Have you ever noticed that some highly qualified Prospects just don’t seem ready to buy?
For all outward appearances they seem the perfect Prospect. Your product could help them solve a significant problem, they can afford it, and all of the other qualifiers exist, but they still don’t buy. It feels like you just caught them at the wrong time.
And actually you probably did “catch them at the wrong time.” Or rather, you tried to catch them at the wrong time … and they got away! This frustrating experience is something with which every infopreneur can identify.
What most people don’t understand about Prospects is that there are three different conditionss that they must be met before a prospect will buy.
Prospects are “ready” to buy when three conditions exist:
- They must have enough information about a possible solution to be able to decide if it is right for them
- They must trust that the proposed solution will actually fulfill their need as promised
- Their need must be a current one.
The most important of these three conditions is the current- ness, or urgency of your Prospect’s need. You can sell as hard as you want, but if your Prospect doesn’t feel that they need what you are selling right now, they are very unlikely to buy anything from you.
Maybe “need” should truthfully be classified as a “desire” or a “want,” but the effect is the same. People only buy when they think it is in their best interest to buy, and the biggest factor in that formula is urgency, or having a current need.
So what does one do about this? After all, we have no real control over the urgency or ‘current-ness’ of a prospects need.
This is where your email list, newsletter, blog, mini-courses, etc. come in.
As you publish valuable and informative content, you are really addressing all three conditions. You are providing information, building trust, and positioning yourself so that your product is the first thing that your prospects think of when their need becomes a current one.
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