5 Ways To Win Over a Dream
Client
by Jeff Wuorio
Reprinted with permission from the Microsoft
Small Business Center
Every business has a dream
client — one prospect they'd give just about anything to land.
The gap between that wish and
reality can often be substantial. But it's not hopeless. Here are five
different issues that may separate you and the customer of a lifetime,
along with strategies that may turn your wish list into a working
relationship.
1. "I'm working with a
competitor."
Most every business has a competitor with a
significant client in the fold — one that you'd dearly love to bring into
your own. The first step is to avoid the issue of loyalty. No matter if
the customer is satisfied or not, they may feel a degree of attachment to
a business with which they've worked for some time. Instead, offer a fresh
perspective." Ask them if the current company is giving them anything new
— fresh ideas or new ways of approaching things," says Alan Weiss, author
of "How to Write A Proposal that's Accepted Every Time." "Every company
changes accounting firms or others they work with regularly. It's a way of
getting new blood." Additionally, emphasize that your prospect has nothing
to lose by listening to what you have to say. "The goal is to get your
message heard," says James Schofield, president of ImprovSelling.com, a
sales training Web site. "You can't always win, but you at least get a
shot."
2. "You're too expensive."
Here, your dream customer claims your costs are simply out of her
ballpark. The real issue here is value. By saying you're too pricey, a
customer is likely expressing a lack of understanding about how you may be
of value to them. It's up to you to show them. "Ignore the issue of
price," says Weiss. "Show them that what you have will provide them with a
20% return. There's no such thing as too expensive; they don't see the
benefit." Avoid offering to cut your rates — that merely devalues what you
do. Instead, try to get additional information about what the client's
financial means are. That may suggest a different product or service that
matches their pocketbook without your having to offer a discount. "Ask
them if they have a budget or some sort of range that they would be
willing to pay," says Elaine Berke of EBI Consulting of Westport, Mass.
3. "I don't have time to
talk with you."
Like money, time is a commodity a prospect may say
he has precious little to share. First, take heart: your dream client at
least has enough time to tell you how little time she has: "They're
talking with you," says Berke. "That's a sign you've gotten through." From
there, try to find out why your dream client is under such a time crunch.
That means some exhaustive research to see what might be going on with
your prospect. Check newspaper archives and do an Internet search for news
about recent company developments, such as acquisitions, major initiatives
and other significant developments. Then, see how your product or service
may help with what's going on. "They may be dealing with something you're
not privy to," says Chris Deren, CEO of SellMasters, Inc., a Boston sales
performance consulting concern. "Help them understand that what you do may
help with what's soaking up all their time." Deren also suggests
networking with colleagues, other people within the prospect's company and
others to try to get a personal feel for what your prospect may be dealing
with. If nothing else, any extra insight may impress your prospect: "He
may decide that you're one of the few people that he does have time to
talk to," says Deren.
4. "I don't see the value in
what you offer."
This also stems from a lack of understanding — in
this case, that what you're selling is genuinely valuable. Address this by
emphasizing the outcome of what you're offering, not the product or
service itself. "For instance, too many businesses talk about using focus
groups for research rather than how to use that research," says Weiss.
"You have to focus on the business outcome." That means showing the
prospect just how she'll benefit in the most empirical terms possible —
lower taxes, higher profit margins, less employee turnover and other
desirable results. Be sure the benefit matches a prospect's specific
goals. Research what's truly important to a company — be it product
development, market share or overall growth — and, from there, demonstrate
how that specific area will improve: "If you ignore a customer's specific
needs, you come across as nothing more than an impersonal TV infomercial,"
says Schofield.
5. "It didn't work out the
last time."
It's possible your dream client is, in fact, a former
customer — one who left under unpleasant circumstances and with whom you'd
like to reconnect. Rule one: Apologize — with no excuses or attempt to
rationalize what happened in the past, even if that doesn't automatically
win them back: "You have to do the right thing, irrespective of the
potential for future business," says Schofield. Then demonstrate how the
problem likely won't happen a second time — maybe a technical glitch has
been addressed or a problematic employee no longer works for you. Provide
testimonials from clients that may address the issue you had with your
prospect. Finally, mention any new product or service that may offer fresh
value — that, along with a genuine apology on your part, may soften even
the most disgruntled former client.
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