We need your help. What would a Call to Action from High Probability Selling (HPS) look like and feel like? We want to hear your thoughts, and even more importantly, we want to know how you feel.
Marketing experts tell us that every “pitch” should contain a clear Call to Action, something that we want the reader or listener to do. But they live in a persuasive world, where marketing and selling is all about pushing or nudging or influencing people into buying something. High Probability Selling is not in that world at all.
We don’t pitch. Instead of trying to get someone to buy, HPS is about finding someone who wants to buy what we are selling, and then communicating with that person in a way that is completely consistent with this purpose. So, what would a Call to Action look like in order to be compatible with High Probability Selling?
It can’t be pushy. We’ve tried that. Our website used to say “Get Started Now!” in big bold type on the home page. It just didn’t feel right, and one of our readers pointed this out to us recently on Twitter. So we changed it to something else. We thought about it, and made a guess about what might work.
Our thinking went like this. In the world of persuasion, a Call to Action is a push in a direction chosen by the seller. In the world of HighProb, it’s replaced by a map, so that the potential buyer can make an informed decision. People want to know what direction to go, but they don’t want to be pushed. What we have now starts with “What’s next? We offer the following suggestions”. This is followed by our best guesses about what a reader might want.
High Probability Prospecting contains a good example of a High Probability version of a Call to Action. Another Twitter friend pointed out that we are asking someone to make a decision (a type of action) when we are prospecting and we ask, “Is that something you want?” When we do this, we make no attempt to steer the prospect toward a particular answer. It’s a Call to Action without a direction.
We need to be creative. High Probability Selling contradicts conventional wisdom about marketing and selling. We want creative people to tell us what they think and feel.