Clients are the worst at telling you what they want mostly because they are all about goals and objectives and less clear on how to get there. “I want to loose 10 lbs!” or “I want to get fit!” or “I want to feel strong again!”. That’s the “Why” they are there, they are relying on an expert to provide the “How”.
The challenge is that the goal discussion is a short one. Ok, now what? How do you find out all you need to know to be able to help them, lead them to this objective? The “How” is going to involve a training program, a nutritional plan and a bunch more aspects that your clients simply have not considered, not understood as part of the exercise. ENGAGE! or ENGAGEMENT! is that answer.
This is the primary way to start the process of selling new clients or re-selling existing ones. Conversations need to happen. The problem is you are not in the same room or for that matter do you even know the prospect?
Here are 3, yes just 3 critical engagement rules to be successful:
1 – Be sure you have a plan that will ensure they will reach their goals.
The more you assure a prospective client that you have done this before and know exactly how to make/help them achieve their ultimate goal the shorter the initial engagement will be. Write it down. Use client evidence. Be dead sure you can deliver. Communicate this information in no uncertain terms, literally… don’t use soft language or terminology.
2 – Make it easy for them to “talk” to you.
The “Google it” method is no longer the only way to get at information. People now understand that social media will provide so much more information that the traditional web search engines will. They have access to conversations, opinions and freely shared information that is specific to their goals. They will spend the time “talking” to those who will share and educate, make sure you’re in that group.
3 – Make it easy for them to buy from you.
Without knowing when they have enough information to make a buying decision you must ensure that the “buy now” option is clear, available and easy to execute. Ensure you provide the correct channel, method and tools for a prospective client to pull the purchasing trigger the minute they are ready to do so.
Once they trust you, can get good / valuable information from you and can easily buy from you…. You’ll add new customers all day long.
Now comes the hard part – getting it done! You are going to need:
A – Expert help/ people
B – Tools
C – Process
Measure your capability by the best combination of A, B and C. Make sure one doesn’t over power the other and remember in today’s economy things change quickly so make sure that your approach is flexible and always be on the lookout for ways to do things better, quicker and cheaper.
Remember, as stated earlier on… existing customers are really important. Make sure you have everything lined up for the people that you have already sold to, that you already have established trust with and that are ready to buy again.
Go ahead ENGAGE TODAY!