Prospects don't decide to switch vendors on a whim. Their journey involves a series of evaluations and experiences that either reinforce their current choice or prompt them to consider alternatives. Key factors influencing their decision include:
What Motivates Prospects to Say Yes?
The driving force behind a prospect saying “yes” to your
offer often starts with the series of “no’s” they’ve experienced with their current provider—the incumbent.
Let’s illustrate this with an example:
Imagine I hire a contractor to do some work. He does a great job, so my answer to hiring him again is a confident “yes.”
Later, I give him a smaller task. I follow up, but it hasn’t been done. I follow up again—still nothing—and I have a deadline. That’s a
“no.”
Then I hire him to paint an apartment. The paint looks good, but I find paint splattered on the kitchen and living room floor. Another “no.”
Over time, these “no’s” start to stack up.
Eventually, if another contractor reaches out, I’m open to hearing what they have to offer. Why? Because my current provider is losing my trust. They’re earning “no’s,” and I’m now looking
for a reason to say “yes” to someone else.
Your Customer's Journey Matters
Your clients are constantly going through a journey with your business. This journey includes every interaction they have with your company—whether it’s:
The delivery driver dropping off products
The receptionist answering the phone
A sales rep following
up
The quality of your product or service
Each contact point is a moment of truth that can earn either a yes or a no from the customer.
Your Assignment
Your job is to identify all the contact points your customers have with your business and evaluate the quality of each interaction.
Step 1: List the Contact
Points
Include anything from emails and phone calls to service delivery and follow-up.
Step 2: Rate Each Interaction
Use a scale from 1 to 5:
1 = Poor
5 = Excellent
Step 3: Improve the Experience
If any rating is below 5, improve it. Even if
it's a 5, ask:
What would it take to make this a 6 or 7?
This mindset pushes you beyond “good enough” and into a space where excellence protects you from competition.
Your Prospect's Journey
Now flip the lens: Your prospects are currently going through a similar journey with their existing vendor. Your goal is to
uncover:
What are their contact points?
How do they rate them?
How many “no’s” have they experienced?
This is your entry point—where you can offer a better experience and give them a reason to say yes to you.
