subject: Cpa Marketing | To Decide Or Not To Decide? [print this page] Now, let us look at what making a decision is in this context. Your business owner faces a new possibility that both interests and worries him - he is tempted by the GOOD that it appears to promise but doesn't want to make a mistake, right?
Once this new possibility has entered his life - he has become aware of it - it necessitates that he makes one out of FOUR decisions. He can decide to GO FOR IT. In other words, to grab the opportunity when it presents itself and sign on. But the positive decision is the hardest one to make - it requires most... courage and LOTS of information to base the decision on.
Positive decision failing, he can decide to continue finding out about it. But this will also ensure his indecision continues and that's something he is liable to react to by rushing the decision. To keep him at this "finding out about it" phase you need to do something active.
That failing, he can decide to drop this new opportunity, decide "no" and just continue with his current CPA just like before. The negative decision is much easier to make - it takes a lot less courage and you don't really need much information to make the decision.
The easy way out
The pressures people feel in a sales situation are enormous. It's a reaction most people cannot control. It makes them uncomfortable, stressed - even hostile at times.
The easy way out is to decide NO. It is a lot easier to decide NOT to try an opportunity than to try it. This leads to an amusing phenomenon. Most prospects will sooner or later start to look for reasons why what is being offered to them is not suited for them.
See - they are only looking for an excuse to say no. It doesn't matter how ridiculous that excuse is - they won't see it. If it gets to this, you cannot win. A prospect that's running scared cannot be reasoned with any more. That should have happened before he got so scared...
Now, it is very, very important to realize that the first thing most people will try to find is something that would "make it right not to be interested in this new opportunity."
So you need to understand that even if your prospect is very dissatisfied with his present CPA... he is still very, very liable to suddenly "find out a valid reason why changing CPAs right now is not the clever thing to do..." or why YOUR service, excellent in all aspects as it may seem, is "not suited" for him!
It's the easy way out from a situation where a decision should be made. I won't lie to you - there are people who ARE too weak and scared to make decisions... things just HAPPEN to them as the outside world takes action.The majority of business owners CAN make decisions. But YOU must help them to make that decision.
The "escape reaction" is so innate in Man that it is your NUMBER ONE enemy... it is the first and foremost cause of why you lose prospects.
In fact, that's what's happening with the majority of those reading your sales letter - they don't want to DO anything about the bad situation regarding their CPA so they MAKE UP SOME REASON why your service is "not quite what they are looking for."
