Yesterday I talked about the importance of preframing and I promised I’d tell you how to do it. (I really wanted to go on a Hillary rant today but that’ll have to wait until tomorrow.)
If you are in a business where prospects make appointments to see you, one of the best ways to preframe is to send a package of information in advance. Everything in this package should position as the authority.
Here are some things that can go into this package:
- Your book. Nearly all independent professionals need to have a book. A real book makes you an instant expert in the eyes of your prospects.
- A report. This report informs your prospects what they should be looking for before they work with someone in your category. When I was a corporate entertainer, my report was titled, The 7 Things To Ask An Entertainer Before You Book Him or Her. This report “sets the buying criteria” for your prospect. This is an important concept I’ll talk about in another email.
- Success stories. Including testimonials is a great way to preframe. The best way to do this is to have your testimonials answer objections. That too is another topic for another day.
- Paperwork your prospect fills out in advance of your meeting. If they don’t fill it out, they don’t meet with you. Your receptionist needs to make sure it is filled out and if it’s not, politely ask your prospect to do so. The design of this paperwork is important and should give you the information you need to close the sale including the reasons why they are interested in working with you. Beyond that though, getting your prospect to fill out paperwork puts you in a position of authority and gets your prospect to comply. In addition to that, the more work your prospect has to do before they meet with you, the more they are committed to working with you.
If you do what I just told you to do, your sales will skyrocket and you’ll enjoy your business more because you’ll be dealing with prospects that respect you on a greater level.
Kick butt, make mucho DEEnero!
Dave “Tomorrow Is About Hillary” Dee
P.S. Before I get on the boat for a day on the lake, I want to remind you that one of the most powerful things you can do it to put personality into your marketing. Doing so increases your celebrity and makes your customers, clients or patients stick with you. You can learn how to do that here.