One of the most powerful questions you can ask a new client is:

Why did you decide to sign up / engage my services / buy NOW?

You see, it’s all about the timing and finding out what was going on in your ideal client’s world at the point they decided to purchase.

This important question is very rarely asked, which is such a shame because the answers are gold dust and will improve your marketing results. It gives you true insight into why your prospects buy.

You might feel it’s blindingly obvious why your clients buy. They have the problem that you resolve, so they buy. Simple!

The trouble with ‘simple’ or ‘obvious’ is twofold:

  1. Assumptions are dangerous. It’s not always as it seems.
  2. Guessing can lead to bland one-dimensional reasons for buying, which means your marketing is unremarkable and uninspiring.

The reality is often quite different and more complex.

The other issue is that YOU can see that someone has a problem and that YOU can help them right now, but it’s not about YOU, it’s about THEM.

Even if you think they should buy sooner, the time has to be right for them.

The Tipping Point

There will be an event or something that happens that will trigger your ideal client to take action. If you can find out what that tipping point is, you are in a position to encourage others to buy, who find themselves in a similar situation.

Patience is a virtue

If you’re not the patient type or sales figures are the most important thing, there’s a danger that your highly persuasive tactics encourage prospects to buy too soon and at a time that isn’t right for them.

The result, they are not 100% invested. Particularly, if you are a coach, consultant or expert, there’s a danger they won’t be as engaged in the process and the outcome will be disappointing (for you as much as them), which will ultimately reflect poorly on you and can be damaging to your reputation. You’d be far better off waiting.

So, what can you do in the meantime to make sure you’re not forgotten and are the obvious choice when the time is right?

  • Keep on their radar by regularly delivering valuable content
  • Show them how you’re helping others in a similar situation
  • Provide an insight into you as a person

Then sprinkle the gold dust

In between the tips and insights, include stories and scenarios that you discovered when asking your new clients: Why did decide to sign up / engage my services / buy now?

Your hot prospects and some in your wider audience, will relate to your clients’ situations. Just hearing these stories may even be the awakening that creates the tipping point and motivates them to take action and buy from you.

So in summary:

  • Avoid highly persuasive marketing messages that promises the world – they’re not ready yet and it’s bad practice anyway
  • Be generous with your knowledge, add value and build relationships
  • Discover the buying tipping points and share these stories

If you’ve recently experienced a tipping point, which could be:

  • You’ve had enough of negotiating of your day rate. Clients who see value first are what you want.
  • Clients are a pain and the enjoyment has disappeared. Work shouldn’t feel like work, it should be fun and rewarding.
  • Marketing is a mission because your clients are varied and you have a long list of services. Simplicity is needed to bring in the leads.
  • A new year – a new focus. Out with the bland and boring, in with the exciting, fulfilling and profitable clients. Its time to explore, discover and develop your niche.

If that’s the case the time is perfect to join my next Super Niched programme that starts on 7th February. Check out the details and how to book.

If you have question about Super Niched, please email Nicola.