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Turn Luke Warm Into Red Hot

We all want red hot prospects.

– Red hot prospects want what you sell.
– Red hot prospects are willing to pay the price you want to charge.
– Red hot prospects are likely to spend the most money with you.
– Red hot prospects are of course the most likely to become customers.

So when we describe a red hot prospect what do we actually mean?

A red hot prospect is someone who needs what you sell, they generally know a lot about you or your product, they’re positively disposed towards you and they probably are happy with the prices you want to charge them.

The question is do you get enough red hotties or are too many of your prospects luke warm? Or even worse do you simply not have enough prospects?

So what’s the secret?

The trick is to have provided all the information to answer all your prospects’ questions, to have overcome their objections in advance before you ever speak to them.

So how do you do this?

Write down the 5 concerns or objections that people have about your product or service. Just ask yourself the question “what would stop me from buying this?”

Price is always likely to be one of the factors. So what are the others?

Having identified the issues, you need to develop real answers that address and overcome the concerns that would stop people from buying.

You have to be brutally honest with yourself and identify the real concerns – not just the easy or obvious ones and make sure your solutions are convincing and persuasive.

Price should be one of the easiest to overcome. If you list enough benefits that you deliver then it becomes easy for people to see why you charge the price you do.

Remember benefits are usually the answer to the question “why should I care about that?” I don’t buy an ergonomically designed chair because it’s ergonomic – that’s a feature. I buy it because it supports my back.

In addition to listing all the benefits you deliver, another really good way to address the concerns that stop people from buying is to offer a guarantee and if relevant a free trial.

The purpose of a guarantee is to take away all the risk from the buyer so that if the product doesn’t live up to expectations they can get their money back and obviously the free trial let’s people try the product either at home or in the office for long enough that they can be certain that it’s right for them.

What’s next?

You now want to ensure that you manage to communicate your solutions to your prospects to turn them from luke warm to red hot.

There are a number of ways you can do this.

Firstly you can create an FAQ page on your website and drive people to it via a link in your email marketing or auto responder sequence.
You can make each point the subject of a blog and cover them off that way or you can make each one a subject in its own right in an email and send them out to your list.

The point is that if you work out convincing answers to the concerns that people have, you’ll have done a lot of the selling before you ever start the sales dialogue.