3 Steps to Making A Decision

Another way to consider the buying criteria from your prospective client鈥檚 perspective is to look at their decision-making process. Your marketing information and offer should take these three steps into consideration in order to help your prospective client make their buying decision easier. (By the way, this is the same process that you go through when you鈥檙e making a buying decision.)

1. Is this something I want to be, do or have?

2. Is being, doing or having this going to help me fulfill my purpose?

3. Is this something I don鈥檛 already have and can鈥檛 access somewhere else?

5 Stages of Client Enrollment

There is a conversation already happening in the mind of your potential client. They鈥檙e asking themselves questions as they are evaluating whether to hire you or buy your product. Make sure that your sales information enters the conversation already happening in their heads whether it鈥檚 verbal or in writing, and whether they actually say it to you or not, because they are evaluating your solution based on knowing this information.

1. Is this person credible?

The first thing that your potential client is asking in their mind is if they believe you, your expertise and who you are in your specialty as a solution provider. To answer this question, your dialogue with them and/or your sales copy can use phrases like: 鈥淚鈥檝e helped鈥︹��, 鈥淲e already鈥︹��, 鈥淚n 18 years of doing this,鈥︹��, 鈥淲hat clients often say once we get rolling鈥︹��, etc. This is where you demonstrate that you understand your clients, that you can and have helped people successfully, and is your opportunity to come across as a viable solution provider.

2. How does this apply to me?

Next, your potential client is trying to figure out how what you provide applies to what鈥檚 happening in their world. Help them understand the relevance of what you offer by asking them questions, such as: 鈥淚f you had someone to hold you accountable, would you get better results?鈥�, 鈥淲hat stops you from making progress?鈥�, 鈥淲hat have you already tried that hasn鈥檛 worked yet?鈥�, 鈥淲hat results would you think you would produce with a new level of support / this type of program? (and your answer would be: 鈥渙k鈥ow all that is what we would work on together鈥︹��). Help your prospective client connect the dots as to the difference your product or service would have in their lives to solving a challenge they are facing.

3. Is this worth it?

Now that your client believes in you, and can see how your product or solution would benefit them, they need to decide if they鈥檙e willing to trade their money for your product or solution. This is the value determination phase where their emotional connection to the benefit will make the purchase justifiable to their logical mind. By helping them to connect with the results that you know you can deliver, you are helping them to begin creating it on the spot energetically. You want to make their issues visible as well as the results. Questions are helpful here, as the potential client will see the picture in their mind. 鈥淭hese are the things that aren鈥檛 working, right?鈥�, 鈥淲ould you be happier if these things were handled?鈥�, 鈥淎re you committed to creating a different outcome / outcome that you want?鈥�, 鈥淗ow good would you feel if in six months you were living that result?鈥�, etc. You can also share with them what is reasonable to expect 鈥� 鈥渢he results I think you can expect are鈥︹��. You are sharing your expertise with them about what is possible so they can feel their success in the moment, and know that you understand how to help them get it.

4. How does it all work?

The last conversation your potential client is mentally having is how it all works 鈥� what鈥檚 the next step, what to expect and the security of understanding what happens as they work through your solution. Whether you are selling a product or a service, you want to be clear about what鈥檚 going to happen next: the terms of agreement, how the system works, why it鈥檚 structured the way it is, how changes are made, how often they can contact you, the guarantee, any technology that they need to know, etc. This can give them an enhanced sense of confidence that you know what you鈥檙e doing, that you鈥檝e done it before, and that they have a place to ask the questions they have around your solution. This is also where you would have the 鈥榗all to action鈥� (click here now, order here, etc.).

5. They sign up!

This is the final stage of enrollment, which occurs naturally if the questions have been answered in their minds through the first four stages. Also, note that the previous stages may not come in this exact order but they are all a part of the purchasing decision process.

How to Handle Objections

Find out what your prospective client wants and give it to them; sometimes this is as simple as using the right language. (See Word Bridges Statements in separate section.)

A simple sales technique that helps people to think in the positive is to ask questions that they can answer yes to that aren鈥檛 the big question. Make sure you know the answer to the question before you ask it. Begin by asking something like: 鈥淔or me to help you, I need to ask a few questions about your situation 鈥� is that ok?鈥� They will likely say 鈥測es鈥�.

Other questions you can ask:

鈥� Are you happy with your life?
鈥� Are you making what you want?
鈥� What鈥檚 most important to you about _______?
鈥� What will ___________ improve the quality of for you in your life / business?
鈥� What is your buying criteria / decision-making process for this product?
鈥� What do you need to know about ___________ in order to make a decision?
鈥� Do you have any other concerns?

You are the expert in your solution, so don鈥檛 wait for your prospective client to ask you questions 鈥� make sure you are sharing the information they need and will most help them.

Remember that objections are a form of negotiation as your prospective client is sizing up the value of what you are offering vs. their buying criteria. You can use silence effectively to allow them to process the information you are sharing. You can also use 鈥榠nvestigative selling鈥�; that is, you ask them 鈥淭ell me more about __________鈥� to get additional information on their buying criteria.

The true objection is often not stated upfront, so it is recommended that you proactively share for what you think they鈥檒l say about your offer. Ask them: 鈥淗ow do you feel about moving forward?鈥� Their answer will give some indication of where they are at in their evaluation process.

If you aren鈥檛 sure what鈥檚 happening for them, ask: 鈥淚f the decision was up to you, would you do it?鈥� If they say no, you haven鈥檛 touched on their real objection yet. Ask them again for additional information with questions like:

鈥� 鈥淲hat other concerns do you have about moving forward?鈥�
鈥� 鈥淭ell me more鈥︹��
鈥� 鈥淥ther than what we鈥檝e already talked about, is there anything else that is preventing you from moving forward?鈥�
鈥� 鈥淲hat would life look like if _________ were not in the way?鈥�
鈥� 鈥淲hat would your life look like if you were living your highest potential?鈥�

You can also frame their expectations and results during this conversation. Let them know what鈥檚 going to happen in advance, how it will work, what they can expect. (Note: you can also say something like: 鈥淎fter we鈥檝e worked together and you鈥檝e received value, I鈥檇 like to ask for a testimonial / referrals 鈥� is that ok with you?鈥�)

3 Key Objections You Will Likely Hear

1. I need to think about it.
2. I don鈥檛 have enough time
3. I don鈥檛 have enough money.

Sales Conversation Points

Selling is the ability to slightly alter the beliefs of your prospective client. It鈥檚 actually a service because you are leading people to take action for something that will improve their lives. If they really are not interested, they would not listen to you on any level. If they are asking questions, they are seeking additional information. If they are saying no, but not opting off your list or still sending you emails, there is generally some level of interest there. To help you handle selling more effectively, here are some key questions and phrases you can use to help your prospective clients come to a new awareness about their needs and your solution.

Remember that the satisfied person doesn鈥檛 buy; your role is to understand where the dissatisfaction of your prospective client is located in their life or business, what they want and help them understand how your solution can help them have that (if it indeed actually does).