Talk less


All of the marketing and advertising you do is merely a prequel to having a conversation with a prospective client. 

During that conversation, they want to know what you think about their situation or question; they want to know if you can help them; and they want to know what it will take for you to do that. 

So, you ask questions. And listen. 

You listen so you can diagnose their problem or need and tell them how you can help them and what it will cost. If they like what you say, they begin to trust you and move closer to taking the next step. 

But they might not be ready. They might have more questions. 

Questions are good. It means they’re interested. 

But the key to reaching agreement isn’t for you to do all the talking. They key is to get them to do most of the talking. 

Which means asking them more questions. 

You want them to tell you more about their situation, what they want and what they fear. As you validate what they say, through your words and body language (and additional questions), they see that not only are you knowledgeable about their situation and capable of helping them, you want to.

But don’t let them wander. You must control the conversation by narrowing the scope of their questions and keeping them focused on the solutions they need and want. Answer their question and ask your own:

Does that make sense? Is that what you want? Would (this) be better for you or would (that)?

When you see that they might be ready to take that next step, ask a “closing” question. If you’ve answered their questions and told them what you can do to help them, your closing question might be as simple as, “Are you ready to get started?” 

Talk less. Listen more. They’ll tell you what they want—and what you need to say to get them to say “yes”.