Harrison Ford grabs a handful of dirt and tosses it across a gaping chasm. The dirt settles on what was previously a hidden bridge from one chasm wall to the other. This is a scene from Indiana Jones and the Last Crusade (great film, by the way) where Indy must “take a leap of faith” and cross the chasm. Once the bridge was revealed, crossing the chasm turned into a piece of cake rather than a gut churning “leap of faith.”
Now here’s the thousand dollar question, “Are you asking your prospects and clients to take a leap of faith?”
As business owners we tend not to think about this, our focus is always on that end result – a sold home, a loan, etc. But your prospects, they’re concerned about every step along the way.
When the next step appears “too big” or the footing unsteady, your prosects are going to stop and back up.
Let’s face it, people don’t do “leaps of faith” too well. But, give them a bridge and they have no problem crossing to the other side.
It’s your marketing that builds those bridges and there are 3 major gaps you need to bridge along your prospect’s path to becoming an evangelist.
Peak #1: Suspects
This is square one for you and your market. Basically, they don’t know squat about you. Don’t care if you’re in business or even breathing, for that matter. These folks are the hardest to capture because they’re simply not paying attention to your marketing.
Valley #1: The Visibility Gap
Since most folks aren’t listening to you, the first gap you’ve got to cross is one of Visibility. How does your marketing bridge this gap to capture your market’s attention and put you on their radar? This is a persuasive process because you’re having to change people’s awarness, filters and what they choose to pay attention to. But once they do…
Peak #2: Prospects
Congratulations, you managed to break through the 3000+ messages bombarding folks every day and have gotten folks to pay attention to you. A marvelous step in creating mindshare with your market. They’ve effectively raised their hand and said “Yes” I want to know more about how you can help me.
Valley #2: The Credibility Gap
This a gap that I see way too many businesses getting stuck in. They capture attention then try to immediately close the sale. They act as if by simply gaining attention you also gain trust, rapport and credibility. Not so. By not bridging this gap you fight an uphill battle for the sale. And, frankly, are probably causing many prospects to turn away and go elsewhere. Testimonials, proof, risk removal are some of your bridge building tools here.
Peak #3: Customers
Sweet! You’ve effectively engaged folks so they feel comfortable giving you their hard-earned greenbacks. A small amount, even $1 is enough to qualify here (it’s that first dollar that’s always the hardest). The true test of your brand and your ability to create a long-term customer now begins as you enter…
Valley #3: The Valuability Gap
(yes, I totally made up this word but it just seems to make sense here)
This is where your customer makes the decision, “do I want to continue my relationship with this fella or not?” They look at what value they received as a result of having done business with you. How well do you treat them after they’ve given you their money? The more value you and your product/service deliver determines the future of the relationship and your long-term profitablity. And whether or not your customers become…
Peak #4: Evangelists
Ohhh… the mighty Evangelist. You want this person on your team. He preaches the good word about you up and down the streets. He’s hyper-responsive, sends referrals, and will provide valuable feedback about what he needs next. Spend a lot of times with these folks, they will help your business grow and don’t mind spending money and telling others as they do so.
Your ability to persuade people to move from one extreme (suspect indifference) to the other (evangelical bliss) is based on your ability to bridge the gaps from one peak to the next. Otherwise, it’s just too scary to take a leap of faith and too damn much work for them to try and build their own bridge. They simply won’t move any further.
When laying out your marketing and sales process make sure you’re bridging the gaps to creating loyal, lifelong customers. Everyone, you and your clients, will be much happier when you do.
What are some ways you’re building bridges?
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