5 Stages of Client Enrollment
There is a conversation already happening in the mind of your potential client. They’re 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’s 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: “I’ve helped…”, “We already…”, “In 18 years of doing this,…”, “What clients often say once we get rolling…”, 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’s happening in their world. Help them understand the relevance of what you offer by asking them questions, such as: “If you had someone to hold you accountable, would you get better results?”, “What stops you from making progress?”, “What have you already tried that hasn’t worked yet?”, “What results would you think you would produce with a new level of support / this type of program? (and your answer would be: “ok…now all that is what we would work on together…”). 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’re 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. “These are the things that aren’t working, right?”, “Would you be happier if these things were handled?”, “Are you committed to creating a different outcome / outcome that you want?”, “How good would you feel if in six months you were living that result?”, etc. You can also share with them what is reasonable to expect … “the results I think you can expect are…”. 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 – what’s 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’s going to happen next: the terms of agreement, how the system works, why it’s 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’re doing, that you’ve 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 ‘call to action’ (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.