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The Second Question You Should Ask In Beginning Your Experience Process Tuesday, August 30th, 2011
Depending on the product or service that your business offers, the time that it takes to close a sale can vary. You have to have a process that take clients through your experience in a way that is intuitive and easy to follow. The second question in your process sets the tone for the rest of your process.
The second question to ask in your experience process is what’s the first step that your clients must take to engage in your offering. The first question? The first question is, where do you ultimately want your clients to go?
There are a couple of mistakes that businesses make with regards to getting an audience engaged in their offering from the start.
The first problem is that if their product or service is new or changing the rules of what’s been done before, it may not be easily understood right off the bat. The key is getting people to understand your business in as simple a way possible.
Problem number two is having a tendency to jump the gun with our potential clients. If we have a client even look at our business we turn into Night at the Roxbury and we are all up on them before they have a chance to breath. Slow down a little bit. Let the relationship develop.
The best solution for getting your audience engaged in your loop is to create an entry product that people must consume before they do anything else. The step must be easy to take and must engage your audience to take further action. This is the way that you present the second question of taking the first step.
Take problem number one mentioned above. We work with a financial advocacy firm called The Freedom FastTrack. Their message is counterintuitive to the traditional financial planning model of investing in a 401k. Here’s a video they created to help people understand the vision of their business. They illustrate the problem that their audience is facing and demonstrate how they can help.
Your initial product can be free like the video above or it can be a lower priced item. If you are looking to reduce friction, I would suggest a free product to get people engaged and make sure the product is good. Free does not equal mediocre.
Your initial product can answer the second question in your experience process in a number of different formats. DVDs, Audios, an e-mail campaign or a membership. You can offer hard copies of your product or keep it all in digital format.
Hopefully you have been thinking about what product or service can serve as the gateway to further sales in your business. Take some time and jot down some ideas right now. Figure out where you want to take your audience and then determine the best way to answer the second question in your client experience process.