March 4, 2025 • 19 mins
Want to create an experience that keeps customers engaged and coming back for more? It all starts with understanding what truly matters to them. In this episode, Tara Bryan introduces a simple yet powerful strategy for increasing customer engagement and ensuring long-term retention.
By shifting your focus from what you think customers need to what they actually want, you’ll unlock the secret to creating lasting relationships, boosting participation, and turning casual buyers into lifelong advocates. Whether you're a coach, consultant, or business owner, this episode will change the way you approach customer success forever.
👉 If you’ve ever struggled with getting customers to sign-on, stay engaged and follow through, this is a must-listen!
📝 Key Takeaways:
✅ Customer-Centric Thinking: Why putting yourself in your audience’s shoes changes everything.
✅ The Right Order Matters: How structuring your conversations correctly keeps customers engaged.
✅ Transformation Over Information: Why people don’t buy features—they buy results.
✅ Retention Starts at the First Interaction: How to design a seamless journey that makes staying easy.
✅ Simple Adjustments, Big Impact: Small tweaks that instantly improve engagement & loyalty.
Chapters:
⏳ 00:00 – Intro | Why customer engagement & retention matter more than ever
🎯 02:15 – The biggest mistake business owners make when trying to keep customers
🔍 05:30 – The right way to structure your messaging to capture engagement
🚀 09:45 – What makes customers stay (it’s not what you think!)
💡 14:10 – A simple shift that turns casual buyers into loyal fans
✅ 19:30 – The one question you need to ask before creating any offer
🎬 24:00 – Final thoughts & action steps
Action Step:
Before your next sales call, content creation session, or customer conversation, ask yourself: Am I making this about them?
💡 Use today’s strategy to speak directly to their needs, not just your solution.
📌 Resources & Links:
📍 Learn More: www.TaraLBryan.com
📍 Subscribe to the podcast on your favorite platform: https://thescalableexpert.captivate.fm/
📍 Review the podcast at Podchaser: https://www.podchaser.com/podcasts/the-scalable-expert-785374
Mentioned in this episode:
https://taralbryan.com/step/15-learn-to-scale-call
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Tara Bryan (00:00):
Welcome to the Scalable Expert, the podcast where we unlock
the secrets to building a businessthat grows with you, not around you.
I'm your host, Tara Bryan, businessstrategist, mentor, and creator
of the Infinite Scale Method.
If you're a coach, consultant, orservice provider who's maxed out
with one on one work, overwhelmed bythe grind, and ready to scale your
expertise into a business that worksfor you, then you're in the right place.
(00:23):
Each week, I'll share actionabletips, inspiring success
stories, and proven strategies.
to help you reclaim your time, grow yourincome and create a business that delivers
results without sacrificing quality.
Let's dive in and make yourbusiness infinitely scalable.
Hey, everybody, welcome to thisweek's episode of the podcast.
(00:44):
I am thrilled that you're here.
In this episode, I want to dosomething just a little bit different.
I'm going to show you a visual, soif you are listening, I will try
and describe it as much as possible.
If you are watching YouTube, youwill be able to catch the visual
that I'm going to share today.
But I want to share aconcept called WIIFM.
When I was a new training professional,and learning the ropes of how do you
(01:09):
build effective learning experiences foremployees or customers so that they can
get results, one of the things we alwaysfocused on was the concept of WIIFM.
So if you've heard of thatbefore, sometimes it's W I
I F M, sometimes it's WIIFM,
it doesn't really matter.
The acronym stands for 'What's InIt For Me' and that is exactly what
(01:34):
your customer or your potentialcustomer is thinking all of the time.
So they're not really thinking aboutall of the things that you are thinking
about as you are building your solution,as you are trying to sell your solution
and doing all of the things aroundwhat you are passionate about, your
expertise or your offer, or your businessor your mission, or whatever it is.
