Our prospects are looking for somebody to trust. Regardless of our product or service offering, we have to become the expert in the mind of our prospect – otherwise they will go elsewhere. This is especially true for those of us who sell advice or consultancy – be it design and graphics or legal/ financial – we must remember to ensure that our prospect is evaluating our every word. They may not understand the complete details and technicalities of our specialist subject – they pay us for this – but they will be alert to our own confidence and authority with our subject.

Immutable Facts

The people you are selling to:

• Want to work with people who are certain about their capabilities;

• Want to work with and learn from an authority on a subject;

• Are looking for someone confident about the results they offer;

• Are silently begging for leadership.

Client Attraction

• Have total conviction about what you do.

• Express that conviction in a way that makes the prospect feel confident about your abilities.

You are not selling.

You are working to convince prospects to become dissatisfied with alternative methods of achieving their outcome (or whatever it is that they want and could use your help with).

You are:

• Building trust;

• Showing authority on your topic;

• Expressing your capability about the results they will get with you;

It is all in your way of being.

Health Warnings

• Do not become overzealous – you risk sending prospects running in the other direction. Be yourself, but speak with conviction and certainty.

• Never, ever, tell a prospect you can do something that you cannot, just to close the sale. You will sacrifice your integrity and reputation.

This was a guest post by Paul Fileman of SPS who are a national team of proven senior management professionals, passionate about working to help businesses achieve their next level of development and performance. Whether they are facing market changes, financial problems, people/skills issues, or are preparing a major project, they offer dedicated support from a multi-disciplined team of experts.

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