Fact: You will never need to convince Daryl Dixon of the value of a crossbow.
If you're not a fan of The Walking Dead, Daryl Dixon is one of the television show's lead characters, and a guy you'd want on your side during a zombie apocalypse. Daryl's a dead-eye with his crossbow, using it to hunt for meals and to bring swift & silent ends to many a zombie. He's a persuasive argument for immediately signing up for crossbow lessons. You know, just in case.
If Daryl Dixon lost his crossbow in a zombie attack, you wouldn't have to spend a lot of time and marketing resources selling him a new one. You would have to do exactly three things: (1) let him know you had the crossbow he wanted, (2) make the transaction, and (3) get out of his way.
That's the power of a customer who has a problem (“I have no crossbow”) and who wants the solution you're offering (“I will sell you this crossbow”). There's no long, drawn out process of convincing.
If you have to convince your customer he wants your product or service, you've got an uphill battle ahead of you.
And FYI — “uphill battle” means “costly.”
The best way to shorten the time between finding a prospect and making a sale is this:
Stop spending so much time and resources connecting with prospects that require convincing.
Stop trying to grow your list for the sake of growing your list. If you're growing your list with a bunch of prospects that are going to require years of “convincing,” you're wasting your own time and money. Just stop.
Put more time and resources into finding and connecting with Daryl Dixon prospects — the ones who are receptive, even eager, for the solution you're offering.
Less time spent convincing, more time spent hunting zombies.
Or, you know, whatever you choose to do with your down time. I can only speak for my buddy Daryl and me.
To always using your braaaaaiiiiiins,
