Welcome to episode #223 of Explode Your Expert Biz Show, brought to you by http://gtex.org.uk/,
I am your host, Simone Vincenzi, The Experts Strategist, and this is the podcast for experts who want to become the ultimate authority in their niche while making an impact in the world.
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In this episode, I talk about
- How to guarantee a high close rate when you meet new potential clients.
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Hey, ladies and gentlemen, welcome to this new incredible training on how to get a really high close rate when you meet a brand new client.
Now if you’re joining live, thank you very much for joining live. If you’re watching the replay, then put hashtag replay here in the comments so then I know you have seen it and you’ve watched it. But if you’re listening to the podcast, then I thank you very much for listening on the show.
Now the reason why I decided to do this particular training it is because many people struggle with sales. Many entrepreneurs struggle with sales and sales and money is the oxygen of the business. Like a body needs oxygen to function, the business needs cash to operate.
If you’re not focusing on sale, then you are losing opportunity, you’re not getting clients and you’re not doing the very thing that you really want to do, which is make an impact and creating a client. But also on a personal side, then you will never have the freedom or the ability to create the business that you really want. This is why we decided, I decided to create this training for you today. How can you, how can we then get out there? How can we get clients, new clients in particular, to say yes when we meet them? Well it’s very straightforward actually. The work starts upfront.
Here in this video I’m not going to, this session, I’m not going to give you something, that NLP technique, you put noses, all the things that you can do to get your clients to say yes. No, that is not that. Actually the work starts upfront.
First of all you need to have a great product and a great service. And now unfortunately a lot of times the service and the products and the way sold is not appealing for a client, for someone to say oh my God, you really get me. Oh my God, this is the exact thing that I need for me and for my life, for my business. And when I say the work starts upfront it is because first of all you need to have an incredible product and an incredible service because that’s what’s gonna get the person to say yes more likely than no.
But how then do we create a great product and a great service? And in particular make sure that everything we say during that sales conversation, where we meet the client for the first time, is exactly what they need. How do we do that? Well this is the answer. It’s about understanding upfront and doing market research. This fancy name, market research, before even you get started. And while you’re delivering your programmes or services.
Maybe you’ve already delivered courses, maybe you’ve already delivered training or sold a product, or maybe you’ve not. But the thing that you got to do consistently and regularly is to survey your potential clients or new clients, or existing clients that you have, ask them what was the situation. There are four things that you always need to know for that sales conversation.
First of all, the situation. Ask them what is the situation where you’re in right now. And this will give you an idea of what your client is working on, what’s their profile, what do they believe, what do they dream of, what are the things that they are, their current situation. That’s the most important thing. So we create the context. Because your product and your service will have, needs to be in the, will add value in the context of where your client is. Your clients will have an internal narrative.
I’m reading a great book from Seth Godin on marketing. I will put the link here in the show notes because I don’t remember the name on from the top of my head right now. But what it’s explaining is that your clients, they have an internal narrative. They have something inside that they are thinking about, that they are, that already they’re saying to themselves, that already they’re going through in their life or their business. And so when you have that context of that internal narrative then your product is a perfect fit for where they are.
Your product then will perfectly talk to that internal narrative so then you make sure that when you pitch it for them it will just make sense. It will say oh my God, yes, this makes sense to me. So that’s number one, the situation. Number two, in your market research you need to know what is the problem that they’re facing. What is the biggest problem that they have right now in that situation? Maybe they’re running a business and they don’t have enough leads. Maybe in their life they’re looking for a relationship or a partner. Maybe in their business they don’t close enough sales. Maybe their operations in their business are all over the place. Maybe they’re in their, let’s say in their life they’re not very confident in who they are. So what is the problem that is holding them back right now?
Now remember this, sometimes your clients, your ideal clients, might not even be aware of the problem because what they see is the reality of their experience. And you gotta play like a doctor in that situation. As in if I’m not well and I’m going to the doctor, the doctor, what I tell the doctor, I will say hey doctor, I have a sore throat. So I tell the doctor that actually my problem is the sore throat. Now the doctor knowing what he knows, he actually is gonna tell me what the real problem is which is what caused the sore throat in the first place.
