Given the plethora of information on the Internet, you might think that your prospects would make decisions more quickly.
Ironically, the availability of information stymies many people. Barry Schwartz addresses this syndrome in the classic The Paradox of Choice. So many options, so much data. No one wants to “click Submit” only to subsequently be bit by a bad choice.
So much data introduces major risk to prospects. Risk of inaccuracy, omission, and misunderstanding. But you can easily help prospects minimize these risks.
- State your expertise: Why should a prospect take you at your word?
- Be transparent: What are the benefits and costs (and risks) of interacting with you?
- Offer trust: Who has had a good experience with you?
- Minimize initial commitment: What is the least amount of interaction that is initiated or required for The Next Step?
- Have a rewind clause: How can prospects be restored if they experience a mismatch in needs or promises?
- Reward trust: How do you reward prospects for overcoming reservations and engaging with you?
Creating a contact risk plan increases the odds that your prospects will proceed to The Step After The Next Step.
Will she or won’t she? (Come back, that is.) We don’t know for sure.