You can have intricate sales funnels, automated webinars, paid advertising, and make regular appearances at networking groups. But without mastering the art of making the sale, you have no business.
Signing clients isn’t about selling. It’s about creating a transformative experience that leaves people wanting more. It starts with a single conversation that aligns your expertise with their problem. When you do this well, a potential client sees working with you as a natural next step.
No need to stress about how to create this kind of sales synergy. Here are 5 steps that will help you convert leads into clients.
1. Reframe the conversation
Nobody wants to feel the pressure of being sold to, but people love to invest in themselves and their businesses. If you feel sleazy, nervous, and desperate then you’ll drive away potential clients.
Your energy and confidence will set the tone. This is how you can put a potential client at ease. A mind under stress is not likely to buy. It’s your job to share a solution and build trust. In order to build trust you’ll need to look beyond a single conversation.
Instead of basing your success on a sale, build a relationship with genuine curiosity. When you shift your focus and ask thoughtful questions, you will better guide someone to a purchase decision. Maintaining integrity will cultivate a lasting relationship.
If you don’t land the client, chances are they’ll remember your honesty, feel comfortable referring others, and keep you in mind for future needs. Remember: your goal is to build trust and guide people to the right solution.
2. Diagnose their problem
A potential client will come to you because they can’t pinpoint the root cause of their problem. There’s a good chance they’ve tried to solve the wrong problem. Their pain point has effectively exhausted their effort. They need real results. It’s your job to look at the symptoms and diagnose their problem. Simply put, you cannot solve a problem with the wrong diagnosis. That’s where you come in.
3. Add value on your sales call
Should you provide a ton of value up-front? I’m all for it! But you’ll need to identify the kind of value that will convert sales leads into clients. Here’s the secret: keep some things on reserve.
Overwhelming someone with “how to’s” can compound their pain and scare them away. There’s an art to doing things in the right order. Blurting out a ton of information will leave a potential client even more confused.
Life is complicated enough! They’re coming to you for a simple solution. Create relief and reserve the “how” for them once they’ve signed on the dotted line. At this point you can fully support and guide a client through the process.
Instead, clearly define and lead with the “what”. This is your prescription to the diagnosis.
4. Learn when to talk numbers
Numbers are arbitrary unless they have context. After you’ve created a sincere connection, then — and only then — should your offer should be discussed.
Wait for the: “So, how can I continue working with you?” If your prospective client doesn’t ask, then you can say something simple like, “Would you like to hear what it would look like if we worked together?”
The goal is to gain full permission before sharing your offer. This is the difference between being salesy and maintaining mutual rapport. Price is contextual and not the determining factor of a sale. Emotional connections close deals.
5. Never end with a pitch
First impressions are merely the beginning when you want to convert sales leads. Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Never end with a pitch. The conversation should end with a scheduled follow up, sincerity, and love. Yes, love. When people feel that you genuinely care, they’ll care about collaborating with you.
This article has been edited.
Lindsay Weisenthal is a Business Strategist and productivity expert at Soul Rising, specializing in helping holistic entrepreneurs monetize their unique talents, ritualize success habits and master soulful sales skills. With a masters degree in building brands, seven years in product development, and multiple coaching certifications, she’s been able to express her talent for extracting the personal brand that lives within each of us. Connect with @SoulRisingLLC on Twitter.