The first step in attracting more clients is creating an enrollment conversation that works. And no matter how new or experienced you are at participating in initial conversations with potential clients, there’s always room for improvement. Initially, when you’re just getting started in your business your goal might be to “convert” 50% (or more) of your calls into paying clients and to focus on filling your calendar with a minimum of 10 enrollment conversations per week.
If you’re more experienced and already getting a higher conversion rate, say even 90%, then its time to challenge yourself by raising your fees or adding a team member on to sell for you. Keep in mind that the goal in an initial conversation is to transform potential customers into paying customers, so it’s important to understand that this call isn’t just a friendly chat. The key is to listen, connect, and make an offer. But what happens if you dread making offers?
Fortunately, there’s a simple strategy to shift potential clients into paying clients. Using this strategy will help you substantially increase the number of people who say “Yes” to your services.
Here are 3 simple steps to increase your enrollment conversation success rate.
Step #1 – Respectfully and Confidently Take Charge of the Call
Start by giving your prospective client a brief description of what’s going to happen for them. Depending on your business, you might say:
“We have about 30 minutes together and in this time we’re going to discover where you are now and what the best direction is for you to head in. And then we’ll see if there’s a fit for how I can help you solve your biggest struggles so you can get to where you want to be”
Set yourself up as the leader of the conversation from the beginning.
Tip #2 – Show Them Their Possibilities
While you don’t want to shy away from digging deeply into your prospective client’s challenges, if you let them get stuck in their problems they won’t believe they can get what they want when you finally make your offer.
Instead, keep listening for what’s possible for them while they are sharing where they are stuck. I like to make a list of what their challenges are, and what the opportunities are for them once the challenges are solved.
Giving them a summary during the call (starting with the challenges first) immediately installs value because your prospective client is seeing for themselves what is at stake in staying stuck…and how much they can achieve by taking action. This creates awesome anticipation and energy for them to want to say yes to you!
So often people are stuck in their pain and they just can’t see a way out. Show them a way out by presenting the possibilities.
Step #3 – Convert Their “Pain” Into A Tangible Solution
The ultimate goal, if you are service provider, is to alleviate or diminish your client’s problems. Whether the primary problems are financial (for a business coach or marketing guru), emotional (in the case of a lawyer, designer or financial planner), physical (health professional, builder) or spiritual (life coach, holistic practitioner)- your goal is to help them alleviate pain. I’ve given you just a few examples of careers that coincide with certain types of pain. Often, your business will help alleviate several types of pain.
When you offer your service, be clear with how you will help them navigate out of pain into the situation they desire. As always, stay truthful and be authentic.
Follow these steps, and you’ll automatically increase your conversion in a manner that is honest, authentic and focused. If you’d like more help creating your enrollment conversation, email or call us and we’ll set up a time for you and I to talk.