“Did you explore with her the cost in her life of staying where she is now?” I asked.
She answered, “Yes, I did! She was practically in tears because she knows she has a problem. But when I explained what I offered, she didn’t sound that interested.”
This is what that looks like:
You explain why a certain portion of your offering will solve a problem for the client. You should not assume that they will figure this out. You need to spell it out.
For example, if someone said to me, “I just can’t seem to attract any clients because I don’t know where they are”, I might think, “Okay, this person needs a marketing plan.” However, if I just say, “We will create a marketing plan”, she may not realize that a marketing plan will take care of her can’t seem to attract any clients problem.
Instead, I should say. “One of the best ways I know to find and attract your ideal clients is to have a rock solid marketing plan. How does that sound to you?” I have now connected the need to the solution.
You get the prospective client’s agreement that this is what she needs. Then you ask, “Does this make sense? Are we in agreement that you need a marketing plan?” Your prospect may say that they do agree or that they do not really understand and need more information. Either way, you can make sure that the two of you are on the same page.
The expertise that you have in your area is one reason that the prospective client is speaking to you. Expertise is a great thing; however, it can also lead you to assume that someone knows as much as you do. You need to make sure that she sees the situation with the same clarity as you do. If she does not, there will not be any urgency for your solution. Be careful not take this overboard and try to explain everything to your prospective client. Instead, explain enough now to get her agreement that your solution is needed and move on.
Once you and your prospective client are on the same page, it will be much easier for her to say “yes” to you when it is a fit.