Many businesses celebrate initial interest in their products or services, only to face disappointment when potential buyers don't follow through with a purchase. This often happens because businesses try to leap from interest directly to action, skipping crucial steps along the way.
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At True Sales, we follow a 4-step process designed to bridge this gap:
Interest ➡️ 2. Motivation ➡️ 3. Emotion ➡️ 4. Action
1️⃣ Interest: Listen carefully and acknowledge their interest without rushing into details like pricing. Keep the focus on their needs to build an open conversation.
2️⃣ Motivation: Uncover the true motivation. Ask questions like, “What made you consider this change now?” or “What specific improvements are you looking for?” Understanding their deeper drivers is key.
3️⃣ Emotion: Build an emotional connection. Help them feel their pain points or visualize a better outcome, deepening their commitment to moving forward.
4️⃣ Action: After listening to their needs, discovering their motivation, and connecting emotionally, they’re now more likely to take action. If there’s still hesitation, it might mean they’re not fully ready—yet.
Example:
Consider a company that sells replacement doors and windows. Potential customers might express interest by saying, "We're looking at replacing our windows." However, interest alone isn’t enough— especially when the investment could be substantial.
Instead of jumping straight to discussing prices, the key is to uncover the motivation behind the interest. Are there security concerns with their current doors or windows? Do they want a warmer, more inviting home?
Once motivation is understood, the next step is to tap into the emotional aspects. How does the customer feel about their current situation? Are they frustrated with a cold, drafty room? How would they feel with a new, secure, warm home?
By addressing these emotions and building a vision of the positive feelings that a new door or window could bring, we create a powerful connection that makes taking action much more likely.
So, stop trying to rush from interest to action. Focus on finding the motivation and cultivating the emotion. This way, you’ll guide your clients smoothly towards taking the desired action (or you’ll find out they were nowhere near ready to take action).
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