Your dialogue communicates value to client and referral prospects—it can give you valid reasons for communicating with your targets, and it can communicate the benefits you offer.
We focus on five methods of dialogue that help sell in your comfort zone:
1. Describe Your Systems
One method of dialogue is to describe your systems: your guiding principles, policies and procedures, staff and training, and technology. For example, you may have a 24-hour callback rule. As a way of instilling confidence, you could explain this rule. Instead of simply saying that you are responsive, it feels less like bragging and is more convincing to say that you have a rule that all calls are returned within a 24-hour period.
2. Share Your Experiences
Another method of dialogue is to give examples of experiences in which you helped other clients. However, make sure that you don’t reveal confidential client information. Even the name of your client may be confidential in certain circumstances. Examples are more effective in revealing your experience than simply stating that you have experience. People are engaged by stories, and they create greater confidence in your skill.
We recommend that you spend some time thinking about situations in which you helped your clients. This will help you to be prepared when prospects have problems you have experience fixing. Instead of saying, “I have experience with that,” you will have concrete examples of how you helped someone with a similar problem.
3. Ask Insightful Questions
Asking insightful questions is a third method of dialogue. When you are meeting with prospects, instead of telling them how knowledgeable you are and how much experience you have, ask questions that reveal your in-depth understanding of their problems. Insightful questions are more effective in revealing your knowledge than boasting about it. After they answer your questions, then you can give your opinion about how you would solve their problems.
4. Describe the Obstacles Your Prospects Are Facing
It is helpful to your prospects to explain the obstacles they are facing. It reveals an in-depth knowledge of their situations. It demonstrates empathy. It gives them hope that solutions are available. And it positions you as someone who can assist them.
5. Quote Fees in Relation to Benefits
Quoting fees is another part of your dialogue. When you quote fees, it is important to quote them in relation to the benefits that you offer. If people are going to spend money, they have to feel confident that they will receive sufficient benefits. So when you quote your fees, don’t give your rates in a vacuum. Remember to precede your fees with a reminder of the benefits you offer. If possible, describe the monetary benefits your clients can expect. Explain how much you can help your prospects either earn or save. And discuss the nonmonetary benefits, which are your systems and any added benefits you regularly offer. Discuss your methodologies and resources. And if possible, describe how your services are differentiated from the competition.
Remember that value is a ratio of benefits to fees. The more benefits that you describe, the more likely your prospects will perceive to be getting a good deal.
For more marketing tips, check out our book Selling in Your Comfort Zone.