My 18-month-old likes to walk home from school.
She tucks Lammy under her arm,
sticks her binky in her mouth,
and double fists her snack trap of Cheerios and a sippy cup.
It’s quite a juggling act to get a Cheerio into her mouth.
Sometimes she drops one.
If she notices, she usually drops several more in the process of picking up the first one.
One windy day I watched a Cheerio land on edge and go careening down Boylston Street.
A Trail of Cheerios
She’s learning how to walk home.
The Cheerios tell the story.
Where she turned.
Where she stopped to watch the birds on the bird feeder.
Where the wind knocked her over.
So are your prospects.
They are juggling multiple priorities.
They have too much on their mind.
They meander towards you.
They get distracted by:
Text messages from their kids
How do you keep them on track?
1. Follow the Cheerios
Prospects constantly leave clues.
They never respond to phone messages…
… and reply to emails within the hour.
They won’t commit to a deadline…
… until they feel the urgency.
You tell them about one product…
… and they express interest in another.
One early client told me that he had worked with other business coaches.
He signed up with me because he’d never heard of an Elevator Pitch Coach.
At the time, Elevator Pitch Coaching was not part of my marketing.
It is now…
What attracts clients to your business?
2. Safety First
I don’t care that she’s dropping Cheerios.
That’s a non-catastrophic mistake while learning to walk home.
More important to keep her out of the street.
More important to protect her from strangers.
I set the boundaries so she can meander home. Safely.
Your prospects will forget appointments.
They will string you along.
It’s all part of the sales process.
Protect them as they wander.
Offer a guiding hand when asked.
Always be within arms reach.
I called a prospect every 2 weeks for 6 months.
I almost gave up several times.
But he seemed sincere.
He always took my calls.
He always had an excuse to put if off.
He always asked for another call.
Now he’s one of my best customers.
How do you ensure your prospect’s safety?
3. Find the Groove
Over time, my daughter will be less distracted.
She’ll stay out of the street and be skeptical of strangers.
On her own.
As your Elevator Pitch improves,
Your prospects will be less distracted.
They will find their way to your door.
Ready to buy.
That’s when the fun begins.
That’s when you can really help.
One day, I’ll hug my daughter at the door.
I’ll breathe a sign of relief.
Yet on that day, my real work begins.
Only 15 years until she learns to drive…
How do you bring prospects safely to your door?