by Fabienne Fredrickson
Posted on July 12, 2010
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One of the best things to do to quickly establish credibility, get massive exposure, and attract new clients, is speaking. Hands down. Whether you organize your own seminars on a regular basis to continually fill the pipeline (the way I did for years), or get booked for talks to “pre-formed” groups like associations, it works like a charm provided you give very good info.
If you deliver the talk properly, there is always a group of people at the end of your talk who rush up to the podium to chat with you. Some will tell you how much they enjoyed the talk, some will be e-zine readers who have wanted to meet you for years, some will want free advice or to “pick your brain.” But, there is one question you will almost always get and it comes in two parts. The first part is the good part; “I am interested in working with you.” The second one is the tricky part; “What do you charge?”
There is ONE fundamental problem with answering the second part of that question. If you answer it right there on the spot, you will most always lose that client on the spot. Here is why.
When making a purchasing decision, if they are only focused on price, there is not any room for VALUE or RESULTS. And I believe people buy in three ways: by emotion, by results, and by value (what they are paying for what they are getting). If you do not get the value part right, you might as well not even bother. They will always go into sticker shock.
The solution? Do not give them your rates on the spot. Instead, invite them for a conversation to be held at a later date where you can fully describe the value they will be getting from working with you. I call mine the “get-acquainted session,” you may call yours a free-consultation, whatever. The important thing is that is where the magic happens. That is where you can find out more about them, get to the root of their problems, describe solutions, and they sell themselves into your services, based on value.
Now, by the way, this situation does not just happen at the end of a speaking gig. If you have got a kick-butt elevator speech that makes them say, “Wow, that is exactly what I need, I want to work with you,” then you will also get the question at networking events, at the cocktail hour of your friends wedding, or simply when someone contacts you by email or phone. The answer is always the same though. Invite them for a get-acquainted session.
Your Assignment:
Never give your rates cold. You will almost always lose the sale right there on the spot. Instead, invite them for a conversation. Here is what I recommend that my clients say to their own prospects:
“I actually offer several different programs, depending on how quickly you want to get results, and of course, on your budget level. What I usually recommend is that we set up a get-acquainted session. Not only do you want to find out more about me, my programs, etc., but I want to find out more about you and your situation to see if you are going to be the right fit for my programs as well. Shall we set that up?”
Done. The prospect almost always lets out a sigh of relief (it is almost as though they did not REALLY want your rates after all) and then you are all set. Now, you are ready to close the sale. Easy.
If you deliver the talk properly, there is always a group of people at the end of your talk who rush up to the podium to chat with you. Some will tell you how much they enjoyed the talk, some will be e-zine readers who have wanted to meet you for years, some will want free advice or to “pick your brain.” But, there is one question you will almost always get and it comes in two parts. The first part is the good part; “I am interested in working with you.” The second one is the tricky part; “What do you charge?”
There is ONE fundamental problem with answering the second part of that question. If you answer it right there on the spot, you will most always lose that client on the spot. Here is why.
When making a purchasing decision, if they are only focused on price, there is not any room for VALUE or RESULTS. And I believe people buy in three ways: by emotion, by results, and by value (what they are paying for what they are getting). If you do not get the value part right, you might as well not even bother. They will always go into sticker shock.
The solution? Do not give them your rates on the spot. Instead, invite them for a conversation to be held at a later date where you can fully describe the value they will be getting from working with you. I call mine the “get-acquainted session,” you may call yours a free-consultation, whatever. The important thing is that is where the magic happens. That is where you can find out more about them, get to the root of their problems, describe solutions, and they sell themselves into your services, based on value.
Now, by the way, this situation does not just happen at the end of a speaking gig. If you have got a kick-butt elevator speech that makes them say, “Wow, that is exactly what I need, I want to work with you,” then you will also get the question at networking events, at the cocktail hour of your friends wedding, or simply when someone contacts you by email or phone. The answer is always the same though. Invite them for a get-acquainted session.
Your Assignment:
Never give your rates cold. You will almost always lose the sale right there on the spot. Instead, invite them for a conversation. Here is what I recommend that my clients say to their own prospects:
“I actually offer several different programs, depending on how quickly you want to get results, and of course, on your budget level. What I usually recommend is that we set up a get-acquainted session. Not only do you want to find out more about me, my programs, etc., but I want to find out more about you and your situation to see if you are going to be the right fit for my programs as well. Shall we set that up?”
Done. The prospect almost always lets out a sigh of relief (it is almost as though they did not REALLY want your rates after all) and then you are all set. Now, you are ready to close the sale. Easy.
Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System, the proven step-by-step program that shows you exactly how to attract more clients, in record time...guaranteed. To get your F.R.E.E. Audio CD, visit www.ClientAttraction.com.
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Denise writes: I do almost all of my work through email and phone contacts. I have found that its sometimes useful to ignore this tip in order to keep from getting too many low-quality clients. What I do is ask for more details about their project. I take the time to share a proposed strategy, and sometimes move right into a solid quote on the spot.
I know I have lost some prospects that way, but I've never regretted working with those who pass the dollar sign hurdle.
14:46:42 Mon Jul 12 2010 CDT
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