Regardless of how intricate your sales funnel is… what medium you use to communicate with prospects… what your product or service is… or how high or low your price-point is… you need to make sure you clearly answer three questions for your prospects by the end your funnel.
Not answering these three questions will leave your sales funnel incomplete in terms of your “selling message”, and will decrease conversions and response.
These three questions are based on the premise that there are certain things your prospects need to believe by the end of your sales funnel and prior to the presentation of your offer in order to invest in your solution (your product or service).
Question #1: What do prospects need to believe about themselves?
Depending on your solution, and the benefits it delivers and problems it solves, there can be a variety of things your prospects may need to believe about themselves.
For example:
- Do they need to believe they already have the skills necessary to reap the benefits?
- Do they need to believe they have the discipline to follow-through?
- Do they need to believe they have enough time?
- Do they need to believe they have the money?
- Do they need to believe they are smart enough to execute?
What is it that prospects need to believe about themselves so they can be confident they’ll reap the benefits of your solution?
Question #2: What do prospects need to believe about you?
Again, answering this question for prospects depends a lot on what you are offering. The solution you’re presenting at the end of your sales funnel will ultimately dictate what prospects need to believe about you in order to have the confidence in your promises.
For example:
- Do prospects need to believe you’ve already accomplished what they desire?
- Do prospects need to believe you’ve helped others achieve what they desire?
- Do prospects need to believe you can share secrets with them nobody else can?
- Do prospects need to believe you’re credible and trustworthy?
- Do prospects need to believe you deliver on your promises?
- Do prospects need to believe you have a proven track-record?
- Do prospects need to believe you are a recognized expert?
Again, what do prospects need to believe about you and your company in order to have enough confidence in your promises to invest in your solution?
Question #3: What do prospects need to believe about your solution?
This question, of course, gets answered throughout the introduction and presentation of your product or service.
In most cases, regardless of your solution, prospects will need to believe the following:
- Prospects need to believe your product or service is unique and different, unlike what they’ve tried before.
- Prospects need to believe your product delivers the benefits you’ve promised.
- Prospects need to believe your product or service will deliver the benefits for them.
- Prospects need to believe your product or service delivers the benefits for people in their situation.
- Prospects need to believe your product or service is the best solution for their situation.
So, throughout your sales funnel, how do you answer these questions?
You answer these questions with PROOF.
For everything your prospects need to believe, you need to make a point that establishes that belief… then offer proof. A preponderance of proof.
Here’s a rule to live by when it comes to establishing these beliefs throughout your sales funnels: anytime you make a claim or promise back it up with proof. And, the more proof, the better.
