Even white belts in marketing are familiar with the phrase “The fortune is in the follow-up” and generally this relates to following up with sales calls, emails, or even retargeting ads.

Today we are talking about a different type of follow up. In my last post The Big 3 we went over the 3 questions buyers ask themselves and how asking the first will get you much better answers.

If you haven’t read it already check it out before you read any further. The Big 3

The Big 3 questions you’ll want to ask your potential customer are:

  • Why Are You Here ( Do You Really Need This)?

  • Why Now?

  • Why Us?

So the follow-up we are going to explore today is follow-up questions. Following up the answers to the Big 3 with one or more questions can give you a ton of information that will help you counter objections and most likely even prevent them altogether.

Role Play!

You: Why are you thinking of starting jiu jitsu?

Customer: I just need to get back into shape, maybe lose a few pounds.

You: Why now?

Customer: If I don’t do it now I might never start and I’m not getting any younger.

You: And why us?

Customer: You’re close to my house.

Good But Not Good Enough

This is all very good and just by having them answer these questions and possible objections you’re already in a decent position. You’ve let them answer most of their own possible objections.

BUT..what do you really know?

Not much. The answers were very general. Let’s see what happens when we “follow up” a little.

Role Play 2

You: Why are you thinking of starting jiu jitsu?

Customer: I just need to get back into shape, maybe lose a few pounds.

You: Has weight been something you’ve struggled with?

Customer: Kinda, I just feel like my clothes are fitting a little tight and I don’t like it.

You: So if you don’t start something and keep doing the same old same old how are you going to feel in 3 months?

Customer: Not good.

You: We have a lot of people in here for that exact some reason. Brad lost 15lbs when he started with us. This is one of the best workouts you’re ever going to have!

You: Why Now?

Customer: If I don’t do it now I might never start and I’m not getting any younger.

You: How old are you?

Customer: 35

You: We have guys here of all ages and you know what every one of them will tell you?

Customer: What?

You: They all wish they had started earlier. It’s good your here today! Everyone regrets waiting.

You: And why us?

Customer: You’re close to my house.

You: How far are you from here?

Customer: about 15 mins

You: Oh you’re really close this will be very convenient for you. Do you have a busy schedule?

Customer: I have 2 kids and it’s pretty hectic but we don’t have too many things going on right now.

You: So this is kind of a “right time and right place situation” for you! The universe must be trying to tell us something.

Getting Inside Your Client’s Head

Now, look at all the information you have! When it comes time to close you’ll already know what your client’s needs are and answer possible objections.

One size doesn’t fit all

As you can imagine there will be several different answers for men, women, parents, mothers, fathers etc.

It is very important to remind your potential new student not only why they came to your school but the ramifications of not making a change and going back to their old ways.

People don’t like change! It scares them. Even if the change is good for them. If you love what you do and you believe your program change help someone it is your responsibility to get them the help they need.

Action Steps

  • Write out the most common answers to the Big 3
  • Write follow-up questions to those answers
  • Practice/Role Play