(02:00):
And so the more that you can startthinking about your customer or
perspective customer in terms of whatit is that they're looking for and
what it is that they need, the betteroff you're going to be not only in
selling what you have to offer, butin also being able to fulfill in a way
that helps your customers get results.
(02:21):
Because at the end of the day, that'sall that really matters is that whatever
your offer is, is getting your customerthe intended result, which is why
they purchased it in the first place.
So I always recommend to people putyourself in your customer's shoes.
Really look from their perspectiveto see how what you're creating
(02:41):
is going to impact them?
Is it going to make their lives easier?
Is it going to solve their problem?
Is it going to give them whateverit is that they're looking for
that they don't have today.
If you can do that, then you know thatyou are on the right track in terms
of what you're creating and beingable to articulate how what you're
(03:03):
building really helps your customers.
Because I think at the end of theday we all want to build something
and offer a solution, something tofulfill that helps our customers.
We're all in the business ofreally wanting to help people.
However, what happens is we get so excitedabout our own solution that we lose
sight of the customer and what it is thatthey need and what they're looking for.
(03:26):
And so while we're trying to sell ourthing or fulfill on our thing, we're
missing the boat because we're notactually thinking about our customers.
So when we use the concept of WIIFM,what's in it for me, and always thinking
about it from the customer's perspective,it will help you make sure that what
you're doing, whether it be yourmessaging, whether it be the conversations
(03:48):
you're having, or even in the fulfillment,are meeting your customer's needs.
A huge piece of advice that I alwaysgive to my customers along with the WIIFM
concept is just consider that they'rein front of you in your office, by
your desk, they're sitting next to you,you're having a conversation with them.
You wouldn't blast them with all thethings that you're super excited about.
(04:10):
You would ask them questions about whatthey need and what kind of experience
they want and how would what youwere creating make them successful?
So do the same thing when you arespeaking to prospects and to customers
around what it is that you offer.
So just remember that there's alwayssomebody on the other end of the equation
(04:32):
that you are actually trying to help.
All right, so I want to just illustratethis concept by showing you a visual.
And this visual is an inverted pyramid.
So let me get it up for you becauseI think it, it really helps to
show what it is, from a, how doyou structure your conversation?
How do you structure yourthinking to make sure you're
(04:53):
always considering the customer'sjourney, and what's in it for them?
Okay, so let's breakthat down into a visual.
So when you look at WIIFM,What's in it for me?
From a customer's perspective,the very first question they're
going to be asking is, Why?
Why would this be the thing thatis going to solve my problem?
Because what they're lookingfor is that solution, right?
(05:16):
They're looking for whetheror not you have a way to help
them solve their problem.
So that's the first thing.
It's like they're in pain, they'rehaving a challenge, there's
something that they want to change.
And so they're looking at it and saying,Okay, why would this be the thing
that will help me make that change?
That's the very first thingthat they're looking at.
So when you're having a conversationwith a prospect or a customer,
(05:40):
you want to answer that question.
Like, why is this the solutionthat will get them from point A to
point B in the best way possible?
Because again, they want to get outof the situation that they're in.
They want some sort of transformation.
They want some sort of change.
So they're going to look at what youhave to offer and whether or not you're
able to answer that question, right?
(06:02):
Like, why would I use your solution?
It's because it's going to take youfrom point A to point B, in a linear
process, it's gonna take you, it's thefastest path, I've been there before,
so I can help you, and instead of tryingto go out and do it all yourself, I have
a proven process to help you, right?
So you're answering that question oflike, why would you have the product
(06:23):
or solution that would help me getto where I am today or where I am
from now until where I want to go.
So that is the very first questionthat's on their mind, is like,
why would I pay attention to this?
What is this going to do for mewhen I am trying to decide whether
or not this is going to be thetransformation that's going to help me?
So a lot of times people start with thewhat, like they start with oh, here are
(06:45):
all the things it's going to be 14 weeks.
It's going to be videos and community andget togethers and all of these things like
these are all the things that are goingto happen As you go through my solution.
