Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 196 - Curious vs. Committed: How to Spot Real Buyers in Minutes

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196 - Curious vs. Committed: How to Spot Real Buyers in Minutes · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message and
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  making offers, my friends. Shocker.
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  Interest doesn't equal income when it comes to client growth.
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  And I see a gigantic elephant in the room that people get caught
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  in interest, hoping that this becomes client growth.
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  And then they're left disappointed, disheartened,
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  frustrated and wondering, Oh my God, should I stay in business?
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  We're gonna correct you, take that course correction together
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  and get you focused on income producing activities today that
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  lead to wins clients less sleepless nights and more
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  predictable outcomes. If you are new here, welcome.
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  This is amplify your marketing message.
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  If you are a regular listener, welcome back.
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  Let me introduce myself. I am Christine Campbell Rappin.
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  I'm a business mentor, sometimes known as the professional ass
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  kicker, who will help you build predictable client growth.
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  Guys, the key to there is predictable and I want to add
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  positive, which means you can write your own paycheck.
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  You can know what to focus on, how to be effective at it, and
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  to do that with simple systems. And if you don't have systems to
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  create better results, what the heck are you doing?
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  My friends? You're better than that Get the
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  systems, build the craft, and let's go.
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  So the first thing I hear from someone who comes into our
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  ecosystem is that they spend hours in one to one meetings or
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  hours on social media content and they hear crickets.
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  They're really busy and they might take that with a grain of
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  salt, might be getting some level of applause or visibility,
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  but there's still left going. Bothers the clients that's you
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  this episodes for you. Make sure you save it, listen to
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  it, implement it and advocate around it.
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  So let's just be clear that there's two different types of
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  people that you will engage with, those that are curious and
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  those that are committed. And there's a vast difference in
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  between and you need to clock, measure, track who you talking
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  to so you know what step to take next.
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  And you have to have a game plan to have a next step.
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  We've said this here on our show, but it's important to say
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  it again. People are highly distracted,
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  and truthfully, all distractions are equal.
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  So we have to be intentional with our leadership around
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  moving somebody, inviting somebody and not getting in our
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  heads about silence means that they don't want something or I'm
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  expensive or blah, blah, blah, blah, blah.
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  It's just a distraction. Stop the chatter, but we need to
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  recognize where people are at and let's tackle that today.
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  So when somebody is interested, it means they're curiosity has
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  been stirred and that is a great result.
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  Our number one job in marketing is to stir curiosity.
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  If we do not stir curiosity, we are ineffective at the goal.
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  So check yourself here. But interest doesn't mean that
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  you have a buyer. It just means intrigue is
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  happening. And there was some statistics
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  many years ago, which are still appropriate today, that were
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  shared. Clients have a buying journey.
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  They go from curious, interested, committed,
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  implementing. And for you, you have to
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  understand that we as business owners must curate that process.
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  I had a fun conversation with a client of mine, her name is
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  Laura. She's been with me about 8
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  months and work through a couple of our different group programs
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  building her new business. She had been successful as a
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  chief marketing officer, but she realized that was not the path
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  that she wanted to continue with.
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  And we've been building a different business with her.
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  And she said what is fascinating to me now and why I have
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  confidence I'm controlling the game.
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  I'm directing what I do and I know what to do, when to do, why
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  to do it, how to do it. Is for this simple reality and
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  result. I understand my clients journey
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  that I want to take them on. I'm intentional with moving
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  people and guys, that's the game because Google told us because
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  they have the big bucks to spend on research that on average a
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  future client will spend 7 to 20 touch points on research before
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  they make a committed decision. So that's why you got to
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  remember that interest isn't the same as income.
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  And we have to have a strategy that keeps our ask on, that
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  keeps them moving in a highly distracted environment.
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  But Laura said I'm winning because I get it.
