Those who have not yet bought from you or your competitors are not waiting for a better product or service. They’re not busy evaluating options 1 and 2 while waiting for 3.
These prospects are not in the market right now. They think they have everything under control and have no compelling challenges…at least none that’s worth the time and money they think would be required to resolve.
To capture the attention of these folks, don’t waste your time preaching about how yours is better than theirs. They won’t respond to a better-than-them pitch. They don’t think they have a problem to solve, or they’re convinced that they can solve any problem themselves.
This group typically responds to a new statement of their problem and a novel solution to that problem. Don’t expect them to admit that they were wrong when they decided that they didn’t need a new approach. Instead, make it easy for them to discover your new problem definition and to purchase your solution based on new information.
What different strategies do you use to connect with your different targeted prospects?
How do you learn enough about a prospect to propose a new perspective on a problem?
