Evoking Memories of the Future

<img src="https://s3.us-east-2.amazonaws.com/dcr-apis/wp_contents/uploads/DCR-ADMIN/Picture1.png" alt="undefined" style="height: auto;width: auto"/> We don’t experience the future, we feel it. We’re emotional beings trying to make good decisions today for a better tomorrow. We do this by remembering stories from our past and imagining future scenarios. These help us feel our way toward good decisions. The Past Your prospective customer has had both good and bad experiences with local companies. Her memories of these past experiences are infused with emotions. She has retained a feeling about how things went between her and each company, how their completed jobs matched up to her expectations, and how these factors affected her status with her family and friends. The Future We imagine future scenarios. Often, we’ll catch ourselves thinking about an upcoming event or personal interaction, imagining how things will go. We want to make good choices and avoid bad ones, so our brains keep running good and bad scenarios to prepare us for future choices.  Memories of the Future The higher the stakes, the more emotion tied to an approaching situation and the more likely we return to imagining how it will play out. By the time it’s upon us, we’ve already imagined many scenarios, and even though we’re only present in one moment in time, we’ve built up memories of all the future scenarios that we imagined. We access these memories of future scenarios in the present moment to help us make important decisions. To a potential customer, choosing a company in your field often feels like a high-stakes decision. She has already imagined what success feels like and fears what could go wrong. Her subconscious is asking, “If I choose your company, will I be the hero of my family and friends, or will I be criticized?” Helpful Expertise is Meeting Your Customers Where They Are Quality Customers want to buy from companies whose team members are upbeat and responsive, whose key managers are experts in their field, who provide insights derived from a clear understanding of each customer’s unique requirements, and who explain it all in a style that’s personalized to them.  <ins>They want Helpful Expertise</ins>.  You will often be successful in gaining a new Quality Customer when you better understand their feelings about their past experiences and their memories of the future scenarios they’ve imagined. Here’s how to do it. <ol> <li>You ask and she tells you how she felt about good and bad past experiences. You summarize each of her past stories to show you understand. </li> <li>You ask, listen and then accurately describe her present needs, adding your expert advice in a language style and technical depth that optimizes her understanding. </li> <li>You evoke memories of her aspirations for and fears of this future job. Then you summarize each of her past stories to show you understand. </li> <li>Get Diamond Certified to prove your past quality and describe how you’ll complete this job in the future to give her the good outcome that she wants. </li> </ol>