There are certain industries that, because of their nature, are having difficulty getting people excited about them.
For example
Nobody’s looking forward to taking their car to a mechanic. Or getting their tires done or having their roof fixed. That kind of stuff. I mean, if you’re an auto mechanic and people have to meet you today, that means it’s a bad day for them.
And so, how do you get in front of new prospects when they're hoping to go their whole week without ever having to talk to you? Well, you need to learn how to think the way your prospects think. For starters, you need to understand that, in general, nobody's looking to proactively maintain things.
Nobody's thinking about coming out of the house and doing a visual inspection of the roof. Or checking their tires and hub assemblies.
I'm speaking from my own experience too. The only time I know I have a tire problem is when all of a sudden, I get a flat tire. Which literally just happened to me a few weeks ago. But I know if I'd visually inspect my tires every time I use my car, I'd probably anticipate what’s coming. And yet, I don’t do it.
And that’s how most people operate. They don't pay attention to things until something happens.
But know this:
Usually, things have a certain lifespan.
People use them.
They wear out and need to be replaced.
This means there’s a fixed time frame to it that you can anticipate.
And that’s why, if you want to get in front of those people, you need to think upstream. Think about what preempts those problems they will eventually experience. So that, serendipitously, when their roof starts leaking, a tire goes flat, or a car engine breaks down… you’re there.
And you’re the only one they call.