And they don't care about any of that yet.
What they care about is this asolution that's going to take me
(07:06):
from my problem to where I want togo to give me that transformation.
That's the very first thingthat you need to answer.
Once you've answered that they're like,oh, yeah this is going to be the best way
for me to get from point A to point B.
Now the next question they're going toask is okay, so when does that happen?
Like how do I do that?
And so if you're like, it's going to take90 days, it's going to take six months,
(07:28):
it's going to take a year, then they'relike, okay, do I want to take that amount
of time to get that transformation?
Is there a faster way to do it?
Is there a slower way to do it?
Do I have the time to put into it?
Do I not have the time to put into it?
That's the next kind of set of questionsthat they're asking themselves.
Again, they're notasking yet is it online?
(07:51):
Is it offline?
Am I getting together with people?
Am I not getting together with people?
Is it on these dates?
Is it on that dates?
Are we having video?
They don't care aboutany of those things yet.
Again, they're just trying to put it intothe context of what their own needs are.
So why is this a solution?
It's the fast trackfrom point A to point B.
Okay, cool.
That matches what I'm looking for.
(08:13):
I really want somebody to guideme through this solution because I
can't figure it out on my own, right?
That's the why.
Okay, great.
Check that one off.
Now they're gonna go into that when whichis okay so how long is this gonna take?
When is this going to happen?
What is it going to looklike when that's over, right?
So if it's 90 days,what happens in 90 days?
(08:34):
In 90 days, I'm going tohave the full solution.
I'm going to have a transformation,and then this is going to happen.
So in 90 days, I'mgoing to increase sales.
In 90 days, I'm goingto increase customers.
In 90 days, I'm going to, lose 50 pounds.
Whatever it is that the transformationis, they need to see when
that's going to happen, right?
So you're really giving them anownership experience of here's how
(08:58):
their world is going to change.
So when you think about the WIIFM, it'show is their world going to change?
How is this impacted them?
And really what your solution at thispoint is doing, is it's showing them
that you have anticipated all of thethings that they're going to be thinking
about because you've been there, youknow how to fast track the process, you
(09:18):
know all of the hurdles and obstaclesthat are going to happen along the way.
And so you're showing your levelof confidence that you have the
solution that will help them.
Because again, they're lookingat the why, and then they're
going to look at the when.
And then, once they've determinedthat, okay that seems reasonable, like
90 days seems like a good amount oftime, okay, yep, I like that, right?
(09:41):
In three months, I can assume that thisis the transformation I'm gonna get.
Okay, so how is that gonna be delivered?
And then that needs to match their how.
If they want you to be sitting nextto them for 90 days, every single
day, having a conversation, thenthat's going to be their expectation.
Does it match your how?
Your how may be different, right?
(10:03):
And so your job is to help themunderstand and really be able to
visualize how your solution at this pointis going to help them get from point
A to point B in the best and easiestand most impactful way to help them.
And in this piece where you're reallytalking about how it's going to go,
(10:26):
it's going to be weekly and it'sgoing to be an office hours call and
some learning and some applicationand some, support from the coach and
peers and whatever else you have thatis part of your scalable experience.
The goal here isn't to givethem all of the things.
The goal is to help them really trulysee how by doing the things that you have
(10:52):
already set up for them, it streamlinesthe process, it makes it super simple
for them, and it's something thatis realistic that they can do right?
So that's all they want to know aboutin the how is here's how the experience
is gonna go, you get to log in on demandyou get to get feedback, whenever you
want it you get to do this you get todo that blah blah blah blah blah, right?
(11:15):
You built it in a way that is agreat experience for your people.
They don't need to knowall the nits and nats.
They don't need to know allthe details at this point.
They just need to know that there isa curated experience for them that
directly takes them from where theyare today to where they want to go.
You've addressed the why, whatis the transformation, how is
(11:36):
the solution going to help them.
