if there’s anything I can help you with just let me know…" start thinking like a chess master.
Ask yourself: "What’s the next couple of moves here? Where are we heading? What's likely to be true about somebody who downloads my book... and what would be the thing that they’d really want?"
Because the more you can anticipate what somebody's need is, what their true desire is...
The more you'll be able to package a solution... or suggest a solution for them that's going to put you in a leadership role.
And once you do that…
There’s no way they’re going to say to you, “no thanks, I’m just looking.” ;)