Here’s how to get prospects to chase you instead of you chasing them.
Storytime.
Several months ago I bought a Tonal. For the uninitiated, Tonal is a full-body home gym and personal trainer.
When the Tonal installer assessed my wall, he said I’d need to build a pillar-like structure outside the wall to support the weight of Tonal.
So I called Kyle, a handyman.
Within 10 minutes of assessing the project Kyle said this:
“I’ve run into this before. Your studs aren’t spaced 16 inches apart. You don’t need to build an ugly pillar-like structure outside your wall. I can cut into the wall and create a structure behind the wall with 2 inch X 4-inch studs, with the 2-inch dimension facing out. That will allow the Tonal hardware to fully embed into the studs without protruding through the back of the stud. It will take 5 hours to knock it out.”
I hired Kyle on the spot. 3 1/2 hours later I paid him $550.
Why?
In less than 100 words, Kyle demonstrated he was credible and competent because he:
1. Leveraged social proof (I’ve run into this before).
2. Described the problem (studs aren’t 16 inches apart).
3. Had a point of view (you don’t need a pillar).
4. Told me how long it would take to get done (3 hours).
5. Was specific or “crispy. When you’re crispy, you’re more believable.
There’s a good lesson here.
To stand out you have to stand for something.
Pretend you’re a personal trainer, not a server taking orders.
What do you know that your prospect doesn’t know?
What do you stand for?
