In the consulting business, contracts are very rarely negotiated over the phone. At some point, you will have to make a presentation to your prospect. What you do, what you say and how you say it, how you dress, and how you come across will determine if that prospect wants to see you again.
To make your presentation flow, find out as much as you can about the person to whom you will be talking. Determine if any other people will be involved in making the final decision. Ask that they be present. You don’t want to make a presentation on your own time only to do it again to the “decision maker.” Also, the “middle man” will not be able to convey your information as well as you, so you might not be invited back for further discussion.
Prospective clients don’t really care about what you can do. They care about what you can do for them. So, you must tailor your benefits to their needs. If you don’t know their requirements, prepare a list of questions that will lead to the benefits of using your service.
If you have done your homework properly, you are 80% ahead of your competitors. During your presentation, go slowly. Often, prospects do not ask questions when they do not understand your explanation. Going slowly makes it easier for them to follow you. If you are relaxed, they will feel relaxed. If you are tense, they will feel tense. Avoid phrases like “Let me tell you about – .” Instead, say “I’d like to share with you some ideas about – .” This is less controlling. Your prospects don’t want to be overpowered by you.
Here are a few tips to help you organize your presentation:
- After greeting the prospect and establishing rapport, say your general benefit statement followed by a question asking for consent. For example, “Mr. Prospect, I’m confident we can be a valuable asset to your company for two simple reasons: 1) we can cut the time you spend handling invoices by 30% and 2) we can save you money in the process. Would this be of interest to you?”
By asking for consent at the end of your statement, you ensure that the prospect is with you. It also helps you focus your future questions. Get in the habit of asking questions like this as you make specific points throughout your presentation. The information gathered from their answers will help you deal with objections as they arise.
- Probe to determine your prospect’s needs. Use the list of questions you prepared ahead of time as a guideline. Try to find an opening that will lead to your benefits. Isolate a few of these needs and focus in on what the prospect will gain by hiring you.
- Explain how you will help them solve their problems. Gain agreement to the steps in your proposed plan. Questions such as “Do you see how this will cut your costs?” and “Does this make sense to you?” will let you know if the prospect is lost. Keep an eye on their hands, face, and feet. If they seem ill at ease, restate your explanation in a different way. Make them feel comfortable with you.
If you don’t get the contract during that consultation, be sure to follow-up with a letter and a phone call. Reinforce the benefits of using your services. Be persistent, but not forceful. With practice, you will close more contracts.
