Understanding Your Prospective Client's HeadsetBy: Robert Middleton
You have a service to sell. You have a contribution to make. You have a problem to solve and yet, for some reason, not all of your prospective clients are interested in what you have to offer. Often the problem is that you are not customizing your marketing and sales approach to your client's "headset."
There are four possible headsets you will encounter amongst prospective clients. Your ability to understand them and react to them appropriately will, to a great degree, determine your success.
If they have a Problem Headset you need to demonstrate was to mitigate problems, turn things around and fix what's broken.
For an Opportunity Headset you must zero in on what can be optimized, fine-tuned and improved. These can be great people to work with.
The Apathy Headset is hard to sell to unless you can help shift them from apathy to problem or opportunity. You can do this by learning more about their situation and then presenting your findings.
The Entrenched Headset is the hardest of all to sell. These are the prospects you should sell to in the future. Keep them on your mailing list and stay in touch. You never know when they'll put on a Problem or Opportunity headset.
© Copyright 2000, Robert Middleton
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.