You’d think it’d be obvious- if someone tells you they are interested in what you do, then you just say…
One of our clients asked this question recently, because she found she was freezing up. “What do I do? I don’t want to leap and drool all over them, I don’t want to bore them. I also want to trust that they are genuinely interested.” (I’m paraphrasing here.)
It’s tricky, isn’t it? The first thing I want to say is that the “freezing up” and confusion is coming from a good place.
Early on in a business, or during a slow time, when you really need clients, there’s a place inside you that feels like a piranha, ready to jump on the first person who shows the slightest glimmer of maybe wanting to pay you.
Of course, you don’t like the way that feels. At ALL. So, you shut it down, and lean the other way.
Take a moment to honor the integrity, the compassion, and the caring you hold in your heart, not wanting to be the piranha. That’s healthy.
Now, what to actually do?
The sales conversation is not rocket science, but it’s a got a few moving parts, which is why we spend a certain number of weeks really looking at the the emotional, spiritual and structural components of it within Foundations1: Clients and Money. You don’t have to master it, but you do have to be effective, and know what’s going on.
For right now, let me share three things you can do to be much more successful and heart-centered in these situations.
- Don’t tell. Ask, and listen, and ask some more
Our client told me, “Yeah, this person told me she really liked what I had to say in my presentation, and could I say more? What the heck do I say to her?”
Anyone would feel stuck here, because you simply don’t have enough information to go on. I told her that when someone asks me that, the first thing out of my mouth is a question, “That’s great! I’d be happy to tell you more. Can you tell me what sparked you, or caught your attention? Why?”
By asking what they are interested in and why, you can respond directly to what they are needing. SO much easier, rather than playing what I call “darts in the dark” by giving them an hour lecture, trying to cover everything they might potentially care about.
Warning: don’t give too long an answer. Keep it short, and ask more questions. Get to know them. Much of what we call Sacred Selling is asking questions from the heart and really listening.
If you’re in business, you want people to be interested in what you do, but as you can see, it’s easy to freeze up and not know how to handle the moment gracefully. Just remember: (1) Don’t try to convert them to a client, (2) Suggest scheduling a better time to go in-depth, and (3) Don’t tell, ask, and ask some more.
- In a public place, or group event? Schedule another time.
Many times you make a contact like this at a networking event, a party, or other public/semi-public situation. Don’t try to go in-depth here. It’s too easy to be interrupted and miss the moment. Plus, depending on your work, you may be touching on tender and vulnerable topics. You need privacy.
If you really feel a connection, and it seems that their interest is genuine, after talking for a few minutes suggest scheduling a time to talk.
“Wow, it seems like you really have some interesting things going on with this topic. Here’s what I’d like to do- can we schedule a time, maybe 30 minutes or so, to talk more in-depth? I want to learn more about what’s happening for you so I can get a real sense of whether I can help you, or whether there’s another resource that would be better.”
- First contact? Don’t try to convert them to a client.
One of the most underestimated things in business is the time it takes for someone to be ready to make a significant purchase. When we’ve studied this, we’ve seen people take anywhere from a few weeks to years before they are ready.
This doesn’t mean they aren’t interested, it just means you can’t push the river. Instead of trying to get them to sign up for a session, find out more about them (see #1 above), and offer to send them an article you’ve written or get them on your newsletter list.
You *are* creating content and sending out some kind of a newsletter, yes?
How about you? How do you handle these situations? Or do you have a question from what I’ve outlined here?
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4 Responses
Hi Mark, This post is interesting as I just worked through the Pivot exercise as the client, for someone further ahead of me in foundation 1.
My comment/question speaks to receiving first contact. We’re both health practitioners and often get calls for people who have ailments, want relief and just need to make sure the person on the other end can be trusted to treat/ help their condition. When I have some one with an acute condition or pain, I would set them up with the next available appointment. I’m less inclined to send them to read my newsletter or blog post and then call me back if they need the service.
At the other end of the spectrum are people who are price comparing and not entirely ready/able to book an appointment. Are these the people who you are referring to offering materials/more info and then seeing if they convert into a patient/client?
With thanks
Hi Jiselle- if someone wants to book with you, then book them! It’s more for people who aren’t sure, so you don’t have to push them. On the other hand, if they aren’t ready- they may not be price comparing, they may be just getting ready, trying to sense into where they’ll get their needs met. And yes, that’s who I’m talking about.
I am so glad I saw this post at this very moment, Mark! At a seminar this weekend I made some nice connections with three people who work for different natural medicine companies, a niche I’m cultivating. They each expressed interest in hearing more from me but come Monday morning I felt tentative and was going to send them emails that risked being wishy washy because I was so afraid of sounding pushy. Then I saw this post, and it was a great reminder to relax and focus on human connection and developing relationship. So instead of emailing, I called each person, and now have three lunch/beverage meetings set up for the next couple of weeks. Thank you for helping me be real.
Liz! Yes! So glad you opted to reach out personally instead of the emails… and so glad this could be a part of your support. I can’t wait to hear how these connections turn out for you.