Dear Voornaam,
A couple of weeks ago I was with a business executive who, even after 15 years of selling, was amazed that a client did not instantly agree to work with him.  In his mind, there was a clear need, the client had money and the situation had to be handled immediately. Yet my client could not close the deal. This happens to all of us. And it happens more often than we would like.Â
As a professional service provider, you don't think of yourself as someone who sells, but recognizing the four reasons why people don't work with you will help get a âYESâ instead of receiving resistance from prospective clients.
Here are the four reason a client says "NO" and some guidance on turning that around.
No Need  The client says he doesnât need your services. Â
He believes he can handle it himself. Or he doesnât think his situation warrants bringing in outside assistance.
It happens in EVERY business. I have seen people facing criminal charges refuse to accept the assistance of a lawyer. Â
Of course this does not mean he REALLY has no need for your services. It means you must help him realize he needs your services. Â
Step one in any persuasion process is identifying the problem the client is facing and making sure he sees it as a problem. You do this by asking diagnostic questions. Â
Questions get the client thinking about his situation and, they force him to confront reality.  âWhy did you invite me over to your office today?â âHow long have you had this issue?â âHow does it affect your income?â âCan you continue to operate your business without solving this problem?â
Help your client understand the need.Â
No UrgencyÂ
In this case the client is in no rush. Maybe he feels as though taking a wait-and-see approach will make things better. Maybe he does not realize the gravity of the situation. Maybe he is uneducated on the potential consequences of delaying action.Â
While this may seem like the perfect time to present facts and figures, it is not. A rational appeal will only lead to more justification for delay.
Why?Â
As you present your statistics, the client will conjure up his own to justify not moving.
Instead, present several case studies that show adverse personal impact because of hesitation, delay and indecision. Showing real people, just like your client, getting hurt because they failed to act, engages him emotionally. People take action to avoid pain. Identify the pain your client will face if he doesnât take immediate action. Â
If the client shows the proper respect for the potential adverse consequences of his situation, he will realize the urgency.Â
No MoneyÂ
In most cases when the client says they have no money this really means they do not see the value in hiring you. I have had clients tell me they have no money to invest in my services and then go out and buy a new car or go on an expensive vacation the day after our meeting. Â
The best thing to do when you hear a client say they have no money is to immediately challenge that statement. A great question that gives people perspective is: Â
"We value things we believe to be a priority. Why is this not a priority for you?" Â
No TrustÂ
Do not rush a business relationship. Make sure you take time to understand the client's situation. Make sure you really listen for issues behind the words. Reflect that understanding back to the client. Â
Invite the client to connect with other people who have done business with you in the past.  Ask him to reach out to them. Present him with at least three references â people who have done business with you (preferably people who are just like the client).
Trust is a foundational need. If you do not have it, you have no chance of engaging the client. Â
Clients say âYESâ when they understand the need for your service and they feel urgency.Â
They say âYESâ when the value you provide is greater than the money they will invest. Â
A client says âYesâ when he trusts you.
Focus on these issues â the clientâs issues â and not on the features and benefits of your service.
If you have this âexternal orientationâ you will close more deals and deliver more value to your clients.  Â
Todayâs action item for you:
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Warm regards,  Dave Lorenzo The Godfather of Growth  Dave Lorenzo earned the nickname The Godfather of Growth because he helps people make offers their clients can't refuse. Also, he does favors. Most of the time, those favors result in more money in your pocket.  Youâre receiving this email message because I value our relationship and I want to stay in touch. I only send one email each week and I respect your privacy. If you unsubscribe, I will never be able to email you again.  You can reach me by calling: (888) 444-5150
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