Educate Those Fools!

A client who doesn’t know what they want isn't a client. They won't buy from you until they ease their minds around the problem. They need to clearly see the problem at hand. You can help them figure it out, but that’s the best you can do. You can’t tell them what to buy and have them blindly follow along. People don’t trust that and I don’t blame them. 

People only trust the method that makes sense in their minds. When they finally get it, they start to drop their “Sales-Guard”. They aren’t as timid of a customer because they can start to see it working out in their head, and it all starts to click. 

What makes it “click”? 

To answer that question, you need to start trying to imagine the whole picture. The problems, feelings, emotions, responsibilities, etc. Anything that goes into the problem your customers face when trying to solve this problem. 

Now here’s what you do. After you've gotten a good idea of what they’re going through, find what's stopping them. Why haven’t they fixed their problem yet? That’s the question. 

It should be a pretty simple answer. 

Q: Why haven’t they fixed their car yet? 

A: It still runs, but it makes a weird noise when you start it up. 

Q: Why don’t they eat our triple chocolate muffins? 

A: It's too sweet to eat in the morning. 

Q: Why do people around them keep a 10 ft distance? 

A: They don’t use soap in the shower. 

See, it’s pretty simple, but now you can say,” Does your car make weird noises when you start it up? Once it starts making that noise, you have 5,000 miles before your timing belt snaps,” or,” no sweet tooth this morning, try our new bacon salted muffin,” or even, ”USE SOAP YOU SMELLY ANIMAL!” 

That last one is a bit extreme, but you get the point. There are all of these simple questions that need to be answered before someone purchases. It could be simple, it could be complex. Either way, it needs to make sense to the reader. 

Teach them without talking 

Most of the questions they have are very, VERY simple. I’m talking, ”When are you open?” “How often should I use your product?” “Are there any side effects?” Etc. 

It doesn't take a genius to answer these questions, but your clients need them answered. These simple questions are holding them back. A thing they don’t want to deal with but need to get over. It’s your chance to help your customers along and help them figure out what will work for them. Now, most of their simple questions are answered even before you talk to them.