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  I'm moving. And my job every week when we
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  meet with her is to help her fine tune and condense the time
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  between interest and the income. But there are two vastly
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  different phases. So let's talk about what we do
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  with interest. Interest is curiosity and it's
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  very nature. And our job is to validate, to
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  vet and to determine are these people who are interested
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  potential buyers. And once we know they're
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  potential buyers, we have to determine the proximity to the
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  income. And we are using our judgment,
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  our opinion, our track record and our curiosity and our
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  listening skills. But our job is to say, why are
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  we here? When we take action, whether we
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  are in communication and dialogue and conversation or
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  whether we're using technology and tools, when somebody takes a
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  move on the chess board, our job is to say what caused it?
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  What stirred curiosity for you and to determine what's really
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  going on because we have to break that decision into buyer
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  or non buyer. And let's just recap here
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  because you're spending time in one to ones go go nowhere
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  because you're not talking to buyers.
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  You're talking to people who potentially are simply curious.
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  But buyers have three things going on.
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  You've heard this many times. Let's bear it down.
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  Let's put this as a posted note in our workspaces so we don't
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  lose track of this because the moment lose track of it we waste
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  time but the wrong people and the tire kickers.
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  But buyers number one know they have a problem.
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  So if you've stirred curiosity for somebody, part of what you
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  should be ascertaining and asking around is why are we
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  here? What problem did you hear and
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  what made you curious about what I do, how I do it, the results
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  we get for clients and how it could apply to you.
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  But there were problem that they know about.
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  So we need to get crystal clear what's the problem as they see
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  it, the person wearing communication with the potential
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  fire, or the potential person who's simply curious #2 buyers
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  have a gap. They want a different outcome.
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  And that outcome has to be marginally better, incrementally
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  better than the current reality. And if the game is more than
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  marginal, it becomes a bigger value proposition.
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  I have a bigger gain for my investment.
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  The bigger gain from the investment, the more smart money
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  decision it is, More logical it is, the more we see it as a good
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  plausible choice we could make. Doesn't mean we make it, but the
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  theory is there, the logic is there, but the third thing that
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  the buyer must be is committed. Committed to moving, moving
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  toward their incremental improved outcome.
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  And if there's zero commitment, they are not a buyer.
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  And trust me, the most frustrating thing that you might
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  feel as a business owner is when you can see they have a problem,
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  which they recognize. They can see the gain and don't
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  choose to move, but it happens all the time so expect that.
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  However, they also know when someone keeps their comfort
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  zone. When someone stays in the
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  current pattern that is not serving them with a known
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  problem. It is their norm, but it's also
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  still an opportunity because there will come a day, something
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  will happen that will draw a line in the sand where they say
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  I can't stay here and I must move.
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  And you want to be top of mind. You need to be in a relationship
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  with somebody to invite and ask them to bet on themselves with
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  you as a person in their success plan.
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  But guys, when you're saying I'm curious, interest is an income
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  and our job is to say why are you interested?
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  Do you know you have a problem? Are you seeking to improve the
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  outcome, the lived experience of that problem and are you
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  committed? And if we haven't done this, I'm
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  gonna make a bold statement. Sit down, buttercup, and then
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  make a bold statement here. You're being lazy and
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  ineffective and doing more of that is insane because you're
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  going to keep spending time in interested people who are not
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  buyers. Stop it.
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  And if you don't know how to shift here, you really do need
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  to come have a conversation with us.
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  Because solving this problem where people go from one to ones
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  that go nowhere to 1 to ones that are successfully leading to
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  introductions and clients is what we do every day.
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  We solve that problem. We help our clients solve this
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  problem. And if you're listening and
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  you're not prepared to solve this, I don't know what we're
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  doing here. So make the call.
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  Christine Campbell, wrapping.com is how you connect to us.
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  We've got to solve this problem for you.
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  But once we have interest and we have determined somebody is a
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  buyer, that is when we start to continue momentum towards the
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  offer. And this is how I like to play
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  it. So this is how we play it.
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  So you know, step behind the scenes here.
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  If you encounter us and we talk and have a conversation, you
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  will see us working this system of ascertaining.
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  Are you our next client? So we have interest.
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  We've created movement. We've invited you.
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  We've emboldened you, invited it to take action.
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  Every action take step shows us buying behavior.
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  So for us the most common way is we speak, you listen, I invite
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  you take action, and we keep repeating that dance.
