Ciamos

Bernadette Doyle

Last week a member of my Mastermind group approached me with the following problem: ‘Over the last few years I created a sales persuasion programme. Whenever I get to work with clients they get really huge results. However I'm still struggling to get clients despite really good testimonials. I seem to get close with a few big companies but for whatever reason things fall through at last hurdle.’

I had a look at this man’s website, and I agree, he has some extraordinary testimonials. So why isn’t he landing the corporate training contracts that he wants?

He’s not the only one experiencing this. I’m sure lots of readers have had situations where a prospect seemed really keen, and you’ve had some encouraging conversations, but frustratingly, you can’t seem to nudge them into taking action. I experienced this myself, until I stumbled across the solution.

So what’s the way forward? There are a couple of things to consider. First or all, right before the moment of saying ‘yes’ is when most sales are lost. Fear of change, fear of loss, fear of making a wrong decision…these are all issues that can come up for the buyer and can grind the sale to a halt. That’s why right at that moment of getting someone to sign on the dotted line, it’s important to reassure them of the great decision they are making, remind them of the benefits they can expect (which you could back up with another client’s endorsement or testimonial) and allay any final fears that they may have. If you are with them in person or on the telephone, you do this verbally. If they are making the decision without you being present for example online, or at the end of a proposal, then you should do this in writing.

For our Mastermind member, the problem is even more complex, because he’s selling to corporates, and in that world, the final decision is rarely made by one individual. More typically, you liaise with someone who then takes your proposal to a final decision maker that you don’t get to meet. And in some cases the decision might be made at a committee meeting and you’re not invited! So you’re effectively relying on your main contact to sell you internally.

More by accident than design, (and, I hate to admit, at the cost of losing a few sales in the process) I did find a way round this frustrating conundrum. I developed a way of writing a sales proposal that answered every possible question and concern that might come up, took people through a series of steps that made choosing what I was offering the logical solution.

If you’re selling to corporates, it’s important that your main contact buys into what you’re offering, but you need to understand the nature of the behind the scenes decision making. Just because you have a great relationship with one individual does not mean the sale is ‘in the bag’. You need to uncover the questions and concerns that exist behind the scenes and then make sure that you have addressed them in your final sales proposal.

© 2007 Bernadette Doyle

Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals. If you want to get clients calling you instead of you calling them, then get your free tips now at www.clientmagnets.com