I’ve said it many times before and I’m going to say it again…
The best way to start a conversation with somebody is with a book or a report of some sort. There’s many reasons for that but the biggest one is how we’re wired.
Here’s the thing: There’s a difference between offering to do something for somebody and offering to give them access to something you’ve already done.
When people feel like you’re going to do a custom piece of work for them… when it looks like you have to go on an extensive research spree or do custom assessment... you’re going to find huge friction convincing them to accept it, even if it’s free.
Why? Because nobody wants to in-debt themselves or impose on other people. It’s how we’re raised and it shows up in every social interaction.
Imagine this: You come to my office and I say to you, “would you like some coffee?”
What’s the common response to that? Most people would say, “Well, are you having one? If you’re boiling the kettle I’ll have one, but don’t do anything special for me.” I know I do it!
If you’re boiling the kettle I’ll have one, but don’t do anything special for me.
The exact same thing happens whenever you say to your prospect, “I can do a strategy session and prepare an implementation plan for you. Would you like that?” Your prospects will resist your offer because that sounds like a lot of work you’re going to do just for them. Especially when they’re not sure if they even want what you’re selling.
But when you start with a book… when your first offer is a report on some market data related to what they’re after…
Now the situation is almost frictionless. First of all, they perceive it as getting access to something you’ve already done (so no pressure there).
And second of all...
A book or a report is valuable information for them to voyeur in on. Feeling that they’re getting an advantage on their competitors, or using it as a tool to help them make a decision. A book with the right title will make them go, “Oh that’s just what I was looking for. Let’s have a look at it…”
And then, once they’ve raised their hand...
Now you can continue the conversation with, “Whenever you’re ready, here’s 33 things I can help you with…”