For those of you old enough (like me) to remember Leonard Nimoy as Mr Spock on Star Trek may also remember the Vulcan Mind Meld trick he used to perform. In order to understand a subject person better or uncover hidden memories, Spock would place his hands on a person’s head and mentally become one with them. He would then be able to think as that person thinks and of course help save the day in some way.
When developing your marketing and sales strategies, I want you to think, “Vulcan Mind Meld” as the first thing you do BEFORE you think about spending any time or money on implementing tactics.
Because it will save you a lot of wasted effort and precious resources and make your company stand out better; that’s why. If your message is directed better at the key emotional drivers of your clients you will rank higher in their eyes and will likely achieve a higher sales price than someone with a more generic message.
So how can you do this without the special Vulcan skills that Spock has? Two things that may help you in this process are Asking and Listing. It seems pretty obvious but the first thing to try is ask clients what were the main reasons for deciding to go with you and also asking similar people what are the main reasons why they are considering engaging a trades person like you. When they tell you ask WHY again. Why is/was that important to you? Empathise with them and draw out the core emotional reasons.
Secondly, make a list. On an A4 piece of paper draw a line down the middle. On the left column head it up FEARS & FRUSTRATIONS and on the right: WANTS & DESIRES. Start listing out the problems that the client is trying to get away from and on the other side, the better situation that they are trying to reach. The aim here is to become your client and think like they think. Just like Spock!
When you can express their problem or dream better than they can, you are in the perfect place to develop your marketing offer. It will resonate with your target client much more effectively. This will help you achieve a much greater conversion success percentage in your sales process and probably a higher price too.
The Trades Coach