If a prospective client doesn’t connect with your presentation or sales material, if they don’t relate to your “style” or approach, if they don’t like what you’re saying or how you’re saying it, it will be difficult for you to convince them to take the next step.
Which is why you need to do whatever you can to speak to your prospects in a way they understand and accept.
To do that, you need to know as much about them as possible.
Before the presentation or conversation, do your homework. Research their industry or business, have them fill out a form on your website or in your waiting room, and ask lots of questions to learn about their background and experience, what’s important to them, and what isn’t.
You want to know how they found you, who referred them, how they know them, and what they told them about you.
You want to know the search terms they used to find you, what they read or listened to on your website or elsewhere, and what convinced them to make an appointment.
Watch their body language. Are they nodding, taking notes, watching and listening, or fidgeting in their seat and looking at the door?
Get them talking. Ask questions, see if they understand and accept what you’re saying.
Everyone has a different “buying” style. Some want you to lead with the big picture—the benefits, risks, the timetable, and cost. The details can come later.
Others want to know everything now.
Some want to get to know you before they listen to what you offer. They want to see that you understand them (not just their legal matter) and care about helping them, not just the work.
Some want just the facts. Some want to hear about other people you’ve helped. Some want to know what you do, some want to know how you do it.
Some want you to guide them in making a decision. Some want to have a conversation.
If you have a standard presentation and talk to every prospect the same way, you’ll get some who like your message and hire you on the spot, and some who don’t like you and tell you they have to think about it (but don’t).
Figure out what’s best for each prospective client—and give it to them.
