Telling The Doctor How to Do Their Job
This is a big one.
Have you ever sat down to talk with a prospective client, and they start rattling off everything they *think* they need in order to hit their goals? They are SO insistent that X, Y, and Z are the problem, they won’t even listen to what you *know* they need?
For example: “I have a marketing problem!”
No, dear. You have a sales problem.
It’s kind of like Googling all your symptoms and giving your doctor a diagnosis even before they’ve had a chance to examine you.
In psychology, this is what is referred to as confirmation bias. When people (or prospects/clients) would like a certain idea/concept to be true, they end up believing it to be true in spite of evidence pointing to the contrary.
Fact is, clients can live in their own little world and there’s often a disconnect that we need to bridge in order to start shifting their perceptions.
Of course, a conversation is the single most powerful way to do this with someone, but you can’t very well have a conversation with every prospect on earth!
A great alternative is to use an Assessment. It’s a leveraged approach (meaning you can give an unlimited number of Assessments away without having to be involved yourself) and, when done correctly, an Assessment can be very powerful at helping potential clients realize the value of the work you do.
Here are some tips on how to create a powerful Assessment as a sales tool for your business:
1 —> Outline the core topics that you discuss with clients. In our business, we talk about Core Offer, Conversions, Continuity, and Campaigns. If you’re a relationship coach, you might talk about accountability, communication, trust, and responsibility. If you are a marketing agency, maybe you talk about top of funnel, middle of funnel, and bottom of funnel strategies.
These 3-5 core topic areas become the different sections inside your Assessment that you’ll guide potential clients through.
2 —> Under each topic, create 3-5 questions using a scale method. Think about the things that you work on and measure with clients and craft 3 questions under each topic that you came up with in step 1 above.
The questions should be a scale and you should dictate how they should respond in the question itself.
Here’s an example from our Core Offer Assessment under the “Model” header:
1 – You work with clients 1:1 or one to few. You are the only one who can do the work or part of the work.
2 – Some of the work is automated or you can work in small groups, but if you had 10X’s the clients, something would break
3 – You can take as many clients as you’d like, they’d be served as well as if you were working with them 1-to-1, and you would not be overwhelmed by taking on 10X’s the clients that you have today.
Based on the instructions we provided in the Assessment, they’d score themselves a 1, 2, or a 3… but we guide them on what to choose based on the way the question is written.
This allows us to “widen the gap” between where they’re at today and where they want to be. It helps clients realize that they may have further to go, and it’s inspiring and motivating for them because they’ll gain clarity in direction — whether they choose to work with you or not.
(If you’d like to take the Core Offer Assessment yourself, you can grab it here –> http://www.heatherprestanski.com/lm-core-offer-assessment-tool )
3 —> Instruct them on what to do next. There are a number of ways that you can “tally” the results of the Assessment so your potential client gains clarity on what they need to do next.
One way is like the old “Cosmo quizzes” — you know, the ones you immediately flipped to whenever a new magazine arrived at your doorstep. The Cosmo Quiz method means creating different ranges that will place people in different categories based on how they scored their Assessment. What’s great about this method is that it gives people an identity to latch onto and own, which can be a really powerful marketing tool for retargeting purposes.
Another way of scoring is to help your clients make a plan from their answers. We really love this because it feels super actionable. We instruct our prospects to scan back through their answers and pick 1-3 areas that they’ll focus on over the next 90 days. This allows the tool to become living and breathing when, in 90 days, they come back to it to measure their progress again and choose their next projects.
If you’d like some more help crafting your assessments, shoot me a message! I’d love to help!
And whenever you’re ready, here are a few ways we can work together further…
Join our free group
My favourite thing to do is to hatch client creation strategies and I often shares the behind-the-scenes strategies we’re working on inside our High Ticket Selling Lab group. Click here to join.
Watch one of our free trainings
We currently offer two free on demand classes. The first will help you create a pipeline and fill it with qualified leads. Click here to watch the Prospecting Class. The second class will help you close more sales in 5 simple steps. Click here to watch the Closing Class.
Join our Sales Appointment Mastery Program and become a Case Study
I’m putting together a new case study group this month that will show you how to book more sales appointments… stay tuned for details. If you’d like to work with on a process for generating more sales calls online, just message me here with “Sales Appointment Mastery” and I’ll send you the details.
Work with me and my team privately
If you’d like to work with me and my team directly to help you build a 6- or 7-figure business, just message me here with “Private” in the subject line and tell me a little bit about you and your business. I’ll send over all the details.
And also, if you’d like a free copy of my book that shows you the 12 Foundations to build a business that is fun, fulfilling, and financially freeing you can grab that here: heatherprestanski.com/book