In this “Insight Series” every day we will be sharing one of these 19 different techniques. If at any time you decide you don’t want to wait and would like to access the entire series all at once you can just click this link
SERIES KICK-OFF
#4 ANCHORING
This is a powerful technique that causes the prospect to visualize themselves enjoying specific benefits that your products and services will offer them. Whenever they think of these benefits, even days, weeks, months or years in the future, they will subconsciously associate
these benefits with your brand.
We accomplish this by inserting motion graphics and still imagery at specific times throughout our videos while referring to success, lifestyle improvement, dominating the competition, increasing revenues, etc. The idea is simple: get a client or customer into a specific mental state (the stronger and more distinct the better) and create an association to it so that the state can be re-accessed (activated) at will.
The process of setting an anchor connected to a specific memory and/or feeling so it can be re-accessed later in future videos or closing situation is vital. This is done, in part, through Sensory-Based Description which is describing an event through the senses.
Think of it as inserting yourself into your potential customer’s subconscious. You’re creating an idea that appeals to them (say, instant hot water that rectifies years of struggling for even a warm shower) and attaching that positive thought to something visual. When that visual comes up again in a future video or even in an advertisement, they’ll remember that moment when they realized working with you would lead to an effective outcome.
A good example of anchoring is company mascots. The mascot is associated with every positive aspect of a product or service, so whenever people see it, they associate it with a positive outcome. When you see a product with Mr.Clean on it, you know you’re going to be able to get your home clean with it.
Here is a simple, yet effective word track to help you and your sales team smoothly transition into asking for the sale without seeming salesy or pushy using anchoring.
This strategy will also compel your prospect to reveal their true inner “Hot-Buttons” about the product or service you are offering.
So here it is . . . “Mr. Jones, let me ask you a question . . . if you and I were having this conversation 12 months from today . . . what would have had to have happened for you to feel like hiring our company was a good decision?”
(Listen closely and don’t interrupt. Once your prospect finishes here is your response . . .)
“OK – well thank you for that clarification . . . I wanted to be sure we were a good fit for one another and it appears we definitely are and I’m confident that we can accomplish each of those goals for you. So here are the next steps to get your project rolling.”
WHY THIS SIMPLE STRATEGY WORKS!
This simple strategy works because of several reasons.
First, by asking this type of open-ended question it helps you take control of the conversation.
Second, the question requires them to envision a future reality that includes you and your company, which is very powerful.
Third, your prospect is being forced to think about and say out loud their most important goals as they are sharing time and looking at you. Not only does this information provide you accurate business intelligence about them, but even more important they will begin associating the positive feelings of accomplishing these goals with you and your company now and in the future.
“Anchoring” forms powerful impressions in your prospects mind so any time they think about their project . . . days, weeks or even months in the future they will associate you with it which gives you a major competitive advantage.
So, practice this simple strategy, commit it to memory, share it with your sales team and watch your sales increase.
CONCLUSION
The purpose of this content is to provide businesses various tools and resources that can help them address challenges that their company may currently be facing. These tools and resources cover many topics related to driving new growth and getting a company to the next level. So if you thought this insight was helpful and would like to learn more about how it can be incorporated and used as part of an overall Done-For-You marketing system called a
CyberFunnel. . . just click here below.