The Busy-Prospect/Binge-Watching Paradox

Binge-watching is a thing. I know it. I’ve been traveling and everywhere I go – whether I sit in First Class or Coach. Whether I’m speaking to senior management or rank-and-file. Everyone’s got their guilty-pleasure binge-watch shows.

It can be Netflix or Amazon or Hulu or DVD’s of past seasons. Even those who “don’t own a TV” or “don’t watch TV” are binge-watching on their device of choice.

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Yet, we kid ourselves into thinking that our inability to get a prospect’s attention or to close the deal has something to do with the fact that they are super-busy.

The reality is that they are just too busy for you!

People make time for all sorts of things! They spend time surfing YouTube, catching up on Facebook, hanging at the bar or a restaurant with work buddies or other friends. Reading stuff, listening to stuff, or watching stuff on the treadmill at the gym.

Even in the middle of the work day, people stop everything for the “hair-on-fire” meeting – or maybe just to talk over the water cooler.

I mean, don’t you do that stuff?

The problem isn’t that your prospect doesn’t have time – they just aren’t spending it on you!

You have simply failed to become Irresistibly Relevant.

There are many components to becoming Irresistibly Relevant – and if you’re looking for the quick gadget-y fix here, I can tell you that you won’t find it. But, if you work to truly understand what makes your buyer tick. What captures their attention. What are they working on that keeps them up at night. Many good things will come your way!

Even BETTER, if you can “skate to where the puck is going” and be there when your prospect first realizes that they need something new, you CAN win their attention and their business.

Here are my top FOUR tips to being Irresistibly Relevant. (The examples below are deliberately lame and obvious – which means that you will have to do the thinking of how to apply it to your situation. Sorry!)

  1. Be crystal clear about the exact value you bring to the exact buyer you best serve
    For instance, if you sell strollers, you know that couples who are about to have a baby (and their family members) are perfect prospects. Learn your sweet spot customer. Know why and when they buy.
  2. Learn where your exact buyer hangs out and what a day-in-the life looks like:
    I promise there is a predictability to your buyer’s persona. Six months after someone announces their pregnancy on Facebook, they are quite likely to be in the stroller market and starting to read things like Parent’s Magazine and Mommy blogs!
  3. Learn the patterns of your exact buyer and how they commonly solve problems.
    Be the solution at the right time! You might choose to cater to women who already own your strollers – because their friends are going to start asking for advice when they need it. You want to be top-of-mind.
  4. Establish a relationship LONG before they are ready to buy.
    If you are in the stroller business, start grabbing the attention of couples who have been married a couple of years. Get enough of those in your pipeline and you are destined to run into people who will need strollers – or are double-dating with someone who will soon.

Time slows down when a person needs something.

When it is time to buy (in their minds), they WILL turn their full attention to the purchase. It is up to you to make sure you are “magically” there when they need what you’ve got. You have now become Irresistibly Relevant!

With all the tactics we use to create urgency, there is only so much we can do to get someone’s precious attention if it just isn’t time yet.

But, we can stack the deck so we are there at the right time!

Find your exact buyer persona and go….

Love ‘em UP!

The Irreverent Sales Girl

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