Aiding Customer Decision Making
Some prospects have a process in mind when they start: research, evaluate, select, agree the price, purchase. They may have a deadline as to when they need your product or service, or they may want it “as soon as possible”. Everybody likes these prospects, they know what they are doing and don’t waste anybody’s time.
Other prospects are not that organised. They may not have a deadline. They may not even know what it is they need, or if they want it all. Their budget may be ill-defined. These prospects need help making the final decision to buy – “help” as in “the final push”!
What is a Compelling Event?
If you have a prospect who likes what they see, is happy with the price, but just can’t seem to place the order, then you need a Compelling Event. A compelling event is something that forces a decision. Some prospects will have their own compelling events:
If your prospect has one of these time constraints, then he or she has a Compelling Event that will force a decision by the given date.
You Need Action Now!
But what if that date is nine months away? Then you can try to bring it forward. “If you want the CRM system to go live on January 1st, then you need to allow one month for user training, another month for beta testing, three months for set up. And we need to book our consultants another three months in advance. And it is going to take you one month to get a purchase order approved by your purchasing system. So that is nine months from today – you’d better start working on that PO right now!”
Of course, non of the above is relevant with Really Simple Systems CRM, we get customers up and running by the end of a week!
Creating a Compelling Event
If the customer has no deadline to make a decision by, and doesn’t seem minded to order in the near future, then you need to create a Compelling Event for them. What that might be will depend on what your business is, but here are some ideas:
If you think creatively, you’ll find some plausible Compelling Events for your business too. The prospect needs your product, do them a favour and help them get off the fence!