What do I mean by “guest-ready?” I mean are you casting a clear vision of your prospect’s future if they do business with you.
Casting vision in sales presentations is usually done poorly. Instead of painting a picture of what life will be like with a new product or service, salespeople tend to oversell their solution or engage in pressure tactics.
This doesn’t feel good for anyone.
The solution is easy.
Do what my daughter did.
After outlining the problem she was going to solve for me – housecleaning – she painted a picture of what life will be like.
She said, imagine always having a “guest-ready” home.
That one simple phrase painted a powerful picture.
The vision of “guest-ready” clarified the value I would get if I hired my daughter.
I could envision three things right away:
- Guest-ready homes are really clean
- I feel better when my home is really clean
- I wouldn’t have to do the cleaning
These were wonderful things to feel.
I could see it.
I wanted it.
That’s the power of casting vision.
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What are some phrases in your industry that help your prospects envision a new future state if they choose to do business with you?
Here’s a framework to help you unpack this:
- What problem(s) do you solve for your prospect? Write out as many problems as you can and then list their exact opposites. Next…
- How do you want your prospect to feel after they employ your services? Think about the emotions and benefits and list those out, too. Then…
- Review your list and try to boil down some phrases that capture the future.
The phrases will be the opposite compared to the problem, e.g., messy house & guest-ready home.
I hope this helps!