Mistake

In today’s issue:

• A common mistake most sellers make and how to fix it

For those who voted in last week’s poll the lie was:

My first job was driving an ice cream truck.

Although I drove one for 2 summers in college, my first job was as a bag boy at Safeway.

Estimated reading time: [2 min 48 seconds] 

TOP FINDS

The counterintuitive sales play that 99% of sellers don’t do (link)

Getting ghosted? Try these email templates (link)

Leaked: Internal Buying Conversations from Fortune 500 Execs (link)

How to treat intent signals (with template) (link)

DEEP DIVE

A mistake most sellers make (and how to fix it)

Most sellers make this mistake (I know I made it for years)…

And many times they don’t even realize they’re doing it.

Let me explain…

If you’d rather watch, click the image below.

But first, let’s review the 4 stages of buyer awareness.

STAGE 1: PROBLEM UNAWARE

The prospect doesn’t believe they have a problem

STAGE 2: PROBLEM AWARE

They have a problem but don’t know how to solve it

STAGE 3: SOLUTION AWARE

They’re actively researching solutions to solve the problem

STAGE 4: MOST AWARE

They’ve agreed on an approach and narrowed their options

The problem is that most sellers treat every prospect as if they’re at Stage 3 & 4.

Yet, the majority are sitting in Stage 1.

So instead, here are a few ideas on content & messaging that work best at each stage:

STAGE 1

Educational content/questioning around the problem(s)* they’ve yet to acknowledge or accept.

STAGE 2

Don’t hear a problem and immediately jump to how your product helps.

Instead, provoke the problem by asking 5W1H questions

STAGE 3

They’re now aware of a few different approaches and solutions.

They want proof.

• Case Studies

• Success Stories

• Testimonials/References

STAGE 4

This is where you focus on how you’re different - and why they should care.

The better you become at the above…

The better the outcomes.

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