Hot Button # 1 - Deliver Expected Results
Hot Button # 2 - General Customer Service
Hot Button # 3 - Price or Affordability
Hot Button # 4 - Guarantee of Results
 The professional has one goal – they must prove that they have more expertise than anyone else - they are the expert. This is your marketing challenge. Your prospect’s situation is that they have a problem and they do not have the information or skill to solve it. They cannot economically get the information themselves in a reasonable time, and the outcome is critical. "We don't have the knowledge or expertise, so we want an expert." The prospect feels confused; they have a fear of loss or damage. There could be liability. The prospect has no way of knowing if the information they are receiving is valid or not. They are concerned about paying for the wrong result. Your marketing must overcome these fears and anxieties in order for it to work for you. |
The prospect considers the expected results of the greatest importance. Other considerations include; general customer service, affordability, and guarantee of results. (Or at least the greatest probability of a successful outcome.) The biggest problem is that the prospect could pay for a solution that brings no results. Plus it is difficult to verify the information. The greatest objection from the prospect is, "How can I trust you? Your marketing has to invoke trust. The prospect needs to hear a credible story they can validate. The professional needs to expose the problem, be familiar with all the options and show case studies. If at all possible the prospect’s risk should be removed or at least minimized. Contact us today to arrange a free assessment of your marketing requirements. |
