Your consultation was an obvious success; you explained in detail exactly how your relationship would work; your potential client sees the value in what you are offering. Yet closing the sale presents its challenges.

“Marketing” is getting people to recognize your expertise and become interested in your products and services. “Selling” is moving interested prospects from where they are now to where they want to be.

Selling Is Not a “Tactic”

If you are a professional coach or consultant, you know that if your prospects don’t take steps to put action behind their desires, they will often stay stuck at the ‘thinking’ stage rather than move forward to an ‘action’ stage.

Selling is not a tactic, and in a professional setting is unbecoming if handled in a pushy fashion. Being compassionate entrepreneurs, you don’t want to feel like you are pressuring anyone. However, if you are genuinely committed to helping people achieve results with your product(s) or service(s), then you should look at “selling” as an essential step towards “solving.”

Your Marketing Approach Has Gotten Them ‘Here’

If your marketing has inspired their curiosity to take steps to consult with you, then selling is an authentic way for you to offer a solution to help them move from the ideation stage to the problem-solving stage.

In my blog post, “Four Steps to Have Clients Want to Work With You—Even Before You Speak With Them,” I suggest taking diligent notes about what your potential client stated they want to have in their life, career, business, etc. In the sales stage, it’s incumbent upon you to ‘mirror’ their responses back to them. For example, you can say things like, “You mentioned you were having a struggle in connecting with your target market. It sounds like we need to implement some solid strategies to identify how to reach those people and to craft the right message for them. I can help you with that.” You can do this ‘mirroring’ for every pain point they mentioned during your discussion.

Occasionally they will reply with, “Yes but… {insert reasons and justification statements}.” There’s always a solution to present in the “yes but” stage. If you know you can—and want to—help this prospective client, then you take a stand and offer solutions that will alleviate their fears, eliminate their doubts, and overcome their objections.

Scarcity Plus Incentive = More Clients

Now let’s talk about some ways to have your prospects take swift action to work with you. Like NOW! Even if they have no doubt you can help, when faced with a new financial obligation, your prospect may express that they need to think about it. And they certainly have the right to hold back and mull it over. But you can still take a gentle approach which may facilitate their decision to work with you—sooner rather than later.

My company generally takes only five new clients a month, and I inform my potential client during the consultation. I state, “I like to reward action-takers, so even if you’re not ready to start today, we can hold your spot by processing your payment/deposit, and we will start on a date that works for your schedule.”  You can also include an incentive. For example, “If you sign up by [Friday], I’ll deduct ___% off from your package.”

The Key Is In The Follow-Up

If your potential client does not make their commitment during your initial discussion, then the key is in the follow-up.

When your prospects initially come to you, they’re experiencing pain in some area of their life, career, business, or they have seen in your social media or on your website something you offer that they would benefit from. Before my clients start working with me on their marketing strategy, I ask, “What’s your follow-up system like?” A typical response is: “I send a proposal, but I never hear back.” If you don’t hear back from a prospect, follow-up! They are still a potential client.

Their pain or need is highly unlikely to have gone away, so check in with them. Tell them you were concerned about their plight and you know they can benefit from help, and you are ready to help. It is surprising how often a prospect you considered lost signs up after one or two follow-ups.

When you get to the closing stage with your potential clients, don’t give up just because they said, “not now,” or, “maybe.” Unless they give a firm “no thanks,” let them know you will circle back with them—and mark your calendar to do so.

Close More Sales. Help More People.

If they don’t sign up immediately, gently persist! The assurance you offer your prospects in having the outcomes they want will ensure your sales process is a breeze. And your new clients will be grateful for your commitment to their success.