When you need to close a deal, you need to stay in the sweet spot of being convincing but not coming off as arrogant or too pushy. Being new in the industry brings about a lot of pressure especially on a company director who wears many hats inside a company.
Convincing your customers starts with prospecting and marketing. In order to master the art of smooth-talking your customers, you have to know what type of audience you are talking to and what stage exactly they are on the customer journey.
Prospecting vs. Marketing
Although both of these tasks aim for the same goal, which is to get new customers, there is still a significant difference between prospecting for new clients and marketing to an audience.
Marketing in general supports prospecting efforts. And although it complements the sales department, it does not work the same as prospecting clients. An easy way to differentiate the two is the size of the one you’re interacting with.
Marketing involves addressing many people at once and can be automated. This normally includes all your efforts to get your brand known such as creating graphics, website collaterals, and content creation. Content creation may come in many forms including blogs, webinars, and video content. Search Engine Optimization also plays a huge part in getting people to boost your online presence. Generally, marketing means getting people to engage with what you have to say.
Prospecting, on the other hand, is basically chasing after cold leads. Its ultimate goal is turning these leads, whether interested or not, into clients. A classic strategy is doing cold calls and or door to door sales. Other prospecting techniques can include direct emails, speaking to customers and introducing them to their pain points, presenting offers, or attending networking meetings to build connections. One thing is for sure, being a prospector is not a job for introverts. You would have to get used with talking to a whole lot of people in a day and face multiple rejections or even get hung up on by the majority.
Being persuasive without being too pushy or aggressive
What’s the one thing you notice when it comes to prospectors who have been doing their job for years? That’s right, they seem confident and persuasive. So as someone who does not have that much experience in prospecting clients, what do you have to do in order to reach this level of confidence without being too pushy
Most startup business owners do not have the experience and the expertise when it comes to convincing people to buy their product or service. So what do you do in order to reach that certain level of confidence without being too pushy or annoying?
Step 1: Do your Assignment
It is simply not enough that you have the brightest business idea ever made. Even if you had the best idea for the most breathtaking coffee flavor, if you market it to those who are not fans of coffee, it is most likely that your business will flunk. So, how do you start reaching to the right people?
Define your target
Who is the best target market? Which demographic is more likely to use your company’s products and services? In the current state of the economy, it would be a waste of time and resources to just target everyone. Every business needs to have a specific market. Some businesses focus on kids, some focus on single moms, teens, men, women, but these are still too general as a matter of fact.
First, you analyze your product/service. Let’s say you are a fitness trainer, what are your core offerings? Do you specialize in weight loss? If you have a specific sport, you list that down. This way, you’d already have an idea of who would be interested in your business.
Second, time to identify your customers. Who will benefit from your training sessions? Here are some of the common factors you need to look at to define who your target market is.
- Marital Status
- Lifestyle Preferences
Having a specific market does not mean you are excluding those you are not targeting. It simply means channeling your efforts down to those who really matter but still keeping your business open to interested parties.
Watch the video below for a more in-depth understanding of how you can identify your target market.
Deliver the right Message
You have your target audience ready, they hear your service, and it sure piqued their interest. Now, what? When they start asking questions, what do you say? In order for a customer to stay engaged in the conversation, you don’t just get their attention, you keep them interested.
Speak their language
One way to keep the audience interested in what you’re saying is getting them involved on a personal level. Go very specific about a problem you are trying to solve for your customers. For example, if you have a business for pet sitting, what would your customers’ problems be? Most common ones are not having anyone to take care of their pet while traveling, not having anyone home for their dog during holidays, or no one to be there while you are on a business trip. You can list some of these and chances are, your audience is going to relate to at least one or two of those!
You have to keep in mind that in order to get their attention, you have to speak to them in a language they speak. Don’t tell them about what you do, tell them about an existing challenge they are facing and guide them through how you are going to solve this problem.
Step 2: Practice, practice, practice.
Information alone is not enough. You want to be confident in order to convince your leads that you are someone they can trust. Sufficient amounts of practice can help you gain this confidence.
This has the same concept with stage fright. When a person is not accustomed to public speaking, they usually have this feeling of anxiety when it comes to talking to people. It’s the same things in sales because when convincing a prospect lead, you would be required to answer questions and be persuasive enough to turn that rejection around. When you have enough practice in talking to people to get them to engage with your business, you sort of gain a ‘muscle memory’ from it.
If a customer is taking considerations, they would not want to engage with someone who seems unsure of what they are trying to say. In reality, people are more likely to trust a person who is calm, confident and comfortable in what they are doing.
Having enough practice provides you with the courage to face your prospects, look them in the eye with conviction and persuade them that they need your service or product.
Step 3: Execute
This is where it all comes down. This is where you put all your inhibitions aside and treat that conversation like a performance of your lifetime.
You have finished doing your homework. You have done your research, you know who you’re talking to. All the facts about them, their life preferences, the kind of problem they face, and you know exactly how to solve it. There is no reason for you to be scared at all. You know exactly how to answer any questions they might throw at you.
The only thing left to do is prep and convince yourself that you believe in the product you are selling. You know you have value to offer, you have confidence that your product can take their problems away. Then, the factor of being pushy goes away because you know that you are not talking to them to sell, but to help them.
Build a strong connection
Most customers have their guards up. They don’t want to be fooled by another ‘salesperson’. They don’t want to be told what to buy because their product is ‘#1’ in the market. These are the mindset you have to deal with when it comes to convincing someone to buy your product. When you believe in what you are selling, you have the capacity to tear these beliefs down. You have to sell your product in a way you want them to see it.
Show don’t tell. Show them you empathize with their concerns. A great salesperson believes that their product is the only way to solve their client’s problem. You need to let your customers know that you understand the struggle and that you are in this together. Develop a strong foundation and have trust in you and your product through your passion and genuine concern.
Ready to close more deals?
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