Effective Strategies for Closing Clients
Every successful coaching business must have a sales strategy. And for every sales strategy, the point of closing the sale is the most important. This is because you need clients for your coaching business to thrive. If you have a great program – which I believe you have – and you don’t get clients that subscribe for it, you will run out of business.
The survival of your coaching business is dependent on your ability to get clients through the door. I’m not talking about just any client here. I’m talking about clients that are a fit for your business. This is why you need to put more effort in your sales closing capabilities.
Don’t get it twisted; you don’t need to be the conventional salesman to become great in closing clients. All you need is to know and apply the right strategies and your business will enjoy a steady flow of ideal clients.
So, if you are a coach and you are struggling to close clients, here are three ways to surmount it.
1. Focus on the Client’s Needs
It bears repetition a million times over that it is important to focus on the benefits your prospects will get while trying to close them. Yes you need to sell your program to stay in business, but it’s the value you give that will convince prospects to become clients. A sales closing that makes the need of the prospect a priority delivers great results.
You can follow up all you want, if the prospect is not convinced about the value they will get from signing up to your program, they can’t be closed. Also, if they don’t feel like their needs are being prioritized, you will lose them.
It then means that you should find out all the pain points of your client before you make contact. This is because clients are more informed and educated about the sales process. They are tired of having salespeople cajole them into paying for something that will not solve their specific needs. That is why they ask tons of questions that will help them know exactly what they are going into.
To be able to address all their objections, you must be knowledgeable about what you offer, to the tiniest detail. According to Sales Force, 83% of potential customers say that interacting with a salesperson that has intimate knowledge of their products or services is very important. For you to close effectively, you must have a clear understanding of the need of your ideal client and how your program solves that need.
To find out how your program can help your clients, ask them questions.
- Where are they now?
- Where do they want to be?
- What is the biggest obstacle stopping them from getting to their desired destination?
If you can effectively walk through these questions with them and your services can meet these needs, then your chances of closing them skyrockets.
2. Go For It – Ask Them To Enroll
Most coaches lose clients because they don’t ask them to enroll. They think enough lead management has been done to get the prospect interested in the program. So, the client should be able to make the decision to sign up or purchase the program on their own. This doesn’t always pan out well.
According to a study on sales enablement optimization carried out by CSO Insights, an independent research group, 26% of all warmed-up leads end up not buying because they were not asked to. This implies that you can nurture leads and they seem like they are in the bag, but if you don’t make the right move to close them, they will fall out of the bag.
A lot of coaches follow all the procedures in a sales cycle, but leave out the most important part – which is going for the sale. They give all the answers to the questions prospects ask about the program and their services, and effectively handle all possible objections. But when it comes to asking for the sale, they fail completely.
The big question is why? As simple as “just asking” is, why don’t coaches do that?
The most outstanding reason for this is fear of rejection.
Most coaches are afraid that prospects will turn them down when they ask. Yeah, some people don’t just know how to handle rejection. The thought of it alone dampens their confidence and makes them fidgety. They resort to not asking at all and hoping they have said enough to convince the prospect to enroll as a client.
If you fall in this category, then you need to understand that being turned down is part of the expectations when you want to close a prospect. That’s not to say you should always expect to be rejected all the time. But just have it at the back of your mind, while being optimistic about closing the deal when you ask.
The confidence you have in the ability of your program to get results for clients should subdue the fear of being turned down. If your program or service does what you say it does and you’ve qualified the lead, go ahead and ask them to sign up. It is better you ask and get turned down, than losing the opportunity of signing up a client just because you are afraid to ask.
3. Be Persistent – But Not “Salesy”
The fact that a prospect turned you down when you asked does not mean they don’t have plans to become clients. Most times, when a prospect says “no”, it could mean “not yet”. Getting a “no” one time is not enough to quit on the prospect. You may need to get it a couple more times before a “yes”.
Not all prospects get to sign up at the first time of asking. According to HubSpot, 58% of interested buyers want to talk about pricing in their first contact with a business, while 54% just wants to know how the product or service works. As a matter of fact, only about 2% of sales occur at the first meeting. It doesn’t mean that you shouldn’t try to close sales immediately a lead is qualified, because you may stand to lose 26% of nurtured leads if you don’t try.
So, persistence is something every coach needs to effectively close sales. However, the sad reality is that most coaches give up on prospects too soon, especially when they feel turned down.
Statistics have shown that 44% of sales people give up after being turned down once, 22% give up after the second attempt, 14% give up after the third rejection, and 12% give up after trying four times. However, studies by Sales Force show that 80% of non-routine sales require a minimum of five follow-ups.
Your coaching program is a non-routine product because you get to sell it to a client for a one-time fee. So, you may have to go for the sale more than once to close it. You need to persist for as long as it takes to close the deal.
One more thing on this: You need to be strategic about persisting on a prospect so you don’t end up appearing “salesy” or sounding pushy. Always make your follow ups about how best your prospect can benefit from the program when they sign up for it. Customers are smarter now and can sense when you are desperate from a million miles away.
As I Close…
As a coach, you don’t need a magic wand to be able to close sales. All you need is actionable strategies that will make you close more sales than you could ever imagine.
Never be afraid of asking a prospect to sign up, you could be blowing your chances when you don’t. Even if you get turned down the first time, don’t give up on the client. Follow-up the client as much as possible; this increases your chances of success. This is because the client has shown interest in what you offer, so they only need a couple follow ups to make up their mind.
In all of these, the benefit your prospect will get should take precedence over your desire to sell your program. If your prospects are not sure about what they will benefit, you can never close them.
To learn how to implement all these in your business schedule a breakthrough strategy session with someone on our team.
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