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By Jay Abraham
If you sell high-ticket items, your customer or client needs to feel more comfortable and advantaged than any small-ticket purchaser ever could. The same principles apply here. You put their benefit ahead of your own. You educate them, protect them, reverse the risk and guarantee them a desirable result. Give them plenty of benefits and advantages that they can depend upon receiving. Find a way they can sample either the product or service itself, or find someone they'll trust who has successfully purchased your product or service previously.
Take a leadership role when you direct your customers or prospects to action by guiding them each step of the way, telling them what to do, why they should do it and even how exactly to do it for maximum outcome and result. Then add products, services, protection, etc., to the purchase to increase perception, as well as performance for the customer. Increased results is what everyone sells. Increased benefit or advantage, protection or certainty is what everyone wants to buy.
Recapturing Lost Customers
1. Something totally unrelated to you happened in their life or
business that caused them to temporarily stop dealing with you,
and they intended and still intend to come back. They've just
never gotten around to taking action.
2. They had a problem or unsatisfying purchase experience with you
that they probably didn't even tell you about, so they're
turned off to you.
3. Their situation has changed to the point they no longer can
benefit from whatever product or service you sell.
If a customer or client stopped purchasing because of reason #3, they obviously still have respect, goodwill and a connection to your firm. By merely contacting them and honestly expressing your concern about their well-being, you position yourself perfectly. If they tell you they no longer can use your product or service, ask them to recommend you to friends, family members and associates who can benefit from what you do.
This simple action of contacting people who can't use you anymore, and nobly asking for referrals, has increased client companies I work with by as much as 50% within months.
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