At the start of my coaching career 10 years ago, I had paid a slew of biz dev folks to teach me how to get clients. They agreed on one thing: You can’t get a sale unless you ask for it. I always found this really difficult, coming from an immigrant background where I was uncomfortable about asking for money from anyone at any time in my life. Not only was it uncomfortable but it wasn’t working. I would be doing hundreds of hours of free coaching and ask for the bloody sale and I never got it. Most people said they loved me but couldn’t afford it or had to ask their boss or husband or dog. You get the picture.
Low and behold, when I scared myself silly and started spending the big bucks (the amount of a small car as I often like to say) on getting trained in how the big boys close sales, I discovered an incredible truth: All the sales gurus were wrong-the real gurus NEVER ask for the sale. Well, you might be asking yourself how exactly do I get clients without asking for the sale. Read on and be comforted. If you do what I tell you to, you never have to ask for a sale again as long as you live.
Step 1: Be A Specialist
I can’t say it enough times, if you’re a jack of all trades, you are master of none. Even if you do something specific like Video Production, be a specialist in an aspect of that like Green Screen rentals or Website Intro Videos or Training Videos or Interview Videos. Find a need and niche in it. Without a focus, nobody will truly understand how you can help them.
Step 2: Always Hang With The Same Crowd Who’s In Pain
There is a specific group of people who you can help the most with their pain, who will pay you the highest fees and that you have more access to than others through your networks. Find these people and get into their face, their life, their networks and the media they consume. Become the air that they breathe around your specialty.
Step 3: Ask About Their Pain
When I won a mobile massage at a charity, the masseuse and I got to talking about her business. I asked about the pain that I help with–“how do you market to get new business?”. Even though my face was pressed into a massage chair, I still could hear her pain and could talk to her about it.
Step 4: Ask For Permission To Share
The next thing I asked the masseuse (who was really great by the way!) was permission to share how I help clients in her kind of pain. She was delighted and of course said yes! Then I proceeded to outline in 3 or 4 steps how I help. Voila!
Step 5: Ask If This Would Help Them
When I asked my masseuse this question, she really did think (and I knew) I could help her. She vehemently shook her head up and down and said YES, it would definitely help to have that done to my marketing.
Step 6: Shut Up
Then I just buried my face into the massage chair and kept on enjoying the rub down. I let her process what we could create together. As she was leaving, she asked me how much it would cost to work with me.
There you have it folks, the anatomy of how I get people to ask ME to work with them instead of me having to ask THEM for the sale.