One Of The BEST Ways To Lose A Potential Client

By , Text Only Admin

Solo-E Certified Solo Entrepreneur Expert

TextOnly'Admin - Text Only Admin

Selling isn’t easy.  In fact, I don’t like to refer to it as selling, at all.  I prefer to “inspire” people rather than to “sell” to them.  And, from what I know about you so far, you fit into that boat, as well.

When you are discussing how you can help your ideal clients to take their business, their life, their website, their eating habits, or whatever it is that is important to them, to the next level, it is important that you avoid what I call “Feature Island”.  It’s easy to do and with a little fine-tuning, you can steer clear of this dangerous island.

It’s a deserted island because clients don’t want to join you when you go there.

When I started out in pharmaceutical sales, I remember learning that “features tell and benefits sell.”  I wasn’t aware at the time that was something that I would continue to use and it would continue to apply to all forms of “sales” or “inspiration”.  If you want to inspire more clients to work with you, then I suggest you make sure to highlight the benefits that your client will receive from working with you.

Here’s an example of how features tell and benefits sell:

Suppose that we (you and me) are on the phone together.  You are one of my ideal clients and I am really excited to start working together.  The excitement and positive tension is there.  We close in on the end of the initial consult.  And it goes something like this…

ME:  “Now that we’ve talked about what you want to create in your business, which is absolutely possible, would you like to hear about how I can support you?”

YOU:  “yes, please.  I’d love to hear about your programs.”

ME:  “Great.  There are 3 ways that we can work together.  One option is the private, one-on-one coaching.  You’ll get 12 (45) minute coaching calls, email access to me, and a 2 hour Business Breakthrough Session at any time during the 6 months…”

Now, I want you to consider the conversation going another direction to see which one “feels” better to you, as the buyer:

ME:  “Now that we’ve talked about what you want to create in your business, which is absolutely possible, would you like to hear about how I can support you?”

YOU:  “yes, please.  I’d love to hear about your programs.”

ME:  “Great.  There are 3 ways that we can work together.

The first option is private, one-on-one coaching.  In this program, we’ll work hand in hand during our coaching calls and you’ll also have unlimited email support so that you don’t ever feel “stuck”.  You’ll always be able to get your questions answered.  No more feeling overwhelmed or lost.

Also, we’ll have a 2 hour Business Breakthrough Session that can be scheduled at any time during the 6 months but I recommend having it up front.  That way we can get crystal clear about your goals, where you want to go, and we can jump right in with a fast start.  By doing this, you’ll be see the results that you are looking for (3-5 new clients each month) much more quickly.

This program is called the Massive Action Program because that’s precisely what we’ll accomplish together.”

Which presentation of the same information feels better to you?

I am guessing that you are raising your hand right now, saying “the second one, Krista, the second one!”

The reason that the second one is better is because I am connecting with you and what is important to you.  Remember, features tell and benefits sell.  In the second example I very clearly articulated what the benefits are to you.  Benefits inspire people to work with you because you are connecting what you have with what they want.

Two Magic Words: When you catch yourself talking about every specific line item in your program, stop.  Simply add, “which means…” to the end each sentence.

It’ll look something like this:

These batteries last 24 months. [Feature Island]

These batteries last 24 months which means that you’ll save time because you won’t be running to the store each month….

You will have access to a private Facebook community. [Feature Island]

You will have access to a private Facebook community which means that you’ll always have a group to support you, challenge you, and inspire you.

I follow a proven, 6 step formula with all of my clients. [Feature Island]

I follow a proven, 6 step formula with all of my clients which means that you can rest easy as this is a tried and true process that will yield the results that you are looking for.

Now it’s your turn! 

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