Imagine that client, not that one – the “nearly client”. Yes, that one, the one that hasn’t yet signed up. You know she needs your help, you know you can help her, but she STILL hasn’t signed up. Here are 9 tips to get more clients to the finish line.

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What’s happening to her?

As a result of not signing up, her situation is not improving. In fact, her situation is probably getting worse, so she needs your help more than before!
Let’s be honest, you know she is really struggling to finish her accounts or is using a really poor contract each time she sells something (exposing herself to increasing risks), but nothing changes!

What’s worse, you’re feeling frustrated as you’ve spent time trying to help her. It’s annoying as she appears oblivious to your offer to act as her professional adviser and it’s not possible to do any more stuff “for free”?

Why are you not signing them up?

If you recognise that frustration and wonder why these “nearly clients” don’t sign up, it’s probably because of something you’re doing! If it’s just one, it could be them; but more than that means maybe you should change the way you work.

If you can adjust your sales process and talk to them differently these “nearly clients” will be more excited, say “Yes please” and sign up more readily.

The most common 9 reasons why new clients are not signing up

They don’t think they need what you offer, they don’t know what you offer, they don’t like you (just your free help), or they’re not people you should bother with anyway. This probably means:

  1. You’re selling your services and skills, not  how your skills can help them. What do you sell? 
  2. You’re trying to sell what you know they need. As the subject expert you can see things that they can’t; the trouble is they don’t know they need it!
  3. They’ve not connected with you as a person, simply your offering. That’s where many fancy sales techniques fall down, have you developed a human rapport?
  4. They don’t know how to judge your offering, relative to the others they’ve spoken to. It’s your role to ensure your prospects know how to judge real quality when they see it.
  5. You haven’t linked what you’re offering to something they know they need or something that they long to change (in other words, their pain or their dreams).
  6. They haven’t heard you ask for the sale (& how you can help them). No, really! I’ve seen countless examples where the service provider thinks he has offered his services and the prospective client doesn’t! I bet you’ve seen it too.
  7. Your potential client doubts themselves. They wonder if they are capable of doing what it takes; do the work, get the results, get the cash or find the time to make it happen…
  8. They don’t believe you can help them! It may be that they don’t totally believe you have the experience and knowledge to solve their problem. You’re not their
  9. They’ll do it later. They have no motivation to make the changes, commitment or investment now vs. next month or next year. Many of us are the same, if we can put something off, we will. How often have you delayed a purchase because you don’t feel the urgency of relieving the pain achieving the result you want. This is often made worse when you don’t follow up properly, how do you follow up and not “pester”?

What’s your job?

Despite you being brilliant at providing your service, that’s not your only role. Your role is to help this person understand why they need your help and why it’s important for them to get it now rather than another day. Re-read the points above and ask yourself how you demonstrate the opposite is true for each one.

It’s not selling!

Don’t look at it as selling, look at it as providing the help they need. Don’t look at it as pushing; it’s helping them to get out of their own way on their success journey. Your second job is to help them help themselves. Help them through the series of steps that every buyer goes through, it’s called the buying process. By focusing on helping them through their process, you’re more likely to “get the sale”. Download our guide to the buying process, it's free and waiting for you to download right nowClick here for instant access (email address required).

If they don’t get help and they struggle with something you could have helped them with, don’t let it be because you’re not communicating properly with them (note: not “selling” to them).

Written by Jon Baker The 5-50 Coach. I help professionals grow their firms from 5 to 50 employees, sustainably, profitably and still have fun. Have you got your "next step kitbag yet"? It's stuffed with guides, reports & templates helping you grow from 5 to 50 employees Click here for immediate access

Download our guide to the buying process, it's free and waiting for you to download right nowClick here for instant access (email address required).

Photo used under creative commons licence. For more information, click here.