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  You might come from an event to a resource to a conversation to
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  another event, to another conversation, to our programs
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  and services and a potential strategy call.
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  That length of time can be one shot.
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  It could be a cycle that repeats for years before you're ready,
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  committed to the known problem and you want that result because
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  it's become non negotiable. But here's what happens.
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  We're asking the questions, Why are we here?
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  What problem do you think you have?
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  What's the gain do you think you need?
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  Why don't you have it? What?
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  What needs to be in place for you to be committed?
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  How do you set yourself up for success and what are you
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  prepared to do to have that? And we really have a frank
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  conversation around it because for us to make an offer, we have
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  to be sure interest isn't just entertainment.
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  It is intent to implement. And that's the key.
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  If you want to talk about where income lies, where client growth
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  is generated, it comes down to I'm ready to implement.
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  I'm not just Eddie ready to write notes and to listen and to
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  learn and to be inspired. I am ready to do the work.
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  I'm ready to do the steps that you're indicating are result
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  driven. Effectively, I am implementing
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  and so we're always asking that question, Are you ready to take
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  action? And I know 100% of the time that
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  you're human and you have access to me, which is something a lot
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  of mentors don't give. You have direct access to me as
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  clients, and I'm going to be there to help you implement.
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  And that partnership that we form creates accelerated
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  results. It creates accelerated results,
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  my friends, but there's a big difference to the interest and
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  the intention to implement. And I think you need to check
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  who you're talking to because here's also what I see.
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  You're in one to one conversations, whether you're
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  networking, whether you're speaking, whether you're using
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  technology to create this buyer interest that's uncertain at the
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  early stages. You need to be really clear.
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  Are they buyers? Do they have a problem?
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  Do they have a gain that they seek?
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  Do they have commitment? Because too many times your
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  whole day is spent in one to one meetings with low intent to
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  implement people. And my friends, that is just a
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  gigantic waste of time and your time is the most valuable thing
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  you have. So you have to understand and
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  quickly learn the skills to assess and to be acting as
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  triage. Who gets access to you and what
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  conversation are we having? Are you in the right rooms?
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  Are you talking to people who are curious or are ready to
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  implement? Are you asking what stage
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  they're at? Do you have an intentional
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  strategy that moves somebody from I'm curious to I'm ready
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  and here's what is through all of this, you must lead the
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  conversation. Likely you were a participant in
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  the one to one being booked, but are you leading what the outcome
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  is that you seek? Are you leading a next step?
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  Are you managing this dance? Are you planning and thinking
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  about the human experiences? High distraction and a truthful
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  recognition that if somebody is simply curious, they're a
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  someday client. You need to ask with language
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  towards the Are you ready to implement?
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  What needs to be there? What does success look like?
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  Who do you need with you and when is the perfect time to go?
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  Recognizing that you won't have 100% at the table, but for every
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  conversation, I wanna invite you to be more effective because I
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  know there are decision makers every single day.
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  There are people ready to implement.
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  And if you wanna create stability in your business and
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  you wanna create consistent client growth and you wanna get
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  off the roller coaster of unpredictable income, we have to
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  be sure, number one, we're in front of more people who are
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  ready to implement #2 we need to be really intentional with our
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  asks and move people through our buying journey, our customer
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  journey so that when people are ready, we are right in front of
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  them. Top of mind, leading the
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  conversation, making the bold ask and saying is today the day?
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  Is today the day that you solved the problem?
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  Well, I want to ask you that because if you're listening
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  today, you want more business. I know that for certain.
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  I know you've got skills and capabilities, that's for
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  certain. My question is, if you want to
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  move to predictable income, what does it take?
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  How do we shift you? How do we build this muscle so
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  that you spend people's time with the fastest path to
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  creating big ripples and big income.
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  This is amplifier marketing message.
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  I am Christine Campbell Rappin and if you are curious and ready
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  to implement to get effective results, Christine Campbell
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  wrapping.com is your first port of call.
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  Go to the website, click on Work with me and let's have a
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  conversation because I want you winning.
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  I want your effective and I know that's what you want to.
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  So I'll see you at conversion station with you soon.
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  Look forward. see you.