You've addressed the when,like what is the timeframe?
You've addressed the how.
We have a curated experiencethat allows you to go through.
We have proved that thisis the best approach.
Not that, like it's a different approach,
it's a, a worse approach, abetter approach of this or that.
(11:56):
We have proven that this is the best wayfor people like you to go through this,
to be able to get the results in 90 days.
Done.
And then, and only then, doyou talk about all of the cool
features that are in your solution.
You have an app, you have a coolwhizbang automation, you have all
(12:18):
of these things that you're superexcited about that you've built.
That is when you can start talkingabout all of the cool things, the
gamification, the touch points, therecordings, the phone calls, the all
of the detailed things that you havecreated for them to make their job easier
(12:41):
as they're going through this process.
Because the things that you've createdare not just things that like you want
to throw in there to make it cool.
It's a very specific reason whyyou have a workbook or you have
activities or you have a phone call.
They're all strategically placedto help somebody go from point A to
(13:02):
point B in the fastest way possible.
So when you're framing up theconversation, when you want to add
in all those cool things that you'resuper excited about you're adding
them in the context of what they needto be successful because you have
taken care of all of the details.
And that's what somebody needs to knowin order to make a buying decision,
(13:23):
in order to get really excited, isthat they don't have to go through and
get overwhelmed by all of the things.
When you lead in your salesconversation or in a customer
conversation with all of the things,people get overwhelmed very easily.
Oh, this is going to be really complicatedbecause there's so many things that
(13:43):
I have to remember and keep track of.
And that's exactly the opposite of yourintention when you are creating this.
And so that's why the whatactually is the very last thing.
And you'll see that it's aninverted pyramid for a reason.
That should be just a short conversation.
Once they get into the experience, oncethey've made a buying decision, then you
(14:05):
can show them all the cool tips and tricksand awesomeness that you have in there.
But it's not important in and of itself.
It's important in showing thatyou have a curated experience that
has been created just for them.
And then the very last piece ofthis pyramid is how much, right?
(14:26):
Because then when you are anchoring theprice, you're anchoring the price on the
transformation, the journey, the amountof time the journey is gonna take, all of
the curated pieces that you've includedto make the journey easy for them.
And so then the price becomes a nobrainer because it's something that
is, is the last piece to the puzzle.
(14:50):
When somebody is trying to makea purchasing decision based on
price without all the rest of thesepieces, they're not sure that this
is the right solution for them.
When you start with the why,you've connected it to why it's
the perfect solution for thembecause it's going to give them the
transformation they're looking for.
When you outline how much time you aregiving them to do it, you're anchoring
(15:16):
it to a realistic timeline for them.
And you can decide what this lookslike for your individual customers.
Some like to go fast and somelike to have the time to be
able to implement along the way.
It doesn't really matter how long it is.
So don't get caught up on, it hasto be 30 days or 5 days or 90 days
(15:37):
or 6 months or a year or whatever.
It doesn't really matter as long as youcan show exactly how they're getting
either micro transformations or howthey're getting that transformation
so that it makes that change.
So you have to anchor that with the winand then, when you're talking about how
(15:58):
it's going to be, the curated experiencethat you have to make it super easy for
them to just follow the dots and do whatthey need to do to get the results, then
they're ready for that purchasing decisionbecause they're going to be like, oh my
gosh if it gets me these results in thisamount of time with all of this cool stuff
around an experience that's really beenthought out and proven to work, I'm in.
(16:22):
And they figure out.
How to make the financialcommitment to move forward.
And so when you look at it from thisperspective, regardless if you're
talking to a prospect or you're talkingto a customer, when you look at it
from their perspective, and you look atwhat do they need in order to get the
(16:43):
transformation that they're looking for,
what they need is the confidence thatyou have thought through all of the
details so that they don't have to.
So they're not going tocome in and be overwhelmed.
So they're not going to come in andhave to try and figure out where to go
and what to do and all of the things.
