Moments Of Truth
Applying Moments Of Truth To Increase The Desire Of Your Prospects
By Steve Hackney (Published: December 24)
In the Conversion Principles article, I revealed that the first Principle that must be used in any successful conversion system is ‘Multiple Interactions’ (more details here).
But how do you ensure every interaction and every point of contact you and the business has with your prospects is going to be positive and raises their desire level closer to the sale?
We've found the easiest and best way to do that is to use Moments Of Truth (a term created by Jan Carlzon, former CEO of Scandinavian Airlines).
This diagram shows what you are looking to achieve at each interaction...
Your goal is to ensure each interaction is a positive experience (shown by arrow 'A').
By doing that, you are increasing their desire, and moving your prospect closer and closer to the sale.
A negative experience will move the prospect further away from the sale (arrow 'B').
This is one of the most effective tactics in sales, yet so few people use Moments Of Truth to create an extremely powerful conversion system.
I've been teaching Moments Of Truth for over two decades, and it's as effective now as it was 25 years ago (in fact, not only should you use Moments Of Truth for your conversion system, I urge you to use it for every interaction with your clients, customers or patients, as Carlzon originally did).
WHAT A GOOD AND BAD INTERACTION LOOKS LIKE
Let's take a common interaction, so you can see what 'good' and 'bad' looks like.
How you handle in-bound calls has a major effect on your sales performance.
This diagram below shows how that looks...
If your team (or your call handling centre) are well-trained and fully understand the implications of picking up the call promptly (ideally inside 4 rings) then that interaction starts off being positive ('C').
If the phone rings, and rings, and rings, and rings... and so on and is picked up after say 9 or 10 rings (or more) then this is a negative interaction ('D').
We all know how we feel when we are waiting for our call to be answered. The longer it takes, the more frustrated we become.
This also brings in the Principle of 'Speed'.
Most businesses do NOT 'get this'.
Often the in-bound call is the first opportunity any business has to make a good first impression.
As the saying goes 'you don't get a second chance to make a good first impression'.
Yet it's lost on most businesses.
But...
As long as you apply the Principle of Moments Of Truth to your business, your conversion system is going to be highly successful and your sales will go through the roof.
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