STEP 1: Embrace the “Perfect For You If Close” Philosophy
Welcome to Section 14 of our training series. In this section, we'll explore a crucial aspect of the sales process that transcends the traditional goal of selling. Instead, we focus on facilitating the best decision for the prospect, a principle encapsulated in what we call the “Perfect For You If Close”. This approach centers around the idea that our objective is not merely to sell but to genuinely assist our prospects in making informed decisions – essentially, coaching them towards or away from our product or service depending on their fit.
Step 1.1: Understand “What is Right?”
Discussing “what is right?” in the context of sales introduces a subjective notion that demands both qualification and quantification. “Right” must be given a tangible definition to ensure clarity in our sales approach. The Perfect For You If Close illuminates this by helping prospects visualize whether they truly stand to benefit from what we're offering, thereby eliminating decision anxiety and outlining a clear criterion for the perfect buyer.
Step 1.2: Identify the Perfect Buyer
Imagine having to bet real money on the success of your clients with your product or service. What characteristics, attributes, experiences, abilities, and achievements would make you feel confident in making such a bet? This perspective helps in specifying the ideal qualities of a prospective buyer. For a deeper dive, refer back to the 67 Golden Questions Visualizations, particularly the Million Dollar Bet exercise, to fully embrace this framework.
STEP 2: Craft and Communicate Your Buyer Persona
By presenting a detailed criteria of the perfect buyer, we're essentially sketching an archetype for potential customers to see themselves in. The aim here is to foster decisiveness through self-identification.
Step 2.1: Utilize the Decisiveness Through Self-Identification Template
Here's a flexible template that effectively communicates to potential buyers through email or other mediums: – Headline: “You're ready to achieve [X outcome] if…” or “X number of ways to know you're ready to achieve [Y outcome].” – Points to Include: – Highlight those just starting and eager to do things correctly. – Address those struggling and looking for solutions. – Mention specific advantages your product/service offers. – Describe desirable traits or characteristics, underpinning them with specific actions (e.g., investing four hours per week towards the desired outcome). – Discuss a significant fear or concern that your unique selling proposition (USP) mitigates. – Emphasize awareness and excitement about achieving the big outcome and the quickest, most valuable win (QVW). – Encourage commitment to a trial run, suggesting a minimal viable commitment
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STEP 3: Execute the Criteria Close
Conclude with a criteria close, prompting prospects to self-evaluate against the outlined points. For instance, if they can positively respond to six out of nine criteria, they can confidently consider themselves a good fit. This creates a tangible benchmark for them to measure their readiness and compatibility with what you're offering.
Step 3.1: Reflect on the “Perfect For You If Close” Approach
In our next session, we'll dissect some examples to provide further clarity and inspiration. Before moving on, take a moment—or a few—to reflect on this approach. Brew a fresh cup of coffee, and when you feel ready, draft your own Perfect For You If Close.
Step 3.2: Prepare for Real-Time Examples
We look forward to exploring real-time examples in the next video and helping you fine-tune your sales approach. See you there!