Remember, learning or doingsomething new is hard.
(17:05):
And so when you have to take care ofall of the details and learning and
applying something, that is anchored toa problem that you have, you want all
of those details to be taken care of.
You want a curated experience wheresomebody else is guiding you through
step by step and all you got to dois show up and do the thing and know
(17:26):
and have the confidence that you aregoing to be able to get to that next
level of growth, whatever thatlooks like for your customers.
So use this the next time you arepreparing for a conversation or a customer
interaction, use this and make sure thatyou're going in the right order again.
(17:47):
So often we get so excited about thething that we've built for our customers
that we talk about all of the detailsof it instead of saying, you know what,
they don't really care about the details,
they just want to know that you havetaken care of the details so that they
can go through an experience that'scurated for them so they can get results.
(18:12):
So try that next time, see how that goes.
If you love this episode, give usa subscribe, a shout out, a review,
wherever you're looking at it,whatever the call to action is, we
would love to have your support.
Share this with a friend,give this off to other people.
(18:33):
Until next time, enjoy yourweek and happy applying.
Welcome to the Scalable Expert, the podcast where we unlock
the secrets to building a businessthat grows with you, not around you.
I'm your host, Tara Bryan, businessstrategist, mentor, and creator
of the Infinite Scale Method.
If you're a coach, consultant, orservice provider who's maxed out
with one on one work, overwhelmed bythe grind, and ready to scale your
expertise into a business that worksfor you, then you're in the right place.
(00:23):
Each week, I'll share actionabletips, inspiring success
stories, and proven strategies.
to help you reclaim your time, grow yourincome and create a business that delivers
results without sacrificing quality.
Let's dive in and make yourbusiness infinitely scalable.
Hey, everybody, welcome to thisweek's episode of the podcast.
(00:44):
I am thrilled that you're here.
In this episode, I want to dosomething just a little bit different.
I'm going to show you a visual, soif you are listening, I will try
and describe it as much as possible.
If you are watching YouTube, youwill be able to catch the visual
that I'm going to share today.
But I want to share aconcept called WIIFM.
When I was a new training professional,and learning the ropes of how do you
(01:09):
build effective learning experiences foremployees or customers so that they can
get results, one of the things we alwaysfocused on was the concept of WIIFM.
So if you've heard of thatbefore, sometimes it's W I
I F M, sometimes it's WIIFM,
it doesn't really matter.
The acronym stands for 'What's InIt For Me' and that is exactly what
(01:34):
your customer or your potentialcustomer is thinking all of the time.
So they're not really thinking aboutall of the things that you are thinking
about as you are building your solution,as you are trying to sell your solution
and doing all of the things aroundwhat you are passionate about, your
expertise or your offer, or your businessor your mission, or whatever it is.
(02:00):
And so the more that you can startthinking about your customer or
perspective customer in terms of whatit is that they're looking for and
what it is that they need, the betteroff you're going to be not only in
selling what you have to offer, butin also being able to fulfill in a way
that helps your customers get results.
(02:21):
Because at the end of the day, that'sall that really matters is that whatever
your offer is, is getting your customerthe intended result, which is why
they purchased it in the first place.
So I always recommend to people putyourself in your customer's shoes.
Really look from their perspectiveto see how what you're creating
(02:41):
is going to impact them?
Is it going to make their lives easier?
Is it going to solve their problem?
Is it going to give them whateverit is that they're looking for
that they don't have today.
If you can do that, then you know thatyou are on the right track in terms
of what you're creating and beingable to articulate how what you're
(03:03):
building really helps your customers.
Because I think at the end of theday we all want to build something
and offer a solution, something tofulfill that helps our customers.
We're all in the business ofreally wanting to help people.
However, what happens is we get so excitedabout our own solution that we lose
sight of the customer and what it is thatthey need and what they're looking for.
(03:26):
And so while we're trying to sell ourthing or fulfill on our thing, we're
missing the boat because we're notactually thinking about our customers.
