Wouldn’t it be great if the first time you talked to a prospective client about your services they said, “Where do I sign up?”
It would, but they don’t.
They usually want more information. Maybe a lot more. And they want you to explain things in enough detail that they not only understand it, they see that your solution is their best solution.
Because they don’t want to make a mistake.
They will have questions. As you answer those questions, they’ll often think of more.
Getting them from not knowing to knowing, and from knowing to doing (hiring you) is a process, and it usually takes time.
The prospective client needs you to explain things again, in different want, so they can understand everything.
And, no matter how good you are at explaining, not everyone “gets” it as quickly as others. Especially with something complicated (like the law) and scary (like the law) and expensive (like the law).
When you’re sitting with the prospect, you can take your time explaining things properly, ask questions to make sure they understand, show them the paperwork, read their body language, and answer all of their questions. You can take as long as they need.
And you no doubt do all that. But it’s a different story when you’re communicating with them online.
Putting up more FAQ’s, videos, and other information can help. But sometimes, all that information overwhelms or confused them, leading them to conclude they’re not ready to do anything.
What can you do?
The answer isn’t to wait until their problem gets worse and they’re in enough pain to finally call. The answer is to stay in touch with them, via email.
Send more information. Send them the same information stated in different ways. Send them more examples, use cases, and stories about others who had what they have and found relief by hiring you, or found relief by speaking with you (and then hiring you).
Don’t do this once or twice. Do it over and over again, for as long as it takes, because you don’t know when (or if) they will be ready.
Let your newsletter do the heavy lifting. Until they’re ready for you to get on your white horse and save the day.
