Often find yourself beating your head against a wall when you’re talking to a prospective client? Spending a great deal of effort in booking the meeting, only to feel like you’ve messed it up over the phone or in person? I feel your pain. Truth be told i’m actually not very good at selling myself, meaning that I’ve had to work hard to improve my sales skills as time has gone on, and if there was one bit of advice that I would say that has helped me the most, it would be that…
You need to focus on the results that your services will achieve, and not the service itself. In reality, your prospective client (“Larry”) could care less about the fact that your marketing services include a dozen social media posts, one hundred back-links and a shoutout from Queen Latifah. Larry just wants to know if hiring you is going to be a profitable investment for him, and if so – how much can he expect to make?
Likewise Larry doesn’t actually care that your personal training package includes ten 1-to-1 sessions, a nutrition plan and online coaching, what he really cares about is how he’s going to look and feel after those ten sessions. More than likely he wants to know if these sessions are going to get him into his favourite pair of jeans again & whether girls (or guys) are going to find him attractive or not. Focus on the results, not the service.
Not only will this approach help you in converting more of your prospective leads into paying clients, it should also give you the confidence to package your services in such a way that you can start charging a premium price for them. Going back to the personal training example; you’ll be amazed how much you can charge for a ‘Lose 10 pounds in 30 days’ package compared to selling your standard ‘Gold’ package that consists of ’15 training sessions’. People buy into the results, they want to know what they’re getting for their investment.
Struggling to get leads in the first place? Well perhaps you would like to read my post on how to grow a small business using social media. It should help you to gain a good understanding of how to kick off your business and acquire clients online.
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So I shouldn’t mention my services at all?
No, no, no… Don’t get me wrong, we’re not trying to keep your services a secret here. Clients will still want to know what you do, at least in the beginning. The distinction here is that shouldn’t focus on the services. I know that in the past when I’ve been on a sales call, I’ve gotten caught up in trying to convince the prospect into a sale – by listing off the endless amount of services and features that I offer, and in the end I often talked myself out of the sale.
At the end of the day, the client isn’t going to hire you because you offer more freebies, instead they’re going to hire you because you’ve convinced them that you can resolve the problem that they’re facing. That’s why you it is essential that, early on in any sales meeting you have, to ask your prospective client these two questions…
- What is the problem that you are currently facing?
- What is the result that you would like to achieve after working with me?
Once you’ve established the problems and desired results of the client, you can use that to your advantage when pitching your service. It also works considerably well when you get any hesitation from the client when trying to close the deal, as you can remind them that they were struggling X problem, that they wanted to achieve Y result, and that you can solve that by providing Z service. Try it, let me know how it works out!
Converting more of your prospective leads into paying clients can be as simple as changing your focus of discussion. Instead of focusing on the number of services you provide, and all of the bells & whistles that go with it, you should clearly explain the end result that your client is going to achieve after working with you. If you can directly attach these results to a problem or dream scenario that the client has already identified, then you’ll begin to get more sales in no time.
Do you have any questions or feedback on this post? Let me know in the comments below!