So when we use the concept of WIIFM,what's in it for me, and always thinking
about it from the customer's perspective,it will help you make sure that what
you're doing, whether it be yourmessaging, whether it be the conversations
(03:48):
you're having, or even in the fulfillment,are meeting your customer's needs.
A huge piece of advice that I alwaysgive to my customers along with the WIIFM
concept is just consider that they'rein front of you in your office, by
your desk, they're sitting next to you,you're having a conversation with them.
You wouldn't blast them with all thethings that you're super excited about.
(04:10):
You would ask them questions about whatthey need and what kind of experience
they want and how would what youwere creating make them successful?
So do the same thing when you arespeaking to prospects and to customers
around what it is that you offer.
So just remember that there's alwayssomebody on the other end of the equation
(04:32):
that you are actually trying to help.
All right, so I want to just illustratethis concept by showing you a visual.
And this visual is an inverted pyramid.
So let me get it up for you becauseI think it, it really helps to
show what it is, from a, how doyou structure your conversation?
How do you structure yourthinking to make sure you're
(04:53):
always considering the customer'sjourney, and what's in it for them?
Okay, so let's breakthat down into a visual.
So when you look at WIIFM,What's in it for me?
From a customer's perspective,the very first question they're
going to be asking is, Why?
Why would this be the thing thatis going to solve my problem?
Because what they're lookingfor is that solution, right?
(05:16):
They're looking for whetheror not you have a way to help
them solve their problem.
So that's the first thing.
It's like they're in pain, they'rehaving a challenge, there's
something that they want to change.
And so they're looking at it and saying,Okay, why would this be the thing
that will help me make that change?
That's the very first thingthat they're looking at.
So when you're having a conversationwith a prospect or a customer,
(05:40):
you want to answer that question.
Like, why is this the solutionthat will get them from point A to
point B in the best way possible?
Because again, they want to get outof the situation that they're in.
They want some sort of transformation.
They want some sort of change.
So they're going to look at what youhave to offer and whether or not you're
able to answer that question, right?
(06:02):
Like, why would I use your solution?
It's because it's going to take youfrom point A to point B, in a linear
process, it's gonna take you, it's thefastest path, I've been there before,
so I can help you, and instead of tryingto go out and do it all yourself, I have
a proven process to help you, right?
So you're answering that question oflike, why would you have the product
(06:23):
or solution that would help me getto where I am today or where I am
from now until where I want to go.
So that is the very first questionthat's on their mind, is like,
why would I pay attention to this?
What is this going to do for mewhen I am trying to decide whether
or not this is going to be thetransformation that's going to help me?
So a lot of times people start with thewhat, like they start with oh, here are
(06:45):
all the things it's going to be 14 weeks.
It's going to be videos and community andget togethers and all of these things like
these are all the things that are goingto happen As you go through my solution.
And they don't care about any of that yet.
What they care about is this asolution that's going to take me
(07:06):
from my problem to where I want togo to give me that transformation.
That's the very first thingthat you need to answer.
Once you've answered that they're like,oh, yeah this is going to be the best way
for me to get from point A to point B.
Now the next question they're going toask is okay, so when does that happen?
Like how do I do that?
And so if you're like, it's going to take90 days, it's going to take six months,
(07:28):
it's going to take a year, then they'relike, okay, do I want to take that amount
of time to get that transformation?
Is there a faster way to do it?
Is there a slower way to do it?
Do I have the time to put into it?
Do I not have the time to put into it?
That's the next kind of set of questionsthat they're asking themselves.
Again, they're notasking yet is it online?
(07:51):
Is it offline?
Am I getting together with people?
Am I not getting together with people?
Is it on these dates?
Is it on that dates?
Are we having video?
They don't care aboutany of those things yet.
Again, they're just trying to put it intothe context of what their own needs are.
So why is this a solution?
