Becoming a master of the sales conversation is one sure fire way to get more clients.
After all when you are in front of a prospective client, whether in person or on the phone this is the best chance you will have to turn your prospect client into a paying client. In marketing terms the sales conversation is referred to as ‘closing the sale’ or a ‘conversion’.
Increasing your conversion rate through successful sales conversations is the easiest and quickest way to increase your income.
Here’s my 3 top tips to improve your results.
Tip #1 Prequalify your prospective client
To make sure you don’t waste your valuable time or theirs when there is not a match – you need to prequalify your prospective client. Ideally you want a screening process so you don’t even begin a sales conversation unless the person meets your ideal client criteria.
As soon as it becomes clear to you that you cannot help them or do not wish to, then tell them so and if possible offer a suggestion for a more suitable resource. They’ll thank you for it and you can move on to finding more of the people you are meant to serve.
Go easy on yourself when you are looking at your ‘conversion rate’. If the person you are talking to is not a match – then they never were a prospective client. It’s those people you know have a problem that you can solve, who don’t hire you, that are a missed opportunity for both of you.
Tip #2 Be clear about the objectives of the sales conversation
There are actually 3 main objectives of having a sales conversation keep these in mind and you will stay focused on the outcome.
- Find out if you are a good match for the two of you to work together
- Identify the problem your prospective client has and demonstrate the value to them of your products, programs or services to solve their problem (aka the benefits to them) so they can make an informed buying decision.
- Make an offer and complete the transaction or at least get a deposit
by way of commitment.
Tip #3 Use a script
Until you are a master at having the sales conversation it pays to use a script.
Of course each conversation will vary because you are having a 2-way dialogue but you still need structure and a script provides that.
Once you know the sequence and questions to ask you can create your script to lead you through step-by-step. Each building on the other in a deliberate and logical way so nothing is left to chance.
There are 3 main reasons for having a script.
- A script will ensure you meet the objectives you set out to achieve which means you will make more sales.
- A script lets you concentrate on the conversation so that you stay on track. And if you do wander off you can easily get back to ensure you cover all the important information to assist the sale and don’t leave anything out.
- A script means you can see where you are going wrong as well as what’s working. You can continue to test and tweak until you are getting the results you want.
You’ll know when you’ve mastered having a sales conversation because not only will you be making more sales and getting more clients but you won’t need your written script anymore! By then you will have internalised the process and be doing what comes naturally.