Most entrepreneurs struggle with sales conversations. They don’t want to be pushy or slimy. They get tongue-tied telling prospects what they do. They hesitate to use case studies to demonstrate the results clients can get by working with them. They don’t like bragging and calling out successes.

Many entrepreneurs dread the exact conversations they need to build their businesses.

This got me thinking about the client enrollment process in general, and the fact I have gotten to a point where I actually ENJOY my calls with prospective clients.  And they seem to enjoy the experience as well because my prospects tell me they got a lot of value from the call.

Enrolling clients is a core process for your business

If you’re not in the habit of continually having sales conversations and enrolling clients, your business will struggle. I got clear on the importance of client enrollment years ago. I started telling myself that I am actually in the client enrollment business, and what I do for clients is almost secondary.

That sounds strange, but after being in business for 16 years, my process is well defined and my success rate is high. If I get an ideal client to commit to working with me, I am confident that I can get them a good result.

Having better sales conversations

I knew I needed to find a way to make sales conversations fun or I would find reasons not to do the calls. Now, I actually look forward to these calls and enjoy the conversations. Here are some strategies I recommend:

Have the right mindset. I go into the conversation with the mindset of being of service and being an advisor. I don’t know if I can help someone or not until I have a conversation with them.

Be helpful. Even if a prospect is not a good fit for me, I will give them my best advice. If I am not a fit for them, I will try to recommend an online resource, or refer them to another professional in my network.

Be interested but not attached. Show up as your best self, but recognize people will make their own decisions and you can’t control what they do. Don’t be attached to the outcome. Their decision may not have anything to do with you or your service.

Follow a structure for the conversation. It’s easy to get off track or off topic during sales conversations. It helps to have a structure. I have seen many “systems” and the common elements are:

  • Beginning with questions about the prospect’s current situation (uncovering their pain)
  • Helping them imagine what life would be like if they achieved their goals
  • Demonstrating how you and your knowledge can help them get where they want to go
  • Painting a picture of what it would be like if they stayed where they are
  • Addressing any outstanding questions or limiting beliefs
  • Supporting them in making a decision to move forward with you – or not

Please believe me when I say I get thank-you notes from people and follow-up emails when they implement something I suggested. Imagine being thanked for a sales conversation!

These shifts in mindset and strategy have definitely paid off for me, and I hope they will work for you, too.

Photo by LinkedIn Sales Solutions on Unsplash