Super Agent

The Best Behavior Change Trigger

According to one of our favorite sales strategists Jill Konrath, “since making any change is more work for your already stressed out prospect, you have to give them a really good reason to take action.” We’ve said it before: it’s necessary for your prospect to be dissatisfied before they will make the decision to change—dissatisfied enough that they are willing to abandon the status quo. Because of this, many producers dream of prospects who offer them a list of problems, expecting solutions that the producer has the resources to provide.

But, these producers are missing a big piece of the puzzle. What is the best way to trigger a change in behavior? A prospect must become aware of a previously unrecognized problem or risk, and then be presented with a solution that they did not anticipate. The best prospects aren’t the ones who’ve already figured out what issues they need to solve, it’s the ones who aren’t aware there are any issues.

Anthony Iannarino explains: “Your dream clients don’t recognize a gap themselves. You haven’t done anything to show them that they have good cause to be dissatisfied if they’re not. And they don’t have a compelling vision of a better state that they want to bring to life.” It’s your job to lead them through an effective process, help them self discover risks, and show them a vision of a better way.

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