Give People a Clear and Detailed Action Plan

You’ll recall in a previous article we mentioned that it was impossible to make it too easy for people to buy things. There’s a corollary of that.

Many business people simply make it difficult for people to buy things because they don’t give them a specific action plan.
 
Consider, for example, a “typical” accountant meeting with a prospective client. They’ve had a great meeting; the client’s excited …. but nothing happens.
 
Or a potential customer of your business is reading a letter about a new product or service. The potential customer is excited. But she puts the letter down, promising to “get back to it” - and never actually does.
 
If these situations ring bells with you — applying this leverage point will be important for you.
 
People need to be told explicitly how to act in order to obtain a business product or service. Sure, it seems obvious. But it’s amazing how many times the obvious gets overlooked.
 
So, to go back to our “typical” accountant meeting with the potential client, how much better would it be if, at the appropriate point, the accountant said, “OK John, let’s run through this action plan so that we can get this underway.”
 
The fact is, the potential client (strange as it might seem) really does appreciate being led. The same is true for the person reading the letter from you.
 
At the appropriate point in the letter, you need to say something like:
 
So let’s review what needs to happen for you to acquire the widgets.
 
First, turn the page to the order form I’ve enclosed. It’s already filled in with your details as we have them. Do check that they’re correct.
 
Second, simply check the “color” box to make sure you get your preferred color.
 
Then simply fill in the credit card details and place your signature on the line at the bottom of the form.
 
Finally, fold it and place it in the reply paid envelope. In four days, you’ll have the widgets delivered.
 
Let’s get even stronger. If you don’t get PRO-active in asking for the order, you are denying yourself maybe two-thirds of your potential business.
 
By becoming proactive, opportunities for leverage are everywhere. For example, take a typical quote from a contractor.
 
It often ends with, “Please call us if you’d like more information or if you’d like to book the job.” What would happen if the quote said, “We’ll be calling you in two days so that we can gauge your reaction to our quote and to schedule the job in to make sure you get it done on time.”
 
Do you think that would get more business? Of course it would.
 
And what about a hairdresser who has a system of booking people in for their next visit at the end of the current one? Every hairdresser we speak to says, "Yes, I do that." However, isn’t it funny that none of us can ever recall it happening to us?
 
Again, the opportunities to get proactive are far-reaching and plentiful. Grasp them.