Category vs Criteria: Judgement-Free Prospecting and Marketing
Episode description
Here’s a principle that will help make your prospecting and marketing much more effective.
When strategizing and working to maximize our prospecting and marketing efforts, we rely of categorizations — labels with which we can organize groups of people. It’s a natural way of operating. Everything is ordered into categories.
However, if we think of people in the context of what categories they fit into, we unknowingly limit our pool of prospects to the specific categories we’re targeting.
Moreover, a category or label no more ensures the people you’ve lumped into it will be any more likely to make a purchase or enroll into your business.
A better method of qualifying prospects is through CRITERIA.
The only two criteria you’ll need are
1) Do they want to make a change in their life
2) Are they ready and willing to do anything about it
This opens your prospecting and marketing to all types of people and removes any unconscious judgments you might make when using categories.
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