How to get them to say YES - Today!

I bet you £10 that right at this very moment in time, your business has lots of 'opportunities' that aren't converting into paying business as quickly as you'd like?

One of the things I find when working with a company for the first time is that communications to their prospective clients are not compelling or exciting. When you speak to a client, either in person or over the phone or you send them a letter or mailshot, what you are really saying is... 'This is the action I recommend that you take, and this is how it will benefit you’. In order to increase your conversation rate have a look at the following list to see if your sales copy or conversations with your customers cover these vital points:

Why you? This is your chance to spell out why this particular person or company will benefit from taking this course of action. The more time you spend finding out what their needs and requirements are, the more effectively you will be able to do this. You need to understand what your prospect is really experiencing. For example: 'As a business owner, you are fed up with constantly having to chase and motivate your staff to make cold calls. It's taking up valuable time which could be more profitably used elsewhere'.

Why me? Then this is your golden opportunity to let them know about your experience and your credibility. My golden tip? Talking about RESULTS you have achieved works best. For example: 'I've spent the last 9 years helping business owners have more success on the telephone. I can typically help a company increase conversion by at least 30%. 96% of clients say they would recommend my service to others'.

Why this? At this point you need to clearly demonstrate the benefits of your product or service. Spell out why you are the answer to their prayers: 'Our cold calling training programme will help you because it will motivate even your most reluctant members of staff to pick up the phone with confidence, you will see business results within the first 3 days. '

Why this price? How you reveal your price is fundamental to whether your prospect perceives it to be amazingly good value or outrageously overpriced! In a nutshell, what you need to do is build the value of your product or service first, by quantifying the benefits, AND THEN you reveal the price. For example: 'You told us that each face-to-appointment with a qualified decision maker is worth £350 to you, so if we help you make just 3 extra appointments a week, then that's a value of £1050. You also estimated that you are spending 3 hours a week managing your team's prospecting activity. Valuing your time at £150 per hour, that's another £450. So from week one this training will be worth £1,500 to you. That's £6k per month. Or £78k over the course of the year. Yet your investment in this entire training programme is just £6,000.' Notice that presented this way, the £6,000 is good value, giving at least a 10-1 return over the course of the year.

Why now? This is the element that most people miss in their sales presentations. You need to build in an element of scarcity or urgency to get people to say yes today! You absolutely MUST complete your presentation with a Reason to Act Now. What are some compelling 'reasons to act now'? Scarcity is one. 'There are a limited number available at this price' or 'This price will only be available to the first 10 people to respond'. Impending price increases are another 'This is an introductory offer until 1st March. On that day the price will increase'. If you use scarcity to compel immediate action, make sure that the incentive really IS limited, or you will hurt your credibility and damage your relationship with the customer.

I can promise you that if make sure your sales message answer these 5 questions, then your conversation rate will increase dramatically. I urge you to start using them today.