Boosting Lead Conversion Rates: Unleashing Motivation In Sales (Part III)

Welcome to the last part of our exploration into the use of behavioral science for boosting lead conversion rates. In Part II of this series, we examined how to establish rapport and trust with prospects who are stuck in precontemplation purgatory. Let's continue this journey by offering more ideas and tips to fan the flames of your prospect's ambivalence and help them listen to your sales pitch.

From Precontemplation to Contemplation: Building Readiness

When prospects are in precontemplation stage, they show no inclination to deviate from their status quo. This is when you get the typical replies: "No thanks," "Not interested," or "We don't need it.". In order to effectively move prospects forward, the most important thing you can do is to build rapport. Only after you have made a connection and created an atmosphere of trust, you can start infusing doubts and raise concerns about your prospect's situation.

Table 1. What to focus on (with prospects in precontemplation stage)

Raise Doubts and Concerns About their Status Quo

In order to boost your prospect's willingness to change, begin by sharing information regarding the consequences and risks associated with maintaining the status quo. Your objective is to elicit ambivalence in prospects regarding their existing methods and the associated problems, gradually nudging them closer to the contemplative stage.

If you believe that your prospect is unaware of their problems, provide them with basic information that can be helpful to them. Avoid adopting an authoritative stance and treating prospects as passive recipients when discussing the negative effects or consequences of the current situation. Instead, engage the prospect in a collaborative exchange. Before sharing information, seek permission from the prospect.

For example, ask:

Would it be ok if I shared some information about the limitations of using Product A?"

Speak to them about the experiences shared by other clients. You may also present findings from experts or key opinion leaders, which is always a preferable way than offering your personal opinions. Encourage them to share their understanding of the information at hand. Don't assume that you know how they will react.

Ask questions like:

"So, what are your thoughts on this information?" or

"What do you make of that?"

More Ways to Evoke Concern

Gaining a better understanding of the positive and negative aspects of their circumstances is an excellent way to raise questions and concerns. There are many ways to do so. Here are some tips and examples for you to consider.

1. Do not focus on the negative aspects of their current situation

Acknowledge and recognize the benefits associated with the current status quo. This lets prospects recognize that they don't feel the need to defend themselves, and helps to create an environment in which they are more open to the idea of changing it. Once they have had the opportunity to acknowledge the positive s, you can move into the negatives. This gives them the feeling that their perspective is being acknowledged, and that their concerns are taken into account. This helps create a supportive atmosphere which makes it easier to discuss the shortcomings of the status quo in an open and constructive manner.

If you start with the negatives, your prospect could end up defending it while you push for unwanted change.

For example:

"I understand that you have been using the same system for some time now and have seen good success with it. Can you tell me more about how you remain satisfied with it?"

"How has the existing system helped you increase productivity and improve results?"

"What is the one thing that you appreciate the most about using the current system?"

2. Be aware that the prospect may not be ready to accept that there is "a problem"

By showing that you understand why the prospect values the current solution, you help the prospect become more open to accepting possible problems.

For example, you might ask:

“Help me understand what you like about it" or

What do you enjoy about it?”

Then ask:

“What do you like less about it?”

The prospect who cannot recognize any negatives about the status quo is not ready to consider change and may need more information.

3. Invite your prospects to think about the status quo

You can also move prospects toward the contemplation by having them consider the many ways in which the status quo affect their work life experiences.

For example, you might ask:

“How is it use affecting your day-to-day activities?"

“How is it impacting your staff’s morale?”

"What are the potential risks of staying with your current approach or product?"

"How could you get better results with a different approach?"

4. Invite your prospects to tell you about their workday

Another informal way to engage with prospects and encourage them to talk about current patterns is by asking them to describe their typical day. This approach can help you understand their context. For example, it may reveal how much of each day is spent trying to do certain things and how little time is left to spend with doing more productive activities.

By asking about behaviors and feelings, you can learn much about what it means to prospects and how difficult or simple it may be to give it up. This strategy invites prospects to tell a story; that story provides important details about prospects’ patterns and related negative effects.

Start by asking permission:

“It would help me to understand how your current system fits into your job. Would it be okay if we spend a few minutes going through your typical day from beginning to end?"

Again, avoid the use of the word “problem” (unless that's how the prospect calls it) in relation to the status quo. Follow the prospect through the sequence of events for an entire day, focusing on both behaviors and feelings. Keep asking, “What happens when…?"

5. Involve a trusted colleague

Including other people in the discussion (e.g. a colleague) with whom the prospect has a close relationship can also affect a prospect’s commitment to change. Before involving a colleague, make sure that the colleague is a trusted friend - someone who has a positive relationship with your prospect.

Colleagues with strong ties to the prospect and genuine interest in helping can help support change; those who lack these qualities can make this process more difficult.

"Is there a particular colleague who might be helpful in supporting the prospect's commitment to change? Would it be beneficial to invite them to the discussion?"

"How is your colleague connected to you and your goals?"

"Do you trust your colleague to be an advocate for your objectives?"

6. Express concern. Then leave the door open.

If the prospect is stuck in precontemplation stage and you cannot mutually agree on next steps, express concern about the status quo and leave the door open for the prospect to return to you any time. Remind them that you respect their decision, even if data suggest a different choice. Emphasize personal choice to maintain rapport, making sure the prospect has your contact information before ending the meeting.

Asking the prospect’s permission for you or someone at your company to contact him or her in a month to check in briefly. If the prospect says yes, follow up.

"I'm concerned about the current situation you're in, and respect your decision to look into other options or not to change"

"I value your opinion nonetheless and respect your decision on this matter"

"I want to ensure that I make myself available if you'd like to revisit this conversation in the future - please feel free to reach out any time"

"Would it be allright with you if I or someone from my team contacted you in a month to check in?"

Key Takeaways

Transitioning prospects from precontemplation to contemplation is a delicate process that hinges on trust, empathy and skillful communication. By raising doubts and concerns about the prospect's status quo, you can help them recognize the need for change. Remember to acknowledge the positives before delving into the negatives, as this fosters a supportive atmosphere for discussing shortcomings. Be attuned to the prospect's readiness to accept there is a problem. Engage in open dialogues about their workday and feelings about it, and, if appropriate, express concern and always leave the door open for future discussions. By employing these strategies, you can gradually guide prospects towards contemplation, ultimately increasing your lead conversion rates.