Step 5. Match Your Solution To The Prospect’s Problem
This is the part where you pitch your service or product to the client.
For most freelancers, entrepreneurs, and sales professionals, this part goes really poorly.
Because they skip straight to this part after they’ve finished their small talk.
In their mind, THIS is the sales call. They have their litte one-way spiel planned out, outlining all the benefits of their solution, and they are here to work their way through that spiel as quickly as possible.
When you pitch this way, you are essentially delivering a copy/paste presentation.
The words you are telling the prospect are the exact same words that you deliver to EVERY prospect, and it shows. It’s really obvious to people that you are simply trying to sell them on your offer, regardless of their unique needs and goals.
That’s why we don’t pitch this way, and that’s why we don’t skip straight to this section after the small talk.
If you followed our advice and asked the right questions, then you are entering this stage knowing the prospects EXACT situation.
They have told you in THEIR OWN WORDS what challenges they are facing, what goals they are targeting, and how they are hoping you will help them meet those goals.
All you have to do is repeat back to them what they’ve already told you.
Just repeat it back to them word-for-word and include how your service will fit into the scenario they’ve laid out for you.
Write Minds’ Founder Jacob McMillen offers this as his best advice on selling your writing. He says, “Ask people what they are trying to accomplish, listen thoroughly, and then repeat their goals back to them, almost as if they were YOUR ideas in the first place while explaining exactly how you are going to help them reach those goals using your service.
You can literally repeat verbatim what the prospect tells you, and they will nod and say stuff like, “Yes, that’s it exactly.” It honestly blows my mind. I’ve tried being really obvious with this on calls where I didn’t really want any more clients, and it just seems to work even better the more obvious you make it.”
This is where you become the hero.
You are no longer selling at this point. You are solving their problems.
Client: “Our business has pivoted since we created our website, and the old copy doesn’t really reflect our business anymore.”
You: “So what we’re going to do is dig into feedback from your best current customers and use that feedback to create new messaging that reflects your current business and what customers love about how you’ve pivoted.”
Or in another scenario:
Client: “We aren’t getting any leads through our website.”
You: “We’re going to create new copy that focuses specifically on bringing in leads through the website.”
Client: “We really need a great welcome sequence, and the writers we’ve worked with before haven’t seemed to understand our product offer.”
You: “We’re going to put together a really great welcome sequence that clearly communicates your offer and helps users have that “aha” moment while using your product. I really love this space and have worked with several companies in [niche] before, so understanding the more sutble elements of your offer and audience won’t be a problem for me.”
This is probably going to go longer than a few lines, but it doesn’t have to be much more complex than this.
If you are a writer, your service offer is likely very simple to explain.
If you are another type of service provider, same deal. Most great services are fairly easy to explain.
So all you have to do is say, “Hey, you know this thing you just told me you need — here’s how my service gives you exactly that.”
If you are selling a product, there might be a few extra steps, but the core lesson here remains relevant. Build your presentation around what the prospect has already told you on the call.
There’s a lot of extra advice that can be incorporated here, some of which you’ve probably heard before:
- Focus on benefits rather than features.
- Anticipate objections and address them before they are brought up.
- Ask the prospect short questions that get them to nod or say yes.
Stuff like this can add some value to your pitch, but they aren’t necessary to close most calls.
What really matters is that you listen to your prospect and then explain how your service fits into everything they’ve just told you and is going to help them reach the objectives they’ve just laid out.
If you do this well, you’ll be closing a solid 30-40% of your sales calls.
The next step is how you go from a 30-40% close rate to a 70-80% close rate.