There is a make it or break it moment with every new client. It is that moment when they decide if they are going to invest time, energy or money with you or your business. Wouldn’t you like to make it harder for them to say “Yes” than “No”? I went to a college with a strict policy that single students must live in the dorms. One semester I got a job on a horse breeding farm that required me to work before and after class. I had the opportunity to live on-site in a travel trailer. The college officials were not understanding so one day I went to the President’s office and asked if I could meet with him. Of course, he wasn’t available and wouldn’t be available. “No problem,” I said, “I’ll wait.” I had my homework with me and I camped out in his waiting room, ready to stay the day. He had to come out at some point.
Now, this isn’t exactly what I mean by making it harder for prospects to say, “No” than “Yes;” but, the tenacity and creativity behind the approach is what I mean. Clients have choices, you know that your product or service is the right one, they just don’t know yet. You must get their attention or trust long enough to prove it to them. Put yourself in their shoes. What might they be afraid of or risking to go with your product or service? Do they understand the service? Are there other choices they have already used? Are you the unknown? Is it a large investment? Will they lose something else if they choose you?
Whatever their risk, they may or may not be able to articulate it. If you will identify their feelings and articulate them in advance, you can help them deal with these feelings. Get them out in the open, take them from being undefined, emotions and deal with them logically and intellectually. Give the right assurances.
When I did get to visit with the college President after about a three hour wait, I told him why I needed to stay off campus. Assured him that it would make it easier for me to complete my studies and my work and told him I would still be paying for the dorm since my other place was free (that was probably the trick). When he got the right assurance, he was happy to let me stay off campus.