The problem with selling a consultancy or training service is that you are selling something intangible. That requires a tremendous amount of trust and a financial leap of faith from a prospect.
How do you encourage someone to make that leap of faith? To facilitate trust, five key thought processes need to be present in that prospect mind:
• a fear of failure
• a vision of success
• repeat exposure to your message
• a strong sense that you are offering something different (and better)
• an engaging experience
Even if you are a well-established consultant, trainer or educator those five rules apply. Prospects need repeated exposure to the impact of failing and to the solutions you offer. They need to know what sets you apart from the rest and it needs to be an engaging experience. This will establish those emotional touch points that play a pivotal role in the buying decision.
You could spend a lot of time – with all the risk associated with that – talking to prospects and nurturing them into making that leap of faith. But is that what you really want to do? For most consultants and trainers sales and marketing is a necessary evil.
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