It's the fast trackfrom point A to point B.
Okay, cool.
That matches what I'm looking for.
(08:13):
I really want somebody to guideme through this solution because I
can't figure it out on my own, right?
That's the why.
Okay, great.
Check that one off.
Now they're gonna go into that when whichis okay so how long is this gonna take?
When is this going to happen?
What is it going to looklike when that's over, right?
So if it's 90 days,what happens in 90 days?
(08:34):
In 90 days, I'm going tohave the full solution.
I'm going to have a transformation,and then this is going to happen.
So in 90 days, I'mgoing to increase sales.
In 90 days, I'm goingto increase customers.
In 90 days, I'm going to, lose 50 pounds.
Whatever it is that the transformationis, they need to see when
that's going to happen, right?
So you're really giving them anownership experience of here's how
(08:58):
their world is going to change.
So when you think about the WIIFM, it'show is their world going to change?
How is this impacted them?
And really what your solution at thispoint is doing, is it's showing them
that you have anticipated all of thethings that they're going to be thinking
about because you've been there, youknow how to fast track the process, you
(09:18):
know all of the hurdles and obstaclesthat are going to happen along the way.
And so you're showing your levelof confidence that you have the
solution that will help them.
Because again, they're lookingat the why, and then they're
going to look at the when.
And then, once they've determinedthat, okay that seems reasonable, like
90 days seems like a good amount oftime, okay, yep, I like that, right?
(09:41):
In three months, I can assume that thisis the transformation I'm gonna get.
Okay, so how is that gonna be delivered?
And then that needs to match their how.
If they want you to be sitting nextto them for 90 days, every single
day, having a conversation, thenthat's going to be their expectation.
Does it match your how?
Your how may be different, right?
(10:03):
And so your job is to help themunderstand and really be able to
visualize how your solution at this pointis going to help them get from point
A to point B in the best and easiestand most impactful way to help them.
And in this piece where you're reallytalking about how it's going to go,
(10:26):
it's going to be weekly and it'sgoing to be an office hours call and
some learning and some applicationand some, support from the coach and
peers and whatever else you have thatis part of your scalable experience.
The goal here isn't to givethem all of the things.
The goal is to help them really trulysee how by doing the things that you have
(10:52):
already set up for them, it streamlinesthe process, it makes it super simple
for them, and it's something thatis realistic that they can do right?
So that's all they want to know aboutin the how is here's how the experience
is gonna go, you get to log in on demandyou get to get feedback, whenever you
want it you get to do this you get todo that blah blah blah blah blah, right?
(11:15):
You built it in a way that is agreat experience for your people.
They don't need to knowall the nits and nats.
They don't need to know allthe details at this point.
They just need to know that there isa curated experience for them that
directly takes them from where theyare today to where they want to go.
You've addressed the why, whatis the transformation, how is
(11:36):
the solution going to help them.
You've addressed the when,like what is the timeframe?
You've addressed the how.
We have a curated experiencethat allows you to go through.
We have proved that thisis the best approach.
Not that, like it's a different approach,
it's a, a worse approach, abetter approach of this or that.
(11:56):
We have proven that this is the best wayfor people like you to go through this,
to be able to get the results in 90 days.
Done.
And then, and only then, doyou talk about all of the cool
features that are in your solution.
You have an app, you have a coolwhizbang automation, you have all
(12:18):
of these things that you're superexcited about that you've built.
That is when you can start talkingabout all of the cool things, the
gamification, the touch points, therecordings, the phone calls, the all
of the detailed things that you havecreated for them to make their job easier
(12:41):
as they're going through this process.
Because the things that you've createdare not just things that like you want
to throw in there to make it cool.
It's a very specific reason whyyou have a workbook or you have
activities or you have a phone call.
They're all strategically placedto help somebody go from point A to
(13:02):
point B in the fastest way possible.
So when you're framing up theconversation, when you want to add
in all those cool things that you'resuper excited about you're adding
them in the context of what they needto be successful because you have
taken care of all of the details.
