This article will combined two concepts I’ve discussed in the past and apply them to the process of turning prospects into clients.
Foreshadowing
Foreshadowing is a cinematic device that’s easy to apply to the sales/service process. For instance, my popular phrase “Don’t Keep Me a Secret” foreshadows the possibility of introductions in the future.
Series of Permissions
Getting the sale involves a series of permissions. We gain permission to have a phone conversation. We gain permission to ask questions. We gain permission to meet for an appointment. We gain permission for the next step, and the next step, and so on. Viewing the “sales process” this way keeps your approach natural, non-threatening, and moving forward.
Putting These Together
Now let’s combine the two. When you meet a prospect for the first time (this can even be over the phone), tell them what your process looks like. I like to use the words, “Here’s what we’ve found works the best for all concerned.” If you have a three-appointment process, lay it out for the prospect. If you have a one-appointment process, describe that.
“First we’ll... Then I’ll ask you.... Then we’ll.... The last foreshadowing will go something like this: “Once we’ve been through this process, it should be obvious to both of us if I can be a valuable resource for you. At that time, we can decide to move forward or, if you have any reservations, we’ll proceed accordingly. Does that sound fair?'
Confirming the New Relationship
This approach makes “closing the sale,”, “asking for the order,” or “ confirming the new relationship” very easy.
'George, we’ve been through the process as I described to you during our first phone call. Based on our conversation, I recommend we move forward and take care of your situation. Shall we move forward with this?' (This is just a generic guide to what this can sound like for you. Create your confirming statement based on your situation.)
Dealing with Objections
One quick note about objections. If you seem to get one or two recurring objections, don’t wait for your prospects to bring them up. Instead, you bring them up. “George, If I were in your shoes, I might be thinking ______________. Let’s talk about this for a minute.” Do this before you try to confirm the relationship.
You’ll never be able to eliminate all objections or do business with everyone you meet. However, following these guidelines will increase your success rate.