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In this article you are going to learn about the importance of educating your prospects and why this can take your business to the next level, increasing costumer loyalty, customer retention and your direct income.
Education maybe the ultimate stealth marketing technique as far as I’m concerned. It may be the ultimate way to persuade someone at the same time that you are just really giving them valuable stuff. It’s a benevolent way to persuade people and when you educate them, what you do is you teach them, not only about their problem or about their passion or whatever is this that you are selling.
How Educating Your Prospects Can Help Your Business In The Long Run
You can also teach them about how to make a decision. If you offer a high quality product or service as you are teaching them how to make a good decision, you are teaching them to look for things that your product or service offers. Learn on INC.com what core component of great customer service to not neglect by Logan Chierotty
Most people are insecure when they are about to buy something. They don’t know what they are buying, they don’t know whether they are making a good decision, a good choice or not and they feel insecure. They are looking around for validation, they are looking around for people to educate them.
What you can do, if you are a savvy marketer is, you can start the education process early on and in-fact you can even use the education itself as the initial marketing.
Include a list with tips there and at the end you can offer a free guide that is a lead generator, send people to your website where they can sign and get more free information. Here are 5 benefits of educating prospects with free content by Pamela Vaughan on Hubspot.com
Education is almost always perceived as being very valuable
…of course you want to make it valuable too so that you don’t disappoint.
Examples You Can Use To Educate Your Prospects
Here are some things you can educate on when communicating with your prospects. Some of these are probably things that you’ve heard of before but I want you to think of them in the context of education.
Your story and how you learned what you know
Instead of telling your story just to bond with the prospect or put a personal face in front of the prospect. If you tell the story specifically to teach the prospect:
- how you learned what you know
- how you developed your product or service
- how you put the features, advantages and benefits that you include into it
- about your struggle
What can happen is, you can actually have the prospect having realizations and understanding why they need to buy what it is that you are selling as you’re teaching them about it.
- What’s the story behind this decision?
- Did you try a lot of different cars and the kind of car you wanted just didn’t exist, so you go on to tell all the reasons why it didn’t exist?
Then you went on and launched this car brand.
Well if you tell that story people who resonate with your reasoning will read your story and as they are reading it they will say…
Yeah, yeah, there is another thing! I didn’t even know that other thing but I can identify with that as well. — Prospect
If you’re writing your story well and you are including good lessons:
- if you are selling a business product it might be business lessons
- if you are selling a personal product — commodity, something like that, you can tell the development process or talk about the process you went through.
This will allow the prospects to have their own discoveries, their own “ah-ha’s” when it this is happening and they will follow along with you.
Remember to speak in the voice that the prospect is thinking in and talk like you’ve been talking to a friend when you were learning about what it is that you’re selling
A lot of times, we entrepreneurs and business owners, we forget what it was like to not have a clue, to not know our particular topic. Maybe we’re selling software that we developed and we’re saying to the customer that you just need to press this button and the software solves these 3 problems.
But in the process we forget that the prospect doesn’t even understands what these 3 problems are. Or we are telling this story of how we developed this piece of software and we are explaining a bunch of in-depth stuff. We don’t realize that the prospect isn’t that sophisticated.
It is really important to go inside and think where we were when we were first learning, when we were ignorant and dumb about this thing we are selling. Then describe it in that tone of voice, talk from that place when your prospect goes through the process of learning and discovering with you.
If you do this, you will see that your prospects will start bonding with you and it will make sense to them. It will feel like you are talking from inside their head.
The situation that the prospect is in
- You can talk about the causes, how they got into it
- You can talk about the psychology of the situation and what is going on
You don’t want to just say that your prospect might have termites because you haven’t really educated the prospect, you haven’t bonded with them. You are just selling something and you are trying to get them give money for it like a flat commodity service.
Instead you might say something like, “If you haven’t had a termite inspection within the last year, there is a 30% chance that you have termites living under your house and if it’s been more than 5 years, then it is 80% chance that you have termites. Here is how termites work…”
Then you might go an explain:
- how termites reproduce
- how they bore into the home structure
- how even if your prospect doesn’t check for a couple of years, it can lead to a structural problem that can cost hundreds of thousands of dollars
At then end of course you can go on and talk about your free termite inspection service that can save them all this money and hassle if they just call-up.
Instead of asking from your prospect to come buy your product or service that you are selling, you can educate them about the problem that they’ve gotten into and how it happened. You can even educate them about the situation that they are in and how they can get better.
The solutions and options
What I found is that we are entering into a more and more skeptical — cultural environment right now. More and more people have been scammed in one way or another.
- They had their ID stolen
- They know someone whose had their ID stolen
- They’ve had people calling them, trying to take money from them
- They’ve gotten emails with pyramid schemes in them
As a result we have huge BS detection radar systems going on right now and what we don’t like, most of us, is someone trying to just come along saying that we need to buy his thing and trying to talk us in.
What we tend to like is some options and then a balanced perspective. What we want is a consultant or someone that is a trusted advisor that’s helping us narrow down our decisions, narrow down our options and then picks the best one for us.
I think that if you take the friend, or the consultant voice and you talk in a way that educates the prospect about their options like:
- Option 1
- Option 2
- Option 3
You don’t have to do anything right now and here is what will happen if you choose this.
You might go learn how to do this thing by yourself, or you might go and build your own solution and you might buy from this other place and here is what will happen if you choose this.
This other solution and you might get this out of it
Then you go on and sell your product or service. You might use other options or set up the 3rd option to be what you are selling and come and inform the prospect that you are the only one that they can find the 3rd option because no one else is selling this. Here’s how to educate your prospects and make more sales at the same time by Arun Sivashankaran on FunnelEnvy.com
Last thoughts about the importance of educating your prospects
When you educate your prospects on the different solutions, on the different options that are out there and educating them how to make a good choice. Of course you can augment your own unique advantages (USP) and things that can connect to give them the benefits that they are looking for.
I think you will find that when you are educating your prospects you build trust, you build more connection. Also when you do it in the way that I talk about here, where you have a 1’to’1 voice and you communicate one human to another, you will really build great trust between you and your prospects.