Client conversion can be hard… but it’s also one of the pillars of any business. You can get thousands of leads, but if you can’t convert them into customers, your business isn’t going to get the success you want it to.
If you aren’t good at converting people into paying customers, then you will be wasting your time, money, and effort. The good news is that your success rate of turning inquiries into actual clients is actually simple!
Making some simple improvements to your conversion process will get you more clients, increase your profits, and grow your business.
It’s not rocket science!
We had sales professional, TEDx speaker, and coach to thousands of entrepreneurs struggling to make their first sale, Renee Hribar, share with us the tricks she’s learned throughout her 20+ year career to help YOU dominate client conversion too… in 3 easy steps.
Are you ready?
So here are Renee Hribar’s 3 steps to a successful client conversion!
Step #1: Everything you need to know about discovery
Renee: You’ll never, ever lose time if you invest in discovery. You want to find out as much as you can before you make an offer. That’s the first thing. And then with that, you will protect yourself and your ego and your good name by not making an offer to somebody who’s just not that into you.
I remember one of my first sales calls, one of my first big presentations, and I had done so much research. I had created the best presentation ever. And it might’ve been, however, I walked in and I just started talking, I don’t think they’ve even said how they were. I didn’t let them talk because I didn’t involve them in a conversation. It was literally a presentation by the end. They were like blown back. I lost them. I lost the account. It wasn’t until later that I realized I didn’t do the right thing. I prepared so much that I lost. I never recovered from that one with that one particular client.
I learned you’ll never lose time on discovery. So what is discovery? Discovery is asking questions along the way. More importantly, qualifying them along the way. So I’m sure we’ve all done that. we wonder when we get to the offer, “why they didn’t say yes?” It’s because we didn’t qualify them along the way.
Amalie: Just slow everything down. And here’s the key: whatever amount of time that you put for the discovery call, you keep that boundary and you just book the next call. If it’s 15 minutes, it’s 15 minutes. If you don’t get all of your questions asked that is totally fine. Book another call. Even if it’s 10 calls later, it doesn’t matter. At the end of the day, both the person you’re talking to and yourself will feel like you have gotten all the information that you need. They will feel like they’re being heard and then you can make the sale.
Renee: We can compare it to a doctor-patient relationship, if you were to put on the white coat and be the doctor, you have to do tests, you have to do discovery. They always start from the beginning. So taking on that doctor role, the patient may want a quick answer. But as far as the doctor, in this case, the seller, it’s our moral obligation to slow that puppy down to actually make sure we have the full picture before we give any kind of diagnosis. And this case a diagnosis is a proposal.
Step #2: Making the offer the right way
Renee: I had three points I wanted to make: discovery, the offer, and continuation support. Now onto making the offer. So I’ve done this many times and I’ve been shut down many times. I remember I almost lost one of my first sales jobs because I made the offer and I was taught to make sure they know there’s a deadline. So I said, “this offer is good until tonight, take it or leave it.” I was trying to follow the directions of my sales trainer saying you have to give a deadline, and I went way too far. So I remember I literally closed the portfolio and I probably closed it a little harder than I anticipated, and the prospect said, “I can’t make a decision by it.”
Make the offer with a deadline, but still genuine and authentic.
What you don’t want is them saying yes a month from now when you expected a yes on Friday. I want to say more time does not a yes make.
The way I get around this, oftentimes when sending proposals is I will put the proposal in draft mode, and a “draft” could be just me saying, “this is a draft. This is what, based on what you told me, this is what I’ve come up with. And this draft offer is valid through 4:00 PM on Friday. Let’s set up a time to talk on Friday to see if there’s anything on here that needs to be edited so that you can feel comfortable moving forward.”
And then I like to get back on the phone, but even if I don’t get back on the phone, I still know that by 4:00 PM on Friday, if it’s not paid, it’s withdrawn. So making the offer, having a deadline, having a demarcation point allows everybody to get off the hook. So if they don’t buy it, that’s okay.
So, having that deadline is vital. And when I make that offer, we have to really like quantify and put a price on what people want. Give them a good deal on what they need, knowing that we’re still going to be able to do business after this. So for example, if they need four things, I might say, “let’s do one thing first,” the most important thing, and ask them their budget so you know what you’re working with.
Amalie: Knowing the budget is mandatory. If they can’t answer, we will discuss it until we get an answer because I can’t help them if I don’t know what they can spend. But with the budget, I can tell you how I can help you within your budget and then say all these other things that you want help with. Another thing that I learned from you is helping them understand how you priced things or what your price means.
Step #3: Continuing support
Renee: Think about the lifetime value of a customer, maybe they start off as a $5,000 client. How can they turn it into a $50,000 or $500,000 client by continuing to offer support?
A lot of service providers that I work with, they can do many things. They might start off doing one thing or three things, but they could probably help them with a buffet of services. But if you say all that upfront, it’s going to be A) super expensive and B) it might be too much too soon for anybody to understand.
So what I always set up is mile markers. Don’t let too much time go by before you have a progress meeting, a meeting that’s outside of everything else you’re normally doing with them. Just to sit down with them, whether it’s every 30 days or every six months, make sure you set up those times in advance. They’re usually pretty psyched about that.
So as a service provider, I’m gonna come in and say, “listen, this is what you hired me for. Look at all the progress you’ve made” because they don’t always see the progress. And now it’s up to me to take screenshots, work on the KPIs, make sure that I’m looking for things and offer them to hear what you have to say. And then say, “This is what I noticed. If you did this, it would impact this number and this column. Do you want to hear what those things might look like in addition to what we’re doing now?” So when we notice those things, it’s not doing them for the same price. They’re additional service upgrades.
Amalie: Even if they’ve said no, and even after your contract has ended, checking in with them every few months, every six months, asking them “Hey, how’s it going? How’s that thing I set up for you?” Is it working for you?” Even people that have said no to our services, I will check in with them and ask them how it’s going with the person that they hired that wasn’t necessarily us. It expands your network. They could always become referrals. Who knows if they’ll refer to you or they might become your client again?
Renee: Because that alone will make every business more money. Just that alone. Just keeping in touch. Our network is our net worth. Every single day of the week. Never harm us from reaching back out. Even if we’re already done with that previous relationship, but the idea here is while you’re still in it, look for more opportunities.
And that’s it for today! We hope this interview has been helpful to you. Until the next episode!
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