What is your main objective when conducting a consultation or initial meeting with a potential client?
Over the years, working with sellers and entrepreneurs, I’ve gotten a wide range of answers to this question, including:
- To make the sale
- To share about my services
- To show why I’m better than the competition
There is nothing inherently wrong with wanting to accomplish all of the above outcomes — but can you identify what’s missing from these objectives?
If your objectives are all about you and your business, there’s no room for what really matters during the initial sales conversation — the client’s current needs. And if you lose site of the client in the initial discussion, you will likely lose the sale.
Your Challenge This Week:
Before you get on a call or walk into any meeting, I want you to take a deep breath and remember your #1 goal in any sales conversation:
- To help the potential client identify the gap between where they are today and where they want to be — then illustrate how you and your services are the bridge over the gap.
How do we do that? We make the conversation all about them. We lean into curiosity and ask thoughtful questions that open up the dialogue to what’s working, what’s not working and what a better vision for the future looks like.
I want to give a little love here: Some of us dive too quickly into talking about ourselves and our services because we’re nervous, and that’s totally normal (I still do it, too)! This week, as you conduct sales conversations, take note of how much you’re talking about yourself versus the client. If you feel yourself veering off and talking about your own story, bring the conversation back by asking a thoughtful, open-ended question to the client.
Give it a try and let me know how it goes — leave a comment below!