So sometimes you gotta make sure that your diagnosis of the problem when you are playing the doctor with your client, that sounds very bad. But when you are, during your diagnosis with your client you gotta make sure that the problem that they are thinking about is also aligned with the solution that you’re providing later. And so when they’re explaining you got to know the problem that they have, so the perceived problem, and the real problem. You need to know that upfront and that’s why it’s important that you’re doing your market research.
Now in a business scenario, maybe the real, the problem, the perceived problem that your client have is maybe they don’t have enough sales. And they say well I need to sell more. But actually the real problem might be on a marketing level, not on a sales level because they’re not actually talking to enough people and getting in front of enough people. So now they will tell you my problem is sales, but with your expertise you actually need to guide them and guide a conversation to understand what is the right problem for them. Because if you do that, and of course doing the market research and serving your clients consistently, will help you identify what are the most common perceived problems and the most common real problems. Then suddenly they can see that they can trust you. They say wow, I got this insight.
That’s true, actually my problem is not sales. It is marketing. Oh my God, thank you very much! And that’s during the sales call. That’s during the sales conversation, or during your market research. And therefore the relationship that you will build with your client and the authority that you will build with your client is gonna be massive because they’re saying wow, this person really knows their stuff, already I had an insight during a sales conversation. And then the second, the third thing you gotta know, so the first thing is their situation.
Then the second thing that you want to know is their problem, the perceived problem and the real problem. And then the third thing is their experience. What are they going through, what are they are experiencing because of this problem? What are the consequences that this problem is creating in their life or their business? Because that’s what they really want to get rid of. That’s what they want healing from. They, the situation, the problem, they’re just read information to help you get to the real thing which are the consequences.
Let’s say, for example, I am a public speaker and my problem is a sore, my perceived problem is a sore throat. My real problem is that I actually haven’t taken care of my vocal cords and doing a warm-up before a speaking engagement and therefore I’m having a sore throat now. But then the consequences are that now I cannot go and speak on stage and therefore I have a speaking gig maybe in two weeks time and I’m not sure if I’m going to be able to have my voice back. Or maybe I have a speaking gig in a week time and I’m not confident now that I’m going to deliver a great service. And then the consequence at this point will be that I will not be able maybe to make enough sales, or the sales that I wanted and get the clients that I wanted, because of now my inability of communicating because this sore throat that I have. So what I want now is get rid of all these potential scenarios. That’s what really is affecting me.
It’s not the real problem, it’s the consequences that the real problem is causing. And when you are doing your market research you want to understand upfront the consequences that you’re clients will face. You want to understand the one that they are facing and the one that they will be facing if they don’t take any action. Because again, how, why are this information crucial for you?
Because when you’re doing then that sales conversation with a new client, then they will tell you their problem, their perceived problem, you have them identify the real problem. And then they will tell you, and this is why this problem is of how this problem is affecting me. But then how you can build on that and say well, if you don’t actually do something about that these are also some of the other things that might happen as a result. And they may be thing that actually are really are going to happen, that they don’t even have thought about. For example, let’s say that, again, using the example of I’m going to the doctor because I got my sore throat and that’s my perceived problem. The real problem, because I haven’t taken care of my voice and my vocal cords, and I have a speaking gigs in three days.
So my consequences are I’m not going to be able to perform and maybe I’m not gonna be able to get the clients there. But other consequences that I might not even thought about is the loss of opportunity because maybe because I’m not performing well there, I’m going to miss an opportunity to have another two or three speaking engagements booked from the back of it.
