Generating leads through referrals, networking, or passive marketing, such as newsletters, can take time and money.
But what got you to the point where the client agreed to a meeting will not get you to that treasured place of the client saying yes to working with you.
At every step, directly or indirectly, your prospective client is unconsciously seeking certainty that the risk is worth it and that you can help them solve their problem.
A slight word or phrase could turn them off, as has happened to me on several occasions, and the flame of enthusiasm slowly dies out. It’s crucial to be aware of these potential risks in the sales process.
1) Fools rush in where angels fear to tread, they say. Don’t rush in and talk about your services prematurely. I use an app called read.ai, which records my online meetings and tells me if I talked too much during the meeting. It has been instrumental in helping me maintain a balanced conversation, giving me a sense of control and confidence.
2) Be curious. I often say, “That’s interesting; tell me more,” and allow them to finish their thoughts without interruption. Remember, it’s not about examining but understanding their needs.
3) Have a system in place that you follow through with when an enquiry comes on. I have an exploratory chat for 10 minutes initially, as hearing someone’s voice on the phone is always great as you can pick up little nuances that can be missed when you are on a zoom or teams call.
4) Send a copy of your service document before the meeting, which outlines what you do in detail and answers any unmentioned questions they might have. This document has proven to be an excellent resource for prospects to understand my services better.
5) Listen for cues as you are, in effect, weighing each other up. For instance, pay attention to how a Founder refers to their senior management team – do they speak disparagingly or respectfully? These subtle language cues can reveal a lot about their management style and the company culture.
6) Have a core set of questions you intend to ask and keep the meeting from drifting into generalities.
7) Always agree on the next step before the meeting ends. This keeps everyone focused and ensures everything is clear and timely when arranging the next meeting.
I cover this and many other points in my upcoming Value Pricing Intensive program. This program is designed to delve deeper into strategies for pricing your services, creating packages and developing value-based relationships with clients.
