One of the challenges all of us face who are experts (whether we’re financial advisors, consultants, coaches or anyone else who gets hired for their expertise) is that our prospects aren’t usually as knowledgeable about our particular topic as we are. (Which makes an enormous amount of common sense since, if they were, they probably wouldn’t be hiring us.)

Unfortunately, what this means is that it’s very easy for us to talk “over the heads” of our prospects. We don’t mean to, and most of our prospects will never let us know they really don’t understand what the heck we’re saying, but still, it’s a real issue.

I’ve had many discussions with potential candidates in which I’d hear acknowledging grunts as I rambled on about sequenced autoresponders and information product up-sell strategies, without ever realizing that I’d left the poor person in the dust several minutes ago. Obviously, if prospects don’t understand what we’re communicating, the odds of them hiring us are usually between the proverbial slim and none.

But there’s an additional danger that we need to be cognizant of once we recognize this challenge. We don’t want to overcompensate and start talking down to our prospects. Not surprisingly they’ll take that as condescension, which is even worse than talking over their heads.

Fortunately the solution is simple.

Make sure that you’re using a lot of examples that illustrate the point you’re trying to make. It’s one thing for to say “Then we set up a sequenced autoresponder system that will enable you to put your communication on autopilot.” That assumes the person I’m speaking with knows what a “sequenced autoresponder” is.

I’d do a better job of bringing the benefits to life if I provide an example or story.

Such as…”I was working with a client in your industry who, like you, realized they needed to do a better job of staying in touch with prospects. What we set up was a system that automatically sent out messages in a pre-programmed sequence.

As a result of setting up these automated messages, this client increased his overall conversion rate from 5% to over 25%. You can imagine the impact that had on his bottom line.”

By using examples (or stories), we increase the likelihood that our prospects will be able to visualize the benefits that we offer. As anyone who has been successful in selling services will attest, “visualization” is crucial for converting prospects into actual paying clients.

Food for thought

PS: If you haven’t already you really should read my book on creating great sales stories. You can order it HERE

PPS: If you’d like to personally work with me to develop your marketing campaign but my Platinum program is outside your budget, here’s what you might consider. INFO