I just spoke to an attorney who sent his list an article about the importance of getting their Will prepared. He later spoke to some of them and they said they enjoyed the article and acknowledged that they needed to get their Will prepared or updated. When he asked them to book an appointment, they made excuses.
Sound familiar?
How do you get someone who acknowledges his or her need for your services to stop procrastinating and make the appointment?
Here are three techniques you can use:
- Tell stories. Facts tell but stories sell. In your writing and on the phone, make sure you illustrate your points with stories of people who followed your advice (e.g., to get their Will prepared) and especially with stories about those who didn’t. Let people know the consequences of inaction or procrastination by hearing about people who waited.
- Use a deadline. If you are offering some kind of special offer–a bonus, freebie, or discount, for example–put a deadline on it: “To get this bonus, you must book your appointment by. . .”. Fear of loss is a powerful motivator. You’ll find people hiring you who might otherwise procrastinate because they don’t want to lose the special offer.
- Push ’em. If the benefits of the service being offered are truly in their best interests to have, you’re not doing them any favors by letting them wait. In fact, as a compassionate advisor, it is your responsibility to urge them to act. So use your authority, credibility, and persuasiveness to get them to “take care of this right now”.
These three techniques will get more people to book an appointment. One additional technique, “alternative choice,” will get even more. Give them two options to choose from, either of which moves them forward. “So, can you come in this week or would next week be better?” Tuesday or Wednesday? 10 or 4?
Change the decision from “yes or no” to “today or tomorrow”.
