According to research, 80% of the buying process (B2B & B2C) happens BEFORE a prospect talks to a real live person.
Here is the crazy part…
This research was conducted in TWENTY SEVENTEEN!
That was five years before ChatGPT launched.
I’m willing to place bets that the number is higher today.
What does that mean for you?
If you’re not giving your prospects EVERYTHING they need to convince them to hire you before they ever talk to a human, you’re losing a TON of business.
I get it, that can be a little scary.
Most business owners are afraid to do this. It relinquishes control over the process.
WE (including me) don’t have a choice anymore.
“How Do I Ensure My Prospects Have What They Need?”
I’m glad you asked. It’s not hard, but it takes effort.
Here are a few things you can implement now to get the ball rolling.
Use an AI Notetaker In Meetings and on Client Calls
When appropriate, legal, and with permission, record all interactions with clients using your favorite AI Notetaker.
After the call, ask the AI to pull out every single question the client or prospect asked.
Log all of those questions in a database. That could be a simple spreadsheet or project management software.
Rank the questions you get by frequency.
Create a Blog Post Answering Every Question
Start with the questions you get most frequently, and write a separate blog post with a detailed and easy-to-understand response for each question.
I suggest starting with a blog post because this will be the longest version of your response.
The blog post also puts all answers on your business website, which makes for easy and intuitive access for prospects, ranking in search engines, and availability for AI Summaries.
Format and Distribute Across Channels
After you have written and published your blog post, it’s time to reformat the content for other channels
- Facebook Posts
- Instagram Reels/TikTok
- LinkedIn Posts
- YouTube videos
- Email List
- Etc.
Make sure you know where people are most likely to interact with your business and focus there.
The idea is to publicly answer every possible question your prospects might have before they ever have to talk to you directly.
This builds trust through transparency over time and expedites the sales process once a phone call or visit is made.
Conclusion:
If we’re brutally honest, your prospects don’t want to talk to you until they have to. Pretending that isn’t the case isn’t going to help you grow your business.
Meet people where they stand. Give them what they want, and build trust over time.
Resource: Endless Customers
This process is broken down into a clear framework by Marcus Sheridan, author of the hit book “They Ask, You Answer,” and the new updated version “Endless Customers.”
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