6 Psychological Shortcuts to Yes When Pitching to New Clients
If you can answer these six essential questions, you’ll land new clients with ease.
Sales. Some people hate it. Others love it. Either way, sales is an essential part of every business, including your work from home business.
As a virtual business owner, you are your own sales department. You have to figure out the most effective way to sell your services to land clients.
People tend to think about sales as an art. Most believe that a good salesperson has a gift, a natural ability, a talent. This is the wrong way to look at it.
Yes, some people are better sellers than others, but anyone can improve their sales approach if they start thinking about sales as a science. In his groundbreaking book, The Science of Selling, David Hoffeld shares evidence-based strategies that align a seller’s pitch with the human decision-making process.
He lays these strategies out in a sequential commitment process he calls The Six Whys ®.
They are six questions that represent the mental steps potential clients go through when deciding to make a purchase. If you can properly answer all of these questions for your prospective client, you’re almost guaranteed to land them.
1. Why Change?
This ‘Why’ is first for a reason.
It lays the foundation for your entire sale. It’s no secret that most people don’t like change. Clients are content to keep doing things the same way, unless you give them a sufficient reason to change.
How do you do that, you ask? You’ve got to find their problems.
A great sales pitch positions your service as the irrefutable solution to a particular problem that your client faces.
Don’t make your sales pitch a sermon. Make it a dialogue.
Do your research and ask probing questions to unveil significant problems that your client may be unaware of. If you can identify an important problem that your client doesn’t know they have, you’re in a better position to solve it with your service.
Understand the problems.
Beyond finding problems, you need to understand the problem. Dig deeper and find the root cause of the problem. Make sure that you understand the scope as well.
Who and what is the problem affecting? How is the problem impacting the client’s business?
Demonstrating a full understanding of a problem builds confidence. The client will believe that you’re knowledgeable about their business needs, and they’ll trust you.
Make the problems hurt.
Lastly, you’ve got to make those problems hurt.
Ask deeper questions that help potential clients feel the painful outcomes of allowing those problems to continue.
Once you’ve identified those pain points, show the client where they’re losing money, time, productivity, or market opportunities. If they can feel the pain of their problem, they’ll likely commit to the change.
2. Why Now?
You’ve gotten past the first hurdle. Next, you have to convince the client that the time to act is now. Be careful here.
If you’re too pushy or if you create a situation where the client feels that they’ve lost too much control in their buyer decision-making process, you risk losing them as a client. People have a natural aversion to being pushed.
It’s called reactance. It’s our innate desire to rebel when we’re being told what to do.
You can inspire urgency without stirring up reactance by offering incentives and using statements that give the client control. Revisit those pain points and demonstrate the damage the client risks if they choose to let the problems continue.
Offer incentives to act now, but don’t pressure them. Let the client know that they’re in control of their decision-making process.
3. Why Your Industry Solution?
You’ve got more competition than you think. A competitor is anyone competing for your client’s business, whether they’re in your same industry or not.
To convince your potential client to purchase your services, you have to show them why your industry solution is better than that of other industries. Demonstrate your special knowledge and skills that allow you to offer a better solution for your client than those beyond your industry. Provide the client with testimonials from similar clients who’ve used your services.Show the client your results and explain why outside industry solutions can’t match them.
Be able to explain problems that the client may face by going with an option outside of your industry.
If you can eliminate the extra competition by selling the client on your industry-specific skills, you’re that much closer to closing the deal.
4. Why You and Your Company?
Purchasing a new product or service is inherently risky for buyers for one simple reason.
They won’t know the true nature of what they’re getting until after they’ve purchased it. The best way to reduce the level of risk that a client perceives is to build trust.
You can build trust easily by demonstrating your expertise and confidence. Point to your portfolio, and share success stories. Convey that you’re the clear choice numerically by sharing client satisfaction ratings and ROI.
And be sure to communicate with confidence.
5. Why Your Product or Service?
To earn your client’s business, you need to have clear and compelling reasons why they should choose your service over what competitors are offering.
You have to know the competitive advantage that your service boasts.
If you can deliver to your clients at a lower cost than competitors, capitalize on that. Differentiate yourself from your competitors by touting your distinct value. Align your solution with the things that are important to your client. Highlight the aspects of your service that your client simply can’t get if they go with a competitor. That way, you’ll increase your potential client’s desire and boost their perception of your value.
6. Why Spend the Money?
There are two things that determine the way people prioritize their purchases: desire for gain and fear of loss (FOMO is real!).
Make clear the things that your client will gain by using your services. Show them how your services will better their business. Also, be sure to point out the things they stand to lose if they don’t buy in – circle back to those pain points and your competitive advantage.
If you can sell your potential client on this final why, then you’ve closed the deal.
Refining your sales pitch takes practice, but if you structure your pitch according to these six questions, you’ll give your potential clients everything they need to make the right choice.