My first sales experience was running the sales for my development agency. This meant I took a ton of meetings and calls that were difficult for me. I was forced out of my shell very quickly!
Recently, I went to an event that walked through a framework to influence clients and it was what I needed when I started.
You can get the full worksheet printout here.
Identify Your Target
We all have people we need to influence every day into making decisions. In business, it is incredibly important that our abilities to influence are refined and create results. I want you to first,
identify what type of person you need to influence to make the next steps in your business. This could be a client, affiliate, or influencer. It is imperative that you know who it is because we are
going to create the rest of the sales pitch around this person.
Identify The Action
Next, you want to identify what action you want the target to take. This could be anything from making a purchase, coming to an event, or deciding to refer you a client.
Credibility and trust are key in influencing someone. Especially in the service industry, no one will make a purchase with someone they don’t trust. Talk about other results you’ve brought to
customers. Be honest about your abilities and highlight step by step what you would do for them if they employed you. Many people when they start off believe they should never tell a client what
they are going to specifically do, thinking that the client is going to take this information and leave. If we’re being honest, most clients will not care enough or have the experience to implement
The benefit of roadmapping what you would do specifically is that the client will begin to see you as an expert. The con of outlining it is that once in a blue moon a client will go and try to
implement your plan on your own. If you are really good at what you do, they most likely will come back to you after realizing how difficult it is to accomplish this without prior experience or in-
Understand Their Needs
You want to identify their needs and possible objections to the action you want them to take. State that you understand these needs. This displays empathy and makes the target lower their guard.
Listen to their current challenges and comprehend them.
Express Mutual Benefit
Suggest a situation that is mutually beneficial for both parties, yourself and the target. Propose the action you want them to take as a win-win rather than a sale. Being honest about what you are
hoping to get out of the situation will disarm them and make them more likely to say yes.
It goes without saying that this is the part where you express the benefits of taking action. Many people tend to take this opportunity to express the features of their service or product, rather than
what the client is getting out of it. Think critically about all your service offers them. Your expertise, save their time and getting the best results.
Confirm and Handle Obstacles
When you run into an obstacle, your initial response may be to mark the lead as uninterested. Instead, you need to handle the obstacle immediately.
First, you need to confirm that, it is the real reason they are saying no to you. You don’t want to discuss solutions to their objection if it really is about something else.
Accomplish this by asking, “I hear you may be worried about this problem. That’s actually why our company provides this solution.”
If you don’t have an answer right away that’s okay. Just make sure you keep track of the obstacles that stop people from making purchases so that you can begin to handle it in person or on the
phone in real time.
Ask If It’s Okay to Offer a New Perspective
This is a minor change in how you usually talk to clients that can make a huge difference. When you offer a new perspective on the problem they want to be solved, make sure you ask if it’s okay
with them. It will make it clear that they are in control; however, your expertise can provide something of value to them.
Compliment What They’ve Done So Far
Make sure that you do not criticize the things they are trying already. Never discourage a customer from making an effort even though they may be doing it incorrectly due to lack of expertise. This can
actually interweave with acquiring consent to offer a new perspective.
Use the following line. “I see that you are currently [doing one thing that may not work]. That’s much further than most clients are when they approach me. [What they are currently doing]
can yield strong results; however, I usually use [your solution] and have seen proven results with it. Would you be okay if I told you more about how you could get stronger results with [your
When you cheer on your prospect, you may want to applaud them for taking the initial step of getting on a call with you or taking an action they already took. This is used heavily in the webinar
marketing world and has amazing results. Reward them for taking the action of getting on a call with you with an extra offer for free or a discounted offer.
Present Your New Opportunity as A Challenge
Ask your prospect what they are doing right now to get closer to their end goal. Tell them that you are offering them an opportunity to make a change in their business and there are two choices.
They can either accept the challenge and new opportunity or go back to what they have always done and see the same results. In this way, you share the consequences of not making a decision
without being threatening.
Confirm Their Decision
This is where you figure out if they will take the action you want them to. Just ask, “So your decision is to… [take this action]?”
Once they say yes, move onto the next step.
Another way to confirm the decision is to assume that their answer is yes. You can ask them which package they want to choose and by assuming their decision, you are making the choice between
taking action or backtracking completely.
Setting a Meaningful Deadline
Finally, you don’t want a client that takes forever to decide and don’t want to wait around as they churn. To avoid this, set a meaningful deadline that prompts action before losing their space or
opportunity for your services.
If you want to increase the number of actions that clients take when you talk to them, fill out the full worksheet to construct your perfect sales conversation.
You can get the full worksheet printout here.