Never forget that you should not do all the talking.
Some experts suggest that you should speak for only 20% of the
encounter to clinch the business. Get the prospect talking first. If
this doesn't happen naturally, then start by asking open-ended
questions such as, "In preparation for today, I did some research and
learned that your industry is experiencing a boom right now. How is
that affecting you?" During conversation, try to bend everything you
say toward the prospect. It's not what your firm has to offer, it's
about what needs the prospect has that you can meet for them. For
example:
NO! We're delighted to be here to tell you about our firm's capabilities and how we help clients.
YES! Thank you for inviting us. We want to learn about your needs and discuss how we can support you.
While absorbing conversation is important in terms
of likeability, that's not all you want to do-you want to clinch
business. Building your presentation with that in mind means building a
case with points of argument. Why should prospects choose you? Build a
case based on your answers.
To illustrate how this might go, here's an example:
You learn that the prospect wants a service provider who has vast
experience with small-business owners and who can offer exceptional
service.
We can meet your needs because:
1. Fifty percent of our clients are people like you-small-business owners.
2. We've been helping people like you untangle their finances and reach their goals for 20 years.
3. We have a record for superior client service,
which is proved by our consistently high customer satisfaction scores.
You wouldn't spout these words at the prospect. Rather, you'd use this outline to build a persuasive case.
Stephen Barnes, CFA, CFP, of Barnes Investment
Advisory Inc. in Phoenix, Ariz., compares the initial consultation to a
box of chocolates: "You never know what you are going to get. We find
each meeting with potential clients to have its own character. Some are
exciting and/or fun, some are challenging and/or intimidating. The one
constant is that we generally enjoy meeting new people."
To use Barnes' and Forrest Gump's analogy-as the
confectioner, you must be sure the box of chocolates is chock-full of
your likable self and a gallon of preparation. Success in wooing new
clients hinges on likability and preparation.
Brigid O'Connor, M.B.A., of At Ease
LLC, www.At-EaseLLC.com, is a professional speaker and trainer
who helps individuals and organizations communicate with efficiency and
purpose.