And that's what somebody needs to knowin order to make a buying decision,
(13:23):
in order to get really excited, isthat they don't have to go through and
get overwhelmed by all of the things.
When you lead in your salesconversation or in a customer
conversation with all of the things,people get overwhelmed very easily.
Oh, this is going to be really complicatedbecause there's so many things that
(13:43):
I have to remember and keep track of.
And that's exactly the opposite of yourintention when you are creating this.
And so that's why the whatactually is the very last thing.
And you'll see that it's aninverted pyramid for a reason.
That should be just a short conversation.
Once they get into the experience, oncethey've made a buying decision, then you
(14:05):
can show them all the cool tips and tricksand awesomeness that you have in there.
But it's not important in and of itself.
It's important in showing thatyou have a curated experience that
has been created just for them.
And then the very last piece ofthis pyramid is how much, right?
(14:26):
Because then when you are anchoring theprice, you're anchoring the price on the
transformation, the journey, the amountof time the journey is gonna take, all of
the curated pieces that you've includedto make the journey easy for them.
And so then the price becomes a nobrainer because it's something that
is, is the last piece to the puzzle.
(14:50):
When somebody is trying to makea purchasing decision based on
price without all the rest of thesepieces, they're not sure that this
is the right solution for them.
When you start with the why,you've connected it to why it's
the perfect solution for thembecause it's going to give them the
transformation they're looking for.
When you outline how much time you aregiving them to do it, you're anchoring
(15:16):
it to a realistic timeline for them.
And you can decide what this lookslike for your individual customers.
Some like to go fast and somelike to have the time to be
able to implement along the way.
It doesn't really matter how long it is.
So don't get caught up on, it hasto be 30 days or 5 days or 90 days
(15:37):
or 6 months or a year or whatever.
It doesn't really matter as long as youcan show exactly how they're getting
either micro transformations or howthey're getting that transformation
so that it makes that change.
So you have to anchor that with the winand then, when you're talking about how
(15:58):
it's going to be, the curated experiencethat you have to make it super easy for
them to just follow the dots and do whatthey need to do to get the results, then
they're ready for that purchasing decisionbecause they're going to be like, oh my
gosh if it gets me these results in thisamount of time with all of this cool stuff
around an experience that's really beenthought out and proven to work, I'm in.
(16:22):
And they figure out.
How to make the financialcommitment to move forward.
And so when you look at it from thisperspective, regardless if you're
talking to a prospect or you're talkingto a customer, when you look at it
from their perspective, and you look atwhat do they need in order to get the
(16:43):
transformation that they're looking for,
what they need is the confidence thatyou have thought through all of the
details so that they don't have to.
So they're not going tocome in and be overwhelmed.
So they're not going to come in andhave to try and figure out where to go
and what to do and all of the things.
Remember, learning or doingsomething new is hard.
(17:05):
And so when you have to take care ofall of the details and learning and
applying something, that is anchored toa problem that you have, you want all
of those details to be taken care of.
You want a curated experience wheresomebody else is guiding you through
step by step and all you got to dois show up and do the thing and know
(17:26):
and have the confidence that you aregoing to be able to get to that next
level of growth, whatever thatlooks like for your customers.
So use this the next time you arepreparing for a conversation or a customer
interaction, use this and make sure thatyou're going in the right order again.
(17:47):
So often we get so excited about thething that we've built for our customers
that we talk about all of the detailsof it instead of saying, you know what,
they don't really care about the details,
they just want to know that you havetaken care of the details so that they
can go through an experience that'scurated for them so they can get results.
(18:12):
So try that next time, see how that goes.
If you love this episode, give usa subscribe, a shout out, a review,
wherever you're looking at it,whatever the call to action is, we
would love to have your support.
Share this with a friend,give this off to other people.
(18:33):
Until next time, enjoy yourweek and happy applying.
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