Every time we approach a new prospect, or ask an existing client for a renewal, that person is asking himself,
"What's in it for me?" The answer to that question comes down to risk versus reward. Does your client feel that
giving us money will return his investment? Is the "reward" perceived as greater than the "risk"?
Our job is to increase the perceived value and to reduce the perceived risk. Note I said, "perceived". The
real risk may be much less than the
All sorts of external situations can raise the perception of risk. We cannot control most of these. What we CAN control is our reaction to them.
"People buy emotionally and justify it with logic." True, true, true. 90% of buying decisions are made emotionally. BUT, we can reduce the perceived risk by adding that little bit of logic to our solutions.
What needs to happen to achieve our clients' goals? We call this
"The Return on Investment Calculation Worksheet".
You will need some metrics from your clients. You get these numbers during the customer needs analysis.
1. What is their average sale?
2. What is their closing ratio?
3. How much do they wish to grow their business
in the coming year in dollar amount?
Armed with these numbers, we can calculate what needs to happen to achieve their goals.
Here's the formula:
Growth objective divided by the average sale equals the
number of new sales needed for the year.
number of new sales needed divided by the
ratio equals the
number of new responses needed per
number of new responses needed divided by
12 equals the
number of responses needed per month.
That number divided by the
number of days open per month equals the
number of responses needed per day.
Do you believe your campaign can ultimately produce those results? If the answer is, "
Yes" then you can present with
Your campaign ideas have made them "want to": your ROI worksheet shows them it's possible. Higher revenue awaits!