Positioning Through An Autoresponse Course
Selling is relationships. In relationships, we do not ask to get married on the first date. It has to be done through a process of building trust and likeability.
To expect a prospect to buy on their very first meeting with us or our website would be like asking them to get married. They feel a high sense of risk. They do not know you.
An autoresponse course is one way of connecting with the customer in a powerful fashion to build trust. They take a course based on your knowledge. It allows the customer to engage you and receive immense value.
This has to be done in a sequential and timely fashion, especially after the first meeting. This requires an autoresponse system. Such a system automates the communications process to the customer.
After securing such a system, you must do the following:
- Decide on a subject. It must be valuable to your prospective customers. For example, a computer services company could have a course on Managing And Protecting Your Information in An Unsafe World.
- List the topics you will teach. The number of topics will dictate the number of days for your course. So, for 7 topics, the prospect will receive 7 separate days of courses.
- Frame the course in the first lesson. Welcome your prospective customers and let them know what will be coming in the next several days of communications. Start the first lesson.
- Deliver valuable lessons. If your prospective customer is not eager and perceives value in the course, they will unsubscribe. Put yourself in the shoes of the reader. They initiated contact with you for a reason. What would be their pain or their problem they are seeking to address? Ensure your course content speaks specifically to this. Title and number the lesson to orient the prospective customer. Ensure each lesson ends with describing what the next lesson will be.
- Teach, inform and advise. Do not sell. Selling is for a different context and can repel your reader. Your goal is to bring value and position yourself through your expertise and advice.
Using this strategy creates a follow-up process to those buyers who have not committed to your products or services. Setting this up will take work and refinement, but it will serve your business well through automation of a critical function - follow-up with value, not selling.
Comments
Leave a Reply