And maybe I’m screwing up now the relationship with the even organiser and just because of this reason. And so now I am thinking wow, well you know me well. You know me, you know my problem, you know my industry well. And that’s why I’m gonna trust you even from the get go, even if I didn’t meet you for, or didn’t know about you for a long time. But I know that I can see that you’re listening to me and I can see that also you are two, three, four steps ahead of me because you are now be able to predict what even’s gonna happen. Something that I have not even thought about and you’re able to give me the real diagnosis that I need to then solve that real problem, not the perceived problem. Can you see now how much a relation I’m building?
And this one’s all work and information that you need to do consistently and upfront because they’re going to become so relevant when you’re doing your sales conversation because you will know their client, the person in front of you, even if you’ve never met them, almost better than they know themselves. And that’s a lot of time, the feedback that I get when I’m having a sales call, they say wow, you really get me. I had, I know my industry.
I know the people I’m working with. I worked with hundreds of people so far and thousands of people coming through our seminars. So I had all this insight and every time there’s something new I’m writing them down because I know someone else will experience the same thing one day or another. And then I is gonna be able to use that piece of information to be able to get the client to trust me so then we can move on and then work together. ‘Cause it’s all about trust. That’s what’s all about.
If the client they trust you and they trust themselves, then they’re gonna buy. So the things you gotta solve is their trust in you and the trust in themselves to be able to actually implement what you’re going to give them. If you’re able to address those two things there are very little reasons why they’re not gonna buy, even if they think they don’t have the money or they don’t have the time. And then we will talk about objections in other episodes of the show.
So then we’re going to the last part. So the first thing, you gotta know the situation. Then the problem, the perceived problem and the real problem, the consequences which are what they’re experiencing now or they’re missing out because of this problem. How’s this affecting them now? But also how will that affect them in the long term? And then the last thing is the solution. But not the solution that you provide. It’s the solution that they want.
Because the moment that now you’re able to align yourself and your programme and your service to the solution that they already want then, you’re ticking all the boxes. ‘Cause let’s say now I have, let’s use again the example of the doctor. I’m going there, I got my sore throat, perceived problem.
Real problem, I haven’t taken care of my vocal cords. Then he gives me, he says right now these are my consequences. I’m not going to be able to perform well in my next speaking gig. Then he tells me, well, it is not gonna be just the next but you’re losing now all other opportunities that you haven’t thought about. But like okay, now I need to do really something about that and then the solution that I want is my vocal cords to function well as soon as possible because I got my damn gig going on.
So it’s a quick result and the other thing that I want is for this not to happen again. And so that’s my internal narrative right now. And if the doctor says well, now, you know, take this. That is going to give you immediate soothing so then you can solve, immediately get a quick win on that problem.
But then I’m going to give you this, this, and this to make sure that it will not happen again. I’m gonna be willing now to try, because I trust him, to pay even more because they’re gonna give me the quick result and the long-term solution.
And if you’re selling and you’re giving those answers to your clients you are on it. Like you are immediately, even if he’s the first time to see you, the first time they have a conversation with you, your conversion is going to skyrocket.
Why, because you showed ’em that you know what to do, you understand them better than they know themself, and you’re listening to them, and you’re giving them even more of what they thought they were gonna get, even in that short sales conversation. And the trust factor boom, it’s just gonna disappear.
Now it just becomes a matter of money and implementation. But the trust is the most difficult thing to get because some people can have the money and time, if they don’t trust you they’re not gonna buy.
Trust is the underlying thing. And that’s why if you want to get a great sales conversions during, even with new clients that never met you before, then having all those informations up front, doing your market research, serving your existing client, and asking them throughout the process. It’s still the same question, the four thing. Their situation, the problem, the consequences, and the solution. Then you’re going to get incredible clients.
Now it’s time for me to go. As I didn’t mention but I’m on holiday. I’m here in Fort Lauderdale. In fact my wife just arrived in the room. That’s my signal that I have to go.
So I wish you a fantastic day. Thank you very much for watching. If you haven’t given us a review on the show, please, please, please do it right now.
And also if you have any question leave us a comment or send me an email at email@example.com so then I can answer your email about sales.
Have a fantastic time and remember that together we grow exponentially. Caio!