Mastering the Close
October 21, 2007
If I schedule a call with a potential client regarding my services, there is a 99.5% chance that they will convert into a client. It’s a great conversion rate and as a virtual assistant who is moving more toward the virtual assistance firm model, this is exciting because it means I can bring in new business and outsource more work to my own assistants thus making everyone happy!
So, how do you master the close? It’s simple! Here are some great tips on converting a potential client into a true client.
(1) Find out where they found out about you. This is important because it gives you a starting point for conversation. If they were referred, you can spend a few moments talking about why you love working for the referrer or you can let them know that you’ll be sending the referrer a thank you card for connecting the two of you.
(2) Come into the conversation prepared. If they send you an e-mail and their website is in their signature, review it. Approach the potential client conversation somewhat like a job interview. If you know their business and can quote things from their website during your call, you’ll make a great first impression.
(3) Start by asking them what their needs are. This shows that you (a) care about what it is they are struggling with and (b) are attentive to your client’s needs. By asking them this question, you can then speak about your own experiences and services that relate directly to their needs.
(4) Speak to their needs with exactly how you can help them. This is your time to shine. If the client’s goal is to eventually sell their business, talk about how you helped a company go through a multi-million dollar company sale. If they need someone who excels in customer service, tell them how you responded to 2,500 e-mails per day. (These examples are things I’ve actually done and are things I’ve brought up in potential client conversations before.)
(5) Tell them a bit about yourself and your company. Let the client know how you are structured (individual VA, multiple VAs, etc.) and let them know about your processes. This could include the use of a project management software (I use Basecamp) or it could be the security you have in having full support in your business via other assistants. Also, let them know how you invoice and the different packages / rates you have available.
(6) Let them know how they can get started with you. Approach this like, ‘The next steps are going to be sending you out our Welcome Package and then getting you setup in Basecamp. Once that is done, I’ll send you over your login information so you can start uploading to-dos right away!’ By making it sound easy to work with you (it should be!) you’ll make them feel like their workload is lighter just by talking to you!
(7) Thank them for their time. I sometimes send a thank you card out as well which simply states, ‘Thank you for your time today. I really enjoyed speaking with you about your business needs and hope I can be of service in future.’ I also will throw in something that is more personal in nature if they’ve brought something up on the call. For example, if my potential client states that they have a dog, I might say, “Hope you and Rocky have a good day at the office!” or something of that nature.
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Great tips indeed! I’m bookmarking the page. It’s nice we now have technology to help us with this, isn’t it? Tools like Basecamp or Wrike http://www.wrike.com/, which I personally prefer to Basecamp, are of great help to manage the time.
You’ve nailed it! I give, give, give when I “interview” potential clients. I tell them about how my past experiences have helped the success of my clients. A clincher is “we will be in this together, your business success is my main objective.” After all, without their success, you won’t be successful!
Kathy